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. Hello and welcome back to Let's Run Facebook as a podcast with myself, Nick Boddington. On this episode, I'm going to discuss with you what to check when your ads aren't working, because this is something that I get asked a lot about, and I thought, it's time to do a podcast and talk you through the different things that you could check to get this right, to make sure we're not getting things wrong. And we can go from the ad all the way through to your destination page of what to look at. So why your ads aren't working? Okay, 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! let's start off with the first thing, which is the click. We need to figure out why your ads aren't getting a click. Now, it depends on whether this is a low click through rate, or whether you're just not getting any clicks. Now, if you're not getting any clicks, there's a problem. So you do. I do have people saying I've set maths live. They've left it for two days. It's saying active but you're not getting any clicks. That's something that's actually fundamentally wrong with your ad account. So I would contact meta support. It might be it's gone active. It's having problems with your payment system. Not that it's saying it can't take payment. Unfortunately with meta there are certain things well a lot of things. It doesn't tell you what the actual problem is. You've got to kind of go into figuring out yourself. That's one of them. I have seen plenty of occasions. The ads are active and they're just not getting any spend to them. Hence they're not getting any clicks because they're not getting any impressions or any reach. So that's the first thing you check if you find that you still are not getting very high. So what I want you to look for is really a good or bad CTR. Okay. I want you to be looking for around 1 to 5% click through rate, one being the lowest if you lower than that. Unless you've got the other metrics of the ads that are performing like you are getting purchases, you've got a good purchase rate, you've got a good average order value, etc. but you still finding that your cliff rate is still low. Obviously, we always want to try and get that high, but it won't be the end of the world. But I want you to try and aim to get an outbound click unique click or link. Click to 1 to 5% okay? One being your lowest, average, most time. We're sitting around about 2.5% is a nice good click through rate. Okay. So that's what I want you to look at doing that. So a combination of your budget and your CPM. So your cost to get to 1000 presents will significantly impact volume of clicks. So if your CPM is 50 pounds or dollars and you're spending 25 pounds or dollars a day, you may only see 15 clicks on a daily basis. And that low volume may have nothing to do with the ads sells. So this is where we might come down into looking at the ad creative. Does your ad creative grab the attention of your ICP, your potential customer? Is it boring? Is it too busy? Obviously AI generated even though I have a couple of ad accounts at the moment where we've done some like AI video really short three second video at the beginning with a hook, which then goes into a longer video. We've actually seen some really, really good, good leads from that. It's worked really well. I was on the fence about it, but we tried it and it's actually worked really well. So when I say obviously AI generated, is it obvious? And but it's worth a try. As I just said, I found it's worked, but some people will see straight through it. Okay. Is it clear what your ad is promoting. So I'm always always talking about problem solution style ads. Okay. I want you to talk about call out to them for what the problem is and what the solution is. And that really comes down to is it clear what you are your ad is promoting? Okay. Be critical of the image or video that you're using. If you would you watch it? Would it grab your attention? Would you be inspired to click or ignore it? Take yourself out of the context of you've just out in Canva for the last two hours building it, and you think it looks great, take yourself away from it. Ask someone else in the household do they think not? Does it look good? Do they know what it's about? Is it going to get someone's attention? It needs to be clear who the creative is intended for. Okay. AD copy. Now, there is still a lot of emphasis that needs to be made on ad copy, though on a lot of placements that are being pushed at the moment. For instance, reels and stories, that piece of copy isn't going to be seen. I think they get to see like the first five words unless they press see more, right? So that is an issue. But the primary placements like Instagram feed and Facebook feed are still very, very, very high converting. And that is where you are going to see your ad copy. So while it's not always the main focus, but depending on the placement, it's really important in those fees. So it is still a critical component. I want you to put a lot of effort into doing that. So if your copy is simply a list or retelling of your product benefits, that's an opportunity you've missed. You need to reach out with the problem and the solution. Again, it's another opportunity as well as the overlay text on the image to get someone to pay attention to. Click, and that's what we need them to do. So. Who are your various customer personas and what are their pain points? How is your product, the solution and how will they feel when the product sorry when the problem is solved? Okay, so start with the problem. Call out what the solution is and how they're going to feel when it's solved. Okay. And it doesn't need to be long copy. I would do some medium and some short copy. You've got five pieces of copy you can put in that. And then the AI also kicks in which is great from a from an optimization point of view because it gives you another five pieces of copy. So you end up with ten. And you can also edit the copy that meta gives you. Okay. So your ad copy is the balancing act in here. It needs to be clear about who it's for and the problem you're solving. Okay. Without being confusing, you may be able to do this with a single line, or just I like to go for those three paragraphs. You've got your first first couple of lines, and then when you see it in the preview, they're able to click See More. Okay. Now if you click See More, that also stands for engagement. And then we got the offer, which is ultimately what's highlighted in the ad. And that creative and it what's and it is what creates the sense of of urgency okay. So you're going to have scarcity or you're going to have time sensitive a secretive offer, but only certain people are going to get. But don't lie about it and don't mislead and don't bring up empty spots. And like time's running out. Like the amount of webinar things I've been on, even for myself as a consumer, where, you know, you've got to do it now, there's only this many spots left. And as a timer, honor. That time is just there, right? These are little add ons you can get and we all see through it. So make sure that your offer is good and it's actually going to work. So then we go on to two. Why aren't people sorry. Why aren't people who click converting. First thing. Is your ad set up for the right performance goal? If you're doing Legion, is it a lead objective? If you're doing sales, is it a sales objective? Okay, really, really important. You've heard a million times we don't run traffic. We don't run reach. We don't run engagement. If we go for those particular ones traffic reach, engagement link clicks, landing page views through play views for video, you are going to get what meta algorithm has been told to do. So Meta's ad delivery system is algorithm is completely literal to the goal. Even if you're doing initiate checkout to add to cart because you're trying to quote unquote season the pixel, you are only going to get checkouts and adds to cart, because there's going to find people who only check out and never really purchase or initiate checkout. You need to optimize for the performance goals. Purchase all lead to get the conversions going through, and you do that in your ad set. You choose your conversion location, your website, or an instant form. Maximize the number of conversions. Choose your data set and choose the conversion event for purchase or lead. Okay. Confirm your linked page. Make sure that where if it's e-commerce especially, you are sending them to the right product page. If you've shown them a pair of black jeans, send them to the black jeans. Don't send them to the home page where they've got to go and figure out where they are. You will lose them, okay? You'll lose them really, really quickly. And if you're doing it to lead gen, make sure you're sending them to the right page of the form. Okay. If they're going to your website, don't send them to your website. If you need them on your contact us page. Don't think and it happens a lot, or they want them to see about us and make sure that we're right for them and see the things that we do. We're too. We're not patient of human beings. Now online, we will not read enough, and something will interrupt us and we'll forget to fill out the form. Take them to the form first and they can submit it if they want to. Then look around. They can look around. Not the opposite way round. Okay. Landing page performance. Easy to miss. How long does it take for your landing page to load? If it takes a second too long, those potential customers will abandon the experience and they'll move on to something else. So loading times are only partly in your control. Of course, you've got to go into a bit of a techie thing, but if you're using Shopify for e-commerce, you know, these are big, big companies. Now they've got this down to a tee. They will have this fixed for a loading time. But if you're creating too many of the little add on apps into that, it will slow things down. Okay. Landing page messaging flow. Make sure that it's not too long. Make sure that you've got your forms in the right places. I like to start off with the form at the top again. They've come in. You're asking them to fill in their details. They're wanting to book a call with you, then explain to them afterwards more about what you do, but have your form come up again. The same with the product page. Let's get some really good imagery. Some testimonials explain the delivery costs, how long it's going to take for them together, any questions that you might think that they're going to ask on that product page? You need to ask on it okay. And then why aren't they being these conversions being reported. You need to look at your pixel and make sure it's fired up. Right. So if it's again if it's something like Shopify really simple to do. Those two are like best friends. It will do a lot of it for you. If you've got it on the landing page, make sure that you've got a lead event or a complete registration. Whichever one you're going to optimize for needs to be on the thank you page. After they fill in their details or after they book a calendar call. Okay, you need to make sure that those events are all set up correctly. And then if you want to go step one step further, which I definitely say you should do, get a dev to set up your conversions API. So that. Which means that it's server to server tracking. So rather than your pixel picking up the data and it's getting blocked by lots of things like ads blockers and things like that go through the server, which is the conversions API, which you'll see in Events Manager. Get that set up because there's a lot of data going through. And lastly, stop blaming meta, because if you've got everything set up correctly, you spend time thinking about the problems that your IFPI is having. You reach out to them and call out to them in a specific way. That is the right way to do it. Those people will do it. All we're doing when we're running ads is we're looking for the bottleneck of our journey. So from someone seeing an ad that's been published all the way to buying your products or services, we're just looking for the bottleneck. Once there's no bottlenecks in that, we can scale our ads if the margins are right. That's all I've got on this episode, how I think about those particular topics and have a look. If you're if you're not getting the clicks, if you're not getting anything you wanted during that funnel, look for where those bottlenecks are. I hope that helps and I'll see the next one. Bye bye. 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.