facebook just deleted thousands of
interest targeting options we also found
out that interest targeting is
inaccurate about 30 of the time and
we're starting to see more and more
examples of people finding the most
success with their ads by using no
targeting options at all so with all of
this going on how do you make sure you
get your ads in front of the right
people at the right time the good news
is there are several things you can and
should do and that's what we're going to
talk about in this video see the way the
facebook machine learning algorithm
works is it puts your ads out there in
front of people and it looks at who
engages and takes action on those ads
then it will go and show your ads to
more people just like those engagers and
action takers so the key is to make sure
that you get the right people taking
action on your ads so that the algorithm
gets fed good data and so it can get you
the results that you're looking for the
first way you can make sure you do that
is by creating ads that speak
specifically to your target audience
what do i mean by that well rather than
writing generic ad copy that speaks to
everyone or to a really broad audience
make sure you're writing copy that just
speaks to your specific target take a
look at this example and i'm not saying
this is a bad ad but what you'll notice
about this ad when you read the headline
and the opening few lines of the copy is
that it's very broad the famous
three-lane marketing method could be for
marketing any type of business it could
be for e-commerce courses
coaching or anything else you can think
of now one way you can make this more
specific really really quickly and it's
kind of obvious is to call your target
audience out directly so instead of just
saying the famous three-lane marketing
method you could say the famous
three-lane marketing method for online
course creators or the famous three-lane
marketing method for coaches what it
comes down to is it's about the who so
who do you want to target and then name
that person or call them out
specifically in your ad copy and the
place to do this is the headline or the
opening few lines of copy because that's
what people see when they first notice
you're out of the news feed here's
another example it's kind of generic at
the moment it says how to convert
clients from small groups well you could
apply what i just said and make this
more specific by calling out your target
audience simply by saying how to convert
coaching clients from small groups or if
you were targeting bookkeepers you could
say how to convert more bookkeeping
clients from small groups so you can see
that tiny tweak makes a big difference
in terms of who the copy speaks to now
one thing i'll mention here is that yes
this is going to probably drive up your
lead costs a little bit but it's going
to lead to higher quality leads or a
higher percentage of your leads being
the exact person you're after because
again if you were say targeting
bookkeepers like i just said and you
used a generic option well maybe one in
five or one in 10 people who come in
through that lead magnet are going to be
the bookkeeper audience that you're
looking for but this way if you call
them out specifically pretty much all of
them are going to be the target leads
that you want so yes it's more expensive
but they're better leads the next thing
you can do to help is tap the like
button on this video that really does
help this channel helps get this video
out in front of more people and it helps
tell me what type of content i should
create more of and if you do decide to
do that thanks so much i really do
appreciate it okay so back to the
serious stuff the next thing you can do
is use creatives that only appeal to
your specific audience so what i mean by
that well most of the creatives that you
see meaning the images of the videos in
the news feed are quite generic but what
you can do is you can flip that around
and use really specific creatives
creatives that contain images or video
that is only instantly recognizable by
the person that you want to pay
attention to that ad for example if i
want to get in front of seo experts or
people who understand seo let's say i've
got a course that teaches advanced seo
tactics and strategies well one thing i
could do in my creatives is use a
screenshot with a chart from google
search console now the only people who
know what the inside of google search
console looks like is going to be
somebody who's familiar with seo or
who's trying to figure out seo right
anyone else who sees that ad are going
to look at that and have no idea what it
is or what it means and that's what
makes this particular tactic really
effective it's instantly recognizable
for the right people and it gets ignored
by the wrong people which is actually
what you want deterring the people who
are not interested in your ad or who you
aren't interested in turning into leads
is just as important as attracting the
right people another example is let's
say you teach people how to use
microsoft excel well in that example you
would use an image or a video that only
people who are familiar with microsoft
excel would recognize let's go even
deeper with an example of that let's say
you have a lead magnet that teaches them
how to solve a specific error that is
common among excel users you could have
a screenshot that just shows an image of
the error or you could have a video that
shows somebody typing into excel and
that particular error appearing if
somebody is struggling with that problem
and they see that ad
of course they're going to click it
because they know that it's going to
help them with the exact problem they're
experiencing right now now that kind of
leads me into the next one that is using
hooks and talking about problems that
only your audience would experience
let's say you've got a company that
teaches bookkeepers how to scale their
business and increase profits well you
could create an ad that says something
like here are three simple tactics that
we use to help businesses increase
profit by 200 percent sounds pretty good
but every business owner wants that that
is so generic and has such a broad
appeal that you're going to attract
every business owner you're not going to
just attract bookkeeping company owners
through that particular hook but if we
change that a little and use a hook like
how we increase our profit per book
keeping client by 200
without cutting corners then that is
hyper specific that hook appeals to
bookkeeping companies and bookkeeping
companies only another example talking
about a specific pain point for the
bookkeeper example could be something
like customer churn is one of the
biggest challenges any bookkeeping
company faces here's how we cut ours in
half really simple hook again it talks
to a very specific pain point we call
out that bookkeeper audience at the same
time so we're kind of blending two
together here it's going to be very
effective in attracting just the type of
leads that we want which leads me to the
next thing which dramatically affects
the quality of the leads that you bring
in and the roads that you deliver from
your campaigns i've actually seen this
change completely turn around the
performance of an ad campaign and it's
often not even thought of when trying to
troubleshoot why a campaign isn't
performing and that is thinking about
who your lead magnet itself meaning the
free opt-in that you're offering who is
that actually attracting into your
pipeline or into your business so what
you want to do is make sure that your
lead magnet attracts people who are
ready and willing to buy from you that
means people who are ready and willing
to buy from you now and have the problem
that you actually solve and people who
are in a financial position to buy from
you as well because if you have a lead
magnet that attracts the wrong person it
doesn't matter how good your ads are it
doesn't matter how cheap your leads are
if they're attracting leads who aren't
actually ready to become customers of
yours yet then the roas is never going
to be there so to do that you need to
create a lead magnet that solves a
problem that the person who is ready to
jump on board become a client or a
customer of yours now is actually
experiencing so they can come in have a
great experience to your lead magnet and
hopefully turn into a customer let's
look at an example because i know this
can be a little bit abstract at first
but let's say you've got a business that
helps other companies scale from six
figures up to seven figures now there
are a set of challenges or problems that
a business experiences at six figures
that they need to overcome in order to
get to seven and those challenges and
problems are different than when you go
from zero up to the first six figures so
your lead magnet shouldn't be appealing
to somebody who's trying to overcome the
challenges of going from zero to six it
should be appealing to the people who
are trying to overcome the challenges of
going from six figures to seven for
example if you wanted to appeal to the
six-figure business owners to help them
get to seven you might offer them a lead
magnet that teaches them how to hire for
key management positions or maybe an
automation guide to automate certain
time-consuming repetitive tasks that
happen once you hit a certain scale now
both of these are real problems that a
six figure business owner will have but
anyone who's got a smaller business will
not be experiencing if they're owning
twenty thousand dollars a year they're
not going to be looking to hire
management positions they're going to be
running everything and so a hiring guide
for managers isn't going to appeal to
them and that's a good thing now what
you don't want to do is have a lead
magnet that's something like how to get
your first clients or how to get your
first 5000 followers on instagram
because that's going to appeal to all of
those newer business owners and while
there's nothing wrong with those
business owners they're not who you are
trying to attract and so generating
leads based on a lead magnet like that
is going to bring you a bunch of leads
and they might be low cost leads but
none of them are going to turn into
customers which is at the end of the day
the whole purpose of running your
facebook and instagram ad campaign right
now when it comes to actually targeting
like setting up an ad set you're
probably still wondering how should i do
that the three things that i will tell
you are broad interest targeting is
number one so instead of going for
specific interest now go for big broad
wide interests okay now this is going to
include a lot of people who aren't in
your target audience but as i said
earlier interest targeting isn't super
accurate anymore anyway and facebook
have actually deleted a lot of the
interest targeting options that we used
to have that were quite specific so go
with broad interests and use these
things that i've just told you create
ads that speak to your specific audience
make sure you're using hooks and talking
about problems that your audience
experiences and make sure you're
creating lead magnets themselves that
actually appeal to this specific
customer that you want to acquire in
terms of lookalike audiences go for
bigger broader look-alikes as well so
i'm tending to find that five percent
look-alikes and above are outperforming
the smaller one to two percent
look-alike audiences and then the third
thing to try is open targeting meaning
you don't target any interests or any
custom audiences you simply target the
countries that you want maybe the age
bracket that you want and the gender and
that's about it you leave everything
else open and then use these things i've
just talked to you about in this video
to do the targeting for you now when it
comes to setting up your ads if you want
to avoid the biggest mistakes that i'm
seeing right now that are costing
advertisers a lot of time and a lot of
money make sure you check out this video
next thanks for watching and i'll see
you in the next one bye