Welcome to Let's run Facebook ads with me, Nick Boddington. This podcast is your go to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We'll dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform@school.com. The Ads clinic. Inside you'll find how to videos and live dropping clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Are you having problems with the lead quality coming from your Facebook ads? You're getting a leads in. They're coming through a really, really good cost, but they're not turning up to your calls. They're saying they haven't got any idea who you are. They said they didn't click the button. If that's the case in this video, I'm going to show you three simple steps that you can follow and put into any ad you're running. should get rid of the crap. Let's get into it. So how do we do this? Well, we need to remove low quality intent placements, which is essentially two areas. Number one audience network. We're going to switch it off. And number two is messenger placement. We are also going to switch that off. And in a second I'm going to show you exactly where you go to switch these off. But before we do that let's have a look at Audience network. Hey, while I've got you, I just wanted to ask. Would you like me to go into your ads manager and actually see what's working? Because I bet your ads aren't broken and I bet we can fix something. There's a reason our top clients stop guessing and start scaling. So if you've got campaigns that are burning cash, or you're having trouble barely even breaking even on them, let's have a look and let's see what we can fix. 100% no fluff, no sales pitch, just a pro-level ad review. So book your 30 minute free Facebook ad review session and walk away with some instant wins. Go to the Ads Clinic icon and book your call today. Do it now before you forget, but make sure you come back to listen to the rest of the podcast. Enjoy! So why is this such a bad place to put your ads? Well, the ads are shown in third party apps, games, random websites. And why we need to remove that is because it creates accidental clicks, fat finger traffic. We like to call it or low attention environment and no social proof or trust signals. So basically what's happening? You've got people sitting in games or they're sitting in random websites. And when this is the case, they're not there to see us. They're there because they are playing their games, looking in particular websites they've got interest in. don't want our ads to be showing out of Facebook into these particular areas, because it's just going to get really, really low in ten. So when you call that lead up and they go, I don't even know what you're talking about. It's because it's come from a low intent area, which is audience network, it's one of the areas in Audience Network that we've always kind of excluded. But I've just been doing a lot of testing with a lot of our accounts, and we're finding that as soon as we switched these areas off, our lead quality is going up and we are having better clients. So that's the first thing I want you to turn off. Second thing I want to turn off is a messenger placement. Why? Because ads are shown in messenger. People are in messenger because they're chatting with their friends. They're not there to see ads. that interruption is just not causing a positive interruption. It's causing a bad interruption. they might be clicking it by accident, or they might show a little bit of interest. Oh that's interesting. Click on it. But then when you come round to calling it or your automation is going through to try and get them interested and bring them back in again. It's just not working. They're not showing up to calls. They're not answering the phone when you or your team are calling them. So it's interrupted, but it's not expected. And it drives clicks by curiosity and not intent and poor alignment with lead forms and websites. So it's just noise. We just don't want that kind of intent. And first, when people start running lead ads, it's all about getting that volume and what they want leads for as cheap as possible. But it's not very long before our clients suddenly start saying, well, we're getting all these leads through, that we just don't got the quality it's a between getting low cost leads or paying more for leads because they're high quality. And once you've experience calling leads that just aren't answering the phone, or you've got people that aren't showing up to call as of late, but you start to get very, very annoyed. And then the $5 lead or the 5 pound lead starts to become more of a 10 pound, 15 pound lead. But you don't mind because you're getting in ten. And that means your closing business and you're doing what you need to do. So let's just jump in and see where these two placements are. So if you go into your ad set level within your ads manager, you'll see down here platforms. If I just close that up so you can see what it looks like as you first go into it. You'll go through and here you're going to go all the way down in your ad set and you're going to go through to placements. Now when you get to placements you're going to see platforms, and in platforms you're going to see Facebook, you're going to see Instagram. And you can see its audience network. Now you can see that I've haven't got messenger. I'm not that messenger with with what I'm doing. But Audience Network I've ticked off. So we're only showing in platform on Facebook and Instagram. If you're using friends, then friends will be fine and that will be appearing just here so you can keep that. But it's messenger and audience network that we want to switch off. The third area is in the ad level and this is where we are looking at multi advertiser ads. I want you now to switch this one off as well. Now why we need to remove this. It creates comparison behavior. So this particular ad format is showing alongside other ads. someone's scrolling through their Instagram or Facebook Facebook is displaying adverts that it thinks you may be interested in. And it could be a badge. It could be new trainers. It could be a bike, could be whatever. Facebook things are interesting, which we know Facebook is very good at putting good content in front of us or interested in. We know that, but we don't want us to be sitting next to other people because then they start becoming clicky and we don't just want click. We want someone to actually see our ad in the right environment. Like we were saying before, I click it with intent. If it's sitting there with another few things, like a pair of trainers that you've been interested in, or some fishing gear or whatever, and then there's an ad for your service. You don't want them to be mixing around with those other pieces of content. So that's an area I want you to turn off. We go back into our ads and we're going to go through to the ad level. We're going to scroll down and you can see here multi advertiser ads. Your ad can appear with others in the same ad unit to help promote discoverability. Your ad creative may be resized or cropped. mine's switched off there which is because that's what we then switched off. But this will be on for default. And I want you to switch off. So every time you come into here switch that off as well. So those are the three rules that are going to increase the lead quality coming in simply because are not showing the ads in areas where we are going to get low intent. We want meta to deliver our ads and our content to the right people at the right time, when they are going to have high intent to fill in our forms, on our landing pages, on our lead forms, and actually show up to calls or answer the phone when we call them. And that is what's going to build your business. So there are three really simple things you can do right now to increase your lead quality. Go away and go and do them. Thank you for joining us again today. please feel free to drop us a message. We'd love to hear from you and any questions that you would like answered. We can do that here on the podcast. You.