The ads aren’t working.
Have you ever said that?
Or perhaps you’re a Facebook freelancer working with a client who has come to you saying, “The ads aren’t working.”
Well, it’s really important that you know the numbers throughout your funnel so that you can identify where the bottlenecks in fact truly are. In facts you might see that the ads are working. There’s a problem somewhere else in the funnel. My name is Jody, I’m the founder of Social Charlie and we help high ticket coaches with their Facebook ads by training and helping them recruit some stellar Facebook ad talent. Now, finding these bottlenecks throughout your funnel is not always an easy job, but you need to invest the time to be tracking what’s going on through your funnel. Now, this is where I’ve been amazed over the years as I have worked with or audited ad accounts where other ad managers have been involved, and they only run the Facebook ads. They don’t put any insight or look at what’s going on with the rest of the funnel. Their job is to just run the ads. Now when you’re running ads, it’s not just about the ads. Let me repeat that. It isn’t just about the ads.
The ads, as my friend Amanda Bond will say, will amplify what’s broken. And it’s so true. Ads will amplify what’s working, and ads will amplify what’s not working. While you may have people coming to you saying the ads aren’t working or while you may be ripping your hair out saying the ads aren’t working, it may well be the ads are working. So that’s where we need to identify and keep track of what’s going on throughout our funnel. So when we’re talking about coaches and consultants, often there’s a webinar involved. We need to track the number of people going through the webinar. So from the landing page, what’s the landing page conversion rate? How many people are actually going from the opt-in into the webinar room and watching the webinar room? When are they leaving the webinar? Are they leaving within the first two minutes? Are they leaving when the pitch starts? Then is it likely they getting to the sales page? How’s the sales page converting? How long are people staying on the sales page? Are they getting the emails? What’s the email open rate? What’s the click through rate on the emails? So as you can see, there are so many pieces of the puzzle that you need to look at beyond just your Facebook ads. But looking at Facebook ads to start with and knowing the numbers there, helps us to identify if it is the ads or if it is an issue further on in the funnel. So what we look at initially with regards to seeing if our ads are working or not is, one, we’re going to look at the click through rate.
Pay Close Attention to Your Click Through Rate
We want our click through rate for our conversion ads, if we are getting people to click to go over to a webinar registration page and opt in, to be around 1% or more. That’s the CTR link clicks. That’s the one that they click on and they go to landing page. They’re going off Facebook to the page. We want that to be at least at 1%. If it’s around 0.5% or 0.8% and under, it’s really not that effective. It’s showing that people aren’t really interested in this ad, they’re not clicking on it. And what will often happen then is Facebook will go, “Hmm, people aren’t clicking on this ad. It’s not an enjoyable experience for people. We are going to increase the cost of the CPM,” which means that it’ll cost you instead of $20 if it’s an effective ad, $20 to reach a 1,000 people, it’ll bump up to like $30 or $40 or $50, because Facebook is trying to stifle you, let you know that, “Hey, this isn’t working, people aren’t engaging with it and we want it to be a good experience for people here on Facebook so we’re throttling it. We’re not going to put it out in the newsfeed as much.”
So less people are going to see it and it’s going to cost you more. That’s one of the things that we look at, is the CTL link clicks, to see how many people are hitting over and actually clicking on the link.
Cost Per Click Matters
Then we’ll also be looking at what is the cost-per-click. So the CPM and the cost per click and the click through rate link clicks are all closely entwined as to how your ads are performing. So if you’ve got a high CPM, then that’s Facebook’s way of saying, “Hey, people aren’t engaging with this so much. It’s not a good user experience.” So if it’s a high CPM, then you will likely have a high cost per click. So instead of having a $2 cost per click, which is pretty average with the entrepreneurial space, it might be a $7 cost per click. So when that comes back to your ads, if you’ve got $10 a day for this ad set and it’s costing you $7 to get someone to click on your ad to go to the landing page, you see where I’m going here?
You will get one, maybe two people actually get to click on the ad to go to the landing page. And if you’ve got a 25% conversion rate on the page, you’re looking at getting four people to the page before you get one person to opt in. So when you look at those numbers, it could be two days before you get someone to opt in at that rate with a $7 cost per click. However, if your cost per click is $2, then you’re looking at a $10 ad spend, you can get five people to go to your landing page and you’ll have at least one person opt in.
They’re some benchmarks that we’re looking at initially with our ads, our click through rate, our CPMs and our cost per click. So if we’re looking at those numbers and we’re going, “Yeah, that’s all looking really good,” what’s happening over there on the landing page then? Now Facebook also takes the performance of your landing page into effect with what’s going on on the landing page.
If you have a really low conversion rate, so 10% of people who go to the page, they are actually opting in, and you’ve got your ads that are optimized for conversions for that event, like complete registration, then Facebook’s going to go, “Hang on, we sent 10 people to your page and only one took the action that you optimizing for, having opted in. So that’s telling us that people aren’t liking your landing page and they’re not wanting to opt in. Again, we want to protect our users and provide a great place for them, so therefore we’re going to increase your CPMs and your cost per click and stifle your ads so it’s not going to get out to as many people.”
The Conversion Rate on The Landing Page
Look at the conversion rate on the landing page. Is the landing page converting? Typically you wanting that to be in at least 35%. Depending on the niche, I see some great ones performing at like 50% conversion rate, which is fantastic, but at least 25% conversion rate would be what would be acceptable. Also looking at the page load time. If the page is taking too long to load, then people are either not waiting for it to load and they’re bailing, which is not a good sign for Facebook. So the page load time has a great effect on how your ads and your CPMs going to work as well.
You need to look at that. Be very, very aware that at least 95% of people these days are clicking on your ad from their mobile device. So they are going to go to the landing page on their mobile device, so make sure your landing page is mobile friendly. That it is all laid out beautifully, that things aren’t wrapped around weird, and again, that it loads super fast for them. There’s a couple of identifiers there, as you can see, benchmarks for your ads, benchmarks for your landing page. And then from there you want to look at what your email open rates are like. Are people engaging with the emails? Because again, a lot of your sales, when your emails are done right, will come via your emails, via post webinar sequences or any offers that you put out.
Making sure that you’re tracking what are the open rates, what are the click through rates like on emails, are going to again affect the overall performance of your ads as well as looking at the attribution window. So with our Facebook ads we can have a 28 day attribution window, so that’s a great thing to be able to go back and look at, “Okay, our webinar was back on this date,” and you’ll see the sales that come through instantly.
Like if you’re doing a live webinar, that will come through, but then other ads will be attributed either through your retargeting or your top of funnel ads where you’ve brought people in for your webinar, will continue to get sales because people are getting the emails and they’re clicking on the link via the email. And if the top of funnel ad was the last ad that they saw, then that top of funnel ad will be attributed with the sale. Make sure there is tracking in place. So what we do with active campaign is we will actually track on the link clicks. We can set up a tag that if they’ve clicked on the link in this email, then we know about it. So you can effectively measure how the email campaigns are working. So when it comes to reporting and tracking with your Facebook ads, it’s so much more than Facebook ads. Know the benchmarks for your ad, so you can identify if the bottleneck is in fact with the ad or if it’s a bottleneck that’s happening somewhere else in the funnel.
No matter what you do with your ads, until those bottlenecks are resolved, you’ll be frustrated thinking your ads aren’t working, whereas your ads may be working beautifully, it’s the rest of the funnel that’s letting you down. So if you have any questions about that, comment below, we’ll circle back and answer them for you.
In the meantime, head over to my Facebook group, jodymilward.com/group, where you’ll find a ton of information and resources for Facebook ads for high ticket coaching. So until next time, I look forward to seeing you soon.