Facebook/IG Ads: Avoid This (Overlooked) Mistake When Running Conversion Ads - Rick Mulready

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Facebook/IG Ads: Avoid This (Overlooked) Mistake When Running Conversion Ads

February 11, 2022

Today, I want to share with you one of the fastest and easiest ways to kill your lead costs with your Facebook and Instagram ads.

This came up during a recent coaching session that I was doing with one of our members. They were running a campaign to build their list ahead of a launch that they had coming up, and their results were terrible. They had nine conversions, and they’d spent $400 on the campaign.

After doing a little investigating, we realized they had a lot of clicks on their ad, but less than a quarter of those actually reached their landing page.

Well, we did a page load speed test and it failed a whole bunch of things. It got a “D” grade for many of the things the test was looking at.

So today, I want to talk about how you can make sure the technical side of your website and landing pages are working properly. If people are leaving the page because it’s taking too long to load, that’s a big problem.

I’m going to give you some tips and tricks you can implement right now to make sure you’re not missing out on more conversions.

In this episode, you’ll learn:

  • How to make sure you’re setting the right objectives for your campaign
  • How to test your website’s functionality
  • What to do if your website is not performing well

Links & Resources:

*Disclosure: I only recommend products I use and love and all opinions expressed here are my own. This post may contain affiliate links that at no additional cost to you, I may earn a small commission.


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Episode Transcript

[00:00:00] Rick:
Alright. Welcome back to the podcast, my friend. Hope you’re doing well. Thank you so much, as always, for tuning in. This is another quick tip episode here on the show.

Today I want to share with you one of the fastest and easiest ways to kill your lead costs with your Facebook and Instagram ads.

This came up in a recent coaching session that I was doing with one of our members. They were saying they were running a lead magnet, a campaign to build their list ahead of a launch that they had coming up, and their results were terrible. I was like, “Well, let’s kind of dive into it here.”

So, they started sharing the screen of their ads manager dashboard, and we were starting to break it down. Number one, the first thing I noticed was that they were using traffic as the objective. I asked them, “Well, why are you using traffic when you’re looking for opt-ins? You’re looking for conversions, why not conversions?”

They were saying, “Well, I didn’t think I’d be able to get enough conversions in the amount of time that I need to get out of the learning phase. I thought that it would just take too long, and I’d be stuck in the learning phase.”

So, number one, being in the learning phase is not a bad thing, right?

If you stay in the learning phase, it’s okay. It’s not ideal, but it’s okay. The second thing is, you have to use the objective of what you want to accomplish, right? If you want opt-ins, if you want registrations, if you want purchases, conversions, you need to tell Facebook that you want that. So, conversion…

needs to be your objective in that case. If you’re simply trying to drive traffic somewhere, then traffic would be your objective. So, that was the first thing. Okay. That’s not really what I want to talk about it here today. The second thing is, I said, “Do you know how many conversions that you actually had?”

They said, “Well, we had nine conversions,” and they’d spent like $400 on the campaign. I said, “Well, let’s look at how many page views that you had,” because I was seeing the number of clicks. The number of clicks was like 800 and something. All the stats were really good. The link click-through rate was one point something.

So, that was good, and not surprising, right? Because we’re looking at the objective, and the ad was good itself. The next thing we looked at was the CPM. It was like a $6 CPM, which, for what they were doing, their cost per click was good. I think it was like, I don’t know, 50 cents or something like that.

And again, good is subjective. Right. But I said, okay, now that we know how many numbers, how many clicks it was, it was like 800 and something. I said, let’s look at the landing page views because we really want to get a sense of, well, how well was this page converting? Even with the objective of being of traffic.

And we looked at it and it was like a hundred and. 80 something landing page views. And I said, well, wait a minute, we have 800 and something clicks on the link, but of those 800 and something only 180 something, whatever it was actually landed on the page. And I said, big red flag right here. Let’s do a page load speed test on this.

Landing page. And so he did it and it failed a whole bunch of the, and I am not a technical person. I’m not a developer or anything like that, but it was failing. It got like a, like a D grade or whatever it was. And for many of the things that, you know, a page load speeds. Tester is dusting.

A lot of them were failing, right? So we looked at that and we did it a couple different, couple of different, sites that you can test your speed, your page load speed. And I’ll share those with you just a second. And both times it was failing. One of them was actually saying it like the page load speed time was like between five and seven seconds.

Where a good goal to have of your landing page or your website is we’re talking like one to two seconds. Those two, which are extremely fast, right? Even if you’re at like three seconds, you’re doing well, but obviously the faster, the better. And you want to be looking at, by the way where that traffic is coming from generally mobile or desktop, and you’re optimizing either the page or your site based on.

Where you get the majority of your traffic. Right? And so we looked at, I said, well, there you go. That is what I would absolutely start with aside from using conversions as your objective. But before we even do that, this page needs to be cleaned up from the perspective of increasing the page load speed time.

And they were, they said that they had bought this template from somebody and we’re using it in a well-known platform. And so they w they were going to go back to the person that they bought the, the template from, right. To kind of start there. Cause I said, I think your, all your stats are good. They’re in a really great niche.

But before you do anything, this page load speed has to. Be fixed. Right. And some of the common things, for example, are like the size of images and, and all that stuff I get. I’m not a developer, but you can just do, there’s a couple of different sites that you can go to, like Pingdom, P I N G D O N. I think it’s like pingdom.com.

If you literally Google page load speed tester, you’ll get a whole bunch of options. Like so Pingdom is one. Google has their own, which is page speed.web.dev page speed.web.dev. I’ll link all this up in the show notes for today’s episode, over on Rick mulready.com in the podcast section. Also, if you’re using Chrome, like I do.

There’s a Chrome extension and it’s called page load time. And so you can download that and you can just click on it whenever you go to a page. So again, a good goal is one to two seconds to try to reach, right. Both of which are extremely fast. So if you can get there amazing. Here’s the other thing that why it’s a problem when you have a, really slow page.

Speed. When people are clicking on your ads and it’s taken so long to get there, they’re clicking back. They’re just coming out. They’re just canceling it right there is closing out. And Facebook’s algorithm sees that. And it’s going to penalize you. It’s going to penalize you for basically a bad user experience because when people are clicking on the ad, Facebook wants a good experience for its users, right?

And so when you click on an ad and you go to a page and it’s taking forever to load and people are just like, you know, heck with it, I’m just going to give up, I’m going to close this out. Facebook actually sees that, and it’s going to affect very much your ad campaign. So your ad will get delivered less and you’re just going to get penalized for it.

Not to mention your costs are going to go way up. Right. And so, you know, aside from that, you know, aside from effecting conversions, which we’re seeing here a really good page load speed, time is better for your se. No Google, as far, as far as Google’s algorithm from an SEO perspective and search results, it takes into account very much.

So how fast your page load speed, is taking is happening? Right? So when you’re running ads, don’t forget to look at this aspect of your campaign of your pages that you’re using. Your landing page really needs to load quickly, not only for a good user experience, but also to, ensure that you’re setting up yourself for the most success when it comes to conversions.

Okay. So, really look at that page load speed. And again, page load time, which is the Chrome extension. Pingdom P I N G D O M. And then page speed.web.dev. Okay. Measure your pages, put your pages in there, get a result. Then, if you work with a web person or what have you, and you’re getting poor results, go to them.

If you’re using a popular platform, or whatever, and you’re still getting poor results, go to their support. Go to their technical support team and find out, “Hey, what’s going on here? I’m using your template here, using your page, and it’s really slow. What’s going on?” And then they might say, “Well, you know, reduce the size of images, et cetera, et cetera.”

But don’t forget the whole point of my episode here. Don’t forget to look at this. This is a crucial part of setting yourself up for success as much as possible, with your ads.

Now, before we go, my friend, we’re taking applications for my Accelerator coaching program. This is for established online course creators, online coaches.

Or if you’re a teacher entrepreneur, and I say established, meaning you’re already doing at least 100K a year in revenue, or really closely pacing to that from your online business. And you’re looking to scale. What we help you do is create more profit, more impact, with less hustle. Most of the people that come into Accelerator.

Who are applying, they’re feeling overwhelmed. They’re feeling stuck. They’re feeling not really sure what next steps to be taking to scale the business without working more hours, because that is absolutely not necessary. This is about less hustle, not more hustle. And growing, and refining, and optimizing your systems and processes, your sales and marketing mindset, et cetera.

So, if that describes you, I’d love for you to apply. Go to RickMulready.com/Accelerator. You can read more about the program, about current and past members, and also fill out the application. I would love to see the application when it comes across. Thank you so much, as always, my friend for listening.

Super appreciate you.

Until next time, be well, and I’ll talk to you soon.

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