What do you do when your Facebook campaigns are not working?
There might be several reasons why your Facebook campaigns are not working.
That’s why today, I’ll share with you my secret to fix any Facebook Advertising Campaign here!
You can verify if people are seeing your ads based on the impressions that you’re getting on Facebook, or the reach.
Some campaigns don’t get impressions at all… or they don’t get any reach…
2- Set another campaign objective
If your ads are being delivered, then move towards the next step.
So, people might be seeing your ads, but if they're not clicking, then you won't have enough traffic, meaning that you won't have enough data coming through your funnel.
In metrics, this means that you need to reach a 3% of the unique outbound click CTR.
1- Change your images
2- Change your copy
3- Change the angle
Move on to the next step…
People are now seeing your ads, and now you get ads that are being clicked on. So that means that people are going to your landing page, but they’re not converting.
Check the conversion rate… You might have to change whatever you’re expecting that people do on your landing page. That is to say, to download a free PDF, or to opt in for a webinar by a Shopify product…. You might need to optimize this step on your funnel.
Now, go to the last step…
Let's say that you're giving away a free PDF and then on the thank you page, you have something for sale.
Are people buying the stuff? Why not?
The offer sucks…
It's the offer. It's not your ad. It's not the traffic. It's not the targeting, it's not your OPT in page. It's the offer….
Present them a better offer. You could change the headline, or move the price a little bit or move the images among others.
So, I hope this helps you to fix your mistakes and realize that you could fix anything to take your advertising and business to the next level.
What do you do when your Facebook campaigns are not working? There might be several reasons why your Facebook campaigns are not working. And in this video I want to share with you four simple steps to figure out what to do when your campaigns are not performing as they should.
Everybody What's up! Hernan Vazquez here, welcome to another video that you guys are having an amazing day. If you're new to this channel welcome on this channel what I try to do is to help you as much as possible with anything and everything related to digital marketing. I've been talking and recording videos a lot about Facebook ads.
So if that is something that you want to the new one or more about how to make your Facebook ads work better how to make your funnels for better your email marketing work better hit the subscribe button, leave a like and whatnot because they there might be some really helpful stuff for you in this channel.
And in this video, what I want to try to do is to kind of dissect the methodology that I use to actually go out there and try to fix Facebook campaigns. And as you know, Facebook traffic and Facebook campaigns is only like 50% of the success of any digital marketing campaign, any marketing campaign in general, right? Because at the end of the day when you're doing PS with Facebook ads, you're sending traffic to a funnel, right?
And sometimes I get my coaching clients and consulting clients and people that come and ask questions. Sometimes they will come to me, and then we will crack open their ads manager. And then I'll start going to the metrics. And I would say, Hey, listen, you don't have a Facebook ads problem, right? You might have a landing page problem, you might have a conversion problem or some other type of problem, but you don't have a Facebook ads problem.
So how do you know right? How do you realize what to do? What's the process for you to actually understand what the problem is so that you can fix it? So here are four steps basically, because at the end of the day, you have four things that are happening on any given Facebook ads campaign or in any given funnel rather.
Okay, so number one is your ads being delivered. Okay. Are you getting impressions with your ads? Number two Are people clicking on your ads? Alright, so number one will be, are people seeing your ads? Number two Are people clicking on your ads? Number three is are people going to the page and making what the patient's asking them to do?
Which is, are they opted in for the free PDF? Or are they registering for the webinar? Or are they downloading the info product or buying the $7 info product or buying your Shopify product or whatever that is, right? And number four, number four is are they buying again? Or what is the average order value? So let me kind of dissect these four steps so that you understand what I'm talking about.
So step number one is always are people seeing your ads? You can figure it out, if people are seeing your ads based off of the impressions that you're getting on Facebook or the reach. Some campaigns might not have any reach. Some campaigns might be approved, but they might not be getting any impressions or some of them might not be even spending your daily budget.
So how do you fix that? Well, there's a couple of things that you could do. Number one, One is to increase the size of your audiences. Number two is to try with another. With another campaign objective. I talked about that in this video. So there will be some somewhere a link around here so that you can watch that video and check it out worst case, you can also go to YouTube search for my name and use the search function. And what do I do when my ads are not approved? and search for what do I do when my ads are not delivering? So there are a couple of videos talking about that subject.
So number one, the first thing that I always take a look at is are your ads being delivered? Are they getting impressions? are they spending the budget that you're sending them to spend? If they are then we move to step number two? Step number two is basically are people clicking on your ads? Okay, people might be seeing your ads, but if they're not clicking, then you won't have enough traffic so you won't have enough data to your funnel.
So basically what happens is you have this one really, really important metric which is called unique outbound Ctr. What does that mean? That means that basically out of X amount of people that see your ad that they are get printed on their devices, whether it is your desktop computer, or the mobile phones, whatever a portion of them will actually click. And what I want to see is how many people are clicking on that ad they're going out of Facebook, okay?
Because I click for Facebook is a click is a click is a click meaning if they click on play on the Play button on a video that will come towards a click, I'm not interested in that. I'm mostly interested in seeing how many people are clicking on the ad versus how many people are actually going out of Facebook. All right, and the metric that we're aiming for is a 3%, or better unique outbound click Ctr. And that's a metric that you can discover in your columns.
So if you have less than that, if you have let's say that 0.8 unique album, click CTR, then that might be signaling to you that people are seen on your app might be seen your ad, but they're not clicking on the ad because they're now getting enticed enough to actually click on it. So what do you do? Well, you change the image, you change the copy, you change the angle, and You get to at least two between two to 3% unique outbound clicks, Ctr. If that's the case, then we move to step number three.
Step number three is now you have ads that are being seen, that are being you know, the people are seeing those ads, and now you get ads that are being clicked on. So that means that people aren't going to your landing page. Now the next thing would be the landing page converting whatever it is that you're trying to them for them to do with it is like, again, download a free PDF, opt in for a webinar by a Shopify product. I don't know how to apply for a consultation, whatever that is, you need to understand what the conversion rates are or are.
So for instance, for a healthy quote unquote, landing page for a free PDF, you may want to expect anywhere between a 20 to 30% opt in rate that means that out of 10 people that visit that page, three people will become leads. So that's a 30% opt in rate which is healthy and In the realm of free stuff, if you give away free stuff that is actually healthy. So what you want to do on that case is check the conversion rate. If it's under 30%, then you want to do some work on that page.
So that actually converts better because right now your ads are being seen. And you're getting clicks. But now nobody's converting. So you need to fix this. And at that point, you don't have an absence problem, okay, you have a conversion rate problem on your landing page. Now, if the ads are getting seen, they're getting clicks, people are converting on your first step of your funnel, then we move on to step number four.
Now step number four is basically people buying your stuff. Now, some people will have stage three of the funnel, and the stage four will be the same thing, right, for instance, a book funnel, or a Shopify product on those cases, there's not a difference between the opt in and the buy process, but in some cases, there will be right. In some cases, let's say that you're giving away a free PDF. And then on the thank you page, you have something for sale.
Now, the question is Are people buying the stuff and if they're not buying There could be a couple of reasons. Number one, and it's 80% of the time, like Dan Kennedy used to say, which is, is the offer stupid like 80% of the time, it's the offer. So you want to present to them a better offer. If you're trying to go from, let's say, a 10% take rate, right that one out of 10 people will take you on the offer to a 12% take rate, then you can change, let's say the headline, or move the price a little bit or move the images and whatnot.
And that might give you that incremental 2% that you're looking for. Now, if you're trying to get a 10% and you have a 1% take great, then it's definitely the offer, you need to change the offer because your offer sucks. So in that case, it's the offer. It's not your ads. It's not the traffic. It's not the targeting, it's not your OPT in page. It's the offer you want to offer them a better offer.
So there you have it, there's basically four things are your ads being seen. Are you getting any impressions, are you getting enough impressions, are you getting your budget consume, okay, so that's number one. Number two are people clicking Going on your ads or your ads good enough today that are Do they have great image? Do they have great copy and again, I been through these type of topics on my YouTube channel so you can go out there to YouTube search for my name, Hernan Vazquez, and then search for how to write great copy of how to create great images for your ads. And it's everything. It's on that channel.
Number three, are people opting in or people downloading this stuff, or people going through and taking the action that you're asking them to change to take on that opt in page? And number four is, are they buying your stuff, if they're not, then is the offer, you need to rework the offer. So that's how basically, I can diagnose any type of now you can to any type of marketing campaign, no matter what's happening.
So I hope that this is helpful. Again, nine times out of 10. Or I would say, five times out of 10. It's not an hour problem. You don't have an app problem. Some of my people that come to me consult with me, consulting clients, students and whatnot. They will come to me and say, dude, I'm having this matrix. not selling and the metrics on the ads are actually better than mine. Okay, which triggers me to tell them hey, dude, shell number one, but also number two, you don't have an ad problem.
Now we need to work on the other steps of your funnel. Again, if you find this helpful, please subscribe, share it like it wherever you're seeing the some people are seeing this on YouTube, somebody were seen some, some somewhere else, or some other social network and whatnot. And I hope that you enjoy it. I'll see you guys bye bye.
Hernan Vazquez is a digital marketing trainer and consultant that built several 7 figure businesses from scratch. He specializes in helping business and students grow their online businesses through the use of Sales Funnels, Paid Advertising and Email Marketing.