Facebook ads RUINING webinar funnels? (Truth EXPOSED)

Hey, Vince, we were talking earlier and you said this guy messaged you that his Facebook ads don't work for his webinar funnel. Is this true? Like Facebook ads don't work at all.

He's doing it wrong, Mike. He's doing it wrong.

That's it.

Yeah. One particle of unitanium has a nuclear reaction with a flux capacitor. Carry the two changing its atomic isotona into a radioactive spider.

You science.

Let's just start from the beginning. There's typically a disconnect, right? I mean, people are seeing ads. Every third or fourth post in the newsfeed is an ad. They see a specific message in the newsfeed and they click on it and it's the complete opposite. Right. And you know, probably even bigger is they're using brick wall funnels. They're using three step ancient hold, wrinkled up, shriveled, two steps from the grave funnels. You need to change it up, man. Seen the magic trick too many times and I would say they just don't have enough longevity, man. They're like last five minutes.

What do you mean by that? I'm interested to hear what you have to say about this. But before we do, make sure to hit that like button.

First of all, every ad that every human being has ever put up online has worked. There's no such thing as an ad not working. But we've had this conversation numerous times.

We have, yes.

Right. Because the true reason why he thinks the ad isn't working is because he's not making any money. So an ad works when you see it. So when you load the money up into the ad platform and it displays every third or fourth post, it worked. That is actually, that's a fact. That's what you paid for.

Right.

In terms of making money, that's literally on the marketer, right? They don't make money. You've seen it before. Slap the hand, bad marketer, you stink at what you do. And also, it's just a standard rule of marketing. I think that a lot of the marketers that have been doing it a long time, they understand this. And that's the fact that you have to capture what's going on inside your prospect's mind. Right? So a lot of people that are getting started, they think they know what they're doing because they're seeing a lot of people doing a lot of things on the surface. So they'll try to mimic it or mirror it, but it's really the complete opposite of what's actually happening. So you'll See, a lot of disconnect. Like the message might say one thing and then you land on the page and it's the complete opposite.

Okay.

So, you know, we have some episode of ad roulette where we've seen a lot of that, right? Where you know, people are saying one thing on the ad and then they're landing on a page that's not congruent. Now, a reason for that, an explanation of why that happens typically is because people are running a lot of ads. They have one landing page or one page that they're sending the traffic to, and they're trying to create what I call a catch all. So their page, they wanted to catch all of the traffic coming from that one ad, even though all of the ads are saying different things. An example would be like someone saying, like, I'm going to show you how to double your sales. Right? And then you land on the page and it says four extra sales. Right? So even though it's just a slight disconnect, you know, that's a problem. Still off, right? Or you land on a page and it's like a webinar when you thought you were going to land on it and it was going to be like just a video or a place for you to just buy right now.

Right?

Right. So there's a, there's just a lack of congruency of like what's happening. And last but not least, like when you really think about it, it's like they're treating Facebook ads like a dating app. It's like they want these like, fast results. It's like, think of like Tinder.

Okay?

You know, swipe left, swipe right, you know, match. You go on a date, next thing you know you're popping out babies. I mean, they think that's.

That was, that was fast.

It was fast, right. You know, it's just one of these weird things where they just think it's going to just work, right? Just like put an ad up and they're going to make money. And there's a lot of things happening and people that are experienced marketers, they'll click on those ads and you can see right away, like people that are doing it right, where everything kind of matched up. But I would say that's really the problem with disconnect.

All right, now, number two, you mentioned three step funnel.

You mean brick wall funnels.

What do you mean by brick wall?

So you know, when you send traffic to a brick wall funnel, it's basically them driving traffic to a capture page.

You mean like an Opt in page.

Like an opt in page? Yeah. And specifically, I'm referring to funnels that start off with a brick wall page, an opt in page, and then on the other side, there's a video.

Okay.

Right. Like a webinar or like a vsl, right? Yeah. And then from there, typically it's like we'll click a button and then that'll take them to like the application page or an order page where someone can purchase. Right. If you click on any ad, you're going to see this, this funnel that's like embedded and it's, it's like in our DNA. That's what you have to do. You have to use a brick wall funnel. And they work. I mean, I've made a lot of money with it. We're not saying that they don't work. The problem is that, are they working the way that you need it to work in today's economy? Right. You know, it's one of these things, like, you think about it, like, why would I just concede to the fact that I'm going to drive traffic and spend on average $2 per click to send people to a page where 80% of the individuals are not going to enter the information to get to the next step?

And plus they're not even entering the right information.

Right. Most of those people are giving you fake data or the spam email. Right. Where they're never opening up a single email. That little email that you get, that lead that often is a fake email is like a shot of dopamine. Like, marketers are, like, in love with filling that lead, even though they, they not focus on the fact that they lost like 80% of potential leads. So it's making them feel like everything's not working because they're driving traffic to these funnels that are stacked against them from the very beginning. And this is why the good marketers typically can make them work. Because there's a lot of things, again, below the surface, they're doing to make those profitable. But even them, they're having a tough time now. And really, the real reason, if we really want to be like, just why are these funnels not working? You're just not letting people see your offer. Right. People never get to see what you have to sell. I mean, at the end of the day, if you want to make more money, you have to make more offers. And if you just step back logically and look at it and you say, okay, if I'm in a room with 20 people and you're in a room with 100. And we have the same skill set. You know, we have good products and, you know, good services. Who's gonna make more money? The guy talking to 20 or the guy talking to, you know, 100. And people are like, I'm not giving my email address anymore. It's. It's like the analogy I used to share with you all the time. It's like the dark alley analogy. You know, you walk up to someone on the streets and you're like, hey, give me your email. Give me your email address. People like, nah, I'm not giving you that. Right? So if you think about every third or fourth post that everyone's seeing is that someone asking for their personal information and they already know that it's gotta go to a video, they're gonna try to do this. That they already understand that process to that process, right? They're used to that. They're like, I'm not. I'm not doing that. I'm over it. So that's part of the reason why you see a lot of people saying that their Facebook ads aren't working.

That makes a lot of sense. Because since the messaging is not congruent, after they click on the ad, then they go to the brick wall page or the opt in page. Most of the time, even if they get to the webinar, they're opting in out of curiosity instead of necessity.

They often add a curiosity instead of necessity. You know, that's again why I use, you know, an invideo conversion campaign using our technology, because I was able to get rid of all those steps and drive traffic right to my presentation. The people that become leads actually want to continue watching. And that's why we have like 50, 60% open rates, you know, deep into the funnel, into the follow up. It's weird when you say this out loud, but if you step back, I'm almost mad at myself, you know what I mean? For using a standard brick wall funnel for so long, because it just defies any logic that a marketer should have. Think about it like, okay, so if you ordered a pizza, right? Pizza guy walks up to your house and you open up the pizza box and there's like 20% of the pizza. Would you be happy? No, right?

I want my money back.

You want your money back, right? I mean, anything. Like, you know, like, for example, you work a whole month, show up on time, put in extra hours, get your check, and there's 80% of your check, it's gone. You're only at 20% of your paycheck. Before taxes. Are you happy?

No, I'm taking something from.

From this office. Right, exactly. That makes sense, though. It's wild, man, when you look at, like, how the math works, like, people have to look at, like, the math. And for me, it was just like, let's get to the core and really, truly fix the problem. You know, I got tired of helping people with their headline and, you know, make changing their offer and bullet points here and there to help one or two percentage points, which is like two more leads on 100 clicks.

Right?

Where I was like, how can we get everyone to the thing that actually makes me money, which is the presentation. Yeah, just move the needle. So that's. That's really a big reason why you see a lot of these people saying Facebook ads aren't working for their webinar funnels.

All right? And number three, you mentioned longevity.

Yeah, Mike, you know, these advertisers, they're just not pleasing their end user, just not lasting long enough.

Let me explain, please. So there's a learning phase when you're running ads, all right? So when you run an ad on social media and you go into your dashboard, there's going to be a little tab, a little thing next to the ad that says learning. And most people never get through the learning phase with the algorithm. With most social platforms, the more conversions you get, the longer you run the ad, the smarter the platform gets, the more they're able to put your message in front of the right people. Most people aren't aware of that. They're turning on ad, and like we talked about earlier, they're expecting to be like Tinder and just generate sales immediately. They're not basically in front of the end user long enough or lasting long enough for, you know, the social platform to even give them an advantage in terms of putting it in front of more people.

So basically, it's optimizing, right?

Yeah, it's optimizing, but most people don't allow it to. Okay, so one of the reasons for that is because they don't understand the platform. Social media is interruption marketing, right? So you're just on social media scrolling, and an ad pops up. You didn't ask for that ad just pops up. Now, when you are creating an ad, typically when you select an interest to target or a group to target, it'll be massive. It'll be like 30 million people in that audience. Now, just be honest with yourself. Do you think that because, let's say you want to target online advertisers and you put that in as your Target, and it says, let's say 30 million. Are we naive to think that all 30 million are interested in that specific interest? Absolutely not. Probably like 100,000 of them out of 30 million. So what has to happen is your ad has to filter through all of those people. The majority of the ads that are displayed are getting put in front of people that don't want, don't like, don't need, what is you have to offer. So that's why the results early on are typically all over the map. So they have to allow the ad to optimize. And that's why the things we talked about earlier, not having a disconnect, not basically sending them to a brick wall page, allowing more people to see what you have to offer so it can optimize better. And more importantly, most people that are running ads, they're more focused on the cold zone, meaning people who have no idea who they are versus marketing to the warm zone, people that have an idea of who they are. And this is why the longer you run ads and when you start to retarget individuals who have seen you before, those results are typically better. And there's actually a real reason retargeting ads convert better. And that's just understanding the CPM formula. So when your ads are displayed, the ad gets put out in front of a thousand people. And based on what happens when those thousand people see your ads, spits out the cost per 1000 views. So when you're retargeting warm audiences, it's putting in front of more people who know you. Therefore, it's going to spit out a better number. People that are doing bad in ads, they're just marketing to a massive audience of people that don't know them, but more importantly, aren't interested in what they have to offer. That's why they feel like everything isn't working. If you think about it this way, in terms of, like, just stepping back, when you get in your car and you drive down the street, you pass billboards every single day. I guarantee you, like, even on, like, your street, like a few miles from your house, there's billboards up that you don't even see. But if you think now you're like, oh, there are billboards here. I know that store is there. There's a billboard over there. Like, you could now see them, that you're thinking about it. Yeah, that's what a Facebook ad is. Most people are scrolling through just regular people, like, what did grandma have for breakfast? What is my kid doing? They're just on Social, not thinking marketing, not thinking advertising, and not looking for your ad whatsoever. You are an advertiser or, you know, person watching this, you think that everybody's looking for you. They're not. They're just on social, just having fun. So they're passing by your billboard the same way you are in your car pass by billboards each and every day. Now you step back and you ask yourself, is a person going to put up a billboard if nobody was buying from things that they see on that billboard? If people weren't buying from the billboard ad, then there'd be no billboard ads. Now, because you didn't buy driving by that billboard, you might say, oh, that billboard doesn't work. The idea that I'm getting at here is, again, this is why longevity and letting it run long enough and understanding traffic. You have good messaging, and you put it in front of a person long enough and you understand what you're doing, you can get results. You cannot treat, you know, social media ads, okay? Like, it's Tinder. Okay. You have to allow it to work and be clear with your messaging.

That makes sense. So basically, I'm driving down the street, right down the freeway, and I see a billboard for a lawyer. I'm sure a bunch of people have seen that, right? If I don't need a lawyer, right? I'm just passing through, not paying attention. But if I'm actively searching for a lawyer, I don't know who to call. And I see this number for this lawyer, I'm like, okay, I already know I'm going to call that person because I see that billboard ad in front of me and I'm looking for that specifically. Okay, that makes sense for someone who needs a little bit more explanation. Can you break this down for us?

Yeah. I think part of the problem is you get a lot of people that will be like, you know, I ran some Facebook ads and I got these results, right? So people get in there and they expect these immediate results, and when that doesn't happen, they're mad. Like, you know, have you ever seen that movie Limitless?

Yeah.

This guy, you know, he essentially finds this pill. This pill has superpowers. It, like, allows you to focus, you know, it allows you to.

He's like 100% of their brain.

Yeah, he's 100%. And, you know, he gets on this thing and he moves up the ladder. He starts to do well at work, and he's just crushing it. And then all of a sudden, like, he starts to realize that the pill doesn't last as long. In fact, if you get off of it, you start to get really sick, and eventually you die. Right. So what ends up happening is there starts to be a shortage of this pill. People can't get it, and people are going around driving each other crazy, killing each other, trying to find more of these pills. So I feel like that's kind of like how Facebook ads are. A lot of people are always in search of, like, specific hacks to get a result quickly, which is. Might work like, for example, you might set up the ad right away and you might actually get some sales and you try to scale and it fails. Right, because that's like, equivalent to them just taking limitless pill. But the individuals that understand marketing, why is it that they just continue to get results even throughout all of these changes? Well, comparing it to the movie Limitless, it's kind of what the guy did at the end of the film. You know, at the end of the film when you know that he ran out. They showed the scene at the end where he's like, on the. On the pill, and everyone's trying to figure out, like, how does he. How did he get it? Well, he found some, and he ended up going and finding the scientist who was able to redesign a pill to where it would last longer without all of the side effects. Oh, okay, right. And to me, an example of that is just hiring a mentor, hiring someone that understands what they're doing. So you're not running the ads looking for that hack. You're actually running the ads in a way where you know that it's. You continue to do it, the results are going to be predictable. You can continue to run the ads, and you're going to continue to get results.