5-Steps To Fix Unprofitable Facebook Campaigns
– Hi guys, It’s Ben Heath here from Lead Guru, and in this video, I’m going to run through five steps you can take to fix your unprofitable Facebook campaign.
So if you’ve got Facebook campaigns that aren’t really working very well right now, this is definitely the video for you.
So the first thing you need to do is take a look at what you’re offering.
Are you offering something that people actually want?
Is it a product or is it a service that your target market are interested in?
Because if it isn’t, and sometimes, when I look at campaigns that aren’t working out, this is the case, then it doesn’t matter what else you do.
It doesn’t matter how sophisticated your campaigns are.
It’s not going to work. So the first step is to assess the offer.
And if you do assess your offer, by the way, guys, and you realise, you know what?
I’ve created a couple of videos that talk about how to create Facebook-specific offers, offers that work really well on Facebook. You can go ahead and watch those.
That’ll help you with that.
But if you do assess your offer and you come to the conclusion that yes, this is great, this is something that my target market really want, then you move onto step number two.
Step number two is to create multiple ad hooks.
So I’m going to put that up there as well.
So you want to go ahead and create multiple ad hooks, and I’ll explain what an ad hook is.
So an ad hook is the main reason why someone will take the action that you want to take, whether that’s inquire and become a lead or make a purchase, or whatever.
So I’ll give you an example that’ll be easier to understand.
Take my business, for example. Take Lead Guru.
So we offer Facebook advertising, campaign creation, and management services.
Now, there’s a bunch of different reasons why our prospects might want to buy that service.
It could be because they think we can get them better results.
It could be because they don’t have time to do it themselves.
Could be because they’re current cost per sale, cost per lead is too expensive and they want to reduce that. So that’s three different hooks right there.
We’ve got produce better results, we’ve got same them time so they can have time to themselves, and we’ve got save them money, because they’re currently spending too much.
So if you think about your products and services, brainstorm all the ad hooks or all the reasons why someone might take the action you want them to take, and, you know, one of the interesting things about this is the one that you think is going to be the winner often isn’t, and that’s what we’re going to test in the later steps, and I’ll explain that.
But the one that you think, ah, this is the main reason why people will buy, often that isn’t actually the main reason. That’s why this is such a valuable exercise.
Okay, so number three, once you’ve got your ad hooks is to use multiple targeting options.
So I would, in an ideal world, I would say use 15 times the options. In not all industries is that possible, because there just aren’t that many targeting options.
So at least five, absolute minimum five.
In an ideal world, you would use 15.
So I’m gonna put five to 15 up there.
So use five to 15 targeting options.
Now, once you’ve brainstormed your ad hooks and you’ve got your targeting options, you wanna create an ad for each ad hook, each major reason that just focuses on that ad hook.
You want to create an ad set for each targeting option.
So go through, dig through Facebook’s targeting options.
Have a real look and include all the options that you think, you know what?
Yep, that could contain people that are interested in our products and services.
That seems related to our registry, and then get up to about the 15 mark would be perfect.
Now, if you do that, and you get around four different ad hooks, you get around 15 different targeting options, you’re going to end up with about 60 combinations of different reasons why people might buy going to all these different people.
You know, four ad hooks, 15 targeting options, 60 combinations. Now, what we’re trying to do is when you run this campaign, obviously you use a small budget for each ad set.
Otherwise with 15 options, it’s going to be very expensive.
But what we’re trying to do is we’re trying to establish winners.
Now, run this for around five days, about a week, and then go back in and analyse the results, and then step four is to establish winners.
So that’s what we’re doing in step four.
We’re establishing winners.
Now, if the campaign was unprofitable to begin with, we’re really looking to find ways in which it can be profitable.
So what you might find, out of those 60 combinations, only maybe three or four are actually profitable, but that’s fine.
Provided you’ve got one that’s profitable, we’re good.
We can create a profitable campaign. We can turn this around.
That’s why we’re doing this exercise. That’s why it’s so important.
So go through, establish the winners, and then what you wanna do obviously is pause the ads with the ad hooks that aren’t performing very well, pause the targeting options that aren’t performing very well, that are unprofitable, and reinvest the budget you were spending on those into the winning combination.
So into the ad hooks and the targeting options that are profitable, that are working really well. That’s step four.
And of course now you’ve got a profitable campaign, which is absolutely fantastic.
That was the objective of this exercise, but you can go one step further, hence the fifth step, and that is to now scale this campaign.
So step five is very simply to scale.
Now, of course, there’s two very simple ways… Well, two main ways that you can do this.
One is very simple, and that’s you increase your ad budget.
You look to spend as much much as you can, because again, your campaign is profitable, so why wouldn’t you?
If you’re spending a pound and let’s say generating two pounds for every pound you spend on advertising, then you wanna be spending as much as possible, obviously capacity allowing, stock allowing, depending on what your business is.
But you want to rescale that up with the budget.
Of course, that’s only gonna last so long, so once it gets to a certain stage, what I would do is I would look to create lookalike audiences off of the people that have taken the specific action.
So let’s say we’re looking to generate sales with our campaigns.
I would create a lookalike audience based off people who have bought that particular product or service and then include that in my scaling, as one of my scaling options, to really, you know, boost that campaign and get as many sales as possible or as many leads as possible, whatever you’re after, and really look to improve your results.
Now, if you’re not familiar with lookalike audiences, I don’t want to get into that here.
I’ve created videos about that, and I will be creating a lot more so you can get a better understanding of them there, but just know that that is an option and if you do have unprofitable Facebook campaigns, these are the steps to take.
This is what we do as an agency, and it often works really well.
You’ll almost certainly find winners out of all those combinations.
Now, just before you go, I wanna mention something that I think will help improve your Facebook advertising results further, and that’s our 5-Part Facebook Ad Template.
So, this is an ad template that you can download right now for free.
It includes some of the best-performing ads we’ve created in a number of different industries.
So to download this, all you need to do is click on this link in the video description. You’ll be able to download it there.
And as I said, you know, it’s got some of the best-performing ads we’ve created.
You can obviously model from the ads in there.
It should really help improve your results and help save you time in terms of getting this process down.
So go ahead and download that, and yeah, if you enjoyed this video, please like, comment, and share.
I would really appreciate that, and I’ll talk to you soon. Bye-bye.