Teaching a Cat to Bark: Why Everyone has Facebook All Wrong.
This is how most people use Facebook. They select a laser targeted audience. They go on to the Facebook platform and they’re like I know I’m going for these people. They start adding on layers, and layers, and layers of targeting like 100 grand income, they’re in this state, they like this person, and this person, and they’re this and that, and they just layer on all of the targeting and they end up finding a laser target audience of 10,000 people and they’re like, “This is where the people are.”
Then what they do is they create a Facebook ad. Then what they do is they launch it and then their Facebook ads work well, sometimes for three to four days or two to three days and then their ads fail and they just break. The costs go through the roof and most of the time, Facebook stops delivering traffic to their ads and they just go completely dead. Then they create new ads and just do it all over again. They think that, “Oh, the ad must be tired. I hear this all the time is with Facebook you just need to refresh the creative.”
These three words, refresh the creative are just plain dead wrong. Anyone who tells you that, run, because that means that the person who’s doing it doesn’t know what they’re really talking about. With Facebook, you only need to really refresh the creative every three to four days if you don’t know what you’re doing and when you do know what you’re doing, your Facebook ads and your creative can last for a year. I’ve had ads that have run for more than a year like 18 months and sometimes they get better. This is how most people use Facebook and it’s a constant cycle of boom and bust and a never-ending cycle of new ads, new audiences and dealing with the unknown. Most people have no idea why their ads just keep bombing like, “Why does it work for three days and then why does it not?” Most people just have no idea.
They’re just drowning in a sea of unknown variables. Here’s what everybody has wrong. They set their audience targeting, hence they go laser targeted for 10,000 people and most people think everybody in that audience targeting will see their ad. They zoom it right in and they’re like, “Okay. These people are going to see my ad.” Then they create their ad and they think, “Okay. I see my audience and okay, I created my ad so therefore everyone in this audience should see my ad,” but that doesn’t happen. Only a small segment of the audience sees the ad. If they selected an audience of 10,000, then probably only 1,000 people or even 100 people are actually going to see that ad.
It really zooms in on one little segment of the audience you set. A lot of people think when they’re zooming right in on it, they’re doing Facebook’s job for it and then Facebook doesn’t have to zoom but then when Facebook goes and starts optimizing, it zooms even if you have zoomed. It’s like zooming on a zoom and it’s going to take you right into 100 people. This is what happens. If you set the targeting and create the ads how come everyone doesn’t see your ad? If you set the targeting and you created the ads then what’s going on here? What’s this other thing that’s happening? We didn’t tell it to just select, just target a small group of those people but who’s doing this? It’s like there’s an invisible hand that determines who sees your ad and who doesn’t. Understanding the invisible hand is the single most important thing when it comes to Facebook ads.
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