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How To Create High Performance Facebook Ad Campaigns With Brian Meert | FSS03

Welcome to the Facebook Sales Secrets podcast with me, your host, Steven MacDonald, CEO of LeadKlozer. This podcast is dedicated to helping individuals or businesses achieve greater success through the power of Facebook. Listen in as we discuss everything about Facebook marketing, from ad campaigns to lead generation.

In today’s episode, we have invited Brian Meert, CEO of the #1 social advertising agency, AdvertiseMint, and author of The Complete Guide to Facebook Advertising. Brian has been featured in numerous publications for his amazing success, especially in Facebook ad campaigns. His agency handles over 7 to 8 figures of ad spend per month! So take out your notepad and pen and write everything down as we discuss game-changing topics on How to Create High-Performance Ad Campaigns.

Show Notes:

[3:15] How did you get into Facebook advertising?

[7:37] What Facebook ad metric determines the degree of performance?

[13:00] What are the elements of high-performance ad campaigns?

[20:49] Should you go broad or specific in choosing the audience for your ads?

[28:53] How do you get the right creative?

[42:00] What is the most important advice you can give to help agencies avoid mistakes in creating high-performance ad campaigns?

 

Transcript:

Intro

Hey, everyone! Welcome to the Facebook Sales Secrets podcast. If there’s one thing that I can tell you that you’re going to learn today, it’s how to create high-performance, lower cost ad campaigns. Higher-performance, lower cost ad campaigns.

 

As a small reminder to my incredible audience, please leave me a review and hit that subscribe button. Your support helps this podcast get into more ears. Thanks in advance.

 

You’re listening to the Facebook Sales Secrets podcast hosted by Steve MacDonald from LeadKlozer, where we interview digital agency owners on their insider secrets to the successes they create for their clients through the Facebook marketing ecosystem. Tune in for the cutting edge tips, tricks, nuances, and tools that will take your Facebook campaigns to the next level. Now, here’s your host, Steve MacDonald.

 

Steven

Welcome, everyone. I’m Steve MacDonald, CEO of LeadKlozer, and welcome to the Facebook Sales Secrets podcast. Today is a extra special show, because we’ve got Brian Meert here, Brian is not only the CEO of AdvertiseMint, he is also the author of The Complete Guide to Facebook Advertising, and wait to the end of the show, because he’s going to give you a way you can get, you can get your own copy for free, we’re gonna send it to you. But Brian, he’s been in all the top business publications, they spend, with advertisement, seven to eight figures every month with their clients on Facebook. So when Brian talks here, we’ve all got to start taking notes, we got to listen. And what he’s gonna say is how do we get high performance ad campaigns, because we know his digital agencies or for doing it for ourselves, right? But as a digital agency, we’re as good as our last campaign, right? When the campaigns don’t perform, our clients don’t pay for it, right? And that’s not what we want for them or for us. So let’s listen, Brian, I’m going to turn it over to you to start out, and I’ll have questions along the way. But let’s talk about creating high performance Facebook ad campaigns.

 

Brian

I love it. Thank you so much, Steven, for having me here. And letting me share some knowledge, you know, feel free, I want this to be a discussion. So, you know, I when I look at you, like I told you kind of earlier that in my mind, you are legendary, with the experience and what you come, you know, through and, you know, we joke in our world that, you know, Facebook ads feels like dog years, right? So like, one year of Facebook ads is like seven years of, of like a normal life, because everything moves so quick, everything changes, you know, a tool that you use is all of a sudden gone or, you know, phased out or there’s a new one that replaces it. So, you know, I just you know, being able to speak with someone else, that it’s got tremendous wisdom, and background, you know, in the agency world, in the digital world, for me is always just an honor to be able to, you know, share wisdom as well as glean wisdom from other people that are, you know, just experts at what they do. So I’m grateful to be here, you know, for people who are listening, and and kind of, you know, checking this out, I run a company called AdvertiseMint, we’re an agency we specialize in kind of Facebook ads is where we started. So I had my career has been in Google ads. And, you know, I’ve worked in different companies, I’ve had my own startups I built and sold one, I built and failed another one. And what happens was, I was in a corporate job when Facebook launched their business manager and their ad platform with all their stuff. So at the time, I was managing, you know, seven figures a month in ad budgets. And I was like, Oh, let me try a little bit into Facebook. And within the first probably 30 days, I was like, holy cow. This is massive, like I knew, from working with Google ads, and how incredible that was versus other types of advertising. Because you had that level of intent. You’re only, you know, targeting the keywords that you wanted, which was amazing, that Facebook had that same sort of element with all this consumer targeting. So over the past 8 years, you know, I started with just me, it was me at an office at a table in a shared office space in Santa Monica just pounded away for 10 to 12 hours a day, trying to figure out how the system worked. And there wasn’t a lot of experts, there weren’t a lot of, you know, YouTube videos on the topic. So it was very much the only way to figure out what worked was to try, you know, 15 or 20 different things and just keep pounding through it. And I’ve always just taken that approach of I’m going to figure out what is working best or what is getting the best results. And, you know, I think one of the things that I would always say back to clients, or anyone running an agency is the number one thing that really should be your metric for success is performance. I know in today’s day and age it’s it’s just so much quicker in the digital world to track that sort of stuff that if you’re not prepared for that performance question back from the client. You know, you’re you’re going to be in for a world of pain or you’re headed for one you just don’t know it yet, which is everything’s trackable. Everything you know, two platforms Facebook versus Google, the client is able to see which One has the best results, you better be able to know that and be a step ahead of them if you’re working in the digital world. And so I think when it comes to Facebook, a lot of times there’s, there’s so much that’s changed over the last couple of years. And literally over the last couple of months. You know, the iOS 14 update is a big one that’s about to come out where they’re now you know, Apple hasn’t necessarily fully released it yet. It’s right on the cusp, it could come any minute. It’s kind of been back and forth for several months now. But you know, we’re still waiting to see how much that affects it, Facebook’s been scrambling on the back end to try to get in solutions, and what they call like data modeling, to be able to help project who they think are the right people to show ads. So you know, a ton of this stuff is changing. And I get it. Because, you know, a lot of times we’re working solely in Facebook advertising, and it’s hard to keep up. And we do this all day long, with a full team that’s watching the news. And we you know, we talk with Facebook every week. So we have a lot of these elements that are going on, and it’s still tough for us. Um, there’s been multiple times where I’ll be talking to someone on my team and be like, Yeah, well, let’s do it this way, this way. And they’ll be like, haha, that, that doesn’t exist anymore. They took that away, like three days ago. And they’ll laugh at me. And I’m like, man, I love that. Because I’m like, it does change that quick. And just like that, you know, something that was the way to do it changes. And now there’s a new way to do it. And so I think that’s kind of what led to the conversation. You know, Steve, you and I were having, which was, you know, what are the fundamentals? You know, with all these moving, shifting changes, when it comes to Facebook advertising, what are the core things that that you need to be doing, and you need to be focused on to really make sure that your ads are performing, and really in line with what your core objectives are, so that your clients are happy, and you’re able to move forward? So I mean, I don’t know I can dive into it. But do you have any questions?

 

Steven

Yeah, I mean, two things. One, when you talk about performance, just to be, you know, straight up about what that is, we’re talking about sales?

 

Brian

Well, yeah, I mean, so usually, if you’re a, you’re, if you’re e-commerce sales is your metric. So performance is there’s one metric that’s number one, if you’re a mobile app, it could be you know, app installs, or revenue from an app, if you’re, you know, you know, b2b, it’s going to be, you know, lead gen, which then leads to sales. So whatever your path is, you know, what happens is, there are multiple ways that you can send people down that path. And what I’ve found that is the shift that’s happened kind of in the general business landscape, is with kind of the acceleration of digital is, what’s happened is the acceleration of data, which is now there’s data on everything. So if you want to run a billboard, and someone else wants to run a Facebook ad, like they’re looking at, how do we be able to put these head to head and say, if I put out $1? Where am I getting the most money back, if I get it $2 back from a billboard, that’s great. If I get $5, back from a Facebook ad, oh, that’s better. Let’s put more money there. So I think a lot of what you’re seeing with, you know, the rising tide of people that are coming into the digital world, or that are working more on platforms is as digital expenses, there used to all the data, and there used to be, like, focus on where the most money is coming back, you know, a lot of times I have conversations all day long with, with business owners, like we want to be a huge brand, we want to be able to do this and take over, and we’ll keep going at the end of the conversation. They’re like, yeah, we really just want to make money, it needs to be profitable, so we can keep growing is is I think, a core kind of foundation for every business. And even, you know, the Pepsis and the Cokes and the big ones, you know, their teams are now getting built with more people that are coming from a digital first, you know, perception where there is like, what is the one that gets us the best return? And how do we adjust. So I think that’s where the performance kind of conversation comes back in is everything is about you know, the numbers, and A versus B and almost, you know, people make, I have a friend that makes fun of me, he’s like, you always call it like a gladiator contest. Like everyone has to fight and I was like, that’s how it is. Like, there isn’t just will Google and Facebook together. Working in harmony is, you know, Google and Facebook, which one’s doing more, more budget gets slid, you know, over into that area, so that we’re able to generate more leads. So ultimately, what happens at the end of the day is a client is like, this is so amazing, and so much better than it ever was. We don’t want to leave and go anywhere else, meaning we’re scared if you were to get off of our campaign, and we gave it to someone else, what would happen and and i think that’s you know, that’s what our team tries to approach. You know, when we work with clients with and how we kind of, you know, implement stuff and go from there. But that’s just,

 

Steven

That’s a mentality shift in a way because, a lot of us we want to say things like, look at all the engagement we got for you, right? And the clients are saying, That’s fantastic. But I need revenue, right? And you can’t even consult with them. If you’re not thinking revenue and lifetime value and like, get Oh, one company may be critically happy to pay $50 for a lead another might like, that’s out of the question, can’t do that.

 

Brian

100%. Yeah.

 

Steven

Unless you as an agency, or sales focus, you can’t even be consulting, right? And you can’t even work with your clients and go, Hey, you should be like, extremely happy to pay $200 a week. Like, that’s just amazing. And here’s why. And you increase budgets that way, and you draw a picture around the campaign’s and the performance that you’re creating, because it’s in the right context. So performance. Alright. So

 

Brian

Performance is sales, everything comes back to dollars, right. And that’s what the clients want, you know, when they bring on agencies, they’re trying to hand off work and problems, to someone else to say, We need you guys to help solve these and move these forward. And exchange what needs to happen is generally more money coming in, especially on the marketing side, then what is going out. And that’s what they’re looking at the equation that you’re trying to play with. And so I think, you know, when it comes to performance, the sooner you can get those ads to generate a little bit more or grow more, you know, you’re much more likely to have a client, it’s like, oh, hey, all right. Like I, my stress level has gone down several notches, knowing there’s money in the bank, you know, it’s going to pay for my job, it’s going to pay for your job, it’s going to pay for other people’s jobs, we’re doing things right. Whereas, you know, one of the most tricky times is when things aren’t working. And numbers aren’t lining up, which I would think any agency owner that’s worked on any digital platform doing ads has come across at some point, like, it’s, it’s very common to have that elements come into place, and you’ll be able to know what to do to be able to move through that.

 

Steven

So let’s talk about your wisdom on what are the elements of a high performing campaign, we know how to measure it, right? What performance means. But if when you’re sitting down with a brand new client, and you’re saying, hey, success is what we’re going to create for these guys, right? Like, what are what are some of the things that you think of and your team think of to create No, you got a much better shot at creating that high performance campaign?

 

Brian

Oh this is great. And I would say there’s probably a couple things, and I’ll just work down the list. The first one is actually the product or the service. And I know this is a tough one, because an agency you’re always trying to take on business. And man, I’ve broken this rule, probably 100 times, where I’m like, ah, I get that little vibe that something’s not right. But I’m like all this take them on, we’ll be able to grow, they have big budgets, this is gonna be great. And I would say most of the time, it’s come back exactly how I thought it was meaning if someone has a product or service that just is is hokey, it’s not very well thought out, it breaks, it’s going to get negative reviews. everything after that point, regardless of you, is going to be much more difficult meaning, you know, if you’re selling on facebook, facebook now has an internal quality score. They go back and survey people that have bought your product to say, hey, how did you like it, we had one client that was like, look how much more money we can make. When we ship it out super slow. We have a warehouse, it doesn’t matter, they can ship it out in 7, 8, 10 days, we don’t care. But look, we save so much money, and we get all that extra profit. And they completely got decimated because everyone that got the review from Facebook was like, I haven’t received my product. Like it’s two weeks away and nothing’s come to my house. I don’t understand this. And that’s it, you know, Facebook, their entire team is built up of engineers, right? And so they’re all about how can you hack a solution? How can you, you know, put together something that’s a structure or a system, not necessarily deal with cases, one by one by one. And so when it comes to people selling on Facebook, they just see an ad account. They don’t know, this is, you know, they do know, but you know, Amazon versus someone that’s just starting to dropshipping site, right? Consumers don’t necessarily know the difference a lot of times. When they see products, they’re like, Oh, look at this, I want to buy it, what Facebook wants is people to trust Facebook. So if someone were to put up a site and never ship out the products, Facebook wants to be able to figure that out and get rid of that site as quickly as possible and say this is, you know, a site that’s up to no good versus an established business. And they have all sorts of things that go in there. But, you know, ultimately, your quality score is going to be big and if people are giving you negative reviews for the products, for the service, um, you know, and my thing, my advice for agency owners on that one is, you know, do your research, you know, look at their reviews right now, there was one one client, man. We worked with and before we work together, I go to look up his reviews for his company. And like everything on Glassdoor was person after person, like this guy is horrible to work with. He’s a jerk. He’s, he’s horrible. No one in the company, like, it’s just the CEO is, he’s a tough guy to deal with. And there was a lot, it wasn’t just one person, and it was over a long period of time, we still worked with him. And sure enough, you know, a couple months later, we had to be like, Hey, we got to part ways, you know, he wanted a problem solved. But people on my team were like, he’s verbally abusive, and I’m getting ready to quit the, our company, because of this other guy and the way he talks to me, and we had to part ways, but the truth is, I walked into that knowing, meaning it was right there in front of my face, that the reviews were bad. And that was on me for going down that path. So I think, you know, as you take on those clients, and you get them, if you see something where there are some red flags, where the products, there might be something sketchy, or, you know, the reviews aren’t that good already, or they’re trying to just, you know, sugarcoat something, and be like, no, no, just help us, you know, take a second, my advice is always take an extra little bit of time. And if you are going to go down that path, maybe come back with some additional rules that will help you be able to get your ads working in a way that they need to be. I just added I don’t know, I’ve got tons of stories, I can go on that one. But I think product and service are, are really key, it’s the foundation of what everything is going to be built on. And so if that’s shaky, everything else is going to have negative effects, meaning your ad costs will be higher if you’re getting negative reviews inside of Facebook. With people buying or people are marking your ads is these aren’t relevant ads. They forget that, you know, a billboard people see it and they can talk, oh, that’s a horrible Billboard and they go buy it. On Facebook, you can comment that’s a horrible ad, you can mark the ad, Don’t ever show me this ad again, it was so bad. All of those things are indicators in Facebook’s world that either make your price of your ads go up or down. Meaning if you have good ads that people love, and share, and comment on, you will pay less than your competitors. And I think that’s another element that a lot of people don’t realize is Facebook ads are not the same price for everyone, for your competitor, and you are not paying the exact same price for Facebook ads. Um, and a lot of that comes back to how you set up the campaigns, the type of ads that you create. So I don’t know, I guess number one would be product or service. And number two would really be, you know, focusing on the right objectives. And this is an area that you know, a lot of times people get stuck into either exploratory phase, which it generally is horrible for you and great for Mark Zuckerberg, in terms of money spent, so you know, these are things like click campaigns, I just want people to click to my website, or I just want branding or things like that. Very rarely do we use those objectives, and we only use them in very specific instances. So the objectives and how you set up ads are very critical. Usually what you’re going to want to pick is what your objective is, if your sales, you want to object, do the conversion, you know, objective. If it’s leads, you want to be doing leads and run lead ads or, you know, landing page with conversions. But generally, I would say conversions and, and leads are the two that we focus on the most sometimes we’ll do messenger ads with messages that run on your messenger. But I think usually having that final conversion, and you need to be able to get the data from you know, your pixel, part of you know, the secret sauce that’s existed for Facebook forever, is that data on who’s actually crossing that finish line. And every time someone does, Facebook is adjusting their algorithm on the back end on who to show ads. Meaning if you’re showing your ads to a million people, and all of a sudden, the first person that crosses the line is a high school student. And the next person is a high school student. It’s a guy and the next one is a high school student, that’s a guy, Facebook is automatically going to start showing your ads instead of to everyone in the middle, the million to everyone in that million that’s in high school. They’re like this is who it’s resonating with and who’s taking action. And that’s awesome. Because, you know, no other another advertising system on the planet really does that, where they’re like we’re gonna adjust to the crowd who sees your ad first to help you get the best results. And I think a lot of people take that for advantage or they don’t maybe necessarily understand what’s happening on the back end, which is so powerful, and you’re not paying anything for it. You’re paying the same amount that the guys running a Superbowl ad are paying to be able to use that platform and that system, which is just the cost of your ad.

 

Steven

So are you under the camp? Like, depending on who you talk to?

 

Brian

Yeah, sure.

 

Steven

Somebody might say, hey, go broad on your audience, let Facebook and that algorithm bring it in, where the natural inclination is to go, Oh, no, do this. And then they and must also have and must also have, right? I’m going to tell Facebook, my perfect audience first. Like, where are you? What’s your opinion?

 

Brian

This is a good one. This is actually a really, really good question that I think a lot of people struggle to find the answer with. The answer is really both. There isn’t. It’s not either one, the first or the second option, which is, you know, when you narrow it down and go, when it’s your money, when it’s coming out of your wallet, that’s exactly what you want to do, right, is let’s start with what we know that’s worked so that we can make more money. So there is, there’s multiple times I’ve been on, it would, if I had a penny every time I’ve had a call with someone at Facebook that says, the secret is you need to spend all the money and you know, just spend all your money. And I will ask them, my next question to them every time is how much of your money have you spent on Facebook? And almost, I would say 90% of the time, the answer is well nothing no, I just work here. And I tell you what to do, right? So it’s not their money that’s on the line when they’re giving that advice. Now, on the flip side, so when it comes down to you know, it’s my money, I definitely we build campaigns that are highly targeted, that are going after specific audiences. They’re trying to get out the results that we want. The downside to that. And what Facebook is trying to say is we’ve built this incredible system, like imagine Skynet, right? It can control the whole world and everything there. And you’re saying no, no, no, just control the computers in this one apple store, right? We know that the Apple store in New York City is where we want to control the computers, nothing else. Like they’re like what a waste, we have the ability to do everything. And you’re only giving us this small, itty bitty segment. Now, it is ironic that also, they’re the ones that bill you. So of course, like it’s the one that’s good, but we’ve actually seen through, through countless testing and doing stuff that now there is truth to a lot of times when you start to run a broad campaign, or a big look alike. And the truth is what’s about to happen with iOS could you know crumble the foundation of look alikes, and a lot of the audience segments and, you know, tracking capabilities, to where we may be taking a step back closer to these broader audiences and be like, we just have to deal with that no matter what. So there is truth that a lot of times, if you let the Facebook algorithm operate within a broad targeting, or, you know, very loose restrictions on, you know, I know high school students like it, but that’s all I’m gonna leave it at, Facebook can still work its magic. And a lot of times come out ahead over time, not 100% of the time. But there are now more cases than there were in the past, where those type of campaigns can start to pick up steam, and I call it the snowball effect. You know, as it starts to pick up more data, the algorithm is adjusting and hunting for these other people on who to get an ad in front of, and how high to get that ad in front of meaning, if they know that I went to a website on the Superbowl, and then I looked at how much your Super Bowl tickets. And then I looked at the teams playing the Superbowl and I looked at airline tickets to that city, a lot of times Facebook can see all that data. If you are selling tickets for the Superbowl, I am exactly the person that you would want to get ads in front of, the number one person meaning like, he is really close to making that decision. And they use AI and, and machine learning to kind of piece those things together to say we’re seeing a lot of connections here. Put that ad number one up in his newsfeed. And sure enough I’m like oh that I was just thinking about that. And let’s go and I think a lot of times people think that there’s like some creepy factor, where you know, or Facebook listening you or, you know, it happens. And I think a lot of time, maybe they are, maybe they are I don’t know. I’ve seen some pretty incredible ads show up right after I said something. But I think a lot of that actually happens from just a really efficient system that’s running on the backend that Facebook doesn’t disclose. Because they don’t want everyone to know about it. They it’s their secret sauce

 

Steven

Well it’s by their secret sauce too like you went, going back to your objectives. If it’s a conversion objective versus, you know, a lead ad or something. They know who is going to be more likely to complete that objective. Versus a different one, which we have no idea how to target that. Right? So is that another reason why you got to really be focused, seeing like that picking the right conversion is going to help get your objective accomplished because Facebook and only Facebook knows how optimize for that.

 

Brian

It’s I mean, so ultimately what happens is, you know, all you’re doing is marking an event in, you know, on a website somewhere and saying, This is the line that I want people to cross. So I mean, you know, in business, in sales, if you have a conversation with 1000 people, and not one of them signs up for business, yeah, it’s gonna be a rough future moving forward. But if you had a conversation with 20 people, and two of them signed up, you know, you’d be like, man, okay, this is great. And ultimately, what you want to know is, those two people, what do they have in common, every business owner on the planet, when they start to get customers, you know, those are going in the back of the mind being like, I’m noticing these type of people come through, you know, these are the people who find my business or my product or my service valuable. That’s what Facebook is doing. But it’s doing it 24, seven at a massive rate. And that’s where I think their conversion objectives really help businesses, because a lot of the proxy metrics, which are, you know, impressions, or reach, or engagement, or your branding, or these numbers that kind of go, it really comes down to how many people cross that finish line. And that’s, you’re telling Facebook, this is, when they cross, that is who I want. And I mean, there’s stuff with value-based, look alike. So it’s not even necessarily who gives you money now, but who gives you the most amount of money. So if you have 1000 customers, but your number one customer gave you a million dollars, and your number 1000, customers gave you 10 cents, Facebook is going to look at that top guy and give him more weight. and say what this guy is doing is much more valuable than what the little guy is doing in the algorithm of how we approach people. So, you know, it’s just what’s awesome is a lot of this happens on the back end, it happens automatically, people aren’t aware that it’s necessarily going on. And the technology behind it changes all the time. They’re updating it, you know, all the time. So you know what worked last week, it’s now different this week, as they did updates are added more changes to the algorithm. But I think ultimately, making sure you have those conversion events are really important, the pixel is able to fire that data. Again, a lot of that is all about to change. If the pixel no longer fires on iOS devices, or these mobile phone devices to be able to track stuff there. So you know, we’re gonna see what happens, you know, my gut feeling is some of the targeting capabilities are going to get a little loose, not quite as, as amazing, performance is going to take a dip. So you know, anyone running ads, right now, if you’re getting hey I’m getting $15 cost per sale, or cost per lead, this is great, I’d expect that most likely to probably rise up to 17, 18, $20. You know, once this change goes into place, meaning it’s just going to be a wider range, I don’t see it going down. Unless Facebook lowers the price of the CPMs to be able to adjust for that and just keep businesses happy, where they’re still spending money on Facebook. So there’s a bunch of moving parts in there. But the industry is definitely changing.

 

Steven

This is a, in our pre conversation, right? One of the elements of a high performance ad campaign that we talked about, was the creative. We would all love to be able to do one piece of creative, put it out there, it all performs really great, right? That was not as much work. Tell us your philosophy on high performance ad campaigns and creative and how you get the right creative.

 

Brian

This is, this is a big one. And this is you know, we’re known, and a lot of people you know, come whether it’s the book or to our website, being like, Oh, you must know all the secret sauces on the inside, where he’s a Facebook and all the hacks and things that we can do. And I’ve said this probably since the beginning, I started working with. That creative is probably the biggest secret sauce you can do in Facebook ads, if you have a good Facebook ad, a good creative that people find funny or educational or, you know, I, in the book, I call it the three E’s. So it’s educational, entertaining, or engaging. And really, the ideal ad should have all three of those meaning, you know, educational, teach someone something that they didn’t know, you know, people will stop to learn, they’ll stop to be like, Oh, I didn’t know how to do that. And, and people are always learning new things. So it’s always valuable. If you can be like, Hey, I’m going to teach you how to do this. And this in 60 seconds, people will stop and pay attention. Entertaining, you know, there’s tons of stuff. That’s the entire you know, what TikTok is built on. And in fact, a lot of TikToks are actually educational. We’re going to teach you something in a short period of time with here’s three things or here’s a secret feature that’s in a computer that you don’t know about, or on your phone, right? Those things people are oh, cool. I didn’t know that before. And then the last one is engaging and I think social ads do that by nature is they have the ability for someone to give their feedback to, you know, we see this a lot with beauty campaigns or fashion campaigns that people just want to talk to the person who is the model, or you know, the spokesperson, or the person talking about the product, whether like, I love that story that you shared about this, or man, I grew up from a small town too, you know, ways that people can relate, and, and be able to go back and forth. Meaning you know, Steven, when we talked before, we were talking about Fiji, and living on islands, and you were like, man I love Bora-Bora. And I was like, I lived on Fiji for almost a year. And we were talking about all islands stories, and spearfishing, and scuba diving, and swimming and stuff like that. And there’s people that are listening right now that are like, I love the islands, like I go every time I can, and I love swimming. So what happens is it gives people relate to relate back with you. And I guess, when it comes to creatives on Facebook, you know, you’ve got a couple of options, right? You’ve got video ads, you’ve got image ads, you know, a lot of people like what’s the perfect ad. And I’ve always come back with there isn’t a perfect ad, you need to have a variety of ads, and it all comes back to your customer. And what it really comes down to is when if you imagine it like dating, you know, when you, when I met my wife, I did not walk up to her on the first day and take a knee and say, will you marry me, right? I had to go up and learn her name and talk to her and eventually ask her out and say do you want to go do something, and you know, and then as we spent more time, you know, things progressed. And it took time to build that relationship. And I think in the digital age, this is something that people forget, they think that advertising is like a Tinder, just swipe, swipe one way and the person will give me their money, cool, just give me your money, give me your money, give me your money. And I’m gonna pound you until you give me your money. And I would say that is probably the biggest misconception when it comes to creatives, which are the person on the other side of that phone has hopes and dreams and needs and wants. And there’s things that they want in their life, they’re the hero of their story, your business, or the businesses that you’re advertising are tools that will help that person achieve the life they’ve always wanted. Whatever it is that they do, your product or service is something that will help them on the journey. It is not your product or service is not the hero of the story, not for your consumers. And I think being able to focus on understanding that, which is that consumer is walking down the street, they’re scrolling through their newsfeed. So the first ad you show them, you know needs to be something that gets their attention or explain to them why this can help them, right? It’s not necessary one ad that does everything like a lot of times Kickstarter campaigns, like we just do one three minute video. And that’s it, we’ll just show it again. And again. And again. It works well the first time someone seen it. Here’s what happens the second time, the third time, the fourth time someone’s seen that same video, they scroll right past it, and the minute they scroll past it, Facebook starts to penalize your ad account. They penalize that ad because in their eyes, the ad is now boring. No one who doesn’t, they don’t want, consumers don’t want to watch anymore. And so this is happening on the back end. So this is where what we do is create a wide range of ads that range from someone that’s a brand new contact to someone that has maybe bend to your website that might know a little bit about it to someone that is like I want to read every detail of what’s coming out, and how things work, and what are the specs, and what are the release dates, and when can I see this, right? So those those are three different mentalities. And I would if you show the same ad to all three, you’re missing out on a huge opportunity. And that’s what’s cool with Facebook is you can segment a lot of these. And so, you know, people are like, oh, all Facebook videos need to be 15 seconds or less. It’s not true. We have some videos that are 10 minutes long, but they show to the right audience, they show to that audience that’s already into it, that wants to see a 10 minute long unboxing where someone is like, let me show you every little feature about this and how I hooked it up and what I did. And it doesn’t need to be super high professional quality. People at that point, just want to see all the inner workings of a product that they can’t touch or feel on their own. They want to listen to someone. Um, and you know, we take the rule of thumb kind of at our agency that we our goal is to never show the same ad to the same person twice. So it’s very difficult to do but there’s a lot of tools that allow you to be able to put this together. So a couple of examples would be you know, once we get someone’s attention and they come through and to get someone’s attention video ads were good, image ads were good. You know, you can test a lot of different stuff and be like, What? What’s working? Well, dynamic creatives is a powerful tool that allows you to create, you know, like 4000-5000 ads out of a single ad that are every combination of images and videos and headlines and text and copy and all sorts of different stuff. So that allows us to flush through a lot of ideas very quickly at the top of the funnel. Once they come down, and they’re a little, you know, closer to the middle, there’s all sorts of stuff that we tried to do where, they called it the five P’s of marketing product, price, placement, promotion, people. We try to create ads for each one of those in the middle area that are creative, specifically saying, here’s other influencers that are talking about this, or here’s why the product is better than competitors, or here’s a sale, it’s today only, or this is where you can buy it, meaning maybe you don’t want to buy it on Shopify, but guess what, it’s also on Amazon, it’s also on Walmart, wherever your favorite store is, this is, this product is available there. And we create ads trying to link to those other places to drive people wherever they would want to go. And then the last step is, is customers like, once you have a customer, this is a huge mistake, we see a lot of companies make is they immediately cross that finish line, and they’re like, haha, exclude. Like, I’m not gonna show you any more ads. And this is the opportunity where you have someone that just picked up your product, to have conversations with them to share information with them. So things like blog posts, things like content that you already have, you know, people aren’t necessarily coming to your website and read everything. It’s valuable for you to pay to get that back in front of your people. So what is someone that used your product once now becomes a raving fan? Now they become your biggest ambassador, where they’re like, yeah, there is no other product except for this one. Because I know everything about that.

 

Steven

So it’s making ads and doing different campaigns for different people at different stages. And not trying so, you know, everyone wants to do an ad campaign where like, I do the ad, I put it out to a cold audience, it brings in sales. That’s the magic of Facebook, right? What you’re saying is that’s a dream, right? Like, if you can get that, fantastic. But that’s not the way you create high performance campaign.

 

Brian

If you want to go high performance, you’ve got to really get in there. And no, I mean, it’s the same with a car, right? You know, I can buy a car off the lot. And, you know, if you were to take another car to a, you know, pit crew and be like, hey, let’s soup it up, their, their, you know, car would be way, way, way faster than mine. Because they know all the things to optimize, they know where the weaknesses are, they know what they need to be able to do. So I think, you know, when people set up a campaign and says put an ad in, let’s let it run, what happens is there is some elements of remarketing, where they’re going to show it to the people that are the highest value first. So it’s not bad, but it’s not ideal, you’re never, you’re going to see what comes back with that. And if the numbers line up, man, you got lucky. And you know, you could run with that and, and go, but I think what in my mind, you’re missing this whole, like, imagine if your car could go 300 miles an hour with two or three tweaks, and you just were like, nah, I’m never gonna take the time to do it to be like, man, when you want to know what it could do, if you, if you just did a couple of those little things, or you know, a couple extra bucks here. And all of a sudden it unlocks all these new things that you never knew were available. And that’s kind of how it is with with Facebook. So I get that people are overwhelmed, I get that, you know, agencies are managing a ton of stuff and, and they’re managing employees and trying to multiple manage, multiple clients and get all the work done. So you know, in terms of setting up an ad, if you only set up a Facebook ad with one ad and let it run like that you got something moving. So I’m like, that’s great. My advice would be, you need to make sure that you keep switching out that ad with something new on a consistent basis. And start to add to that. A lot of times people view their Facebook ads is dead. Like once an ad is up, it’s dead, and we can never use it again. I think that’s another mistake that a lot of companies made meaning that ad is valuable. But for a person at a specific point in time, meaning if everyone walks along this path for your journey, there’s a point where a lot of people are gonna have the exact same question about your business, how much does it cost? Why would I work with you versus your competitor? What makes it better? What makes it different? Like, these are normal questions that people will have as they make up their mind?], What does it do for me? That you want to make sure you get there in that moment when they’re at that point. And what’s cool with Facebook is you have the ability to get those ads and build those segments where they can start to show the right place in time.

 

Steven

Brian, I have a feeling we could talk for hours about this. But just I mean, I’ve been taking my own notes over here kind of trying to stay focused on the screen. What is, so two things. As we round this out, you wanted to make an offer to any of the listeners here to get your book. And so go ahead and let’s do that. And then I’m going to ask you one last question.

 

Brian

Oh, I love it. Okay, so for anyone who is listening right now, I have got a free copy of this book that we’re going to give away to a listener that is listening to this right now, what you have to do is go find Steven on any social platform, and follow him right now, for this podcast, also want you to go and find it in the App Store, the podcast store, and give it a thumbs up, leave a comment, post something in there being like, woo woo, let us know where you’re listening from. And there’s people all around the world that are checking this out, we’d love to know where you’re from. And you know, man, I don’t know, tell him tell Steven, what’s your favorite island that you’ve been to or is on your bucket list. I’ve never been to Bora-Bora. And that’s number one on my bucket list to be in those little huts over the water. And Steven was telling me, that’s where he stayed. And I was like, I’m so jealous, that’s I want to go there. And it just looks amazing. It’s like out of a wallpaper on a computer just absolutely seems like an amazing place. So that’s all you have to do. What happens is we’re going to be watching those come in. And we will pick a winner from those and get a book mailed out to you, free of charge, nothing for you. Simple, its easy to enter. But do it and we’ll be picking them in the next couple of days. So make sure to do it as soon as you hear this.

 

Steven

Fantastic. So a sound bite is what I’m asking here.

 

Brian

Okay.

 

Steven

If there’s one bit of advice to keep agencies from making the wrong mistake in creating a high performance campaign, what’s your, what’s your soundbite wisdom of just don’t do this?

 

Brian

So the one mistake, I would think that I see businesses make are underestimating the power of what they can do with Facebook ads, in terms of reaching their customers with core messages, and being able to pay to get right in front of their eyeballs instantly. Like that’s really the value, meaning you can get right in front of people wherever they’re at, and the right people. And if someone is super high value, you can bid more to make sure you go right to the top. But I think there’s just the system and structure that’s there. And once you have like, it’s just like Spider Man, with great power comes great responsibility, you have got this incredible platform and tool for advertising. And a lot of times people just, I see them wiff, where they’re like, ah, just put an image ad up, it’s no big deal. And I’m like you, every ad is an opportunity for you to win over a customer, to win over a friend, to make a new friend and make an acquaintance. And I think that is such a tremendous, you know, ability that you have to do that. Don’t waste that on just a stock image of, you know, whatever, you know, it’s so many stock images. But I think you know, take the time to be like, what would that person want? You know, the minute you, every person out there had to go up and approach a girl or a guy that they thought they liked and had to be able to come up with that opening line to get that person to talk to him. It’s that important, right, you know? In the, your livelihood and having a relationship, and having love on this planet revolves around you being able to approach a person that you didn’t know, and talk to them and start a conversation. That’s how critical it is with Facebook ads, and being able to have that first introduction to say it’s worth your time. And it’s worth your while to come explore what I can do to help you along your life and along your journey.

 

Steven

Fantastic. Well, what a wealth of information, Brian, thank you and, and to be able to talk to somebody of your caliber and what you’ve done in your career, in your agency. Thank you for spending the time here.

 

Brian

Thank you! It’s been an honor.

 

Steven

And guys thank you for attending another Facebook Sales Secrets podcast. These secrets are invaluable to your business. And we hope with every episode, you’re getting insights about how you’re growing your business, how you’re growing your agency.

 

Outro

Guys, what a fantastic conversation with Brian Meert, to be able to have that kind of a conversation with the number one Facebook, Instagram, TikTok advertiser in the country, that’s amazing! And what we learned about creating high-performance ad campaigns is absolutely priceless. Now, there was a whole list of things that Brian talked about, but the one that nobody ever talks about, that are gonna lower your Facebook ad costs, remember when he talked about the more conversation that there is around your ads, the better, the lower the cost that you’ll have for your ad campaign because Facebook is looking at that ad campaign and saying, look at all the engagement around it, right? So you want to reply to every comment. And when you reply to every comment, you want to ask a question, so that you get another comment coming back, the more comments you can stimulate, and the longer the comments, the more conversation there is around your ad campaigns, and the lower the costs. It makes total sense. That is part of getting a high-performance ad campaign.

 

As a small reminder to my incredible audience, please leave me a review and hit that subscribe button. Your support helps this podcast get into more ears. Thanks in advance.

 

Thanks for tuning in to the Facebook Sales Secrets podcast where we have the industry’s brightest Facebook heroes bring you their latest ideas that you can use to skyrocket your Facebook marketing success. Please remember to subscribe and share this podcast with your friends. For more tips, please visit us at LeadKlozer.com/podcast that’s Lead Closer with a K, see you next week.

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