Avoid Facebook Ad Failure with 6 Proven Rules

Failure is not an option!
• I will help you and you will get value today ☺
• Stick around to the end for several bonuses + slides
• I’ll be answering questions at the end too

Who am i?
• I’m 34 years of age, live in the UK
• Built and monetised my first website 20 years ago
• Founded my marketing agency 6.5 years ago
• I have grown the business by 100-200% every year
• Manage and trusted with Millions of £/$/€’s in ad spend
• Have helped companies across the world 10-20, and even 30x their ROI
… so I must be doing something right! ☺

Just one more thing…
I’m not a bloody guru!!
I’m an experienced business owner, managing millions
in ad spend.
The tactics I show you are deployed and working in the field.

Who is this for?
✓ Business owners who want to scale their ROI from Facebook ads
✓ Entrepreneurs who want to grow their businesses via Facebook
✓ Professionals who want to get better at their marketing craft
✓ Freelancers who need to show results and value to clients
✓ Any person wanting to put their best foot forward with Facebook ads

Our goal today
By the time we’ve finished today, you will:
• have confidence to advertise on Facebook
• identify what's been holding you back
• have a greater understanding of what works
• achieve much better results!

My assumptions
You already have a decent product that people want.
This is not about how to create or launch a product. That’s a whole
different kettle of fish!
• This is not a ‘get rich quick’ webinar
• I can’t guarantee you will experience the exact same results

Your attention please!
• Put your phone on silent
• Close your social media ☺
• Close your email client
If you’re serious about improving your performance, you owe it to
yourself to take an hour out of your schedule and give this your full
attention – I promise you, it’ll be worth every minute.
*it might just change your life!

“The single biggest mistake is not actually having
something that people want!”

What makes a good offer
A good offer is:
 The right product
 At the right price
 To the right person
 With the right message
 At the right time

Most consumers will only click on a Facebook Ad if they think it’s worth
their time to do so…

You’re taking them off Facebook, so put yourself in their shoes:
“What’s in it for me?”

State of mind
As simple tactic to use:
Take someone from a pain or frustration, to the resolution.

Ideas for your ad copy
• Tangible – what do they ‘get’ after they take action?
• Emotion – how do they feel after they take action?
• Life – how are you improving their average day?
• Status – how are you elevating their status?
• Proof – how you’ve helped other/similar people?
• Speed – how you make something quicker for someone.

Before and after
The before state was poor performing Facebook ads.

Before and after
The after state is understanding why your ads weren’t working:

Before and after
The after state is understanding why your ads weren’t working:
• Tangible – you get a proven 6 rule system
• Emotion – lower your anxiety/frustration
• Life – increase your business (cost/burden)
• Status – Facebook ad success (revenue)
• Proof – a proven 6 rule system (examples)
• Speed – a proven 6 rule system (template)

“if you’re not getting clicks on your ad, then your call
to action could be failing you”

Your CTA
What is the one thing you want people to do?
How do they take action today?

A good call to action
• Solution or offer
• Be human to remove doubt
• Avoid looking like an advert

A good call to action
• Solution or offer
• Be human to remove doubt
• Avoid looking like an advert
• Test emoji's to add emphasis
• Sprinkle a sense of [genuine] ⏰ urgency
• Think benefits – what do I get, get, get?

Call to action phrases
Verb Negative Personal Value Reason Urgency
start sick you want why now
stop troubled your need get today
build worried me free find before
join confused my save new ends
learn tired mine try latest soon
discover hate member easy result closes
find dread vip exclusive proven hurry
try guest special risk-free immediate
grow secret safe deadline
download money guaranteed one-time

Not getting clicks
• You don’t have a call to action
• It’s muddled or not to-the-point
• Include links in ad text after CTA
• If you’ve written a longform ad, reinforce the action top and bottom

“A great ad will fail on an average audience.
An average ad will work on a great audience.”

Audience barometer
Never heard of you.
First time seeing your ad.
“what’s in it for me?”
Attract and engage.
People who view video for
above average length of time.
Positive social media
interactions.
Build and nurture.
Full video view.
Clicked to website.
Remarketing.
Convince and convert.

Retention before acquisition
Your existing audience are:
6-7x more likely to click and engage with your ads and content.

Low hanging fruit
Test the water on existing audience first:
✓ Page likes

Low hanging fruit
✓ Page likes
✓ Engaged users

Low hanging fruit
✓ Page likes
✓ Engaged users
✓ Friends of likes (if appropriate)

Low hanging fruit
✓ Page likes
✓ Engaged users
✓ Past website visitors

Low hanging fruit
✓ Page likes
✓ Engaged users
✓ Past website visitors
✓ Past customers (no recent activity)

I don’t have an audience?!
You might be tempted to look at Audience Insights.

New audience
You might be tempted to look at Audience Insights.
• Complicated, too much room for error
• Audience affinity has gone (for good?)
• Essays on the subject (serve to confuse)

Google it…
A simpler way:
• Google your topic/product
• Find the top sites/brands/people
• Can you target those?

Sniff your competition
Uncover your competitor activity:
• Visit their website
• Like their page
• Check their ad targeting

“People rarely talk about what you should exclude,
but it’s equally as important…”

Logical exclusions
• People who already got your offer
• Targets from other ad campaigns
• Subject/interest bias?

Analytics is gold
Use your “Demographics” report to find top
converting:
• Age
• Gender
• Country, Regions or Cities

Analytics is gold
1) Use the
“Comparison” tool

Analytics is gold
2) Select a metric
to compare, such as
conversion rate.

Logical exclusions
• People who already got your offer
• Targets from other ad campaigns
• Subject/interest bias?
Google Analytics
• People less likely to convert based on:
• Demographic and geographic data

“Don’t stamp ‘free’ all over your images, it smacks of
advert and will put a person’s guard up.”

20% max text rule
Facebook ditched the 20% rule.
But that doesn’t mean there aren’t any rules…

The new text rule
More text in your image
=
Slower delivery + higher cost per click

Crowd pleaser
Your image attracts engagement:
• The right image will attract clicks too
• But, the wrong image will also attract clicks!

“Remember: cute kittens demand to be clicked!”

Images testing ideas
Keep your ad copy the same to start:
✓ 2-3 images per ad set

✓ With and without text

✓ Swap images for gender

✓ Pattern breaks

✓ Pattern breaks
✓ Social proof

Pattern breaking
doubled click-
through rate!

Social proof on images
Social proof on images is a good idea.

Image inspiration
Google [image search]:
• Use words from your ad, topic, niche..
• Google will show you the most relevant
• You can do the same on YouTube

Remain on-brand
• Test with or without brand logo
• Stick to a certain style
• Colour palette
• Familiarity over time

Inspiration from the market
Adicted.io – paid tool that shows:
• Most viral ads
• Ads with 50+ comments
• Most liked video ads
• Ads published past 24 hours

Keep tabs yourself
See ads you like?
Keep a scrapbook. ☺
Annotate with what you do/don’t like, and what got your attention.

“The key takeaway here is continuity; make sure your
ad reflects the page in design, feel and content.”

Poor landing pages hurt
A message mismatch hurts your conversion rate.
Lower conversions hurt your goal and impact performance.

Attention is short
You have between 5-8 seconds to grab and retain someone’s attention.

Attention is short
• If all else fails, replicate the ad copy
• Keep it simple and uncluttered
• Remove distractions

60+ examples to inspire you
Google it:
“landing page examples” – Midas Media

6 rules avoid Facebook ad failure
• Rule 1 your offer – the right product, person, message, time
• Rule 2 call to action - the one thing you want people to do
• Rule 3 the right audience - test your message on warm people first
• Rule 4 negative audience - exclude those who won't take action
• Rule 5 your image - on brand and relevant (no gimmicks)
• Rule 6 landing page - continuity is key here

“…but what happens when it goes wrong?”

3 big giveaways
Your targeting is off:
• CTR sucks (less than 1%)
• Relevance sucks (between 1-4)
• Engagement sucks

Some rules of thumb
Small budget:
The goal is to hit 100 clicks/conversions (or over 5,000 impressions)

Some rules of thumb
Medium budget:
The goal is to hit 500 clicks/conversions (or over 10,000 impressions)

Some rules of thumb
Bigger budget:
The goal is to hit 1,000 clicks/conversions (or over 20,000 impressions)

Statistical significance
• This stops you making changes too quickly
• This stops you trying to test too many things at once
• This stops you declaring a winner too early
Hint: results will be wildly skewed early on

Too wide, too soon
• Lower relevance > less clicks > higher cost per action
• The only exception is a 250-500k audience that is a lookalike of a
proven audience such as customers.
Hint: remember exclusions to narrow and remove waste

“Desktop is often the better converter, but is more
costly per click – so mobile wins the CPA battle.”

Wrong placements burn budget
Keep it simple:
• Use feeds first (desktop or mobile)
• Measure CPC, but conversion is ultimate goal
• RHS isn’t as cheap as you think
Hint: the Audience Network and Instagram are for expansion once you’ve
got your performance nailed down

Bidding right is simple
• Either let Facebook auto optimise
• Or manually bid >50% over recommended
Hint: in the majority of cases you would not bid low

“Frequency and higher costs go hand in hand, so
watch your frequency like a hawk.”

Are people getting bored
Source: AdEspresso

Are people getting bored
When people saw the same ad twice, the CTR decreased 8.91%.
When shown the same ad for four times, the CPC was 23.34% higher!

Avoiding the cost of fatigue
• Avoid a frequency higher than 5
• Setup rules to pause offending ads
• Refresh your ads, simply changing the image can work
• Try with or without your brand logo
• Add/remove a question

Your secret sales weapon
I’ve shown you the 6 rules.
Now let me show you how to get sales on autopilot…

What is “Pixel Precision?”
Drive store sales from Facebook,
for a fraction of the cost, on autopilot!
*without a degree in web development

In less than an hour you’re going to learn:
1. How to quickly and easily install the pixel on your store in 60 seconds.
2. How to use the pixel to learn about your buyers and find more of
them.
3. How in just a few clicks you can get your entire product catalogue on
Facebook.
4. How to setup the one campaign EVERY store owner needs to drive
sales by tomorrow - on autopilot!

And finally:
5. My advanced pixel retargeting tactics for putting your sales on steroids.
… stop leaving money on the table.

Pixel Precision for Ecommerce
Get your copy of “Pixel Precision for Ecommerce” today, for the special
webinar price of:
$97 $47
✓ One-time payment
✓ 30-day money back guarantee
✓ Sales on auto-pilot

The ‘bigger’ bonus offer
• Free $97 Facebook Pixel Precision for Ecommerce

• Bonus $ VIP Facebook group (private)

• Bonus $$ I’ll be active in the group answering questions

• Bonus $$$ Monthly sessions, recorded for the group

And my flagship “Analytics Secrets for AdWords”…

Analytics Secrets for AdWords?

“Analytics Secrets for AdWords”
The blueprint that took one online retailer
from: $39,260 …
to $1,116,280.07 in just 12 months.

• All my years of expertise distilled in to the best bits
• Go beyond the basics, ditch the theory and dive in
• Hands-on, real world actionable examples
• Apply to your ecommerce business - today

• 40 HD step-by-step video lessons
• Build the best Advanced Segments
• Quick-fire reports for quick rewards
• Mine for sales in your search query goldmine
• Go big fish hunting and multi-channel trend spotting
• Deploy retargeting tactics that just work
And yet more ways to sell, that you won’t find in other courses!

• FREE Facebook Pixel Precision for Ecommerce
• And my flagship “Analytics Secrets for AdWords” for just:
$$$$ $397
✓ One-time payment + 30-day money back guarantee

This is perfect for you if:
✓ You sell digital or physical products online
✓ You do marketing for yourself or your boss
✓ You advertise on Google
✓ You want to do AdWords
✓ You want to learn the best tactics

Choose your sales weapon
For your eyes only:
• Webinar offer, Pixel Precision for $47: edleake.com/go/pixel
• The ‘bigger’ bonus, everything for $397: edleake.com/go/vip

Questions?
Webinar offer, Pixel Precision for $47: edleake.com/go/pixel
The ‘bigger’ bonus, Everything for $397: edleake.com/go/vip

Avoid Facebook Ad Failure with 6 Proven Rules

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Avoid Facebook Ad Failure with 6 Proven Rules

Semelhante a Avoid Facebook Ad Failure with 6 Proven Rules (20)

Último

Último (20)

Avoid Facebook Ad Failure with 6 Proven Rules