How To Stop Facebook Ad Results Dropping Off FAST!
Summary
TLDRThis video script delves into the common issue of Facebook ad campaigns losing effectiveness over time. The speaker, from an agency with $50 million in ad spend experience, explains that ads initially target 'hyper-responsive' audiences but must evolve to engage broader, less responsive groups. The solution? Improve ad quality and offers, and adjust messaging to target different stages of audience awareness, from problem recognition to product consideration. The framework provided aims to help advertisers sustain and scale their ad success.
Takeaways
- π Initial great results from Facebook ads often drop off due to exhausting the hyper-responsive audience.
- π― Meta effectively targets the most responsive potential customers based on their online activity and interests.
- π Ad performance declines as ads are shown to less responsive audiences over time.
- βοΈ To maintain ad performance, it's crucial to improve ad quality and offers continually.
- π Better ads can convert not only the hyper-responsive audience but also those who are slightly less keen.
- π§ Understand and leverage the five stages of awareness: Unaware, Problem Aware, Solution Aware, Product Aware, and Hot Audience.
- π‘ Ads need to be tailored to different stages of awareness to effectively convert a broader audience.
- ποΈ High-converting ads should start by addressing the problem, explaining the solution, and demonstrating why the product is the best option.
- π οΈ Improving ad messaging is essential to move potential customers from less aware stages to purchasing.
- π Consistently test and adapt ads to ensure they resonate with and convert audiences at various awareness levels.
Q & A
Why do Facebook ad results often drop off after a few weeks or days?
-Facebook ad results can drop off because the ads initially target the most responsive prospects within the audience. As these 'hyper-responsive' individuals are quickly reached, the ads start to target less responsive individuals, causing a decrease in conversion rates.
What is the main reason behind the initial success of Facebook ad campaigns?
-The main reason for the initial success is Meta's ability to identify the best possible prospects for an offer based on their online activity and interests, ensuring the ads are shown to people who are most likely to be interested in the product or service.
What is the term used in the script to describe the most responsive individuals in a target audience?
-The term used is 'hyper-responsives', referring to the individuals who are most likely to convert from seeing an ad to making a purchase or becoming a lead.
How does Meta determine which individuals are the best prospects for an ad campaign?
-Meta uses data from online activity, website pixels, tracking purchases, and engagement with content on platforms like Instagram and Facebook to determine which individuals are most interested in the product or service being advertised.
What is the concept of 'awareness stages' in marketing, as mentioned in the script?
-The awareness stages in marketing refer to the different levels of consciousness a potential customer has regarding a problem and its solution. The stages include being unaware, problem aware, solution aware, product aware, and hot audience.
Why is it important for Facebook advertisers to understand the awareness stages of their audience?
-Understanding the awareness stages helps advertisers to tailor their ads and messaging to the right audience, ensuring that the ads are effective at each stage of the customer's journey from being unaware to becoming a potential buyer.
What is the recommendation for advertisers experiencing a drop-off in ad results after a short period?
-The recommendation is to improve the quality of the ads and offers, ensuring that the ads are compelling enough to attract not just the 'hyper-responsive' individuals but also those who are less immediately interested.
How can advertisers ensure that their ads are effective for a longer period?
-Advertisers can ensure long-term effectiveness by creating ads that appeal to individuals at various awareness stages, using different messaging and creative strategies to engage and convert a broader audience.
What is the role of retargeting in maintaining the effectiveness of Facebook ad campaigns?
-Retargeting plays a role in maintaining ad effectiveness by focusing on 'hot audiences', such as previous customers or individuals who have shown interest in the product or service, making it easier to convert them again.
What is the significance of the 'solution aware' stage in the context of Facebook advertising?
-The 'solution aware' stage is significant because individuals at this stage have identified the need for a solution but may not yet know about the specific product or service being offered. Ads targeting this stage should educate and inform about the available solution.
How can advertisers identify if their ads are only effective for 'hot audiences' and not for other awareness stages?
-Advertisers can identify this by monitoring the performance of their ads over time and noting if there is a rapid drop-off in effectiveness after initially good results. This could indicate that the ads are not compelling enough for individuals beyond the 'hot audience' stage.
Outlines
π Declining Ad Performance on Facebook
The speaker addresses the common issue of Facebook ad campaigns that start strong but lose effectiveness over time. They introduce their experience, having spent over $50 million on Facebook ads, and hint at a solution to maintain consistent results. The main reason for this decline is the exhaustion of the 'hyper-responsive' audience segment, which is the most engaged part of the target audience. As ads continue to run, the audience becomes less responsive, leading to diminishing returns. The speaker promises a deeper dive into solving this problem and improving ad quality to reach a broader audience.
π Understanding the Awareness Stages in Marketing
This paragraph delves into the concept of marketing awareness stages to understand why ad campaigns may lose steam. The speaker uses their Facebook advertising agency as an example and outlines the stages from being unaware of a problem to being solution and product aware, and finally reaching a 'hot audience' ready to convert. The key point is that it's easier to convert people lower in the awareness funnel, and ads need to be tailored to match the audience's level of awareness to be effective. The speaker suggests that understanding these stages can help advertisers create more effective campaigns that can scale and maintain performance over time.
π οΈ Crafting Ads for Different Audience Awareness Levels
The speaker discusses the importance of aligning ad messaging with the audience's level of awareness. They explain that ads should be crafted to address the audience's current stage, whether they are unaware, problem-aware, solution-aware, product-aware, or part of the hot audience. The speaker emphasizes the need for improved ad creative and offers to help advertisers understand how to create high-converting ads that can effectively target and convert people at various stages of awareness. They also suggest that by improving the offer and messaging, advertisers can push potential customers through the awareness stages to a point of conversion.
Mindmap
Keywords
π‘Facebook Ad Campaigns
π‘Target Audience
π‘Hyper Responsives
π‘Awareness Stages
π‘Conversion
π‘Retargeting
π‘Creative
π‘Meta
π‘Scalability
π‘ROI (Return on Ad Spend)
π‘Messaging
Highlights
Facebook ad campaigns may initially show great results but can quickly decline due to targeting the most responsive audience first.
Meta's algorithm effectively identifies the best prospects for an offer based on online activity and engagement.
As advertising continues, the audience expands to less responsive individuals, leading to a drop in ad performance.
To maintain ad effectiveness, advertisers need to create better ads and improve their offers to reach a broader audience.
Understanding the five stages of awareness in marketing helps in creating targeted ads for different audience segments.
The 'unaware' stage represents potential customers who are not conscious of their problem or the solution.
In the 'problem aware' stage, customers recognize their issue but are unsure of the available solutions.
The 'solution aware' stage involves customers who understand possible solutions but may not know about specific products or services.
At the 'product aware' stage, potential customers are aware of specific products or services that could solve their problem.
The 'hot audience' represents individuals ready to convert, often those who have had positive experiences with the product or service before.
Facebook ads should be tailored to the level of awareness of the target audience for maximum effectiveness.
Ads targeting 'hot audiences' or retargeting ads are usually simpler and focus on offers like discounts or limited-time deals.
For ads targeting 'unaware' audiences, the messaging needs to educate about the problem and introduce the solution.
Improving ad creative and messaging is crucial to move potential customers from one awareness stage to the next.
Testing different ads with various messaging and price points can help identify what resonates best with the audience.
The speaker offers a free navigation call for those interested in done-for-you Facebook advertising services.
High-converting Facebook ads should be clear, concise, and compelling, addressing the audience's awareness level.
The video concludes with a recommendation to watch another video for a tutorial on creating high-converting ad creative.
Transcripts
have you ever started a new Facebook ad
campaign and seen great results
initially but they only lasted a few
weeks or maybe even a few days well in
this video I'm going to explain why that
happens and what you can do about it to
make sure that your Facebook ad
campaigns consistently produce great
results and just for context my agency
has spent more than $50 million running
Facebook ad campaigns for our clients
and we have run into this problem a lot
and know exactly how to fix it so why do
Facebook ad results drop off well
there's one major reason why this
happens I'm going give you the the quick
explanation to start with and then going
to go into more detail on how exactly
you can go about fixing it which is
obviously um the important part right so
when you launch a Facebook ad campaign
you have a target audience and whether
you're using open targeting or you have
some sort of targeting expansion like
using Advantage Plus audience or
whatever which the vast majority of
advertisers are doing now you have a
really large potential
audience and what meta is really good at
doing is finding the best possible
prospects for your offer the people that
are really into whatever it is that you
sell and they're into it right now and
knows that based on their online
activity uh where they've got pixels on
websites they tracking purchases uh they
can see it on the activity they do based
within Instagram within uh Facebook
itself because of the sort of content
they engage with it's a really really
good determining oh this person is
really into fishing and they're in the
market to buy fishing products right now
this ad for fishing related products
let's put it in front of this person is
likely to to to generate a purchase So
Meta is really good at doing that and
they start with the best possible
prospects so out of your 2 million
person audience let's say they might
find the 1,000 people that are super
keen and you've got a really good chance
of getting to convert become a lead
become a sale whatever it is you're
looking to do and they start by putting
your ads in front of those people now
obviously there are only so many of
those people the people that were
literally researching products just like
yours that morning there's only so many
of those to put your ads in front of
that afternoon so quite quickly you burn
through those people so the longer you
keep advertising the more you'll use up
what I call hyper responsives those are
the most responsive people to your
marketing and then they start
advertising to people that are still
really quite responsive but perhaps a
little bit less and then you keep
advertising longer and they're
advertising again to people that are
still quite responsive but perhaps a
little bit less you can imagine like if
your target audience is like one big
circle you've got the the hyper
responsives right in the middle and then
you sort of the longer you advertise the
more and more you go out to different
layers the exact same happens as you
scale when you're saying to meta look
before I was giving you enough budget
just advertise to a th000 people and you
found the best thousand well I've now
doubled your budget I want you to put
ads in front of 2,000 people so you've
got the best thousand in there but then
you've also got the next thousand which
is still really good but not quite as
good and then the more and more you
scale the more and more you you move out
um into that Circle so that's sort of
the very quick explanation for why this
happens uh we're definitely going to go
into more detail because because it's
important it's going to help you
actually fix this problem um and get
over it but um but that's sort of the
the general overview and the really
simple solution like the one liner that
you could take away from this video is
that if you are running into that issue
uh your ads aren't good enough you need
to make better ads and improve your
offers cuz what you're seeing is that
your ads are good enough to get those
hyper responsive people the people that
are so close to buying something just
like your product or service anyway and
you just need that little nudge to get
them over the edge you AR are good
enough to get those people but they're
not good enough to get the people that
are slightly less keen and are slightly
less keen and are slightly less keen and
the better and better your advertising
is the more and more you're able to move
out um into other people within your
target audience and larger target
audience hence why you're able to scale
when your ad campaigns are really really
good because you can still get those
people that aren't quite as Keen to
convert okay so let's break this down
and sort of Flesh us out go into a bit
more detail and think about how we're
actually going to tackle this problem
and and fix it and to do that I'm going
to walk through uh the five stages of
awareness uh it's a marketing concept
you may have come across before but I
think is really valuable in thinking
about this problem in particular and use
my bis as an example uh so we obviously
Facebook advertising agency we offer
Facebook advertising Services just a
little side by the way if you're
interested and are done for you Facebook
Services we can create manage Optimizer
campaigns for you you don't need to
worry about any of this we'll help you
get better results there's a link in the
description you could book in a free
navigation call with one of my team
members uh to find out more so if you're
interested go ahead and do that let's
use our our Facebook advertising
Services as an example right so in our
target audience who would be people that
are unaware so let's say someone's got a
business and this often happens people
start a business and they just sort of
expected customers clients to sort of
happen I know I certainly did when I
first started a business that's how I
got into marketing the first first place
was I started uh my own business and
couldn't get any customers and realized
aha I need to learn marketing as a skill
in order to get these customers and I
turned out I enjoyed marketing more than
I enjoyed the business and carried on in
in in that way so it's very common when
you first start a business to think
customers are going to happen so that
would be someone who's unaware they
don't even they don't even aware that
they've got a problem way off knowing
that there's a solution or a particular
product or whatever they're just like I
think this is going to happen the next
stage on would be problem aware so that
would be someone who has just got that
little bit further and go huh customers
aren't just happening for my business I
need to do something about it I have a
problem I I'm not able to get customers
that's my problem the next stage then
would be solution aware would be one
stage on from I have a problem to
starting to think about okay well how
would I go about I know I've got a
problem of not getting any new customers
how would I go about getting new
customers oh okay I could do organic
content I could do SEO I could run paid
ads I could knock on doors I could do
call calls starting to think about uh
various Solutions and specific to my
business Facebook as agency they would
need to be aware of the solution that is
oh I could run paid ads to get customers
for my business that would be someone
there who's solution aware and then the
next stage would be product aware so
this might be someone who was solution
aware they know they need to um run paid
ads they then you watch some YouTube
videos oh see some of my stuff oh I saw
you know I watch Ben's videos about how
to run Facebook ads um I can see that he
also has an agency where they can just
do this for me they're now aware of the
product and what they might be doing at
that stage is weighing up uh that
product versus Alternatives in the
market okay and then obviously the next
stage down would be hot audience people
that have watched loads of videos
absolutely ready to convert or perhaps
people that have already bought you know
from our business they've already used
our services they've bought they they
signed up to our Facebook ads Mastery
Program and they're ready to ascend you
know people that are really like very
keen uh for our business specifically
now what you can see is that as you sort
of go down that it's much much easier to
get someone to convert lower down so if
we take our audience example of people
that have bought say our Facebook ads
Mastery um course with the community if
they've been in there they've got great
results it'd be much much easier to
advertise to that person and get them to
purchase are done for you Facebook
advertising Services um it would be
slightly more difficult but still
relatively easy for us to get someone
who's watched my YouTube videos knows
that you know we have an agency with a
service and I know what I'm talking
about and we put ads in front of that
person and get them to to convert it
would be more difficult still to go
another stage up and and it's not
someone that's product aware they're not
aware that they can hire an agency and
my agency specifically they're just
solution aware of like I need to run
paid ads then we need to take that
person we need to convince them that the
agency doing it for them is the right
way to go and then they should work with
our agency so there's extra steps if you
go a step up and you go to people who
are problem aware they're not even aware
that you can run paid ads to get clients
so then you need to talk to those people
saying things like um not getting any
clients you need to meet them where
they're at so they're at the problem
stage not getting any clients did you
know you can run paid ads to get clients
did you know you can run Facebook ads to
get clients did you know we could do
that for you you see all the extra steps
you need to go through and unaware um is
obviously the most difficult so where
Facebook advertisers run into problems
is that they're running Facebook ads
that might be good enough to get their
hot audiences retargeting previous
customers to buy again like that's
relatively easy to do most ads are going
to be good enough to do that provided
they had a good experience the first
time around they might be good enough to
get people who are product aware like
they're aware that your solution your
product or service exists and they're
wearing up options between you and your
competitors maybe not by the way
sometimes I've seen advertisers where
the campaigns only good enough to get
those hot audiences those that can get
people who are product aware to convert
uh usually last a lot longer in terms of
results and they're much more scalable
um there's still obviously a limit
because you're taking people who are
weighing up your option versus others in
in many cases you need a a much much
better ad to go a stage up and get
people a solution aware like oh I could
run paid ads but oh I didn't know an
agency could do it for me oh I didn't
know agencies did good results I didn't
know this was a good agency maybe I
should hire them you're doing a lot of
things and then obviously the hire you
go the harder and harder it gets take
someone all the way from problem aware
to purchasing take someone all the way
from unaware to purchasing very very
difficult to do now the best ad
campaigns can take people that are fully
unaware take them all through the
process if you think about the type of
ads that do that and and how they're
pitched they're very different from say
ads that are pitched at hot audiences so
a hot audience uh might be retargeting
existing customers and it might be as
simple as a product image with a bit of
a discount for a limited time only and
that might absolutely Crush to that
audience really simple ad the bar is not
that high to get that to work but if you
think about ads that would be pitched
all the way at the other end of people
that are unaware you would need to make
them aware of the problem explain the
solution explain why your product is the
perfect option to solve that problem
convince them to purchase yours and not
someone else's and take them all the way
through you can probably think of ads
that you've seen that do that and think
about how they start they will start by
mentioning the problem so they're
explaining they're taking people that
are completely unaware they explaining
the problem and then taking them all the
way through that they can help you you
think personal injury lawyers will will
do this that sort of advertising all the
time so if you're finding that your ads
are literally dying after a few days
it's almost certainly the case that your
ads are only good enough to get hot
audiences to convert and even if you're
like yeah but I'm not retargeting meta
will find those people anyway so even if
it's to a cold audience meta will find
your retargeting audiences and you'll
burn through those people really really
quickly and then you see a drop off if
you see good results for a little bit
longer than that a week couple of weeks
and then you see the drop off it may
well be that your ads are good enough to
get people who are product aware and
you're helping convince them to buy
yours instead of someone else's um but
if you're not getting past that point
you're probably not good enough to go to
the other stages so yes is a case of
improving your ads better offers better
ad creative I'll talk about that more in
a second but it's also the messaging
that you use starts to become really
important so the first thing I want you
to do is identify are are your ads good
enough to get which stage to convert
basically so it might be that only hot
audiences in which case you need to
create ads that are aimed at people that
are product aware and try and get them
to convert how would you do that you
would emphasize the benefits of your
product or service over your competitors
that's how you get product aware people
to purchase if they're already good
enough to do that and you're thinking
okay how can I improve them to go a step
up again you need to change the
messaging and change the positioning of
the of the advertising so then you need
to go out people who aren't solution
aware to get
from solution aware to purchase you need
to go that one stage further and say we
know that you know you can run paid ads
to get great results but did you know
that an agency can do it for you did you
know that this type of product or
service that we offer is the perfect
answer to the solution you're looking
for if you've already achieved solution
aware you won't be seeing a drop off
after days weeks probably even months
you'd be able to advertise for much
longer but if you're really trying to
scale and uh improve your return on ad
spend uh you need to go one step up
again and go for people who are problem
aware but not solution aware so Those
ads would be pitched as do you have ABC
problem if so did you know that this
perfect solution that we happen to have
is going to solve your problem improve
your life all that sort of stuff and
then if you really want to get very
brave and Tackle unaware of course you
can but you need to start by addressing
the problem in the first place and
letting people know were you the subject
of an injury in a work environment did
you know that you can get payment up to
the amount of du d d d du as I said the
personal injury lawyer is the super
obvious one in those cases but you can
do it in other scenarios as well it's
it's improving your offer improving your
creative but also trying to change your
messaging to Target people that are at a
lower level of awareness and then push
them all the way through and in terms of
getting really granular with stuff
because I've seen Facebook advertisers
tear their hair out trying to work out
well hang on how do I get the messaging
WR and know that I'm only reaching
solution aware people you don't like if
you if you create an ad that's aimed at
solution aware people the messaging
isn't going to be perfect for say people
who are product aware or your hot
audiences but it's fine generally
because those people are much more like
to convert anyway they're much more
easier to convert so don't worry about
segmenting out your audiences I would
try and have multiple different ads with
different messaging price points see how
they perform to the total audience if
you get it right you will most likely
see that the ads pitched at people that
are less aware will do well because if
you are product aware and someone starts
by talking about your problem so let's
say someone is aware that you can hire a
face Facebook ads agency to do your
Facebook ads for you and an ad messaging
is pitched that are you struggling to
get customers did you know that running
Facebook ads is a great way to do it
those people aren't going to be put off
by that it's they still have the problem
and they already know about the
solutions you're just you're you're
reinforcing what they already know it's
not wasted time it's not a d it's not
like it's not going to work and then you
can lead into the Facebook ad so if you
pitch an ad at a lower level of
awareness you're going to get people who
are further down to convert but it's
very unlikely to happen the other way
around if you pitch in going our
Facebook advertising Services is amazing
it's so much better than our competitors
look at all these testimonials that's a
hard sale to people that don't even know
you can run Facebook ads to find new
customers which there are lots of people
or don't even know that it's a viable
option for their business and that's
very much how I'd like you to think
about this awareness framework and how
you need to go after your potential
customers and change your marketing
messaging give it a go and if it really
works out let me know in the comments
below and if you want to know how to
create high converting Facebook ads that
can be put in front of people that are
higher up the awareness ladder and still
get them to convert I'd recommend that
you check out this video in it I
demonstrate a toour that I love that
makes it really quick and easy to
produce really high quality and high
converting and creative
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