Hey, Jamie here and so I got a couple of really specific Facebook Ad lessons today.
Number one is rules can be broken. Number two is trust and have faith in Facebook’s algorithm.
So, I worked with a client about coming up to a year ago now and they ran the business. I won’t say what type of business it was, but they ran a business where they had it was a very classic set up. They needed a lot of leads and then their salespeople reached out and closed these people.
So, people would put their hand up and say “Yeah, this is something I’m interested in.” They would reach out and close ’em and a lot of their leads, they did a lot of stuff for Google Ads, they did a lot of SEO. You know, they put up, they got these rankings for what they were and they’d be running Facebook Ads for a while.
So, the guy that got in touch with me was actually a friend of a friend, and so it was like “Oh yeah, let’s have a look.”
“See if you can help us out.”
“I’m sure there’s something you can improve with our ads.”
“Yeah, we don’t really know, it’s been running for a couple of years, but we’re not really sure what we’re doing so come in, have a look.”
And that’s the thing, “And we got this new we wanting to set up.”
So, I go in and I go through it, I chat with the guy. Found out about the business and find out what they’re doing, who the customers are, all this sort of research stuff. And say “Okay, well let’s go and have a look at your ads and see what you’re doing.”
I went in and different ads, different campaigns, and there’s this one campaign that catches my eye. And I look at that and it looks weird and I look deeper and turns out this ad has been running for over two years.
Bear in mind these guys spent a lot of money.
They’re spending some 2,000 pounds a month on Facebook Ads across maybe four or five different campaigns and services. And this one had been running for over two years without being touched at all.
I’m looking at “Oh sure, okay red flag.” I go in and have a look. And basically everything’s wrong with it, every rule of good marketing. The image is a stock image, like a really clearly rubbish, stock, boring, here’s another image, plus it’s formatted wrong. So, the size is wrong so it looks tiny. It doesn’t show properly in the preview.
There’s another part of the ad hasn’t been filled up so it just comes up with like just the text from the website which isn’t relevant.
The text on the website isn’t relevant because it’s not a specific landing page. It was just a generic contact form page that it went to. The copy was just about the business themselves, nothing about the clients, there was no call to action. I don’t think there was even a button on the Ad.
It was all wrong, everything. They broke every rule.
So, I was like okay well this is fine. Yeah, obviously I can improve this, get you better results. So, I went in, I found better images. I upgraded the copy and I put in proper call to action. I sent it to a relevant landing page that we had built, all this and the results came in, they were fine. But they were nowhere near the results of this old, awful ad was getting.
It completely failed. I couldn’t get anywhere near it.
I tried loads of different stuff, we test different things and the reason is this ad had been running for two years, over two years. So when they started it, Facebook Ads and clicks I think were a lot cheaper. Basically, they set it up and the one thing they did right is they set it up as a conversion ad and they set up the conversion properly. So, conversion ad means that you’re telling Facebook that you want to measure a specific outcome on your website so you want to know when people do a specific thing.
So, in this case it was people who filled out this form. When the website sent them to a pet webpage, and on the page there was a form and this ad that was optimised to show to the people most likely to convert, i.e., to fill out that form.
And because it been running so long, even though it was rubbish, Facebook had just learned so well exactly the right people to do it and the audience they were showing it to was massive. It was basically I think it was in the tens of millions, huge great audience.
It was basically sort of a third of the U.K. population was being shown that ad. Because of that, because there was so many people, and because Facebook has been left alone to get on with it, it was so good at picking out the people to show it to that the cost per lead was incredible. And I couldn’t get anywhere near it even though they broke all the rules.
Because when they started ad with clicks were cheap and everything was cheap or cheaper. By the time it got more expensive, cause ad cost have gone up a lot in the last 12 months, 18 months, two years. By the time those prices had gone up, they were sorted.
Facebook knew how to get exactly the right people in.
So yeah that’s it.
Firstly, don’t assume that if somebody breaks the rules, breaks the sort of best practise, it’s gonna fail. And likewise, don’t assume if someone follows all the best practises it’s definitely gonna succeed.
And second thing is trust the Facebook algorithm.
You know, algorithm, let it do its thing. Set something up right, chill out. Everyone’s far too eager to change and twist and tweak things and that sort of thing. Leave it alone if it’s set up properly, let it do its thing, it’ll probably figure it out.