Facebook Ads Not Working? Fix These 3 Things First.

If your Facebook ads aren't working, don't change the targeting yet, because in most accounts that I audit, the real breakdown happens in one of 3 places: the angle, the qualification, or the landing page. And in this video, I'm gonna show you exactly how to find the broken stage inside of your paid ads using the right KPIs. And then I'll show you some real-life examples of ads, funnels, and more that actually fixes each one of those problems. So let's get right into it. First things first, Stop messing with the campaign. Media buying is not gonna rescue a broken offer or a broken system around how you're actually doing the media buying. So the first thing you really wanna do is find that break. Is the ad actually getting the right kind of attention? Is the ad attracting the right kind of person? And is the page actually converting that attention into an outcome that you're actually looking for? Usually this is pretty much the big things that people are really missing and struggling with in their paid ads. They think they're great, but they're just, really expensive, or they're not getting the results that they want, and it's just too expensive. And that usually comes down to an ad and an angle problem in the ad, not necessarily the targeting or anything like that. And sometimes it can be an offer issue as well, or how that offer is being presented. The second piece is some people are doing great and they're getting leads, or they're getting booked calls, or they're getting sales, but maybe they're not getting the best quality of leads or the quality of booked calls, or maybe they're not making as much money per sale as they'd like to. This is in the qualifying section, and this is where making sure your message attracts the right person does all the heavy lifting. Last but not least, maybe everything's working and you feel like you've got those dialed in, but your page is just not converting as high as you'd like it to. You gotta make sure that you convert that intent to actual conversion, and I'll show you exactly how to do that. So first, looking at the angle, the angle actually makes the relevance, and a hook earns 1 second of attention, and the angle gives the person the right reason to care. And I really look at it in 4 different ways: problem, proof, mechanism, and identity. If your ad contains all 4 of these, or at least a few of these, you're gonna have so much more of a stronger angle and better performance from your ad creatives and from your ads if you focus on this. So for example, just breaking these down a little bit more, highlight the problem. Why does this problem keep happening for your target customer? Make sure you hit that in one of your ad angles. Another one, proof. Can this actually work for me? Answer that question directly in the ad. It's gonna attract a better person and it actually makes some really, really good ad angles. Next is mechanism. What makes your offer or your solution different to someone else's? And then identity. Answer the question internally, is this actually made for me? A lot of people feel like that's not answered in paid ads and I don't see it being talked about enough. So make sure you hit those. Now, when the angle is actually broken, What does that look like from a KPI standpoint? So the symptoms are really low attention, weak outbound intent, cheap curiosity, and poor buyers. And you're gonna see those higher costs. So you'll see your CPMs being higher, your outbound click-through rate being lower, cost per click is higher, and just that downstream quality is not really what you want it to be. But once you actually dial in and focus on, okay, if I'm selling coaching services, you should at all times have some kind of ads running. That hit every single one of these angles: problem, proof, mechanism, and identity. And there's plenty of other ones that are running out there that you can use, but these are, I'd say, the core 4 that'll really make a big difference across the board. Okay, so next is the qualification. Let's say now you've got these 4 versions of your ads, 4 angles. That's great. Now you got to make sure you're qualifying the right people. More leads isn't necessarily the goal, it's the more right-fit buyers. And you do that by focusing on 4 things: who, the The situation, outcome, and the commitment. So this is exactly what you can do to make the right buyer lean in into your ads. First, who? Do some kind of callout. So if you're targeting coaches, you'd say, for coaches already spending XYZ. Situation, getting leads but few sales. Outcome, improve qualified pipeline. And commitment, built for teams ready to XYZ. These are all great examples. And if you have both the angle for the first step And these qualifying statements, this is such a great way to get the right kind of leads. A lot of people with qualifying statements will try to put things in like, are you making 6 figures and you want to make 7? Or do you have a team of 50 people and you want to go to 100? Those are cool, but they're kind of generic and outused. These 4 are so much more better at getting the right kind of person and at a cheaper cost. So definitely mix and match these. Now, how do you know your qualification is broken? You may see a good cost per lead, but a poor book-to-call rate or a low show rate or a low close rate. And that's how you'll know to go back to the ad and make sure that you have these qualifying statements and not just in the ad, but in the landing page as well. Super important. Okay. Next, the page must continue the promise. This is super important. If the ad promise is talking about one thing, the page needs to be talking about that exact same promise in the same way. Super key, because if not, you're going to see low conversion rates. And there's really 5 jobs that I've seen that are the most effective at looking at for the landing page. You need to have a headline that continues that promise from the ad. Proof, you gotta make it believable, 'cause that headline may be a little bit unbelievable. So you give proof to back that up. The mechanism, explain why it works in your own unique way. Doesn't need to be this generic way. Removing the real hesitation by getting rid of objections. And then obviously a CTA. And make it obvious. You wanna pretend that basically a 5-year-old is coming to your page, and you wanna make it so easy for them to take those next steps. Now, how do you know when the page is broken? Let's say the ad is earning the click, but the page is losing the buyer. So you're going to look at things like load speed, conversion rate, cost to acquire a customer, and page view rate. And when you're following the customer, not the dashboard, and you look through it through their eyes and their viewpoint, you're going to be able to identify exactly what the issue is from impression all the way to sale. So make sure you kind of put that mindset and those lenses on when you're kind of viewing everything and diagnosing what's wrong with your ads, because that's what's actually gonna help you. So just to sum it up before I go over a few examples, fix the journey exactly in this order: angle to earn the right attention, qualification to make sure that attention is attracting the right buyer or the right customer, and then third, landing page, make sure you're converting that intent and that it aligns. Now we're gonna get into some really cool examples here that I show you some landing pages and ads that are actually working right now. But if you're interested in getting a free audit for your ad account for your business, no strings attached, click the first link in the description and I'll audit your ads following this framework and other proven methods that are working inside of our businesses right now. Okay, so I've got 2 examples to show you. First is on the e-com side of things, and this can be absolutely applied to lead gen or book a call or anything like that. But it's this before and after post. This has been crushing it for us. This ad specifically has generated 280 purchases. At $12 per purchase and generated $17,000 in revenue from $3,000 in spend, which is amazing. And this before and after is such a great format that works really, really well. First off, it's kind of hitting a lot of different pain points here, which is different angles almost in one ad. It's showcasing their unique value proposition here, and it's giving a call to action by actually telling them, hey, this thing solves everything else that you've tried hasn't solved. Learn more right now and get access to it. So it's very direct calling out the right people, but doing it in different ways, all in one ad. The next ad is one that I wanna talk about when it comes to qualification and qualifying people a bit more. So this is a variation of an ad that's worked really well for us, where we really focused on this like 7 to 13 hours a week as the unique mechanism, but we wanted to qualify people a lot more. So all we did is we added in, replace your 6-figure salary with 4 to 6 coaching clients. And that one addition of one small qualifying statement A, it not only dropped our lead cost in like half for this specific ad compared to what we normally had, but the marketing qualified leads, the MQLs that we had from this ad have been the cheapest compared to all the other campaigns that we're actively running, which is a really great win and really helped us out a lot. And then going to the landing page, this is a structure that we see work really, really well, where you have some short VSL headline, which is once again matching up to what's happening here. Promising this outcome of 4 to 6 coaching clients, same thing here. And then this kind of structure where you've got like section or like headline with promises and benefits, picture, so on and so forth, these crush it and do great. So I hope you enjoyed this video. Once again, if you're looking for a free audit where we can help you with your ads totally for free, and we'll analyze everything that you're doing and give you a game plan, click that first link below and I'll see you in the next video.