On the show today I’m going to be answering questions that I’ve been getting recently (and I’ve been getting a lot of them)! I chose this group because I think the answers to these questions will really benefit a lot of you.
I’m going to be talking about things like my tips for using Facebook ads to grow a non-profit organization, why a lead campaign might not be getting traction and a whole lot more.
On the Show Today You’ll Learn:
- What the recent changes to Facebook’s algorithm for their newsfeed, what it means to your business – and why I think these changes will be good for marketers
- What you need to consider before making changes to ad an ad set while it’s running
- Why you shouldn’t be discounting the value of awareness and branding when targeting audiences
- How to proceed if you’re getting a high relevance score and positive feedback, along with high amounts of negative feedback…
- What to do if the ad manager doesn’t seem to be tracking conversions
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And I want the same for you.
The exclusive Accelerator 12-month group coaching program is based on the framework of High-Level Coaching, Community, and Accountability.
Links & Resources Mentioned in this Episode:
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Transcription of Today’s Episode:
[00:00:06] This is the show where I bring you the best tips tactics and strategies for using paid traffic to grow your business on autopilot. You'll also hear what's working and not working right now from the top minds in online marketing so that you can get more leads and sales every day without having to empty your wallet in the process. All right let's jump into it.
[00:00:28] HEY WHAT IS UP EVERYONE. Welcome back to the art of pay traffic podcast where this is episode number 177. I am your host to Rick Mulready really appreciate you forgive me your time today. Hope all is going well. Whatever you're up to on the show today I'm going to be answering questions that have been getting over the last while it may actually be getting a lot of questions and I chose a group of them today because I think the answers to these questions can really benefit a lot of you and I'm going be talking about things like tips for using Facebook ads to grow a non-profit. I'm going to dive into why a lead campaign might not be getting any traction. We're to talk about what to do if you're getting a high relevance score high positive feedback but also you're seeing high negative feedback. We're going to talk about what to do and what maybe that might mean. We're going to try and diagnose why you might not be seeing conversions in ads manager but you are seeing them in your e-mail CRM and also your landing page tool Lake lead pages. We're going to talk about best practices for optimizing your Facebook ad campaign and how to reach a specific target audience when you can't get very specific with your Facebook ads targeting. We're going to dive into all those questions here today and really looking forward to this episode for you.
[00:01:41] But first this is the first episode that I'm recording after my wife Amy and I got back from three weeks in Paris and London and frankly both of us are really glad to be back and getting back into our routines. We had a good time but it was maybe I'll save this for another time. But it was a kind of a comedy of things that went not as planned shall we say. And while we were on our trip Facebook came out Mark Zuckerberg came out with a big announcement about the news feed algorithm McDade and basically they're saying that in an effort to get back to its roots they want to be quote unquote helping bring people closer together and stay connected with their friends and family which basically means they're going to prioritize the post to friends and family posts in the News Feed and as with those changes on Facebook people freaked out. And I talked about this I addressed it in an update on a Facebook lie that I did on my Facebook page the morning of the announcement. I also emailed my list about it to talk about my thoughts. And so since this is the first time I'm back recording an episode from the trip I thought I would just kind of briefly talk about it here on the show before we dive into the Q and A by the way if we're not connected on Facebook or if you're not on my e-mail list I'd love to connect with you and both of those places my facebook pages you can find it at Rick Mulready dot com forward slash Facebook page. And also you can join my e-mail list. Over at Rick Mulready dot com. And I'd love to connect with you in both those places.
[00:03:11] So basically what Facebook is is coming out here and saying is that in order to make these priorities as far as staying connected with their friends and family they want to be cleaning up quote unquote the News Feed and kind of getting back to its roots. And Facebook is saying quote unquote they're going to be gradually introducing updates to news to the News Feed that increases the weight that they put on friend interactions. OK. And also posts that inspire conversations and interactions such as comments shares and reactions. Those types of posts are all going to be prioritize over posts that are consumed passively so you know kind of as you scroll through glance at something consume it and then keep scrolling. Those are the types of posts that are going to not be shown as much and are giving not be giving as much priority in the news feed as Facebook is saying that pages may start to see a decline in their organic reach referral traffic and total video watch time also decreasing although post that lead to more meaningful interactions we'll see less of an impact. So basically what they're saying is if you are providing good content and high value to your target audience and you're getting engagement on those posts those are likely going to be less impacted. Okay. But at the same time they also came out and said that they're going to continue to work to better understand the types of posts that promote that meaningful interaction particularly for business pages. Basically what they mean what they say right there is they're not quite sure they're trying to figure out what that quote unquote meaningful interaction really means. Okay. So kind of a work in progress as most things at that rollout on Facebook.
[00:04:56] This is going to be kind of the same type of thing but I do want to say with all of this okay. As advertisers on Facebook Breathe Easy Facebook isn't making any changes right now to its ad rankings so advertising is not going to be affected as far as we can see. Okay Facebook is being very clear on this though. Okay. In addition to advertising not really being affected they don't want people doing any kind of quote unquote engagement baiting as they call it. So that's so that's one thing the very clear on and that's something that they've been talking about for a while now. So all this that they've come out and said has been going on on Facebook for a while and I think you know Mark Zuckerberg and Facebook is kind of in the press and stuff took a big hit or has been taking a big hit over the last while. And you know they've just come out and provided clarity about what their plan is for the platform. So I think this is a really good thing guys if you've been approaching Facebook ads as I've been talking about what seems like forever last few years focusing on value first and providing great and helpful content to serve your audience. This algorithm updates shouldn't affect you much. OK.
[00:06:09] You can still create and promote posts about your products or services and promotions and Facebook is being very clear that businesses can continue to do things like create value and promote engagement within things like groups or reply to customer questions on your content via comments and messaging and so forth creating events to connect with your customers and still uploading relevant videos that add value to your customers and providing updates about your products and services to your audience. Okay so again guys this is a good thing this really from an advertising perspective doesn't change anything this is going to start to clean out the clutter that has kind of built up on Facebook. And again if you've been approaching Facebook ads as I've been talking about for a few years now focusing on creating content that serves and adds value to your customers and your target audience it really doesn't change things from an advertising perspective. Now if you've been relying on Facebook for organic traffic you are going to see some changes there. OK. So the bottom line here is keep focusing on creating content that serves your target audience and adds value to them and you should be just fine. Okay. So again this is this is really no different than what's been going on in the platform for a while. Again from an organic standpoint yes this does change things up but focus on value focus on serving your target audience and creating the type of content that people want to engage with and share with their friends and colleagues and you should be just fine. Okay. So any questions on that hit me up on the on the Facebook page. As I mentioned before Rick Mulready dot com forward slash Facebook page and there some Facebook lives over there as well. As I mentioned that I did while I was on the trip to address all this and a lot of conversations going on over there.
[00:08:01] So I want to talk about that before we jump into the Q and A which we should do right now let's jump into the queue Annette.
[00:08:09] And the first question is from Jason wills and Jason says I've run a couple of different lead campaigns for clients over the last few weeks and I've had zero results no leads barely any reach 72 over the last five days 72 for a reach over last five days and nothing being spent from the budget barely. I have double checked everything and it's all set up correctly. This current campaign has been running for five days. Two hundred dollars. Budget and only 94 cents have been spent so far. Audience targeting and everything look good when it was set up. This is for a new membership deal for a gym. If that's helpful no payments till March kind of thing. So first of all thanks Jason for the question here. You know this is kind of a common issue. When we started that and we just don't get any traction from the ad at all. Normally what I would say the first thing I want to check in this sort of situation here is the relevant score but there's not enough data like so you're not going to see a relevant score because only 94 cents have been spent and the reach in this case here is only 72. And so my guess is that Facebook is not showing it based on it. I mean it could be the offer that is being shown to the to the audience right that there could be some sort of disconnect there that could be the case or in this sort of situation maybe it just sort of got lost in the algorithm a little bit.
[00:09:36] And this has happened to me in the past where we started that early start a campaign or an ad set and we didn't get any traction from it. So in that case there what I'll do is to stop the ad I'll duplicate it and I'll just started again. And so when you duplicate it it's introducing the algorithms sees it as a new ad and so it just hopefully that's what it kickstarts thing. So that's what I'd recommend to Jason here. Stop this existing ad set or the campaign whatever. I don't know how many ads that he's got going here but stopped the campaign started again and see what happens by sort of kick starting it in the algorithm. Now the other thing I'd want to say Here is Jason says he says I've run a couple of different lead campaigns for a client over the last few weeks and I have zero results in that case there. I might consider changing up the approach. You know we don't want to keep banging our head against the wall if something's not working. I'm not saying that this is the case but I would be if we're running lead ads and we're not seeing any results over the past couple of weeks then maybe at that point it might be time to change things up maybe go with a different type of ad maybe go with a conversions objective and try that and send to a landing page. So you know I mean it doesn't sound like that's the problem it just sounds like what I would do here as I mentioned it just stop the existing one. Duplicate it and restart it to get it going and the algorithm again.
[00:11:01] So I hope that's helpful Jeffrey. JASON That's a common question I get from a lot of people you know what to do when you know your campaign isn't getting any traction when it starts. And that's how I would handle it. So the next question comes from Allison Hernandez. Allison wants to know. Any recommendations for nonprofits. And this is a question I get a lot. So there's lots of different ways a nonprofit can take advantage of Facebook ads. The biggest challenge that nonprofits have oftentimes not all the time but oftentimes is they don't have it all a lot of money to spend on Facebook ads. Well the cool thing is is that you don't have to spend a lot of money to get traction with Facebook ads. And the first thing I'd be doing and leveraging Facebook ads is number one you can get very targeted right using Facebook ads targeting. So you could target your ideal audience who you want to be reaching for the nonprofit. So that's number one I would be then sharing your story of the nonprofit Share the why share the story behind it.
[00:12:03] Share who you who you serve how you help people. I'd be definitely be doing video in this case. So share your story to your targeted ideal audience. Another thing I would be doing is if you have an e-mail list especially if you have an email list of supporters then I'd be uploading that e-mail list into Facebook so you can advertise to those people again especially again if they're supporters they're more likely to support you. Again you could get in front of them on Facebook. You could also then create a look alike audience of those supporters. So just a quick recap. What a lookalike audience is is Facebook will take that base audience in this case here. It's our list of supporters. And then find you a brand new audience of people on Facebook with similar attributes as to the people who are in your base audience in this case. Again this would be similar people to those people who have supported you. So you could create a lookalike audience from your supporters. You could use Facebook ads to get people to visit your Web site you could use Facebook ads to get people to sign up for your e-mail. So definitely building your e-mail list you could also be using Facebook ads to amplify events or other important content to your target audience. So if you've got an event coming up or I don't know a donation drive or any kind of other important content that you want to make sure that your target audience gets to see or you want to get in front of them. Use Facebook ads to do that.
[00:13:38] So lots of different ways for a nonprofit to leverage Facebook ads to to grow. And again you don't have to spend a lot of money in order to see traction from doing the types of things that I've just mentioned here so I'll just recap that real quick. Number one you can get very targeted with Facebook ads so you can get in front of your ideal audience for the nonprofit. I would be getting in front of your ideal audience with your story. So share the story of the nonprofit. Who do you help. What's the why. What's the story behind it. You know why was it created. Who are the people that you help how do you help them. I would definitely be doing this in video format. Another thing that you could do is to upload your e-mail list especially if that email list is your supporters. So you could upload your e-mail list and then advertise to those people. Again you could create a look like audience of that e-mail list or the list of supporters to get in front of a brand new audience. You could use ads to drive people to your Web site. You could use Facebook ads to get people to sign up for your e-mail list. You could use Facebook ads to amplify events or other important content to your target audience. So again if you're having it like a I don't know fundraising drive or fund our fundraising event or something like that.
[00:14:56] Some sort of important content that you want to get in front of people you can use Facebook ads to amplify it and get in front of your target audience and you really don't need to spend a lot of money to get traction for a non-profit. So great question thank you so much for asking that Allison. This next question comes from Haifa Dabbah. I think I'm pronouncing that right. Haia if not I apologize. Higher rights have a beginner's question when it's time to optimize a campaign to be optimized the same ad said. Or do we duplicate it and then do the changes on the newly duplicated ad set. My understanding is that we can change the budget on the on the original ad set but for other changes like making a change to targeting and placements it's best to do it in the duplicated ad set. However I notice that every time I duplicate and do changes on the new ad set in order to focus on things like that best performing age range or the best performing placemen the performance of the campaign drops drastically. So this is a well I mean let me first acknowledge that yes you do not want to make big changes to an ad set while it's running like you don't want to make a change to the targeting or change the image or anything like that because it will confuse the algorithm so if you're gonna make a big change like that you definitely want to stop the ad set and then start and start a new one right.
[00:16:18] And so my question for hire. The first question I would be since they're not getting the results when they hire duplicates and they're not seeing the results there. Are you stopping the original ad set or are you running both of them. So are you keeping the original ad set running. And then also reading the newly duplicated one because you might see it again. I don't know how big the target audience here is but it might be. Might be too much. AUDIENCE You know too much competition like you're competing against yourself. If it's especially if it's a smaller audience size if it's a large audience size I'm less worried about that. But if it's a smaller one you could be competing against yourself and thus driving the performance of the newly duplicated data set down now. I love what you're doing here with this example here. So you're running an ad set in let's just say you're running multiple placements in let's just say your ad said is you know you're targeting men and women 18 to 45. Okay well what he's saying here is they're looking at the best performing age range. So you're using the draw the breakdown dropdown in ads manager to look at the age range of between 18 and 45. The example used. You're looking at which age range within that larger overall age range is performing the best and then use that information to scale into that specific age range.
[00:17:45] So kudos to Haia for doing that number one and then also looking at which are the placements is performing the best and then scaling into that placement or those few placements again as well on the new ad set. So I don't mean I'd have to look at the rest of the stats where where it's like you know the performance of the campaign drops drastically. I'd have to look at. I'd want to look at the relevant score. You know what is the click through rate of that ad. Are we sending people to a landing page. No. What's the conversion rate on that landing page. I'd be looking at those different types of stats but the first question I'd want to know is are you stopping the original ad set or are you running both of them. And then how big is that a potential target audience that you are targeting. Because if it's on the smaller side then you could very well be competing against yourself. If you're running if you're still running both of them so that's the first answer I'd want to know and then I'd want to be looking at things like again relevant score clickthrough rate that sort of thing to try diagnose what's going on with that with that second duplicated ad set. So that is how it handled that question. But you know in general here yes you do not want to make big changes to an ad set while it's currently running. You can make some budget changes like Haya's saying but you don't want to make big changes like targeting or image or placement or something like that you'd want to stop it and start something new with the changes that you'd want to make. All right the next question comes from Kristen dAsK. What's up Kristen.
[00:19:19] Kristen says Hey Rick I have a client in Canada and the demographic targeting is severely limited compared to the US. Do you think it's still worthwhile to continue advertising. It needs more information than that and Chris does give it there she says. To give a little bit more information my client has a lawn service company. However I can't even limit the demographics to homeowners which means the ads could be delivering to a lot of people who would never have a need of the services that he offers. I don't want him to keep paying for ads are not going to yield results. So this is another common question that comes up a lot is if I can't get specifically targeted to my ideal target audience like in this case here Chris would want to be reaching homeowners for example because it's a lawn service company. Well in this case here number one don't discount the value of of awareness and branding and so don't discount that because we never know who is going to be in our target audience that who you know maybe they have I don't know vacation property or maybe they have friends who are ideal target audience so we never want to discount the power of the awareness and branding opportunity. That's number one. In this case here what I would do is I would target from a geographic standpoint I would get as targeted as I possibly could to where this lawn service company serves you know the area that they serve. And I would put my ad and I'd create an offer to reach that area because I can't reach you know homeowners front like we can here in the U.S..
[00:20:56] In this example then I'd want to get as geographically targeted as I possibly can. And so I'm getting specific with the targeting as much as I possibly can. But then I'm using the ad copy and the ad itself to speak directly to my target audience. And so again this is something that comes up a lot when we feel like we can't get very targeted with with our Facebook ads targeting get as targeted as you as you can and then use the ad to speak directly to your target audience. Okay. And so Kristen I answered this question for Kristen already and she was going take this and go back. So I'm interested to hear how it goes. But first you know obviously identify in this example here what is the area that the lawn service company serves. Target that area get is targeted as you possibly can and then use the ad itself to speak to that target audience. Now another strategy there is you know knowing as much as you possibly can about this law and service companies clients who are their existing customers who are they trying to reach and then be looking at you know what types of brands are they into where do they normally shop and look at those types of things what are their hobbies that sort of thing. So again it's kind of taking a step back and thinking about our target audience from a holistic level and using the ad to speak directly to the people that we're trying to reach. So kind of a two pronged approach there that I would be testing out for this long service company in Canada.
[00:22:38] All right the next question comes from Mary Bense Gilkerson. And Mary rights question regarding the relevance scores and negative feedback. I have an ad with a relevant score of 9. There is high positive feedback on it but also high negative feedback as well. Should I turn the ad off even though it's delivering Well I'm concerned about the long term impact of high negative feedback. I'm seeing the same pattern with relevant scores of 8 9 and 10 with high positive feedback and medium to high negative feedback over a lot of my as in posts. Is this something to be concerned about. Well the first thing I want to do is acknowledge Mary for looking at the stats the way that she is so kudos to you Mary for looking at the relevant scored number one but also paying attention to you know the feedback both positive and negative. Because we do know that you don't want to keep continuously be getting negative feedback on your ads because it kind of all adds up in your Facebook profile if you will. And this example here what Mary is talking about where she's getting relevant scores of eight nine and 10 with hi positive feedback. But she's also seeing that medium to high negative feedback. I really wouldn't worry about it because she's got such high relevance scores and also high Pozza feedback along with that I would keep an eye on it but I wouldn't be concerned a whole lot about it. Definitely keep an eye on the negative feedback though.
[00:24:04] But in this example here with the high relevance scores of 8 9 and 10 and the high positive feedback I really wouldn't be too concerned about it just keep an eye on it. Now if you had low relevance scores you know that high negative feedback. That's a different story. I would be concerned about that because you don't want to be getting that right. Remember that negative feedback means that people are choosing not to see your ad or hiding your ad and because Facebook is so competitive now it's so competitive. What's being seen in the news feed than you know Facebook only wants to be showing the highest value content. And if people are hiding your posts or your ads then that's not a good thing. So but in this case here with you know relevant scores of eight nine and 10 high positive feedback to go along with that medium to high negative feedback I wouldn't really worry about it too much. Not in my book a big cause for concern. Keep an eye on it. Mary says that's delivering well. And so I would continue forward there. Keeping an eye on it. Nice work Mary. Really really good job and keeping an eye on everything and putting together some really good ads with some great relevant scores of eight nine and ten. All right the next question comes from Jenna kefala. I think I'm pronouncing that right. And I apologize if I'm not I'm having an issue where as manager doesn't seem to be tracking my conversions in my case opt in to my email list via a cheat sheet. I know I've gotten six conversions in the last two days. Based on my webre notifications and lead pages but ads manager shows zero my pixel is on the page and it's working.
[00:25:42] I've tested it with the pixel helper in Chrome and by ad set is set to conversions with my think page as the conversion event location. So she's optimizing for conversion she's confirmed that Gen.. I just can't figure out why it's not tracking conversions it's done so in the past campaigns. No problems there. I'm optimizing for link clicks right now until I get enough conversions. Could that be why. Thank you for any feedback or suggestions. So I just want to kind of clarify one thing that Janah just said right there she says I'm optimizing for link clicks right now until I get enough conversions. I'm going to do a whole episode on this here. Coming up on the podcast. But basically you need to be getting about 50 converge if your objective is conversions then Facebook wants you to be getting about 50 conversions over a weeks time period. That is sort of giving the algorithm enough data to start to optimize your ads for you if you're not then you're going to see you know delivery kind of tank on your ad is not going to do well. So what. In that case if you don't think you could get them to do a whole episode and I'm not going to die. I'm not going to go into this fully right now but if you don't think that you're going to be getting you know 50 conversions over that over a weeks time period then what you want to do is go to sort of the step previous to where the conversion is happening so move a little bit further up your sales funnel. So.
[00:27:14] So what Jenna is doing here is she's optimizing for link clicks until she gets enough of those conversions. Okay. And she says could that be why I don't think that's the issue. Jenna the first thing that I would that I would check is now Jenna didn't clarify if she's doing custom conversions or or standard events so I'm going to assume though that she's doing custom conversions so the first thing I would do is I would check to make sure that the when she sets up the custom conversion that she's not using the exact Eurail of the page when setting up that custom conversion. OK. Instead I would be using the euro containers and simply include everything after the W W. So instead of putting in like HTP backslash back says Colon the BW dot com already dot com. You're just putting in Rick Mulready dot com or using your old contains. And then you just put in everything after the WW dot. OK. And this is something that we ran into I don't know what the what the episode was episode number but I talked about this several episodes back where I was talking about the launch that we did middle of last year we ran into a lot of technical problems actually for that for this launch that we're talking that I'm talking about now that was in November of 2017 where we ran into for the first few days we were running in the exact same problem where we couldn't get the tracking to come out. We saw conversions coming into fusion SAAF we saw convergence coming in to go to Wagenaar but they weren't showing up in ads manager everything was checking out right.
[00:28:59] And so we had never had this problem before we'd always use the exact Eurail of the thank you page when setting up the conversion. And then when we made this change right here when we went to Euro contains and then we did and we put in everything after the WTW dot. Then things started to work ok and things started to track and show up correctly in Facebook. So this is what I would. The first thing I would check for Jana is is this something that you know that week that she did. If so make that change and should be off to the races. Now what I don't think is the issue but is a common explanation for why Facebook ads are results often don't match third party tools because everyone always. Well you know Facebook isn't matching my e-mail CRM or my web in our system more my lead pages or whatever it is. First of all it's never going to match 100 percent. It's just not going to. But when there's big disparities there that's when people start to freak out. And one thing we have to remember is that when we're looking at stats and ads manager we're looking at a specific attribution window. Right. So it's 28 days post click for example are seven days versus you know one day view. That sort of thing.
[00:30:17] So we're looking at stat looking at the stats based on an attribution window that you set so because of that your results in Facebook ads reporting may differ from other from those third party tools that you are using because when the third party tools show results based on when that conversion happens so when somebody upset or when somebody purchases something and not when they saw the ad necessarily. OK. So for that reason you're going to see a discrepancy between the numbers that you see in your go to webinars or in your lead pages or whatever it is your e-mail CRM versus what you're going to see in Facebook. Now what you don't want is huge discrepancies there because then there's probably something wrong with the pixel or or something like that. But I don't think that's the problem. I just wanted to share that with you because that is a common challenge common issue that comes up that a lot of people ask about that that explanation should help explain why you are seeing that and Jana's case here that we're talking about where she's seeing you know she's gotten six conversions over two days but she's not seeing them in as manager. But she is seeing them in her a webre and lead pages. I think it's I think it would be how the custom conversion is set up. New York contains and then simply include everything after the WW instead of the exact Yoro. So really good question there. That's a question that comes up a lot which is why I really want to talk about it here today on this episode. And I hope this day was helpful for you. The most important thing guys with all this is that you don't give up keep moving forward keep testing because when you keep testing and have the right mindset of Keep of continuing to move forward that is when you start to see momentum and you start to see success.
[00:32:10] Now before you wrap up today I want to tell you about my accelerator group coaching program if you'd like Hands-On help from me and my team in growing your business that I invite you to check out the accelerator group coaching program. This is designed to help you more quickly take your business to the next level. And I've designed the accelerator around a framework of three key elements high level coaching community and accountability and I really created this program because these three key elements are what have allowed me to get to where I am in my business and what I have found really really works for growing my business really quickly and I want the same for you. So when you join the accelerator program youre going to get a 12 month personalized game plan for achieving your goals from me. You also get we do two monthly group coaching training and hot seat strategy calls each month. Theres two live private retreats in San Diego. You get a VIP experience and a VIP at one of my FBA live events here in San Diego you get a private Facebook group as well as personalized funnel critiques ad critiques copy reviews launch strategy reviews and feedback and a whole lot more. If you think coaching support and accountability is something that can help you fast track the success of your business then I definitely invite you to check out my accelerator program which you can do over at Rick Mulready dot com forward slash accelerator. Again it's Rick Mulready dot com forward slash exaggerator.
[00:33:43] Thank you so much. Listen to the show. They really appreciate it. I love doing these Kewanee episodes I've got in there. Awesome episode coming your way. Coming up in the next episode. So until then keep testing your paid traffic. Find out what works for you and your business. And then do more of what's working and I'll see you in the next episode.