How To Stop Facebook Ad Results Dropping Off FAST!

Summary

This 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

• 🔍 Initial great results from Facebook ads often drop off due to exhausting the hyper-responsive audience.
• 🎯 Meta effectively targets the most responsive potential customers based on their online activity and interests.
• 📉 Ad performance declines as ads are shown to less responsive audiences over time.
• ⚙️ To maintain ad performance, it's crucial to improve ad quality and offers continually.
• 📊 Better ads can convert not only the hyper-responsive audience but also those who are slightly less keen.
• 🧠 Understand and leverage the five stages of awareness: Unaware, Problem Aware, Solution Aware, Product Aware, and Hot Audience.
• 💡 Ads need to be tailored to different stages of awareness to effectively convert a broader audience.
• 🏗️ High-converting ads should start by addressing the problem, explaining the solution, and demonstrating why the product is the best option.
• 🛠️ Improving ad messaging is essential to move potential customers from less aware stages to purchasing.
• 📈 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

00:00

📈 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.

05:03

🔍 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.

10:03

🛠️ 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.

Keywords

💡Facebook Ad Campaigns

Facebook Ad Campaigns refer to a series of advertisements run on the Facebook platform with the aim of promoting products, services, or content. In the video's context, the speaker discusses the common issue of ad campaigns that initially yield great results but then experience a decline in effectiveness over time. This is a central theme of the video, as the speaker aims to provide solutions to maintain consistent performance.

💡Target Audience

Target Audience is the specific group of people an advertiser aims to reach with their ads. The video script emphasizes the importance of Meta's ability to identify the best prospects from a large potential audience, which is crucial for the initial success of a Facebook ad campaign. The concept is integral to understanding why ad results may drop off as the most responsive segment of the target audience is quickly exhausted.

💡Hyper Responsives

Hyper Responsives, a term coined in the script, refers to the most responsive individuals within a target audience to a marketing message. The video explains that these individuals are the first to be reached by an ad campaign, and their quick exhaustion is a major reason for the decline in ad performance over time.

💡Awareness Stages

Awareness Stages are the different levels of consciousness a potential customer has regarding a problem and its solution. The script outlines five stages: Unaware, Problem Aware, Solution Aware, Product Aware, and Hot Audience. These stages are used to illustrate the varying degrees of difficulty in converting different segments of an audience through advertising.

💡Conversion

Conversion in the context of advertising refers to the act of turning a potential customer into an actual customer or lead. The video discusses the challenges of converting different stages of the target audience, with 'hyper responsives' being the easiest to convert and those who are 'unaware' being the most difficult.

💡Retargeting

Retargeting is a strategy where ads are shown to people who have previously interacted with a company's website or online content. The script mentions that even when retargeting, Meta's algorithms will find the most responsive individuals first, which can lead to a quick burnout of the most engaged audience segment.

💡Creative

Creative in advertising refers to the design and content of an advertisement. The video emphasizes the need for improving ad creative to reach a wider audience and maintain the effectiveness of ad campaigns. Better creative can help in appealing to individuals at different awareness stages.

💡Meta

Meta, in this context, refers to Meta Platforms, Inc., the parent company of Facebook. The script discusses how Meta's algorithms are adept at identifying the best prospects for an advertiser's offer based on users' online activities and interactions.

💡Scalability

Scalability in the context of ad campaigns refers to the ability of an advertising strategy to maintain or improve its effectiveness as it is expanded to reach a larger audience. The video suggests that highly effective campaigns can scale by appealing to individuals who are less 'hyper responsive' but still within the target audience.

💡ROI (Return on Ad Spend)

Return on Ad Spend (ROI) measures the revenue generated from an advertising investment. The script touches on the importance of improving ad campaigns to enhance ROI, particularly by targeting audience segments that are less aware of the product or service.

💡Messaging

Messaging in advertising pertains to the strategic communication intended to persuade or inform the target audience. The video script discusses the importance of tailoring messaging to match the awareness level of different audience segments, which is key to maintaining the effectiveness of ad campaigns.

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