So you’ve been running Facebook ads for a while or you are planning to start one.
This video will give you incredible insights as to how to get your campaign working and transform your losing ads into winners.
Get your ads optimized again by using this technique I explain in this video.
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Video Transcription:
Hey guys, this is Terrence Tam. Today, I would like to share with you on how we fixed a problem campaign.
Before I get into it, let me give you some context of what happened. With this client, we’ve been working with them for a while, but in the past few months, for some reason, their campaigns started tanking. I mean, in terms of like getting the adequate numbers and getting the costs in the past. For two, three months it’s been getting worse and worse.
We knew we had to do something, right? And it was just, we really needed to troubleshoot and to do surgery on this campaign because it had been running for a while. While we had lots of success in the past, these past few months, it had been horrible.
We had to do something drastic, right? Like changing the images, the headlines, stuff like that didn’t work anymore. So we had to find a brand new angle for this particular client.
I want to get into how we actually did it and how we turned this problem campaign back into a winning campaign.
Here’s the thing, basically what we had to do was we had to kind of sit down and think what kind of angles, what kind of pain points and how can we approach this. Hitting the target market with different angled messages, which would appeal to different sorts of desires and different sorts of needs and pains.
We wrote at least seven or eight different angles that we wanted to hit our target audience. And once we had those angles, we wrote long copy ads for each of these angles. Each ad had a copy of round, like 400 to like 700 words. That’s how we usually write our ads because the longer the copy, the more, I guess when they actually click through that’s the type of audience that we want, right? So they’re not like that time has wasted.
We actually wrote all these ads, like probably 5, 6, 7 different ads with long copy. Then what we did is, we created different images, different headlines, and in some cases, some videos as well, and we put them to the test. Instead of putting everything in one asset, what we did is, we created multiple, multiple assets. For example, we had copy A, and we had headlines A, B, C, and then we basically had different images. All these various combinations.
There were multiple combinations for each long copy ad. We actually put them into each adset so that they would get adequate exposure on Facebook. Because if you lump them all in into one adset, Facebook is going to allocate one or two ads to get the most exposure and the rest of the ads don’t get any exposure. What we did is we had multiple, multiple assets and multiple, multiple ads.
So, in essence, we basically didn’t know what was gonna work. We had a good hunch, but we didn’t know what was gonna work best and we put it to the test. We tested it multiple times. And ultimately we finally got a result that we were happy with, with two of the ads. Ultimately what the bottom line was that we managed to bring down, the average cost per registration for this seminar, down by about 50 to 60%. Back to where it originally was like, several months back and, obviously, we’re quite delighted with that.
So here’s my take on it. If you have a problem campaign that stopped working for whatever reason, add fatigue or people seeing the ad often enough, don’t just switch out the creatives. You really need to actually do deep surgery and rewrite your whole ad, rewrite your whole approach, change the landing page, change everything in order to find a new approach that would work again.
That’s how we did it. If you run into the same problem, try this method, it’s like you’re starting a brand new campaign from the start again. That’s how you should do it.
Alright. I hope that made sense. And I hope that was useful to you.
Feel free to leave your comments, likes, reactions, whatever below. And I’d love to hear from you if you have any questions.
Thank you for watching.
