Why Your Final Expense Facebook Ads Aren't Working...

There are only seven possible reasons that your Facebook ads are not performing, and I'm about to reveal what they are in order of how likely they are to shatter your dreams of having success with Facebook ads. Starting with number one, which is having bad copy. Your copy is the text below your image on a Facebook ad. So what makes ad copy bad? Well, to determine that, let's talk about the purpose that it is meant to serve. Your ad copy is meant to give the reader more information, call them to action, and also touch on pain points or dreams or desires as you are weaving that into the ad copy. So bad ad copy is unclear and confusing. It doesn't really make a ton of sense, it doesn't appeal to emotions, and it doesn't have a clear and concise call to action. Whenever you're writing your ad copy, you want to appeal to a third grade reading level. You want to put complex and confusing words into the language of your consumer. So for example, if I'm going to be talking about how fast an application is to get approved, I'm not going to say fast. Instant approval underwriting process. Nobody knows what underwriting is. It's not an insurance agent. So what I could say is coverage for your family instantly approved. So here are three ways to make your ad copy better. Number one is to focus on your client's dreams and desires and their pain point. Again, write it to the level of a third grader. So say protect your family instead of ensure the future of your family's well being and make sure that you have a very clear, clear call to action. All right. And the number two reason is you are simply being impatient. Staring at a pot of water doesn't make it boil faster. And Facebook is the exact same way. The key to Facebook is patience. You can't judge anything on a per day basis. I recommend letting your ads run for at least three days at a time before looking at them until you're spending over $300 a day. Making changes too frequently or too often will negatively impact your ad. And reason number three, your ads manager just looks like shit. So I want you to imagine that you took all of the labels off of Mrs. Jones pill bottles in her medicine cabinet and told her to go find an aspirin. That's basically what you're doing when you run Facebook ads without being organized. You want to keep a consistent naming structure in your Facebook ads. And I'm going to show you guys what I mean right now. So here's an example of how I name all of my stuff, right? I Want to have two different audiences that I'm targeting. So this one is targeting the interest family and. And this one is. Has no targeting whatsoever. And I name it this way. That way I can distinguish like, hey, this audience is working better than this one or no audience is working better. And then within each job, I have all of my ads named. I have a unique name for each image or video. I have a unique number per ad copy and a unique number per headline. So I like basically store all this stuff inside of a Google Doc and then I can reference, hey, ad copy 29. This one's working, this one's not. Let's sub it in for 26. Right? And I can track all that. And that is the importance of staying organized in your Facebook ads. So I name all of my ads based off of the parts that it is made up of. So I could have ad number one, ad copy number 15, and headline number three. And based off of which headline, which ad copy I'm using, I sub that in so I know what's working in my ad. And number four, you aren't taking the trash. Imagine how bad it would get if you never took the trash out in your kitchen. That is exactly what you're doing. When you don't cycle your creatives enough, it gets stale. Your audience is tired of seeing the same thing over and over and over now, especially if you're running a high budget. I'm talking $300 plus per day. If you're generating a mass amount of leads, you need to be cycling your creatives at least once a week. That doesn't mean that every single ad has to go, but that means that the ones that aren't performing need to get subbed in for new stuff, need to constantly have something else in the pipeline. Me personally not doing this cost me hundreds of thousands of dollars. I was doing ecommerce. So I learned my lesson once. I'm not going to do that again. And so I constantly cycling my creatives now. Also, if you're in a face to face running like a local market on a smaller audience, you need to be cycling your creatives even more. Now the number 5 reason is bad targeting. Now this is everybody's go to, oh well, my targeting was off because Facebook is so well known for their targeting that whenever anybody has a problem, they automatically assume that it's bad targeting. However, I will say the majority of the time the number one factor is your ad copy. But the targeting can definitely be an issue sometimes. For example, if you're running a face to Face like super small local area, I'd say less than 300,000 people, then your targeting could definitely be a problem. You're going to want to look for a larger area or you're just going to need to cycle your ads very, very often. Or for example, if I'm trying to generate leads for nurses, but I start targeting people who list their job as truckers, well, it's probably not going to work too well. Now you always want to make sure that you're testing multiple audiences at a time so that you have a higher chance of hitting a winning audience. But oftentimes you will find that simply having no targeting whatsoever outperforms having interest or lookalike targeting. Alright. And number six is just having an unappealing, unattractive, unengaging ad. So just like we did on the ad copy, let's look at what the purpose of a Facebook ad actually is. Well, plain and simple, the purpose is to convert a viewer into a lead. So the textbook definition of a good ad, one captures the reader's attention. Two, maintains the viewer's attention for long enough to convey the message and that needs to be conveyed and then also convey that message in a short and effective way and then call them to action. Now, your ad can be a photo or a video. However, I will say that video ads oftentimes outperform photo, say like probably 95% of the time. A good photo ad should be easy to read, concise and with an attractive and very clear image. Now, with your video ad, the most important part is your hook. So focus a lot of time on the hook and then make sure that you're conveying the rest of the message in a very clear and concise way. That is probably under about a minute. So let's look at two examples of photo ads and see which one is a good ad and which one is a bad one. Alright, so let's look at this ad right here. Now, one of my students sent me this. The first thing that I'll point out is the text is really, really hard to read. It's also very busy. There's a lot of text on this ad. I don't know what to look at first. In my eyes, I'm just going to keep scrolling because I don't want to look at any of it. You need to have one or two single lines of text, like very clear, very concise. This is what I need to look at. Also, font needs to be easy to read. This makes me think of laser tag, not of life insurance. And as you can See, the photo is also quite pixelated. This is overall a poor ad. Alright. Now looking at this ad, my eyes are immediately drawn to the red, right? And then I see this text in big bold white says, cover your funeral for as little as a dollar a day. Hey, I mean, that sounds pretty enticing. Then it says, click Learn more. That's a very clear call to action. This photo of the casket is super bright and engaging. I love it. This is overall what I would say, a good ad. Alright. And number seven, this is the deadliest of all of the Facebook advertising sins is not having a clear call to action. Do not assume that people know which action you want them to take. I see so many people. They make their entire ad from start to finish. The ad is attractive. It's solid. Maybe they have their headline is solid, their ad copy solid. All of it's good, but it doesn't call the reader to action. They never tell the viewer what they want them to do. Without a clear call to action, nobody will know what to do and ultimately will not do anything. Now when writing your call to action, if you're doing a video, you want to include this multiple times in the video. I include it midway through the video and then also at the end. If I'm doing a photo, I want to have it clear on the photo, the call to action that I want them to do. I want to have it in the ad copy. I want to have it plastered everywhere on the ad because that is the action I want them to take. Now when writing your call to action, you want to keep it short, sweet and simple. If you can include a pain point or a dream desire in the call to action, that is always bound to increase conversions. I'm going to give you five good call to actions that I've used in my own ads. Click Learn More to see if you qualify in five minutes or less. Click Learn More to protect your family for as little as a dollar per day. Click Learn More to get up to a million dollars in life insurance for your family. Click Learn More to protect from generational debt and click Learn More to get life insurance for cheap. So that is going to conclude our video. If you want more Facebook training like this, be sure to join insurance agent Freedom Link down below this video where we do live trainings on Facebook ads every single Tuesday at 5:30 Eastern. Now if you're looking at running your own Facebook ads for insurance, you're going to want to watch this video right here where I break down step by step, everything that you need to know to set up your very own ads in under 28 minutes. So click that video right there, and I will see you in the next one. Peace.