Before you launch your first campaign this year, let’s get this straight:
Below are 5 honest reasons why your Facebook Campaigns suck.
If you don’t do anything about them, 2017 is probably going to be another frustrating year.
Without further delay, let’s jump right into it.
1. Your sales funnel is the problem (most of the time).
If there’s ONE lesson I learnt in the past 4 years, it’s this:
If your sales funnel sucks, your campaigns won’t work.
On the other hand, a mediocre campaign with a converting sales funnel can be profitable.
You may be surprised but even with a crappy landing page and boring ad copy, you can still make 2-5x ROAS.
In fact, one of my coaching clients uses a text-only landing page that defies everything “experts” preach about. Yet, he regularly converts 70% of cold traffic into leads and generates 3-4x ROAS in just 7 days.
Another makes 2x ROAS just by targeting cold interests (something usually not achievable by normal standards due to absurdly high CPMs these days).
I could go on and on. But my point is that they have a working sales funnel that converts.
And that’s the number one thing you should get right before worrying about clickthrough rates, ad copies, and all the other stuff.
If you have no idea what a sales funnel is or if you need help getting it to work, start with any of these 3:
Words of advice: if you are going to ask other marketers in your Facebook groups, you’re going to get a ton of different answers that will get you confused. If you trust me, you can ignore the rest of the stuff out there and just focus on these 3.
2. You are abandoning your goldmine for shiny objects.
In the last 6 months alone, I’ve seen many marketers jump from one “shiny toy” to another, like Facebook canvas, videos, 360, GIFs, Live, and Messenger Ads, just to name a few.
Maybe you are one of them.
You want to know if Facebook Live is better for you.
You want to know if Messenger ads is going to give you more conversions.
You want to know if Facebook videos convert better…and all that sort of stuff.
But the truth is: the old Facebook ad formats still work. More specifically, I’m referring to link ads.
Now, ask any “expert” how their new adventures are working out. See if they’ll be willing to share their full set of results with you.
No, not just the cost per lead or revenue. I’m talking about exact details like ad spend, CPM, conversion rates, profits, etc.
Perhaps a handful will. But most will not. And there’s a reason why.
Because most of these new “shiny toys” are not nearly as effective as link ads.
Sure, Facebook Live may instantly boost your engagement. Messenger ads may bring you one or two more customers. Video ads may help you build longer-term brand awareness and bring you all the other intangible “benefits”.
But when all’s said and done, link ads still yield more conversions at the lowest CPA.
It is still the cornerstone of many Facebook advertisers’ strategy.
My point is, if link ads are still pulling in results for you, don’t suddenly abandon them just to try to do what others are doing.
3. Stop reading every damn blog.
This is going to sound very controversial and you may disagree with me.
But you may realize by now that 80% of blogs out there are just repackaging the same old boring content that another blog published, all in the good name of SEO.
And even though the remaining 20% publish original ideas, they are still largely based on limited data – like a specific campaign you ran for a single client.
For example, if you followed my blog back in 2014 or the likes of Jon Loomer and AdEspresso, you’d realise that we developed our best practices from our own campaigns. Like:
- How powerful is “free” in Facebook advertising?
- Facebook Ad Campaign Process: Build audience, leads, and conversions.
- 15 best Facebook ads tips inside (shameless plug).
But in reality, we’re all just blind men and an elephant.
Because none, and I repeat, none of us knows everything.
None of us can guarantee that the offer, sales funnel, image, landing page, or copy that worked for us will work for you.
We know what we know and we don’t know what we don’t know.
We can’t, just because of what is true for us, say that it is true for everyone.
In fact, the whole idea of being an “expert” is so toxic and misleading that I never ever use the title – not even on those I truly respect and follow.
Instead of spending all the time that you did reading every damn blog, focus on doing, learning, analyzing, or even buying a course and implementing. And you’d probably accomplish a lot more than you did last year.
If you have no idea where to start, here are 3 steps to get started:
Step #1: Choose 3 Facebook Advertising blogs to read and say “no” to the rest.
Step #2: After you read a blog post (like this one you’re reading right now), write down one thing you can apply and do it by the end of the same day.
Step #3: Repeat steps 1 and 2 for every article you read.
4. You’re wasting time choosing between tools.
Tools can make your life easier.
They can accelerate your results.
They can replace the low-value work that you do or used to do.
But they cannot replace you.
Rather than obsessing over whether you should use Tool A or B, roll up your sleeves and get your hands dirty.
Learn how to write a copy, choose an image, design a landing page, create an offer, and craft a sales funnel.
You can starting exploring tools that will save you time or get you more results.
If you’re just starting out with Facebook ads, the only tool I’d encourage you to use is Power Editor.
When you get more advanced, I recommend:
5. You’re oblivious to the “secret” behind Facebook success.
One of my goals for 2017 is to become even more transparent, which means to share the “secrets” behind how I consistently produce successful Facebook campaigns.
And today, I’ll share one of my biggest secrets in 2016 with you: iteration.
If your campaign doesn’t work, tweak. If the tweak doesn’t work, tweak again. Analyze the results each time and understand what the data is telling you. Then tweak again.
Rinse and repeat. Until you succeed.
I learnt this the hard way when I blew close to $1,000 in 2 weeks for a new client, only to get a bunch of likes, comments and shares. I was scared shitless.
Although I’ve never told anyone, I wanted to call it quits.
But after revisiting my past campaigns, something hit me: it was the constant iteration of my optimization process that made each campaign successful.
So I did just that.
Fast forward 3 months, we rolled in over $200K+ worth of enrollment applications for the very same client – about 40x ROAS.
Bottom line: I believe with enough iterations using a smart process, you too can achieve similar success.
Remember when I said that I would be more transparent about how I create successful Facebook campaigns this year?
I wasn’t kidding.
In the next few months, I will be conducting a series of experiments using my optimization process and show how I turn them into winning campaigns.
If you want to see firsthand the ads, results and everything behind-the-scenes, enter your email below:
Next few weeks, we will write about our experiments, ads, landing pages, funnels, and everything behind-the-scenes. If you don't want to miss any of that, enter your email to let us know.