Online Personal Trainers Workshop - Why Your FB Ads Suck & How To Fix Them
- Hey guys, Chris here from TribeFit and to that I'm gonna talk about why your Facebook ads suck and how to improve your Facebook and Instagram advertising. In essence, when it comes to Facebook and Instagram advertising, the key thing that you're looking to improve, the key goal of it is you're trying to get targeted people who are interested in what you do, clicking on your ad, and going through to your funnel and finding out more. If they're interested once they hit that first funnel page, they go through an application process, put in their details, so that you can get on a coff with them, find out if they're a fit and turn them into a client. But the key aspect, the key thing you need to do with any good Facebook or Instagram advertising is try and get as many people through to your funnel for as cheap as possible.
I wanna give a bit of a background of what I mean by that before I go into the details of how to improve and bring down what's called your cost per click, your click for people clicking on your ad and going through to your website or your funnel or whatever it might be.
The first caveat of it is, the overall goal, you wanna try and get targeted people clicking on your ads through to your funnel for as cheap as possible. One of the biggest issues, though, when you talk about that, and why I wanna talk about this caveat, is that a lot of people think, "Okay, I just wanna get the "cheapest cost per click as possible, the cheapest CPC "as possible," and sometimes that's actually wrong.
If you are getting people, if you are doing an ad that's what's termed 'click bait' and you're getting people clicking on your ad and hitting your funnel, people who are not within your target audience, people who are not really clear about what they are going to see on the next page when they click on the ad, you will be getting cheap click through rates. You will be getting cheap cost per clicks, but unfortunately, when people hit your funnel, they'll bounce straight off because they will actually be hitting that funnel, clicking on that ad, but not actually knowing what they're going to see, not actually knowing what they're clicking for and unfortunately you're gonna get a whole lot of cheap people coming through to your funnel but then they'll never take the other steps so you'll never actually get a client.
Your goal is to get your most targeted, your most motivated audience clicking on your ad, going through your funnel, and then going through your funnel steps and turning into a client.
So your goal, actually, is to get your cheapest cost per click, your cheapest CPC, of target, motivated people that are gonna actually turn into a client, not just people in general.
And that's where a lot of people go wrong with their ads. They write an ad that doesn't have much detail, they write a one-liner ad that's a huge opportunity or talking about free this or free that or whatever it might be, yes, you'll get a lot of people clicking on your ads but you'll get no one going through to your funnel, going through to that next step, and you'll get no clients out of it as a result.
If you can be sure that your ad is clear about what you're trying to do, clear about who you help, then as a result you'll be getting targeted audiences clicking on that, going through to your funnel.
So, that's the first thing before I go on.
Now that you understand that, now that you understand that you don't wanna bait people into just clicking to your ad and going to your funnel because it will be of no use, how do you get your cost per click? How do you get your CPC as low as possible for those targeted audiences?
Pretty much, it comes down to three or four key different things.
First and foremost, is your click through rate, your CTR.
Secondly, your frequency.
Thirdly, your relevancy score.
And Fourth, pretty much your targeting of your ad.
If you have a rocking ad and you have good communication and a good, irresistible message, these are the four things you only need to worry about thereafter and that will bring down your cost per click and that will get you a very cost effective, a very profitable lead in a predictable way, day in and day out.
I wanna go through those four points and explain exactly what each of them mean.
First and foremost, your click through rate, CTR. The reason why that's important, basically that talks about percentage of how many times your ad is showing to people actually clicking on your ad and going through to the next page.
Facebook deems this as a really, really good metric to decide whether your ad is actually a good ad or a bad ad. Facebook doesn't want people to have ads out there all day, everyday that no one's clicking on. It is not worth, it is not a good user experience and it is also not a good business experience. If you're no one clicking on your ads then you're no doubt not gonna make any money, you're not gonna get any clients so you won't continue to spend. So Facebook will try to match up good ads and incentivize you to keep running good ads so that it is win win for your clients, because they get a great experience, but it's also win win for you because you'll be making more money so you'll spend more money long term.
Click through rate, CTR, is a percentage based on how many times your ad is shown to how many times your ad actually gets clicked on, and someone going through to your same page. What you're generally going to be looking for is anything over about a 3% click through rate and what that means, 3%, your ad shows a hundred times to say a hundred people and three out of that hundred click on it.
Anything north of 3% click through rate, you'd be getting actually really good cost per clicks. As I've said before, Facebook incentivizes you to have good ads. If you have a good ad that is working, they actually bring down your cost, they want you to continue to advertise. If you put out a bad ad out there that no one's clicking on, they actually want to incentivize you to stop putting out that ad so as a result, they'll organically start raising your cost per click. Your cost will go through the roof and, in essence, you'll make no money, you'll lose money faster, and you'll pull that ad away from Facebook faster and that's what Facebook's goal is. They only want good ads out there that are actually working.
So click through rate, anything north of 3% is pretty much a good spot. %, 5%, 6%, 7% is kind of your upper limit. A really, really good ad would sit at about 7% click through rate. Anything higher than that, it would be more remarketing ads that can kinda sit up to about aiding 20-25%, nothing really goes any further north than that.
So if you're sitting north of 3%, you're doing well there. Pretty much from a cost per click perspective, ideally, what you're trying to get your cost per click of your target audience down to, is about five cents, cents, up to about 80 cents. Anything north of 80 cents then you gotta work on these metrics.
Second one I wanna go through is frequency. Frequency is an important thing you've gotta continue to look at. If you think about it, if you're targeting an audience in the say, 10,000 people in your country that is interested in your ad and you're actually targeting those people, what frequency means, you might have a rocking ad, you might have a really good ad that has got really good cost per clicks, really good click through rates and has been working for you for some time. If you've ever had one of those campaigns and then after a while, for some reason, it just stops working, your cost per click starts going up, you stop getting clients, it's because your frequency is too high. And what frequency means is the amount of times that your ad has shown to your pool of people.
So like I said, let's just say you're targeting males, 20-28 in a certain country with a certain interest and there's only 10,000 people. The ad might rock when you first put it out there because it's fresh. All those 10,000 people have never seen it before, people taking a lot of action, you're getting a lot of clients.
After awhile, if you're continually showing the same ad to the same people, the frequency, the amount of times that ad has hit the same people, time and time again, is what we term ad burnout.
If you go on Facebook and you look at frequency, as soon as your frequency starts to go above three, four, or five, pretty much what is a rule of thumb of three, as soon as your frequency goes above three, what does that mean? Your ad has shown three times to every single person in your pool, then your cost per click is gonna start to go up, your ads gonna start to burn out, and that's when you should try and flip it to a new ad and that will bring down your cost per click again. Once again, like I said, Facebook wants to incentivize you to give the people using Facebook a great experience.
If they're continually seeing an ad every single time they jump on Facebook, seeing your same ad, time in, time out for six months, 12 months, it's gonna become boring for them. They're gonna stop clicking on it and as a result, Facebook wants you to take it down and put something fresh up. So your frequency goes up, as soon as it's above three, you need to put a new ad in or unfortunately, your ad performance is gonna start to go south.
The next one I wanna talk about is, so we've talked about click through rate, we've talked about frequency, the next one I wanna talk about is relevancy.
Your relevancy score, once again, is a very simple thing to look at when you're doing your Facebook advertising. Your relevancy score, you want to have north of six or seven. There's only a score of 10, 10 being the greatest relevancy, one being the lowest relevancy. What relevancy basically means is how relevant is your message to your audience?
If you're putting out a message out there that's offending people and people are giving it thumbs down or putting unhappy faces on it or doing a comments that are saying, "Take this down, I hate this," or they're clicking on the ad and saying, "Facebook never show this ad to me again," basically what it's telling Facebook is that your ad is offending people, it's giving people a bad experience out there.
Alternatively, if every time your ad's out there people are liking it, people are commenting on it, people are loving it, and really engaging with it, that algorithm will tell Facebook, "Hey, this a great ad, "we wanna keep showing it, and we wanna give these "people an incentive to stick around." So as a result, your cost per click will go down. The further towards a 10 relevancy, the lower your cost per click will be. If you're down towards a one, two, three relevancy, then you're cost per clicks will be through the roof, your ad will be really bad, and as a result, it will be really unprofitable.
So make sure you're looking at these features and making sure that you're targeting, your goal, is to always stay above about a six or seven relevancy. There's certain tricks and ways to increase your relevancy and likes and comments are kinda the main things Facebook use to try and find out whether they think that this is a good ad they want to incentivize you and give you lower cost per clicks.
There's kinda ways you can game the system and a lot of people, for example, will put an ad out there, they'll get their family, their friends to like it straight away, to comment on it and say, "Great ad," or whatever it might be and if you comment back to them, the more comments your ad's got, the more positive likes your ad's got, then that will tell Facebook, "Hey, everyone seems to "be loving this ad, we should incentivize this person to "stick around, bring down their cost per click," and as a result, that will make your ad perform better as well.
So, we've talked about click through rate, we've talked about frequency, we've talked about relevancy score, and fourthly, and probably more important, is your targeting. When you're doing a Facebook ad, if you're just putting up a post and clicking boost, then unfortunately your targeting is very, very wide, it's very, very broad. The more narrow, the more laser focused your targeting is, the better results you'll get. Let's just say, for example, you're hoping males 20-25 and you just press boost and it shows to females, it shows to males 40 to 50 to 60, it shows to females of all ages, it shows to younger kids, of course those people aren't gonna be interested in your message, of course they're gonna have a negative experience with that message you're putting out there because you're not actually talking to them.
As a result, your relevancy will come down, your frequency won't but your click through rate will come down and as a result, your cost per click will skyrocket and Facebook will say, "Hey, your targeting "sucks, your ad sucks as a result, so we want you to "take it down, we're gonna incentivize you to get it down "as fast as possible by making you pay through the nose "to get your ad out there."
So, click through rate, frequency, relevancy score, and targeting. With targeting, you want to be as laser focused as you can. You wanna target specifically the people you wanna speak to and only them, and as a result, it'll have a high relevancy and a better click through rate and you'll get all the benefits that I've just talked about. So there are the four key things you need to look at for your ad. Once you've created your ad, of course, what I'm taking for granted here is you've created an irresistible message with your advertising but what I'm talking about specifically are the metrics you need to watch when trying to optimise your ad and trying to make your advertising campaign, your Facebook, Instagram advertising campaigns work.
The downside with targeting and being very narrow is that it's kind of a balancing board. Your frequency and your targeting are a bit of a balancing board. If you really narrow down and laser focus, and let's just say you only target 500 people, as a result your ad's gonna burn out really fast.
Your frequency of the ad is gonna burn out very fast. It's gonna get above those threes and fours because you're only targeting a small pool of people. So ideally with your targeting, you never wanna be above a million people when you're looking at your targeting and you never really wanna be below about 20,000 30,000 otherwise your ad burnout will be too fast. Yes, it will perform really good for a day, for a week or whatever it might be but what we're looking to do is build long, foundationally strong businesses that you can get clients and leads day in and day out, month in and month out with that predictability as well. So keep those four aspects in play, keep them top of mind, always be watching them and if you have an irresistible message that's very clear about what you're doing, you're not baiting people who wouldn't want what you do to click on it, then as a result, your ads will rock, your cost per click will come right down of targeted people who potentially can become your clients.
You get more people clicking your ads through to your funnel and as a result, going through your funnel and becoming clients. So, that's the key to getting the most profitable campaigns and you can have campaigns if you do these things and you watch the frequency and you watch the relevancy, you can have a campaign that literally can continue to give you clients, can continue to give you leads, without a change for two months, three months.
I've even had some clients have the exact same campaign without even having to change the ad for six months and generating them one to two clients a day for a six month period. So as you can see, become good at these things, know your metrics, know your KPI's, and as a result you can go from an ad campaign that sucks to a campaign that absolutely rocks and helps you build your business profitably long term.