Ready to chatski about getting better Facebook ad results? And we ain’t talking split testing all the things.
Now bear with me, ’cause there’s a TON of posts out there about ‘how to get better Facebook ad results‘. For the most part, these posts are well written by lovely people, with a lot of helpful information.
Here’s where they fall flat when it comes to real life results: they’re all highly tactical.
Granular. Siloed. Crude.
“But, Bond… isn’t that what Facebook ads are all about?” Yes. To a point.
Though, they lack one fundamental element to being successful with Facebook Ads…
Understanding Where Tactics Fit into The Big Picture
Getting better Facebook ad results comes down to understanding WHY you’re doing Facebook ads in the first place.
- Where do they fit into the customer journey?
- What do they accomplish?
- What do you want people to do next after each ad? (And don’t just say bye #kthanks)
- Why does the potential customer need what you’re offering and what makes them buy?
Once you understand this bigger picture, then you can apply that understanding to your specific product or service to get better Facebook ad results. It’s important to prime your offer for advertising BEFORE you start clicking up a storm in Ads Manager.
Let me be clear… when we talk about optimizing your Facebook ad results, we’re not actually talking about the ADS THEMSELVES! Of course, it def’ doesn’t hurt when those are converting like gangbusters.
We’re talking about making sure what you sell is valuable. Making sure you’re not just putting lipstick on a pig. How do you know that? That ish CONVERTS! When you put your sweet, sweet dollar bills into the Facebook ATM, you’re not just getting your dollar back—because that gets old REAL FAST—you’re getting $5 back, or even $10 back.
In last week’s post on sales retargeting, I talked about the leaky bucket that is your current ads approach. This blog post is all about fixing the holes in that bucket.
That’s right: you need to stop spending on ads and fix your dang bucket, Liza.
Here’s a question for you:
What’s the difference between an ad campaign that delivers a 1X return on ad spend (ROAS) . . .
. . . and one that delivers 100X?
That, compadre, is what we’re going to answer today.
From Fear to Fire: Why You Need to Have a Strategy Mindset
Now, what do people typically do when they want to improve their Facebook ad results? They go to Ad Performance in Ads Manager and dissect their:
- creative, placements
- click costs
- blah… blah…. blah… blah
Carving up all that data like a tactical ninja, thinking they’re gaining insights. . .
. . . but they’re not seeing the bigger picture.
Cool, you COULD improve your CTR by .3%. Orrrrrr just make sure that people freaking want what you have to offer in the first place.
Now, remember: You’re 100% in control of your Facebook ad results. But to make your ads work for you, you need to get to work way earlier than the moment you actually go live with an ad.
You need to have a strategy.
You need to make sure what you’re offering is 🔥 and the methods you use to sell that offer are 🔥🔥🔥 too.
So many people shy away from figuring out if their offer is something people want, and then doing the work to improve that offer.
Why? Here’s what a couple of the amazing folks who are members of The StrADegy System Facebook ads training program have to say about it:
Jamie Palmer, Marketing Strategist and Founder of Outlier Marketing Group: “People think linearly! People believe their offer is exactly what the ideal client wants but in reality they have no clue. They are taking a guess and they just spent a ton of time and work creating an offer, ‘cause that’s more fun than selling.”
Kate Boyd, Conversion Marketing Strategist and Founder of Cobblestone Creative Co.: “Some don’t like the idea of starting with a sale (so they don’t necessarily understand retargeting) or don’t feel like they have enough leads to retarget in the first place for their close ads.”
Adopting a Strategic Mindset is Everything in This Facebook Ads Game
Here’s another thing to chew on when it comes to mindset. Yes, I’m talking about mindset in a post about Facebook advertising results. You might find yourself on one of two sides of the mindset game:
Fear-based thinking vs expansive thinking.
Fear-based thinking goes like this: You look at your current Facebook ad results and think “I have to reduce my costs“. The alternative—expanding your earnings per lead—seems too risky or you don’t know how. But you can only reduce the amount you’re spending on your advertising by a finite amount!
There’s only so much room between $5 and zero, y’all.
But on the flip side, if you open your eyes and see how much room you actually have to grow revenue-wise, that’s expansive thinking in action.
If you currently have an earnings per lead (EPL) of $10, and you’re only paying $5 to attract each of those leads, you can only reduce that $5 down to—realistically—50 cents or $1.
But if you work on your offer and improve your selling to help that offer convert higher (aka sell more!), the sky’s the limit. You could turn your $10 EPL turn into $20, $30, or even more.
One of the women in The StrADegy System member’s only Facebook group told me how in a recent launch, her EPL was $79.
Now that’s what I’m talking about!
The Four Keys to Better Facebook Ad Results
“So, uh, how do I, like, actually do all this, Bond?” Well, interwebs friend… I thought you’d never ask.
Here are the four things you need to do to ensure success with your Facebook ad results:
Key #1: Do Your Research
This is the longest one, because it’s super important. It’s about putting in the sweat equity. Understanding what people are resonating with—or not—when it comes to your offer. Making sure that people want to buy what you’re offering. Not trying to peddle crud for the sake of making internet monies. #obvs
The first key here is to spend some time looking at what’s working and what’s not.
Okay, now buckle up, because . . . RANT PANTS ON. One thing that really bugs me is when advertisers and marketers go from free, value-added content that’s engaging, fun, and on brand . . . but then the moment there’s a link to something to buy, they go from great content marketer to Spammy McMarketerson. They all of a sudden forget what’s working, and flip a switch into telemarketer mode. Did I mention it comes with a free flashlight?
When it comes to selling, you need to figure out what’s already working with your content… i.e. what’s resonating with people. Chances are, it’s when you’re talking to them authentically, like a normal person—not a McMarketer. Would you like fries with that?
Engagement is a Cue for Better Facebook Ad Results
The brands that succeed and get the best Facebook ad results are the ones that focus on effective engagement and connection.
So, first go to the back end of your Facebook page, hit up the Insights tab, and find your engagement rates.
You’ll see each of your posts, along with its engagement rate, which is the number of people engaged divided by the total impressions of the post. This super valuable metric lets you see which posts are working, and how your audience prefers to interact . . . which can give you a lot of insight into how to have effective sales conversations.
Now I’mma tell you how to take this approach to the next level.
Scale the UN-Scalable: The Secret Sales Copy Weapon
Here’s a story . . .
The second time we launched The StrADegy System when it was still back in beta, we didn’t have a sales page in the traditional sense—just a few lines describing what the program outcome would be. We didn’t talk about the how or the what—there was just a button that said “Click to find out if you’re a fit.”
Just one lonely little button. . .
But once a person clicked that button, it initiated a sales conversation in Messenger.
And this, my friend, led to 150 sales conversations with people interested in the product—during which I was crazily writing down everything they told me.
I took the time to learn my customer’s language, the specific words they used, the challenges and bottlenecks they needed to overcome to get to the next level.
Then I turned around and . . . put all that language and insight right back on a GDoc sales page and handed it over to them. It took a ton of time and effort, but it was hella worth it because I learned exactly how to talk to my potential customers.
So, do your research. That’s step #1 to getting better Facebook ad results.
Key #2: Know Your Numbers
Alright! You say you want to increase your ROI by 5X. Great! What’s your current ROI?
Oh, what’s that… You don’t know? Not good, broseph. #notgood
You don’t need to know all the things about every single number in your business, but you do need to know the numbers that will help you make profitable decisions. If you’re going to get Facebook advertising results, you need to know your starting point. You need to know that every time you’re spending $1, you’re getting $2.50 back.
Now you have something exciting! Okay, something boring but super important: you have a benchmark! And you can then start to make decisions to improve on it.
Benchmarks are key, because they keep you glued to reality. If you make a change to your sales process and your ROI drops, you can look back and say, okay, that was a negative improvement. Like, a disimprovement. (Is that a word? Maybe not but let’s roll with it.)
I’m not saying you need to know All. The. Things. About your Facebook ad results, but you DO need to at least know the ROI of your ad spend decisions, so you can improve those decisions in the future.
When I talked to Isi Aladejobi, a growth strategist who helps e-commerce brands reach more people, sell more products, and increase their revenue, this is what she told me she tracks religiously:
“The Return on Ad Spend (ROAS) column in Ads Manager helps me see how well my campaigns are doing. I always have my eyes on: website purchases, cost per website purchase, website purchases conversion value, but my favorite is always ROAS. Why? I’ve been able to see ROAS as high as 30x on some of Dynamic Product Ad campaigns. Focusing on this specific data, helped us average of 10X ROI on ad spend.”
The 3 Metrics to Make Better Ad Buying Decisions
Here are the 3 metrics you need to understand to make better ad buying decisions:
- Earnings per lead (EPL): the dollar amount earned for each new subscriber.
- Return on investment (ROI): More specifically, your return on ad spend (ROAS).
- Benchmark cost per lead (CPL): the lead cost you’re striving for. Anything over that cost will shut off ads, while anything below it will keep things running.
In our signature program, The StrADegy System, we spend an entire section making math easy and actionable and creating custom reports with these metrics to measure your Facebook ad results.
Which brings me to . . .
Key #3: Have A Str-AD-egy
Getting better Facebook ad results takes time, and you’re gonna need a plan.
If you don’t have an ad strategy—if you’re not thinking about your ads from a your user’s experience—then what you’re going to end up with are isolated ads. I like to think of these poor suckers as accidental ads. They’re what happens when you learn a new tactic and get excited about it, then create your ad in a silo, forgetting entirely about the complete user journey you’re trying to guide people through.
That kind of isolation approach is going to fall flat, quickly. Your ads need friends, yo.
Instead, you need to operate from a place of authority.
That means understanding your entire sales process, how it connects with your offer and all the content and messaging you attach to it. That way, you can zoom out and create ads that whisk people along effortlessly until they open their wallets to you like magic.
Results Take Time
Did I mention this takes time? In our experience, it takes at least 90 days. In the first 30 days of runnings ads with one of our clients, we were losing money. There may have been some teeth clenching. But over the next 60 days, we slowly started to break even. Then between 60 and 90 days, we turned that puppy around! Not long after, we started seeing 147X returns.
But it didn’t happen at once.
And to do that—to get from money leaving the bank to money coming back to the bank, where we want it—we had to zoom out and create a three-step framework: high-value blog posts up front (Connect), then a micro commitment such as downloading a lead magnet (Commit), which led people to join a membership program (Close).
Creating predictable lead sources takes time and effort. So do your due diligence, then zoom the truck out and create an MFing plan. No more reading that blog post on how to do a Messenger bot ad and thinking it’s gonna solve all your problems, just because Green Haired Paul told you so. <– story on this to come 😉 #openloop
Key #4: Experiment Like A Mofo
You’ve experimented with your offer. Now it’s time to experiment with the ads themselves. <– more on this to come.
Even if you have a great strategy, you can’t just throw up an ad campaign and let it run.
Remember our client above, where it took us 90 days to get from losing money to 147X returns? It wasn’t just set, forget, margarita time. (Although, there WERE plenty of margaritas involved. We all lived in Mexico a few blocks away from each other. #truestory) We did a ton of iterating and optimizing to find what’s working and what wasn’t, then made adjustments.
You need to…
- collect the data
- analyze the data
- improve the assets
- retest the assets
It’s not just like, okay my ads are live… peace out. Pay attention to what’s happening! This is where you can unleash a little of your tactical nerd-beast self.
Then look at how your Facebook ads strategy and your offer are affecting those metrics.
Here’s what Personal Branding Strategist, Maya Elious, has to say about it:
“Until you hit 100% conversion rates (hint: never gonna happen), you’ll forever be tweaking your offer. But don’t wait until perfection, because that’s never gonna happen either. Go in with the mindset of ‘I’m always willing to tweak and pivot to serve more people and make more money.’ Be okay with the fact that there will always be more work. Be patient and realistic af.”
Here’s where I like to have a little bit of fun and experiment, think about ways to take risks that pay off over the long run. I’m a big proponent of nurture and engagement ads along the way, even though there’s not necessarily a direct CTA or way to measure return. Hint: There is.
Join in the Conversation Over on the Facebook Page
There you have it.
It’s not better tactics that are going to lead to better Facebook Ads results. It’s doing your research, understanding what works (and what doesn’t!), knowing your numbers, coming up with a str-AD-egy, then putting that strategy into action and tweaking it like a mofo.
What do you do, personally, to get better Facebook ad results?