Eric Deeran, who's booked over 15,000 sales calls, explains why your ads attract the wrong people. Meta's AI reads your ad copy to find your audience, so generic hooks like "founder" fail. Feed only qualified leads back to the platform via pixel conditioning, or the algorithm learns to chase spam instead.
If you're attracting the wrong types of people through your paid ads, I'm gonna go over exactly what you can do in this video to fix that and the 2 main reasons and 2 main things determine who you get in front of when you run paid ads. If you don't know me, my name is Eric Deeran. I've built an 8-figure business. I've booked over 15,000 sales calls for my own offer and I've helped 800+ high-ticket businesses scale using an inbound paid ad system. And so let's get into the video. So there's 2 main things that Facebook or Meta are looking at when they determine who you're getting in front of. So number one, it's the messaging of your ad. So who are you talking to? What are you saying? What are you calling out? So number one is like, hey, if you're a medical professional, we want to help you do XYZ thing, or we want to help you with this offer. That would be an example of you're targeting who it's for in the hook— medical professionals. Or if you're saying, hey, if you're a dentist, or hey, if you're a professional in XYZ career, what you say in that hook determines who Meta goes after. Meta uses AI to scan the actual ad and look at what you're saying in that ad and specifically who you're speaking to in that ad, and then it's going to use that to determine who it puts you in front of. That's number one, and that's the first biggest thing. One of the biggest mistakes I see is people are basically speaking too broadly in their ads or saying, hey, if you're a founder or you're a business owner, and they have a brand new ad that's never run ads before, and then they're wondering why they're not getting the right types of people through the funnel. It's because you're not specific enough on who it's— who you want. And half the time you don't even know who you're looking for. You have to define that first in your offer, and then you can get more clear on who that specifically is for. And then typically you can put that in your hook and you get better messaging from that. So that's number 1. Number 2 is pixel conditioning. And so the question becomes, who is actually hitting that results column as a lead or call, right? And so when you look at that, if you're allowing anybody to come through your funnel, if you're allowing anybody to submit that lead form, if you're allowing anybody to book a call and you're sending back a bunch of trash back to the pixel, it's going to continue to optimize for bad people, right? And so you have to withhold— a lot of times what we like to do is withhold data from the platform by manually sending that back through Conversions API. Or like once we get on a sales call with someone and my sales team talks to them, then they can mark that as a qualified lead. Then we send it back as a call because then you're not sending everything back and you can withhold some of that data and actually train the pixel to go after better quality people instead of just letting anybody come through. The other reason we manually withhold data a lot of times is because if you get a bunch— if you get a weird pocket of people where you just get a bunch of spam all of a sudden, that could tank your results for literally weeks within the platform. And it's just not worth the risk to us to where we just still have somebody manually going through each lead or each call that comes through and then marking that person as a qualified call. It does take a little bit more work, but it protects you from the issues of having the wrong people coming through and then that just like throwing off your entire data for your entire campaign. And so these are the 2 things you need to look at when you're trying to get the right people is are you specific enough in the messaging and do you have the right pixel conditioning? Do you have the right people coming through the funnel? Because the pixel operates off of recency bias to where it's looking for who are the most recent people that have come through the funnel and how can I get more of those people? So look at those 2 things when you're scaling your ads. And if you want our help doing this, click the link below, schedule a call with our team. We're happy to see if we can help. With that being said, hope this helped, and we'll see you in the next video.
