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I hear it all the time, “we spent money on ads and got nothing back.” The real issue usually isn’t the ads themselves, it’s not watching the right numbers and failing to act when those numbers are off.
- Get 1:1 ads coaching from me – three Zoom calls with me and unlimited support in between!
I walk you through three key metrics and the simple fixes that can turn your ads around fast, from improving ad copy and creative to fixing targeting and opt-in pages.
If you’ve been burning cash on ads, this will help you know exactly what to look for and what to change so you stop wasting money.
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
SPEAKER_00:
As an ads manager, I hear this all the time. In fact, I heard it this week on a discovery call. It goes like we spent thousands or hundreds of dollars on ads and got nothing. And when I dig in, the problem isn’t just bad ads, it’s usually that somebody has not been paying attention to the right numbers or taking the right actions to fix wasn’t working, whether it’s themselves managing their ads or an agency that’s managing the ads for them. So here is a quick way how you can make sure to improve your results quickly out of your ads so that you don’t waste money. The real problem is that it’s not that Facebook is against your meta, doesn’t want you to succeed, or that meta is super random. It’s ads are failing because of some key metrics that are not being monitored. And listen, I’m not just preaching here. I understand personally, as our day-to-day task lists get long, we know the things we really need to do to get the results that we really want for our businesses. It’s just that they get put off because of the day-to-day operations. I’m not immune to this, and so I want you to know, since you’re on the other end of the of the audio headphones or the screen, that I understand the plight too. Now, if you want your ads to get better, look at these key metrics and make these key decisions based on those metrics when the numbers are off, right? Take action. Here you go. When your ads are running, if the link click through rate is low, and we’re only talking about three metrics and three actions, okay? Switch up your ad copy or creative. Well, I put the emphasis on the top two or three lines of the ad. Okay, switch those up because your audience is not connecting with what you’re saying or what you’re showing. Now, if your link click through rate is good, but your cost per lead is stubbornly high, then next step is change your targeting, okay? Or fix the opt-in page, but first change your targeting because sometimes the wrong people are seeing your ad and thus not clicking. Now, very quickly, you can start off with targeting a lookalike of your email list, okay? And if that doesn’t work, well then you can try to target a look-alike of your Instagram followers or even a look-alike of your website visitors over the past 180 days. Now, if you change your targeting and then CPL, the cost per lead is still high, then what’s going to happen is you probably need to change your opt-in page. And all that means is look at the basics, the best practices for your opt-in page, and make sure those are dialed in. Oh, and make sure you already have the pixel on your opt-in page and thank you, page, all right? But is the call to action on your opt-in page and the button really clear? And is the button in a different color than any other color used on the opt-in page above the fold, that first screen that somebody sees on their cell phone? Most people are seeing your opt-in page from their cell phone. So, does that first screen state the problem that this lead magnet is solving? And is that first opt-in button right there on the top of that page? All right, because if it’s long-winded, shorten that up so that somebody who is lazy, as we all are, most of us are lazy and won’t scroll, we need to be able to digest everything on that first page. And there shouldn’t be a lot there. Now, if the opt-in page is solid, as in it’s converting around 25 to 30 percent on cold traffic or higher on warm traffic, but you see that your cost per lead is still high, just switch to a different lead magnet quick. So many times I’ve had clients switch to different lead magnets and see way better results. Now you have to do your due diligent testing to see if a lead magnet will work, but changing the lead magnet is also valid. Remember that not every freebie resonates with cold traffic or even warm traffic in the same way. Just because you have one problem that you solve greatly does not mean that all the frustrations that stem from that problem convert equally. And you can have lead magnets to solve different frustrations or even different problems. So here’s the takeaway: ads are not a mystery. If they didn’t work for you before, it might be because you weren’t looking at the right numbers and taking action on those numbers. And if you have an agency or someone else managing your ads, make sure they are looking at those metrics and reporting those metrics to you. And if you feel like you’re burning through cash on your own ads and you want help, then click below and book a call with me. I do one-on-one ads coaching, and we can spend some time troubleshoot your ads, troubleshoot your funnel, and then start getting the conversions that you had hoped to be getting because I’ll be showing you exactly how to manage those ads. Until the next time you see me or hear from me, take care, be blessed, and we’ll chat soon. Bye.
