Facebook Ads | What’s Working Now!

Facebook Ads | What’s Working Now!

Most of the Facebook ad accounts that I
audit and look into are doing a ton of things wrong that’s losing them clicks
and conversions and sales which is why in this episode I want to break down
exactly what’s working right now, so you can avoid these mistakes and be one of
the few to truly get outstanding results from your Facebook Ads. Also, make sure to
stick around right till the end because I’m going to be sharing with you an
advanced tip that pretty much nobody is using right now but could dramatically
improve the effectiveness of all of your campaigns. Alright, let’s get to it! Hey there my name is Adam Erhart,
marketing strategist and welcome to the marketing show. Over the past seven years
I’ve run countless thousands of campaigns for my clients and help them
generate millions and millions and millions of dollars. Also, over that time
I’ve seen pretty much everything, the good, the bad, the ugly, the fugly, the
super fugly, the SuperDuper fugly, you get the picture, and I’ve seen a lot of
things change with the platform and with how consumers and customers essentially,
engage and interact with the platform which is one of the biggest changes of
all. See, back in the day, which makes me sound super old but really, back in the
day, we used to be able to just throw up any old ad, we could have ugly images and
terrible copy and bad creatives and it would still work because the platform
just wasn’t that competitive and wasn’t yet saturated. Things have changed. You
see, over the years people have really realized that Facebook is an amazing
opportunity to reach exactly who they’re trying to get to and because it is an
auction platform, meaning, that people are bidding for different spots and
different spaces on the platform, well, as people realize that it’s actually a
really effective advertising platform, more people came onto it and it drove
the costs up, making things really, really hard to compete, especially when we
compare to how they used to be. But, really, really hard to compete isn’t
impossible to compete and in fact, it’s still really doable to run an incredibly
profitable campaign on Facebook, it’s just different and that’s what this
episode is all about and I’m going to be sharing with you some of my top tips on
exactly what’s working now to help you get way better results and it all starts
with tip #1: Longer copy. Now, the reason that I want to start with longer
copy is that I’ve really changed my tune on this quite a bit over the last little… essentially months, maybe even the last year, where we’ve
started to experiment with longer and longer copy because we’re getting just
so much better results, in most cases by having kind of a a more detailed and
more thorough and more story based ad, rather than just a short and punchy and
really catchy thing and then sort of leaving them from there. You see, I used
to preach that your ad should really only do one thing, have one main priority
and maybe one sub priority, essentially, what that’s got to do is it’s got to
stop somebody from scrolling by lightning speed, all you have to do is
think about how you engage with Facebook and on your phone or on your computer,
just kind of whipping through things at lightning speed. So, your ads first job is
to stop them from scrolling and the second job of the ad is to just get the
click. That’s it. At least that’s what I used to say. Essentially, all you want
your ad to do is get somebody to make the click and you can do all of the
heavy lifting on the landing page or the opt-in page or wherever you’re sending
them to. Now, that’s all true. We still want your ad to stop the scroll and get
the click and all of that still relevant but we also want your ad to do a little
bit more work today and that’s okey because we are paying a premium for this
ad so it only makes sense that we wanted to do a little more heavy lifting.
Essentially now, what I’m seeing and what we’re seeing inside the agency and with
all the clients that I’m consulting with is that we’re using a longer form ad to
essentially tell more of the story, build a little more rapport, cover some of the
features and some of the benefits and essentially, do a little bit of the
selling right there inside the ad itself. What this is resulting in is slightly
more clicks on the ad to get people to obviously read all of the content but
also we may be paying a little bit of a higher premium to get somebody to click
the link and head over to the landing page but these tend to be a much more
qualified prospect, because they’ve taken the time to make sure to read the copy,
they’ve identified that “yes they’re interested” and they resonate with it,
rather than just clicking to kind of see what’s behind the door. This is why it’s
really important when you’re looking at a Facebook ad campaign to kind of take a
look at all of the metrics. We’re not just interested in cost per click or
cost per link click or even cost per opt-in necessarily, but rather the end
metric of return on investment or return on adspend and then kind of working our
way all the way back to the beginning. For example, if we’ve
a short copy ad that’s getting us super cheap clicks but making no sales,
well, obviously we’d rather have say a longer ad that’s really expensive clicks
but is actually delivering us sales on the back end and this is why it’s really
important to make sure all of your metrics are set up and tracking, yadda,
yadda… but really what we’re focusing on here is really making that transition to
more of a longer form ad copy. A little bit more work on the front end but we’re
finding a lot of really good results with it. Alright, the next thing that I
want to cover with what’s working right now phenomenally, well, within Facebook
Ads is: Using the split test feature. Now, if you’ve been watching my stuff for any
length of time then you know I’m a massive advocate of split testing, pretty
much always and pretty much everything. Whether we’re talking about the copy
that you’re using in the body, whether it’s the headlines, whether it’s the
image or the video, whether it’s the placements of the targeting, whatever. I
believe you should always be testing and trying to find that better or more
perfect combination of ideal ad characteristics to get the best results.
Well, Facebook has made this a little bit easier right now using their split
testing feature and it’s actually turning out to be a pretty valuable
feature. Essentially, what it allows you to do is to select split testing as one
of your sort of top-level campaign objectives and then from there you can
start to decide what elements you want to split test first, whether it’s say
audience or whether it’s say ad creative and even which part of the ad
great if you want to test. The beauty here is that by kind of sort of setting
things up right within Facebook is they’re doing a lot of the heavy lifting
for you and they’re going to run the ad until you get a statistically
significant sort of winner or loser, allowing you to make the best decision
for which ads to scale and which ones to cut loose. The other beauty of this is
that rather than just taking all of your ads and dumping them inside Facebook and
saying: “Have at it, try to find me a winner” well, when we do it that way,
essentially sometimes Facebook will miss prioritize or miss over prioritized one
ad over another and if you’ve run ads for any length of time you know exactly
what I’m talking about. You’ll see, one ad that’s getting great lead costs but it’s
decided to stop showing it and you’ll see another ad that has terrible lead
costs and they’ll decide that for some reason this is the winner and they’re
gonna put all of your budget towards that one. You don’t want that to happen
and that’s what the split test helps to avoid. Essentially, it takes your budget
carves it up between however many different ads or ad
sets you want to use and then it allows you to essentially, run it as a proper
split test campaign, run it from start to finish and give you a winner. Now, a
couple real quick points that I need to make sure you’re aware of when using the
split test feature: number one is that you want to make sure that you’re only
split testing one variable at a time. Whether that’s a headline, whether it’s
body copy, whether it’s an image or whether it’s even the audience’s that
you’re running the ad to. You’ve got to make sure that you’re only split testing
that one single variable. Otherwise, you’ll have no idea what’s responsible
for an ad performing better or worse. The second thing is that once your split
test is done, well, your work isn’t necessarily over but what you want to do
is you want to take that winning ad, put it into a new campaign and then continue
split testing a different variable, so there’s always room to improve and find
a better combination of those ad assets. Alright, the next feature and the next
tip that I want to talk about here with what’s working right now inside Facebook
is: Leveraging CBO or Campaign Budget Optimization. Now, I´ve made another video
on CBO, so I’ll make sure to link it up in the cards and the descriptions below
if you’re not familiar but essentially, all that’s really happened here is
Facebook has taken the budget sort of section of the ads and they’ve moved it
from the ad set level to the campaign level which is kind of pretty much how
all the other ads and all the other ad networks run their ads, so it’s kind of a
nice changes to see. Regardless, this simple change has thrown a lot of people
for a loop and they’ve gotten really confused and are still not exactly sure
how to structure a proper CBO campaign or what the implications are or how to
set them up to get the best results, so let me clarify some of that for you
right now. First of all, it’s important to understand that CBO is really pretty
much exactly what I just said, they’ve just taken the budgeting from the ad set
level and they moved it to the campaign, so campaign budget optimization. Now, what
this means is that you’re going to set your new budget at that campaign level
and you’re gonna structure things from there with different ad sets under the
campaign and different ads under the ad sets. What this also means is that by
moving things right to the campaign level, you’ve made kind of your ad sets
in your adds a little more resilient to change. Here’s what I mean, in the past
we’ve seen a lot of massive algorithm fluctuations, if anything
was done at the outset level or if the ad level or whatever, kind of mini
changes were made, especially when it came to increasing budget. This is the
reason that when we’re talking about scaling up winning campaigns, I’m a
strong advocate firm believer that we should always do micro increases in that
budget over the sort of the campaign per day at around like say 10 to 15%, maybe
20% at most and always be watching to see where things come to start to go off
the rails. Well, in the past if you had the budget at the ad set level and you
decided to sort of start ramping up your budget, well, obviously this is going to
be concentrated on just one ad set so things started to get a little wonky. The
beauty here is that by moving that budget to the campaign level you’ve got
a little bit more kind of cushion, so essentially, when you increase the budget
of the campaign level it spreads it out over the different ad sets and your
results tend to be a little more stable. It’s always a good thing.
But all that aside, probably the biggest and most important thing you need to
know about CBO is the fact that it’s really improved the way that facebook is
going to select the winners and the losers and start to allocate more of
your budget in the right direction. So, enough about the budget. How you actually
set up a campaign to get great results today? Here’s what we’re seeing,
essentially what you want to do is first set up your campaign and obviously set
your budget at the campaign level, from there you want to pick 2 to 3 to 4 of
your absolute best ad sets which you would have determined by doing a proper
split test whether you decide to test different audiences or ad copy, doesn’t
really matter, just make sure that you’ve got four of your absolute best, maybe
five maybe three and then from there move down to the ad level and choose
maybe two to three different ads per ad set, then you just want to leave it alone
and let Facebook run it to get some data back. Once you get data back, well, then
you’re going to be able to determine even better which ad sets are gonna be
your top performers and which ads under there, then simply take the winners
duplicate them into a new CBO campaign, start another split test campaign and it
really pretty much never ends. Alright, that’s enough talk about CBO, let’s move
on to the next one which is: Dynamic creative. Now, this is a relatively new
feature but it’s one that I’m really finding some great results with and
essentially, it’s a bit of a variation or modification of the split testing
feature but rather than setting things up as a proper split test, really testing
only one variable at a time, here what you’re doing is you’re taking all
of your best copy and your best creative and your best images and you’re just
dumping it all on Facebook and letting them have at it. What happens here is
Facebook then takes all sorts of different combinations, of say: a headline
from over there and a body copy from over there and an image from down there
and it starts to mix and match all sorts of different ad combinations and show it
to your audience. Then what you’re able to do, is you’re able to go into your ads
manager and take a look at exactly what combination got you the best results
which then you can take and move into either a split test campaign or a CBO
campaign and you know that you’re gonna have a really strong performing ad. Now, I
do have mixed feelings on dynamic creative, whether you’re a beginner or
whether you’re advanced because there’s gonna be pros and cons to running it at
pretty much both stages and everywhere in between. For example, if you’re a brand
new beginner that almost rather you focus on just creating one really good
ad, really spending some time and really think through exactly what you want to
say and how you want to say it and if you’re advanced, well, the same thing kind
of applies rather you kind of know exactly what you’re trying to do and
really crafting out what do you believe is the greatest ad copy you could ever
possibly write. On the other hand, if you’re a beginner and have absolutely no
idea what to do or where to start, well, this is a great idea to just kind of
chuck a whole bunch of stuff in and see what sticks and the same thing applies
if you’re advanced and you’ve got a ton of winners that you want to draw from
and really figure out the best combination. So, there really is no
one-size-fits-all when it comes to dynamic creative. My point here is just
to be aware that it exists and see how you can factor it into your campaigns.
Alright, the next thing that we’re seeing working phenomenally well right
now when it comes to Facebook Ads is: Choosing slightly larger and slightly
broader audiences. See, back in the day, I know I’ve said that before but back
years and years ago, we had to be pretty dialed in with exactly who we’re trying
to reach, really dialing in all of the exact targeting and then putting layers
on top of that to make the audience smaller and smaller to make sure that
Facebook knew exactly who we’re trying to reach and who we are not trying to
reach, so they didn’t show our ads to people that had no chance of converting.
Well, over the years Facebook’s gotten a lot smarter and by Facebook I mean the
algorithm behind the ads. What this means is that by giving Facebook a little bit
of a wider net and really making sure that you’ve got
an accurate but not too narrow target, well, you’re going to give Facebook more
opportunities to find your ideal people and then once it starts to find a few of
them it’s going to start to build into the algorithm kind of the points and the
data points and all of the similarities between them so it can go out and find
you even more of those people. The result is more leads and often for way less
cost. You see, anytime that you make your
audience way too narrow you’re going to be paying a premium because essentially,
you’re dialing in on exactly who you’re trying to reach which means that your
CPM or Cost Per Mille which means Cost Per Thousand impressions, essentially,
kind of the benchmark that all advertisers use to decide how much it’s
gonna cost to reach certain people, anyway, that number is gonna rise
significantly. Rather, if you can choose a broader and wider more diverse audience
and then make sure that you’re really dialing in and really targeting exactly
who want to reach through the ad copy and through the creative and how your ad
looks and sounds and feels, well, your costs are gonna be significantly less
and you’re gonna likely get way better results. This is why my advice here is to
make your audience pretty much what it needs to be, whether that’s fifty
thousand people or fifty million people. If you know that you’ve got dialed in
targeting, that’s pretty much as far as you need to go and then make sure that
your ad, possibly with longer copy, is doing a lot of the heavy lifting for you.
Alright, my next tip on what’s working right now is: Using square images or
square video. Now, this should probably come as no surprise but one of the
greatest things you can do when it comes to advertising, is to take advantage of
all the tools and all the resources and all the real estate that you get when
you pay them money. For example, if you’re paying for an ad, it doesn’t really make
any sense to take up the smallest, tiniest amount of space possible where
you can stretch out and take up maximum screen real estate and that’s what you
should be after. That’s why we’re seeing square videos working phenomenally, well,
more square images or if you have the option kind of that massive full screen
size. Again, different ad formats and different ad types are gonna have
different screen sizes but the takeaway point is really pretty simple: just make
sure to chew up as much screen real estate as you possibly can.
Yep, that’s pretty much all I have to say with that tip. So, just make sure to chew
up that screen real estate and we’ll put that one to rest for now. Alright, moving
on to the next tip which is more of an advance tip but it’s one that way too few
people are using or even aware of and that is: Day parting. Day parting is just
fancy marketer talk for essentially saying: choosing the right time or the
right days to run your ads and choosing the wrong time or the wrong days to not
run your ads. Sounds pretty simple, yet not many people are aware this feature
exists or how to use it properly, so let me explain. In a lot of businesses,
possibly even yours, they tend to fall into one of two camps, they could be
either weekday businesses or weekend businesses and I’m not just talking
about the times where customers are active in your business or when your
business is even open but rather the mindset or the psychology or the
behavior of your customers and when they’re most likely to engage and
interact and really sort of take in your content. Could be weekdays or it could be
weekends and if you know this for a fact or you can figure it out through the use
of strategic testing, well, then it only makes sense to run your ads during the
times that they’re most likely to engage with the content and make those purchase
decisions. Fortunately, Facebook gives you this opportunity using a day parting
feature. Now, the way to get access to this is actually pretty simple but it
involves a few minor tweaks inside the ads manager. The first of which is you
need to use a lifetime budget. Not really a big deal here just take whatever
you’re using for day and then multiply it out over however many days you want
to go and that’s your new lifetime budget. After that, you just have to go
into your scheduling options and then choose what days and what times you want
your ads to be working. For example, with one of my clients we found that by
looking at the ad breakdown and seeing when people were engaging with the ad
content, we were getting our best results by far between the hours of about 6 a.m.
and 1:00 a.m. Basically, all the way through the day
but from 1 a.m. to 6 a.m. there was nobody clicking on those ads at all. Also,
nobody was clicking on them on the weekend, so what we ended up doing is
just taking those best times and those best days running the ads only in that
period and our results got dramatically better and saved us a ton of cash. Now,
here’s the kicker, day parting is a bit of an advanced strategy and if you’re
not really sure whether you have a weekday business or a weekend business,
you’re not really sure how to set it up or you have no desire to really even do
it, that’s ok. You see, essentially figuring this out is going to take some
kind of a testing budget and if your not at that phase right now, that’s
alright, let’s just put this one to rest we can always look at it later.
Alright, the next thing you’re gonna want to do is check out the video I have
linked up right here on Facebook ads tips and tricks which is going to give
you even more strategies that I didn’t have a chance to talk about today. So
make sure to check that out now. Thanks for watching and I’ll catch you next
time on The Marketing Show. You want to make sure that it captures attention but
it also tells a story because irrelevant images may get clicks but they won’t get
conversions later down the road…


  1. Your knowledge has helped my business and my YouTube channel !! Thank You !!

  2. Thanks Adam for sharing your experience. Facebook has a bunch of settings – finding leads, sales, traffic, followers and so on. However, Facebook users don't wanna buy – they wanna engage. Your content and marketing ads need to consider what people wanna get. Cover informational stages of sales funnel and increase brand awareness.

  3. Maybe its just me but I'm in a hurry and I'm going from one horrible YT video to the next trying to find someone who just gets to the point, and doesn't water board me with an irritating intro and then chatter endlessly about things not relevant. I'm not looking for an entertainer, I'm looking for someone who can teach me what I need, right now, and present from the viewpoint of me – the person who doesn't know – not from the viewpoint of the instructor – the person who knows.

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