The Reason 90% Of Facebook Ads Fail

September 15, 2018

Facebook is an essential skill Yeah, it is

That everyone needs in eCommerce, it's the essential marketing tool There's lots of ways to supplement There's lots different ways to take it, but you have to master Facebook ads My first question is, is Facebook ads dead? It's a good question and the answer is it actually is dead -No, I'm just kidding

-Oh, damn it What are we — -Guys, let's get out of here -Yeah, it's over It's over Yeah

So, essentially Facebook ads, a lot of people see it as like dead or like it's not as it used to be And that's right, it is not as it used to be And that's how the world is with marketing Things change Something that worked three years ago, doesn't work today

Something that worked even a year ago, doesn't work today Heck, even something that we used to do three months ago isn't as effective today That's just how the world evolves With Facebook ads in an essence, it's a traffic source That's what people don't understand

It's not a way to make money, it's not like I'm making money with Facebook ads, it's not that people that do Facebook ads are making money with that They're sending traffic into something that they're making money with or building a business around What's changed is the fact that there is more saturation in the market which means that costs more expensive and that sounded essentially a bad thing That just means that there needs to be a bit more knowledge and you have to approach it in that sort of a quick money fast cash type of way and more of like a CEO and a businessman You have to treat Facebook ads not only as a traffic source, but what are you trying to accomplish and what type of traffic you want to bring

It's not only about running ads to this product or like, "That's it," and then like let's see how much money comes in A good example would be that, as you know, and a lot of people do, I run the Facebook ads group which has over 45,000 people and I run like my student groups and stuff that have thousands of people The questions that I always, always get constantly is they post a screenshot of their ads and like, "Why isn't my stuff working? I'm getting this and this cost per click I'm getting this and this Why isn't this working? Am I not targeting it correctly? Am I not optimizing correctly?" The first question I ask them, it's not about even the Facebook ads it's about, "Show me your product

Show me your store Show me your funnel" 90% of the time, 9 out of 10 times, the product is usually complete shit I'm not even joking It's so bad that you open it up on mobile, it's not even about the product

It's not even about the products, It's about the whole website I'll go in, I'll open the product page that they're running traffic to on my mobile phone First thing is half of the screen is the logo Second thing is there's pop ups coming in from every sector, Willeo, Gamifying opting in, discount, coupons They just hit a check list, check, check

Exactly, I don't even see the product because of all of the pop ups Facebook ads is not the problem here Is that your product and funnel, you're not sending people to something that even can sell

Facebook ads is an external source of your actual business To answer your question in a nutshell, Facebook ads is not dead and it would actually never be dead Unless Facebook is dead which would never happen how Mark Zuckerberg is pushing his companies But Facebook ads just changed in the good and the bad And it's closing its door to lower quality experiences

Pretty much, right? -Lower quality customer experiences -Exactly Lower quality store experiences, that's what is happening The answer is obvious, Facebook isn't dead -Right

-But businesses always need to evolve and they're evolving for the better because of this stuff Exactly Yeah Yeah, I think that's pretty crystal clear Right

That's a really interesting point you bring up about the 90-10 It's probably higher than that Like 90% of stores are just not thinking about their experience or their strategy -Exactly -Their overall strategy, their creative strategy, their creative funnel

The thing is there are Facebook hacks, there are things that you need to know There are ways to manipulate it and ways to– for scale, ways to not manipulate it, but ways to get scale and get volume and get sales Yeah, it's an algorithmic platform at the end of the day, There's ways to utilize it in better and worse ways So, people who are doing it all the time are going to be better because it's always changing -Exactly

So, it's something you do have to engage in but it's almost not worth engaging until you've really put some good thought into your creative funnel as we say Exactly Yeah, that's the main essence of it Nice So, just quickly, I'm going to bring it back to the nitty-gritty for a second on Facebook

What are some of the key things that have changed six months ago? Is it just about that customer experience? What are some practical things or the ways it's changed in the past six months? Right So, Facebook are now treating the Facebook advertising platform They're pushing a lot of user experience, a lot of user experience since I've actually been on the news on Weekend Sunrise in Australia Like CBS is actually talking about this, when there was a big talk about Zuckerberg where he's — I don't exactly remember the nitty-gritty, but the whole privacy — I'm not talking about like the Cambridge Analytica aspect

But the fact is like how we are changing the whole advertising and pushing more user experience which basically means if your business or your ads are not only compliance, which has always been like that, but they have to actually give out good content then Facebook will not treat you as well and you will not actually get customers as well The main differences is, first of all, this is a natural difference where there's more advertisers, so costs are more expensive So, the biggest difference is costs are more expensive By costs, I basically mean that you're paying more to basically get traffic So, if a year ago or two years ago, you would pay, let's say, $10 to get 3,000 people in first world countries to see your ads

Today, you're probably paying $10 to get 1,000 people to see your ads, which is good and bad Because number one, the thing is that if ads are more expensive, that means that you have to have a higher customer value, and if you need to have a higher customer value, you have to build a legitimate business which people will see that as a bad thing, but I see that as a good thing Because now you have the option to actually build a sustainable brand that won't make you $100,000 in two months but will make you much more in the long term because you're actually putting in business aspects and treating it as a CEO That's one of the main aspects The other aspect is that Facebook wants you to produce actual good content because now they're showing less ads on your news feed

I think if I remember correctly, it used to be 1 out of 5 posts, the organic posts Today, it might be like 1 out of 10 posts which means people are seeing less ads Now, that's a good thing and a bad thing One, the ads are essentially more expensive, but two, people, potential customers react more positively to these ads, because they see less of them -Yeah

Which means, yes, you'll be paying more for ads, but these customers are going to be worth more because they're not used to seeing ads That's really the main changes that Zuckerberg and Facebook actually introduced to the market Putting more on the user experience rather than just like pushing in traffic and like sending ads and selling whatever you want So, when it comes to methodology of actually testing, scaling Facebook ads, don't give me your strategies but just talk about your philosophy for doing that Are you a very systematic person? I know you're an interesting kind of person because you got this creative side where you're thinking very creatively–

Source: Youtube