February 28, 2025 • 19 mins
Unlock the secrets to successful Facebook marketing with our latest episode focused on the intricacies of ad quality. As a chiropractor or business owner, understanding the nuances of Facebook advertising can significantly elevate your outreach efforts and ultimately improve your bottom line. We delve into critical metrics that dictate ad performance, such as engagement, relevance, and feedback, making it clear why your ads might not be performing as well as they should.
Throughout the episode, we discuss strategies for troubleshooting common advertising issues, including ad fatigue and poor landing page experiences. Discover practical tips to enhance your campaigns including refreshing creatives, aligning landing pages closely with your ads, and testing multiple versions of your creative content to see what resonates best with your audience.
Join us as we guide you through the vital steps to refine your Facebook ad strategy, ensuring you not only reach but engage your target market effectively. Whether you're a data-driven individual looking to dive deep into analytics or someone who prefers straightforward advice, this candid conversation offers valuable insights for everyone. Don't miss this opportunity to turn the tide on your Facebook advertising efforts—tune in, and let's elevate your marketing strategy together! Remember to subscribe, leave a review, and join the conversation in our community.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to Facebook Marketing 101 for Chiropractors.
Actually, it's just Marketing101 for Chiropractors, but this
week is going to be heavy onFacebook marketing.
I can't believe I've been doingpodcasts for two years.
I can't believe the Marketing101 group is seven years old.
I can't believe any of this.
How can we explain this stuffover and over for seven years?
(00:24):
I never thought it would everget this big or this long.
But we've been doing it.
We who's, we, me.
I've been doing it for sevenyears, teaching everyone that
wants to listen this stuff.
It's because it's alwayschanging.
But this week's podcast I wasthinking.
I'm like what should I talkabout?
We've never dived into Facebookquality or lead quality or
(00:44):
marketing quality.
When we're create ads andcampaigns, I've always given you
the end of the road, the quickanswer, the quick fix, so that
you can hit the road running andget things done without all the
fluff.
It's kind of like learning howto adjust with never going to
chiropractic school.
It's like just show me how toadjust people.
I don't need the education, Idon't need the stuff.
(01:05):
Just give me the degree andteach me how to adjust and I'll
be good.
And I think that's a hugedisservice that I've given you
over all this time.
We haven't dove deep into howthis all works.
What is an algorithm?
How did Facebook ads createtheir entire system and what are
they looking for?
What are these algorithmslooking for to help you get
(01:25):
better leads or better qualityor reach more people with your
ads?
We've never dissected into that.
We've always went straight intohow to create an ad, how to get
them to call your office orfill out a form, and how you can
get them in as a new patient,and that's really all you want
as a business owner.
I think that's all I everwanted.
Running an office was just hey,save me the time, save me the
effort, let's go straight intojust helping more people with
(01:48):
new patients.
I don't care about the rest,but really, if you guys are
diving into this which you arewe really need to get into the
nitty gritty of what's going on.
So this topic for this week isyou know, facebook ad quality
and how troubleshooting candecline your uh, your leads,
your leads if you don'ttroubleshoot properly.
Let's go through that.
(02:08):
You know, understanding whatFacebook ads really are, what
the quality is, how it impactsyour leads.
This is really important stuffand I think this podcast is
going to be a great resource forthe analytical type, which I'm
not.
I am a driven, data-driven typeperson.
I won't sit and sift throughthe analytics for very long.
(02:29):
You lose me very quick, almostlike an ADHD type personality
but I don't think I have thateither.
But I just go straight to itlike show me how to construct it
, get my hands dirty, let'sbuild it, type of personality.
So when it comes to theanalytics, for those of you that
are analytic, you're painful towork with, you're painful to go
to a football game with, you'rejust painful, but you're
(02:52):
amazing and you're wonderful andwe need you in this world.
But for me you're painful,you're a pain in the butt,
you're hard to coach because youare analytical and you need
that stuff and I understand that.
Now it's like you need tounderstand the in-between the
lines and every word and everynumber before you can feel
confident enough to applyyourself, which is, I think, a
great personality trait.
(03:13):
Overall, it's great.
Me fake it till you make it canget you in trouble.
I've been in trouble many times.
It gets you in trouble becauseyou're missing the analytics.
So I appreciate you.
Even though I poke fun at you alittle bit.
I do appreciate you.
I'm married to an analyticalperson, so I get it.
I completely get it.
Ad quality what does it mean?
I don't think I've done apodcast on just ad quality.
(03:34):
Maybe we'll do that later, butfor today let's just sum it up
for you.
Facebook scores your ads basedon engagement, relevance and
feedback, and it's based on thefeedback that they intentionally
and unintentionally give the ad.
So whether they leave a comment, whether they like or share
your ads, can actually improvethem.
(03:54):
So have you ever had an adwhere people have shared it?
I've had a few of them.
They'll just share it.
Some random person, I don'tknow that saw it, shared it.
They didn't tag anyone in it,they just shared it to their
profile.
Know that, saw it, shared it.
They didn't tag anyone in it,they just shared it to their
profile.
Apparently.
That's a huge boost.
The algorithm stops and is likehey, hang on.
They're sharing an ad, almostlike a 50% discount off of
(04:15):
Panera, and then people share itlike crazy.
Those ads go quick and theyreach a lot of people and for a
very low cost for Panera,because people are sharing the
50% off a bagel at Panera withall their friends.
They're just sharing it totheir timeline.
They're tagging people on it.
That actually helps feed the ad.
So apparently that's great forit.
Relevance and engagement.
People liking it and loving itand wowing it is great.
(04:36):
People getting angry at it isnot great.
So these things play a role aswell.
So some signs you can look atwhen your ad is dropping or the
quality is decreasing is just,you can see it.
Through it You'll get a highercost per lead.
We know that that's what youguys all look at.
You're good at that because youfind out the okay $19 or $27 or
(04:56):
$32 is your cost per lead,based on what type of ads you
run.
And once that starts to creepup, you're pretty good at being
like hey, something's up, thecost is going up.
Time to turn this off, time tochange it up, time to switch the
campaign.
Great, lower reach impressions.
You got to keep an eye on thereach impression.
So what I like to do is go backum and like two months ago and
run my stats for January just onthat same ad, to just change
(05:19):
the date range from January 1stJanuary 31st.
Look at that impressions howmuch did we get for that ad
spend?
And then do the same thing forFebruary February 1st to
February 28th and see theimpressions there.
If the impressions are goingdown for the same amount of
money per day, then our adquality is dropping.
Fewer people are engaging orclicking over time and Facebook
(05:40):
is limiting your ad deliverybecause of that.
That's what ends up happeningand that's why you'll see a
quick drop off or a sharpincrease in cost per lead.
So that's how quality isdetermined by the algorithm
engagement, relevance andfeedback.
So having engaging ads plays abig role.
(06:01):
You can get a lot moreengagement and a lot more
feedback with both pictures andvideos.
So it's all about that feedbackthat you get from your ads.
The more likes, the more shares, the better the ad will be, and
this is probably more of athing that will simmer and grow
quickly if you run and buildcopy and paste those types of
ads.
So there's also some commonreasons why leads drop and I'm
(06:25):
going to give you some reasonson how to, on how to fix them.
One is ad fatigue and audiencesaturation.
So this I've taught.
Well, this one, I know, is onething.
You guys, if you've listened toone podcast or a hundred, you
have no.
You know about ad frequency forsure, it's in your set, it's in
your data when you go to acampaign and sometimes you have
to hit the little plus button,added as a column, and it'll say
(06:48):
frequency and you click it andit will show you the frequency.
And if I were to ask a questionvia audio here and say what
number do you need to look atfor the frequency before you
start to shut down the ad?
And it's 2.0 and above.
Once it reaches two and above,it means everyone that you've
reached in your reach, thatreach number, the reach number,
maybe 10,000, 30,000, 180,000,whatever that reach that you get
(07:12):
to that the ad has gotten to.
Once it's everyone has seen ittwice.
So it means the entire reachhas seen it twice.
It's starting to go up.
Then you've pretty muchsaturated the viewership of this
and if you haven't got a clickyet or a form yet or a lead yet,
the chances of it getting themlater are going to sharply
decline after that.
(07:32):
That's the number we werelooking at three years ago.
It used to be 3.0.
Now it's 2.0.
So frequency you've beenrunning the same ad to the same
audience for weeks and then theystop responding.
The fix to this is to refreshthe creatives.
This is the first thing you cando New video, new headline, new
angle, boom.
Don't have to do much, don'thave to create new campaigns.
(07:54):
You do that right off the bat.
Number two expand or change thetarget audience.
Just increase it by a mile theradius.
Use lookalike audiences thathave worked really well in
previous ads and now run alookalike audience with that
campaign, now with the new imageand the refreshed look, to give
it a new, fresh vibe and reachdifferent people.
(08:14):
That's the fix for that.
So that's what happens if thesame ads are running for too
long, if we get a low relevancescore, you're going to see this
with your ads not enough data orpoor quality or learning
minimal because you're just notgetting enough leads.
What ends up happening isFacebook prioritizes ads that
(08:37):
get engagement, likes, commentsand shares.
Low engagement signals a bad ad.
So that's it.
The fix here is use engagingquestions or bold statements in
the copy.
Get them engaged in that thatask questions.
Are you suffering from this?
Have you tried this?
You may not get comments, butyou will get likes and hearts on
(08:59):
this because they're engagingwith that.
With that ad copy.
Optimize your hook line.
We talk about this make thefirst three seconds of your
video irresistible.
Right, right, right to theproblem.
Have you ever dealt with this?
The solution to this solutionhas changed thousands of lives.
Whatever it is, add captions tothe video for silent viewers.
(09:21):
On all your videos.
You got to have captionsbecause a lot of people 70% of
people listen to their videos onsilent or muted.
Another reason poor landing page.
I know I've talked about this,so I feel good about this topic
as well.
If you're getting tons ofclicks on your ad and very
little conversions, very littlenew patients, very little forms,
(09:41):
very little booked appointments, it's a landing page issue.
Once they get to the landingpage, there's just no
information there.
There's nothing that'scorrelating back to the promo or
the offer or the ad itselfwhere they can link it and say,
oh, this is relevant and this isthe same thing.
The biggest mistake is sendingthem to your website.
Now you're going to get zeroleads because they went from a
(10:02):
promo or an ad or a problem thatyou're trying to give a
solution to, to your generalwebsite homepage and there
you're not going to have on yourhomepage the exact solution
that you do, unless you are arotator cuff shoulder injury
specialist and your practice iscalled the rotator cuff injury
special center in Tennessee,whatever it is.
(10:23):
And then the homepage isrotator cuff, like that would be
the most perfect transition tothat.
So that doesn't really work for99% of people.
So when you get to yourhomepage it's just bringing them
to an intro and there's just aquick bounce it's called a quick
bounce rate.
Off of that they see thathomepage and they're out of
there within one to two seconds.
They're like nope, that's notwhat I was looking for.
It doesn't make sense.
(10:44):
So poor landing page Ensureyour landing page loads fast.
It's got to be in under twoseconds.
Remove distractions, keep itsimple with a clear call to
action right there in the middle.
That's what I mean by a landingpage.
So what I think landing pages?
I think early on, click funnels.
This is why Brunson got sopopular so fast and is a
multimillionaire, because hecreated, he solved the problem
(11:07):
for websites.
So once you clicked on an ad,an advertisement on Facebook,
you went to the ClickFunnel weband it was straight to what we
now call a form.
The call to action was rightthere in bold Get your $49
special right here.
Fill in your name, phone number, email it's auto-filled.
It was easy, it was huge forthe whole industry and that's
(11:29):
what I call a call to action.
Simple when they get there,very little friction to
transaction and they're in.
So match your ads promise withthe landing page content.
That's the three fixes for alanding page type issue.
Do not get any ad violationsbecause the hidden Facebook
(11:52):
rules that are there for ads ifyou get a violation running ads
in the future, you're going tobe demoted immediately.
You're going to be the runt ofthe litter when it comes to ads
because you've been smackedalready.
You've been branded as a rulebreaker.
So just don't do it.
And if you do, you might justwant to open up a whole new ads
account just to avoid any ofthat.
(12:14):
That's violations.
If you get banned or shut down,you're hooped on that one.
Now you got to use yourspouse's account and create a
whole new ad system there soyour ad might get restricted or
shown less due to policyviolations.
But you'll be warned on this.
You'll see this come up in red.
You'll say violations.
But what ends up happening witha violation is it still may be
(12:36):
getting distributed to a fewpeople out there.
They'll still put it out there.
That's why sometimes you'll seesome weird ads out there.
They're obviously spam andyou're like how did that get
approved?
And they don't last.
You won't see them twice.
It's because they usually getshut down pretty quick.
Avoid making any bold healthclaims We'll fix your pain in
one visit.
Don't say stuff like that.
(12:56):
Use compliant language.
Focus on the benefits insteadof the direct guarantees, and
always check Facebook's adpolicies before running new
campaigns.
I would just always just check.
If you have an ads account, youwill get the email saying we've
changed our policies.
Worth the read for however longthose texts are, but whatever.
Okay, that's pretty obvious.
(13:17):
Now, optimizing your ad strategyfor long-term success is what
this podcast is all about.
You need to test multiplecreatives at the same time.
You can do the old-fashionedA-B testing if you like.
You can.
But a better thing to do iscreate a campaign, use the
images and videos you think aregoing to do well and contest
(13:38):
them against one another in thatad, but what ends up happening
is Facebook has changed thealgorithm on that again.
Again, I think it was inNovember, not too long ago, a
few months ago.
So what I used to do last yearis.
I put four videos all upagainst each other in the same
campaign and you would see it.
You would see one start to takeoff after about 30 days.
One was the winner, but theywould allocate money and and we
(14:01):
get some leads from the otherones as well.
Now what ends up happening isyou, if you put three or four of
them together, one runs and theother gets zero reach.
They literally take all yourmoney and put it towards the one
, and I'm like you're not reallygetting much of a benefit from
this.
So that's where you might wantto go back to the lead AB
testing, and I'm doing this now,going back to that to test two
(14:24):
ads head to head, and what thatdoes is it triggers Facebook ads
to equally distribute the fundsthat you want to put, whether
it's $30 each or whether it's$30 between the two, whatever it
is per day and compete itagainst one another and try and
get equal impressions, equalreach between the two, so you
can get a true sense of what'shappening, so that you get your
(14:45):
link clicks and your leads there.
One will get nine leads, onewill get two and you'll be like,
well, we have a clean winnerhere, the nine's the winner and
it's getting leads at $19 andthe other one is getting two for
$57 each and you're like okay,well, there's our winner, that's
the winning ad.
Now how do we make that better?
You take that one, you run acampaign and then that's where
(15:07):
you maybe want to put othervideos against that as well.
Make sense, it's almost like anNCAA tournament bracket of ads.
You want to just pit them allagainst each other.
The winner moves into the nextbracket, you pit them all
against each other and anotherone moves in and then you get
this final elite eight or sweet16 of ads that you're like okay,
(15:28):
I got these 16 ads that arewinners, that are the top 16.
And we're going to rotate thesethrough the year.
And now you're not reinventingthe wheel all the time.
You can just recreate them andchange the ad copy.
That's a great strategy forlong-term success.
Use Facebook's breakdown toolsto analyze which demographics
convert best.
That's in there underneath thead set.
(15:49):
You can go in there and use thetools that are in there for
demographics.
Usually, age is a good thingand you can target.
I would pick one or two thingsthat you want to target, but
don't go through income or anyof those types of things as far
as people's education levels,because then you really minimize
it and kind of skew you mightmiss out on some great leads
that come out that way.
(16:09):
I keep it very bare when itcomes to that Monitor the
frequency score we talked aboutthat.
Leverage retargeting ads wetalked about that and use lead
form ads versus landing pages tosee which one converts better
for your clinic.
And I know I've talked aboutthat.
Lots of podcasts on frequencyscore, retargeting and lead form
versus landing pages.
So go ahead and listen to those.
(16:30):
Those are great ones as well.
So ad quality matters.
Small tweaks can revive astruggling ad.
It doesn't all have to beburned to the ground.
Small tweaks change the ad copy.
I had a testimonial a couple ofweeks ago from a doc that was
like hey man, I need some help.
Got on a video call with me forI think it was about 35 minutes
, not a big deal, didn't chargehim, didn't do anything, just a
(16:52):
deep dive into his thing.
I said dude, you're gettingtons of clicks and no new
patients.
You got to create a greatlanding page.
He did exactly what we said.
I think I got a text like.
Seven days later he's like dude, I got eight new patients Way
to go and then change the ad,see, so that's great.
I encourage you guys to justaudit your Facebook ads and
(17:16):
apply these fixes just to keepthem streamlined.
Leave a review if you findthese podcasts vital and
meaningful for you and they'rehelping you, share the podcast.
Let's grow this.
If you see me a little quiet onsocial medias, because we're
building a whole backend for youthat follow us and want to be
part of a group.
(17:37):
Facebook groups are dead.
Facebook is not dead.
Facebook groups are dead.
It's really hard to give youcontent and engage you and do
that stuff.
So get on our email list, makesure we have your email, because
we're going to use email to getdirectly into your inbox and
then we're creating something onschool or on high level
communities, one or the other.
I'm actually building bothtesting, ab testing to see which
one is going to be functional,and then we're going to move
(17:58):
everything in there the Mondayadjusting successes, the daily
tips, all the free courses Ihave in there.
They're all going to be inthere for your disposal to use
easier, more like a web pagethat you just go into, log into
and it's your portal.
You're in there and then we candeep dive together in there so
you can see stuff and buildstuff.
It's going to be better.
It's going to be a little bitof a new learning curve for
(18:20):
people to log into instead ofgoing to Facebook, but you're
not seeing my notificationsanyway, so let's create a whole
new place that we can go to andlearn and grow together.
I hope that covers some greatstuff.
Go and apply it and you'll seeimprovement in your ads right
away.
Have a great week, stay welland keep doing what you're doing
.
We need you.
Welcome to Facebook Marketing 101 for Chiropractors.
Actually, it's just Marketing101 for Chiropractors, but this
week is going to be heavy onFacebook marketing.
I can't believe I've been doingpodcasts for two years.
I can't believe the Marketing101 group is seven years old.
I can't believe any of this.
How can we explain this stuffover and over for seven years?
(00:24):
I never thought it would everget this big or this long.
But we've been doing it.
We who's, we, me.
I've been doing it for sevenyears, teaching everyone that
wants to listen this stuff.
It's because it's alwayschanging.
But this week's podcast I wasthinking.
I'm like what should I talkabout?
We've never dived into Facebookquality or lead quality or
(00:44):
marketing quality.
When we're create ads andcampaigns, I've always given you
the end of the road, the quickanswer, the quick fix, so that
you can hit the road running andget things done without all the
fluff.
It's kind of like learning howto adjust with never going to
chiropractic school.
It's like just show me how toadjust people.
I don't need the education, Idon't need the stuff.
(01:05):
Just give me the degree andteach me how to adjust and I'll
be good.
And I think that's a hugedisservice that I've given you
over all this time.
We haven't dove deep into howthis all works.
What is an algorithm?
How did Facebook ads createtheir entire system and what are
they looking for?
What are these algorithmslooking for to help you get
(01:25):
better leads or better qualityor reach more people with your
ads?
We've never dissected into that.
We've always went straight intohow to create an ad, how to get
them to call your office orfill out a form, and how you can
get them in as a new patient,and that's really all you want
as a business owner.
I think that's all I everwanted.
Running an office was just hey,save me the time, save me the
effort, let's go straight intojust helping more people with
(01:48):
new patients.
I don't care about the rest,but really, if you guys are
diving into this which you arewe really need to get into the
nitty gritty of what's going on.
So this topic for this week isyou know, facebook ad quality
and how troubleshooting candecline your uh, your leads,
your leads if you don'ttroubleshoot properly.
Let's go through that.
(02:08):
You know, understanding whatFacebook ads really are, what
the quality is, how it impactsyour leads.
This is really important stuffand I think this podcast is
going to be a great resource forthe analytical type, which I'm
not.
I am a driven, data-driven typeperson.
I won't sit and sift throughthe analytics for very long.
(02:29):
You lose me very quick, almostlike an ADHD type personality
but I don't think I have thateither.
But I just go straight to itlike show me how to construct it
, get my hands dirty, let'sbuild it, type of personality.
So when it comes to theanalytics, for those of you that
are analytic, you're painful towork with, you're painful to go
to a football game with, you'rejust painful, but you're
(02:52):
amazing and you're wonderful andwe need you in this world.
But for me you're painful,you're a pain in the butt,
you're hard to coach because youare analytical and you need
that stuff and I understand that.
Now it's like you need tounderstand the in-between the
lines and every word and everynumber before you can feel
confident enough to applyyourself, which is, I think, a
great personality trait.
(03:13):
Overall, it's great.
Me fake it till you make it canget you in trouble.
I've been in trouble many times.
It gets you in trouble becauseyou're missing the analytics.
So I appreciate you.
Even though I poke fun at you alittle bit.
I do appreciate you.
I'm married to an analyticalperson, so I get it.
I completely get it.
Ad quality what does it mean?
I don't think I've done apodcast on just ad quality.
(03:34):
Maybe we'll do that later, butfor today let's just sum it up
for you.
Facebook scores your ads basedon engagement, relevance and
feedback, and it's based on thefeedback that they intentionally
and unintentionally give the ad.
So whether they leave a comment, whether they like or share
your ads, can actually improvethem.
(03:54):
So have you ever had an adwhere people have shared it?
I've had a few of them.
They'll just share it.
Some random person, I don'tknow that saw it, shared it.
They didn't tag anyone in it,they just shared it to their
profile.
Know that, saw it, shared it.
They didn't tag anyone in it,they just shared it to their
profile.
Apparently.
That's a huge boost.
The algorithm stops and is likehey, hang on.
They're sharing an ad, almostlike a 50% discount off of
(04:15):
Panera, and then people share itlike crazy.
Those ads go quick and theyreach a lot of people and for a
very low cost for Panera,because people are sharing the
50% off a bagel at Panera withall their friends.
They're just sharing it totheir timeline.
They're tagging people on it.
That actually helps feed the ad.
So apparently that's great forit.
Relevance and engagement.
People liking it and loving itand wowing it is great.
(04:36):
People getting angry at it isnot great.
So these things play a role aswell.
So some signs you can look atwhen your ad is dropping or the
quality is decreasing is just,you can see it.
Through it You'll get a highercost per lead.
We know that that's what youguys all look at.
You're good at that because youfind out the okay $19 or $27 or
(04:56):
$32 is your cost per lead,based on what type of ads you
run.
And once that starts to creepup, you're pretty good at being
like hey, something's up, thecost is going up.
Time to turn this off, time tochange it up, time to switch the
campaign.
Great, lower reach impressions.
You got to keep an eye on thereach impression.
So what I like to do is go backum and like two months ago and
run my stats for January just onthat same ad, to just change
(05:19):
the date range from January 1stJanuary 31st.
Look at that impressions howmuch did we get for that ad
spend?
And then do the same thing forFebruary February 1st to
February 28th and see theimpressions there.
If the impressions are goingdown for the same amount of
money per day, then our adquality is dropping.
Fewer people are engaging orclicking over time and Facebook
(05:40):
is limiting your ad deliverybecause of that.
That's what ends up happeningand that's why you'll see a
quick drop off or a sharpincrease in cost per lead.
So that's how quality isdetermined by the algorithm
engagement, relevance andfeedback.
So having engaging ads plays abig role.
(06:01):
You can get a lot moreengagement and a lot more
feedback with both pictures andvideos.
So it's all about that feedbackthat you get from your ads.
The more likes, the more shares, the better the ad will be, and
this is probably more of athing that will simmer and grow
quickly if you run and buildcopy and paste those types of
ads.
So there's also some commonreasons why leads drop and I'm
(06:25):
going to give you some reasonson how to, on how to fix them.
One is ad fatigue and audiencesaturation.
So this I've taught.
Well, this one, I know, is onething.
You guys, if you've listened toone podcast or a hundred, you
have no.
You know about ad frequency forsure, it's in your set, it's in
your data when you go to acampaign and sometimes you have
to hit the little plus button,added as a column, and it'll say
(06:48):
frequency and you click it andit will show you the frequency.
And if I were to ask a questionvia audio here and say what
number do you need to look atfor the frequency before you
start to shut down the ad?
And it's 2.0 and above.
Once it reaches two and above,it means everyone that you've
reached in your reach, thatreach number, the reach number,
maybe 10,000, 30,000, 180,000,whatever that reach that you get
(07:12):
to that the ad has gotten to.
Once it's everyone has seen ittwice.
So it means the entire reachhas seen it twice.
It's starting to go up.
Then you've pretty muchsaturated the viewership of this
and if you haven't got a clickyet or a form yet or a lead yet,
the chances of it getting themlater are going to sharply
decline after that.
(07:32):
That's the number we werelooking at three years ago.
It used to be 3.0.
Now it's 2.0.
So frequency you've beenrunning the same ad to the same
audience for weeks and then theystop responding.
The fix to this is to refreshthe creatives.
This is the first thing you cando New video, new headline, new
angle, boom.
Don't have to do much, don'thave to create new campaigns.
(07:54):
You do that right off the bat.
Number two expand or change thetarget audience.
Just increase it by a mile theradius.
Use lookalike audiences thathave worked really well in
previous ads and now run alookalike audience with that
campaign, now with the new imageand the refreshed look, to give
it a new, fresh vibe and reachdifferent people.
(08:14):
That's the fix for that.
So that's what happens if thesame ads are running for too
long, if we get a low relevancescore, you're going to see this
with your ads not enough data orpoor quality or learning
minimal because you're just notgetting enough leads.
What ends up happening isFacebook prioritizes ads that
(08:37):
get engagement, likes, commentsand shares.
Low engagement signals a bad ad.
So that's it.
The fix here is use engagingquestions or bold statements in
the copy.
Get them engaged in that thatask questions.
Are you suffering from this?
Have you tried this?
You may not get comments, butyou will get likes and hearts on
(08:59):
this because they're engagingwith that.
With that ad copy.
Optimize your hook line.
We talk about this make thefirst three seconds of your
video irresistible.
Right, right, right to theproblem.
Have you ever dealt with this?
The solution to this solutionhas changed thousands of lives.
Whatever it is, add captions tothe video for silent viewers.
(09:21):
On all your videos.
You got to have captionsbecause a lot of people 70% of
people listen to their videos onsilent or muted.
Another reason poor landing page.
I know I've talked about this,so I feel good about this topic
as well.
If you're getting tons ofclicks on your ad and very
little conversions, very littlenew patients, very little forms,
(09:41):
very little booked appointments, it's a landing page issue.
Once they get to the landingpage, there's just no
information there.
There's nothing that'scorrelating back to the promo or
the offer or the ad itselfwhere they can link it and say,
oh, this is relevant and this isthe same thing.
The biggest mistake is sendingthem to your website.
Now you're going to get zeroleads because they went from a
(10:02):
promo or an ad or a problem thatyou're trying to give a
solution to, to your generalwebsite homepage and there
you're not going to have on yourhomepage the exact solution
that you do, unless you are arotator cuff shoulder injury
specialist and your practice iscalled the rotator cuff injury
special center in Tennessee,whatever it is.
(10:23):
And then the homepage isrotator cuff, like that would be
the most perfect transition tothat.
So that doesn't really work for99% of people.
So when you get to yourhomepage it's just bringing them
to an intro and there's just aquick bounce it's called a quick
bounce rate.
Off of that they see thathomepage and they're out of
there within one to two seconds.
They're like nope, that's notwhat I was looking for.
It doesn't make sense.
(10:44):
So poor landing page Ensureyour landing page loads fast.
It's got to be in under twoseconds.
Remove distractions, keep itsimple with a clear call to
action right there in the middle.
That's what I mean by a landingpage.
So what I think landing pages?
I think early on, click funnels.
This is why Brunson got sopopular so fast and is a
multimillionaire, because hecreated, he solved the problem
(11:07):
for websites.
So once you clicked on an ad,an advertisement on Facebook,
you went to the ClickFunnel weband it was straight to what we
now call a form.
The call to action was rightthere in bold Get your $49
special right here.
Fill in your name, phone number, email it's auto-filled.
It was easy, it was huge forthe whole industry and that's
(11:29):
what I call a call to action.
Simple when they get there,very little friction to
transaction and they're in.
So match your ads promise withthe landing page content.
That's the three fixes for alanding page type issue.
Do not get any ad violationsbecause the hidden Facebook
(11:52):
rules that are there for ads ifyou get a violation running ads
in the future, you're going tobe demoted immediately.
You're going to be the runt ofthe litter when it comes to ads
because you've been smackedalready.
You've been branded as a rulebreaker.
So just don't do it.
And if you do, you might justwant to open up a whole new ads
account just to avoid any ofthat.
(12:14):
That's violations.
If you get banned or shut down,you're hooped on that one.
Now you got to use yourspouse's account and create a
whole new ad system there soyour ad might get restricted or
shown less due to policyviolations.
But you'll be warned on this.
You'll see this come up in red.
You'll say violations.
But what ends up happening witha violation is it still may be
(12:36):
getting distributed to a fewpeople out there.
They'll still put it out there.
That's why sometimes you'll seesome weird ads out there.
They're obviously spam andyou're like how did that get
approved?
And they don't last.
You won't see them twice.
It's because they usually getshut down pretty quick.
Avoid making any bold healthclaims We'll fix your pain in
one visit.
Don't say stuff like that.
(12:56):
Use compliant language.
Focus on the benefits insteadof the direct guarantees, and
always check Facebook's adpolicies before running new
campaigns.
I would just always just check.
If you have an ads account, youwill get the email saying we've
changed our policies.
Worth the read for however longthose texts are, but whatever.
Okay, that's pretty obvious.
(13:17):
Now, optimizing your ad strategyfor long-term success is what
this podcast is all about.
You need to test multiplecreatives at the same time.
You can do the old-fashionedA-B testing if you like.
You can.
But a better thing to do iscreate a campaign, use the
images and videos you think aregoing to do well and contest
(13:38):
them against one another in thatad, but what ends up happening
is Facebook has changed thealgorithm on that again.
Again, I think it was inNovember, not too long ago, a
few months ago.
So what I used to do last yearis.
I put four videos all upagainst each other in the same
campaign and you would see it.
You would see one start to takeoff after about 30 days.
One was the winner, but theywould allocate money and and we
(14:01):
get some leads from the otherones as well.
Now what ends up happening isyou, if you put three or four of
them together, one runs and theother gets zero reach.
They literally take all yourmoney and put it towards the one
, and I'm like you're not reallygetting much of a benefit from
this.
So that's where you might wantto go back to the lead AB
testing, and I'm doing this now,going back to that to test two
(14:24):
ads head to head, and what thatdoes is it triggers Facebook ads
to equally distribute the fundsthat you want to put, whether
it's $30 each or whether it's$30 between the two, whatever it
is per day and compete itagainst one another and try and
get equal impressions, equalreach between the two, so you
can get a true sense of what'shappening, so that you get your
(14:45):
link clicks and your leads there.
One will get nine leads, onewill get two and you'll be like,
well, we have a clean winnerhere, the nine's the winner and
it's getting leads at $19 andthe other one is getting two for
$57 each and you're like okay,well, there's our winner, that's
the winning ad.
Now how do we make that better?
You take that one, you run acampaign and then that's where
(15:07):
you maybe want to put othervideos against that as well.
Make sense, it's almost like anNCAA tournament bracket of ads.
You want to just pit them allagainst each other.
The winner moves into the nextbracket, you pit them all
against each other and anotherone moves in and then you get
this final elite eight or sweet16 of ads that you're like okay,
(15:28):
I got these 16 ads that arewinners, that are the top 16.
And we're going to rotate thesethrough the year.
And now you're not reinventingthe wheel all the time.
You can just recreate them andchange the ad copy.
That's a great strategy forlong-term success.
Use Facebook's breakdown toolsto analyze which demographics
convert best.
That's in there underneath thead set.
(15:49):
You can go in there and use thetools that are in there for
demographics.
Usually, age is a good thingand you can target.
I would pick one or two thingsthat you want to target, but
don't go through income or anyof those types of things as far
as people's education levels,because then you really minimize
it and kind of skew you mightmiss out on some great leads
that come out that way.
(16:09):
I keep it very bare when itcomes to that Monitor the
frequency score we talked aboutthat.
Leverage retargeting ads wetalked about that and use lead
form ads versus landing pages tosee which one converts better
for your clinic.
And I know I've talked aboutthat.
Lots of podcasts on frequencyscore, retargeting and lead form
versus landing pages.
So go ahead and listen to those.
(16:30):
Those are great ones as well.
So ad quality matters.
Small tweaks can revive astruggling ad.
It doesn't all have to beburned to the ground.
Small tweaks change the ad copy.
I had a testimonial a couple ofweeks ago from a doc that was
like hey man, I need some help.
Got on a video call with me forI think it was about 35 minutes
, not a big deal, didn't chargehim, didn't do anything, just a
(16:52):
deep dive into his thing.
I said dude, you're gettingtons of clicks and no new
patients.
You got to create a greatlanding page.
He did exactly what we said.
I think I got a text like.
Seven days later he's like dude, I got eight new patients Way
to go and then change the ad,see, so that's great.
I encourage you guys to justaudit your Facebook ads and
(17:16):
apply these fixes just to keepthem streamlined.
Leave a review if you findthese podcasts vital and
meaningful for you and they'rehelping you, share the podcast.
Let's grow this.
If you see me a little quiet onsocial medias, because we're
building a whole backend for youthat follow us and want to be
part of a group.
(17:37):
Facebook groups are dead.
Facebook is not dead.
Facebook groups are dead.
It's really hard to give youcontent and engage you and do
that stuff.
So get on our email list, makesure we have your email, because
we're going to use email to getdirectly into your inbox and
then we're creating something onschool or on high level
communities, one or the other.
I'm actually building bothtesting, ab testing to see which
one is going to be functional,and then we're going to move
(17:58):
everything in there the Mondayadjusting successes, the daily
tips, all the free courses Ihave in there.
They're all going to be inthere for your disposal to use
easier, more like a web pagethat you just go into, log into
and it's your portal.
You're in there and then we candeep dive together in there so
you can see stuff and buildstuff.
It's going to be better.
It's going to be a little bitof a new learning curve for
(18:20):
people to log into instead ofgoing to Facebook, but you're
not seeing my notificationsanyway, so let's create a whole
new place that we can go to andlearn and grow together.
I hope that covers some greatstuff.
Go and apply it and you'll seeimprovement in your ads right
away.
Have a great week, stay welland keep doing what you're doing
.
We need you.
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