156: The State of Facebook and IG Ads: How To Go From Failing to Scaling

08/09/18 • 25 min

Intro: If your Facebook and Instagram Ads have been struggling recently, you’re not alone. Performance across Facebook and IG has been down for a number of businesses over the last few months. Wallowing in despair can be therapeutic, but it won’t get you anywhere. When things are going poorly, how do you turn it around?

In this episode, Andrew will walk you through what many of his coaching clients have been paying him to do recently...which is to help them get back on track.

You’re going to learn steps you can take to turn your failing advertising campaigns around. He’ll discuss how to assess what’s working and what is not, share some tools and tactics to help understand delivery metrics, and talk about what is actually working now. Enjoy!

Episode Highlights:

6:28 The questions you should first ask when assessing your failing Facebook Campaigns.
8:25 The metrics Facebook uses as core signals when serving your ads.
9:29 The 4 metrics Andrew regularly reviews and the ideal benchmarks he’s looking for.
11:15 Why your Facebook & Instagram campaign performance is likely getting held up in these two places.
13:12 Why you should be using the Delivery Insights tool and what you should be looking for.
17:52 Why relevance score is sometimes more important than if the ad is converting.
20:15 The placements you should be using and how you can test allocating spend.
22:20 From failing to scaling, here are the next steps to build your ads back up.

Links and Resources:

Become a Member:

If you liked this episode, you’re going to love the Brand Growth Experts Membership. It’s a community of top ecommerce business owners and marketers who I coach one-on-one to help scale up their businesses. Together we’ll create a plan that will help you scale up your business, and then I’ll help you execute it.

If you want to make sure you’re growing as quickly and sustainably as possible, click here to learn more. Hope to see you on the inside!

In this episode, Andrew will walk you through what many of his coaching clients have been paying him to do recently...which is to help them get back on track.

Episode Highlights:

6:28 The questions you should first ask when assessing your failing Facebook Campaigns.
8:25 The metrics Facebook uses as core signals when serving your ads.
9:29 The 4 metrics Andrew regularly reviews and the ideal benchmarks he’s looking for.
11:15 Why your Facebook & Instagram campaign performance is likely getting held up in these two places.
13:12 Why you should be using the Delivery Insights tool and what you should be looking for.
17:52 Why relevance score is sometimes more important than if the ad is converting.
20:15 The placements you should be using and how you can test allocating spend.
22:20 From failing to scaling, here are the next steps to build your ads back up.

Links and Resources:

Become a Member:

If you want to make sure you’re growing as quickly and sustainably as possible, click here to learn more. Hope to see you on the inside!

Previous Episode

155: How to Crush it With Better Customer Experience

Today's guest is no stranger to spending money on advertising. But as you'll learn, nowadays he's more focused on delivering an amazing customer experience than optimizing his ad spend.

Babak Azad is the former SVP of Media & Customer Acquisition at Beachbody. During his time there, his team spent over half a billion dollars in media and acquired over 10 million customers through their website, on Amazon, and over the phone. Those are some big-time numbers.

In today's episode, we discuss the danger of falling into the "Cost Per Acquisition > Lifetime Value Game" and share a few surprising things most ecommerce businesses are missing in their quest for scale. This is an exceptional episode with an exceptional guy!

Episode Highlights

6:15 Chicken or the egg: Babak's thoughts on pushing sales vs brand awareness to build a brand.
8:44 Why customer experience is not just about online UI and UX.
11:31 The one thing you must do to create a great customer experience.
12:00 How being different can increase your sales and improve your customer experience.
13:30 The surprising thing that most ecommerce sites are not focusing on.
16:00 How shout-outs, badges & leaderboards help Peloton dial in their customer experience.
23:30 The 4 buckets Babak uses for breaking up and creating a great customer experience.
25:00 Why you need to understand who you're serving and what they really value.
28:55 How niching down and clearly speaking to your core customer can really help you succeed.
31:47 These are the metrics you should be reviewing to track customer experience

Links and Resources

Join the Membership

If you liked this episode, you're going to love the Brand Growth Experts Membership. It’s a community of top ecommerce business owners and marketers who I coach one-on-one to help scale up their businesses. Together we’ll create a plan that will help you scale up your business, and then I’ll help you execute it.

If you want to make sure you’re growing as quickly and sustainably as possible, click here to learn more. Hope to see you on the inside!

Next Episode

157: Youtube Advertising for Ecommerce 101: Part One

For the last few months, I’ve been getting a lot of emails asking about Youtube Advertising. And for good reason. Andrew and I spend a lot of time talking about what’s working on FB and IG and email, but very little time talking about Youtube Ads.

It’s not because I’m holding out on you. Frankly, it’s because I don’t know a lot about them.

I’ve never run Youtube Ads and have always thought of them as a bit of a black block. To remedy that, I brought a best-in-class guest (Tom Breeze of Viewability) on the show to explain how you can use them to grow your business.

We get into the details of who should be using them (and who shouldn’t), the difference between advertising on FB and Youtube, a discussion about creative, and a lot more. This a 101 episode because it will help you go from knowing nothing about them to understanding whether or not they would work for your business.

Enjoy part one of this very informative episode!

Episode Highlights

5:31 Why you should be paying attention to Youtube ads now.
7:53 Not quite sure of the placements and ad types on Youtube? Here are your best options.
11:14 The big difference between Facebook & Youtube audiences: why Youtube says their viewers are "leaning In" and looking to buy.
11:52 The 4 reasons people go to Youtube and how you can leverage this to connect with your audience.
15:13 How to tell if Youtube ads will work for you and your business
19:33 How Google develops what they call similar audiences to automatically help you find your audience
26:02 Why Youtube ads can be a great way to remarket to your other social traffic to give an omni present feel to your brand.
28:17 The importance of your brand story and how it is peril to a successful Youtube (or any) ad campaign.

Links and Resources

Become a Member

If you want to make sure you’re growing as quickly and sustainably as possible, click here to learn more. Hope to see you on the inside!