Facebook Ads Not Performing? Try This...
Hernan Vazquez breaks down the one metric that matters for Facebook and Instagram ads: unique outbound click-through rate. Aim for 1% or higher. Below 1%, fix your copy, creative, or targeting. Once you hit 1%, stop optimizing and start scaling.
Chapters
especially after iOS 14, I have some really good news for you. I want to share with you one of the things that I pay attention to, one of the first things that I always take a look at to make sure that my ads are performing and make sure that it's not my ads and it's probably something else that I need to fix if I'm not getting the ROI or ROAS that I'm looking to get with my campaigns. Hey everybody, Hernan Vazquez here. I hope that everyone is doing really, really well today. What I want to share with you is a really simple thing, a really simple metric actually that you want to pay attention to if you think that your Facebook ads could be performing better or if they were performing better prior to iOS 14 and they're not performing as well as they should right now. Now before I go into that, let me share with you guys something really cool. That we're doing this week for a limited time. If you test drive my 100 Million Method social media ads program, which is responsible, the teachings and the techniques and the strategies in that program are responsible for over $100 million in attributed sales. If you want to test drive it, and all you need to do is to go to scaledriven.com/yes, scaledriven.com/yes, send us some details about your business, And there's a chance that if you decide to test drive it, we will build your first advertising campaign for free. Okay. So my team will come in and help you launch your first ads using our methodology for free. All you need to do is to test drive my 100 Million Method program. So go to scaledriven.com/yes, send us some details, and then you can schedule a call to see if the program will be a good fit. Now let's talk about the number one thing that I pay attention to to decide whether my ads are working or not. Now before I dive into that, let me tell you what's the purpose of your advertising campaign. When you're running an advertising campaign, it doesn't matter if it's on Google, on YouTube, on Facebook, whatever that is, the goal of an advertising campaign, the goal of an ad is to drive a click to your website. The goal of an ad is not to sell your product, it's not to to try to convince anyone of anything. The goal of an ad is to get somebody to click on that ad and outside the platform and into your landing pages. All right, that's the goal of the ad. The goal of the ad is again to get the click. As much as let's say the goal of a subject line on an email is to get people to open the email, the goal of the body copy of the email is to get people to click on the link, right? To visit your website request more information, whatever it is, whatever that is. The goal of the ad is to get people to click on the ad and visit your website, visit your landing page. All right, so with that being said, there's a lot of stuff that you can create with the ads. For instance, an ad can help you build authority, it can help you build rapport, it can help you pre-qualify people before they even land on your website. But the main point, the main goal, the number one goal of an ad is to get people to click. And I share with you on, you know, on a lot of my content, but also on some of the techniques in my 100 Million Method program on how you can build a rapport, how you can prequalify, how you can build an audience of people that are ready to buy from you before they even hit your website, which is pretty cool, which is something that we do for students and clients. So if you want to learn more about it, go to scaledriven.com/yes, send us some details, and we'll see if we're a good fit to work together. Now, with that being said, the number one goal of the ad is to get somebody to click. Now, how do you know if people are clicking on the ads or not? How do you know if your campaigns are doing a good job or not? Well, it's pretty simple actually. There's one column, there's one metric that I always want to put together, that I always want to have first and forefront on my advertising dashboards, which is called Unique outbound CTR, unique outbound click-through rate, or unique outbound CTR. These metrics stand for everyone that are clicking on your ads outside of the platform, in this case Facebook and Instagram. Now if you look, if you add this column, if you add this metric to your Facebook dashboard, there will be a lot of CTRs. Okay, you have CTR all, you have a lot of different CTRs. The one that I do pay attention to is unique outbound CTR or click-through rate. What does this mean? This means that people are— that metric is counting unique clicks, that people are clicking on the ad, unique clicks outbound, meaning people that are exiting Facebook versus how many times people are seeing the ad. Right. So CTR or click-through rate stands for how many times are people seeing the ad versus how many times people are clicking on the ad. Right. Right? So that's called click-through rate. So if we have this metric in front of our eyes, unique outbound CTR, and and there's there's a threshold that I'm gonna talk tell you guys about what I pay attention to. That means that people are either clicking on the ad on the ads or they're not. Okay, and if they are clicking on the ads, that means that the ads are doing their job. Now I always say this to all of my students and even to the media buyers that. Scaledriven.com, my agency, is this. I always tell them this, uh, the unique outbound CTR, every time you have 1% or more, you're right on the money. So anything above 1% unique outbound CTR, it's good. Anything above 2% unique outbound CTR is really good. Anything above 3% unique outbound CTR is great. So what does that mean? That means that for every 100 impressions, let's say that you got your ad 100 times on the Facebook timeline or the Facebook dashboard or whatever it is that you're serving that ad, you got it 100 times, then for every 100 times that you got that printed, if you got 1 click, 1, again, unique outbound click, that's pretty good. If you got 2 clicks, that's really good. If you got 3 clicks, that's great. Okay, so again, anything above 1% is good. Anything above 2% is really good. Anything above 3% is great. Now what happens when you have a less than 1% unique outbound CTR? When at that point is where I jump in and start thinking about my strategy. I start thinking about my copy on the ads, the images that I'm using on the ads, and also the targeting. Okay, also the targeting. If I have over 1% unique outbound CTR, that means that people are seeing my ad and people are clicking on my ad. So it's a good thing, right? If I have over 1% unique outbound CTR, I don't focus on that ad anymore. I don't focus on the campaign. I don't focus on the ad. I just try to scale it. Now, if I have 1% or above unique outbound CTR and still my campaigns are not performing, then I'll start working on my funnel. Maybe it's my offer. Maybe it's It's my opt-in page, whatever. So that's outside of the scope of this piece of content, right? But the main point to understand whether your ads are working or not, how to make them better, is by taking a look at this one metric, unique outbound CTR. So if you don't have it in your dashboard right now, make sure that you go to the column section and you add it, and then you start checking what's my unique outbound CTR for this specific ad set, let's say over the past 30 days. If it's again 1% or more, that means that people are clicking on your ads, which is exactly what you want. That means that you're showing the ad to the right people with the right message, with the right images. So that means that people are clicking on your ads. Now again, if anything above— if you have anything below 1% unique outbound CTR, that means that your ads need some work. It might be the targeting, Or it might be the copy that's not powerful enough, or it might be the image that doesn't stop people from scrolling. So at that point, you start troubleshooting the ads. And I want to share with you how to troubleshoot your ads if they're not working, if they were performing really well but they're not performing right now, uh, on a live call. So if you want to see if we're a good fit to work together, and if you want my team to build your campaign for free, go to scaledriven.com/yes, fill out that short questionnaire, then you can schedule a call with my team and then we'll hop on a call. We'll see if we're a good fit to work together. We'll tell you more about the 100 Million Method coaching program. If you decide to test drive it, again, if you decide to test drive it, meaning that we're a good fit, then we will build your first campaign for free. This is a limited time offer because I'm using my team to build these campaigns and the time of the team is limited because we're also servicing agency clients. But if that's something that you want to do, if you want to have the right base to actually go out there and crush it with your advertising over the second half of this year, head over to scale-driven.com/yes and leave us your details, and then you can schedule a call on the next page. I hope that this is helpful. Please use that metric, unique outbound CTR. It's a really powerful metric. Not a lot of people are talking about this, and this is some of the stuff that I talk about in our 100 Million Method coaching program. If you want to learn more, go ahead, click the link somewhere around here, send us your details, And we'll be more than happy to have a conversation, see if we're a good fit. If we're a good fit, we'll tell you. If we're not a good fit, we'll also tell you. And no high pressure, no nothing like that on that call. Hope that this is helpful. If you have any questions, feel free to reach out. Feel free to drop them in the comments somewhere around here. And I hope that you guys have an amazing rest of your day. I'll talk to you guys soon. Bye-bye.
