Episode 440: 5 reasons your Meta Ads aren’t working!
Meta ads are a powerful way to find new customers and make more sales for businesses. However, many people are confused about one basic thing: what do you actually get when you spend money on these ads?
In this episode, Adam Stott explains how Meta ads can help your business grow. With over ten years of experience, Adam shows how advertising on social media, especially Meta ads, can help you find more customers and increase sales. He explains common mistakes people make with Meta ads and shares helpful tips for business owners who want to get better results from their advertising.
Show Highlights:
- Understand that purchasing Meta ads is equivalent to buying “eyeballs,” or impressions, not immediate leads or sales.
- Choosing the right ad objective is crucial; ensure alignment between target audience and desired action.
- Create “low friction offers” to seamlessly transition prospects from initial interest to active engagement.
- Prioritise rapid response to leads to move them from cold inquiries to warm prospects effectively.
- Nurturing the relationship with potential customers through various channels is essential for successful conversions.
Links Mentioned:
Get your Business Growth Secrets SUCCESS PLANNER for FREE and profit like a pro: https://adamstottplanner.com/free-book47315172
Adam’s website: https://adamstott.com/?el=Pod
Watch the Episode on Adam’s YouTube Channel: https://www.youtube.com/adamstottcoach?el=Pod
Connect with Adam on Instagram: https://www.instagram.com/adamstottcoach/?el=Pod
Join Adam’s network on LinkedIn: https://www.linkedin.com/in/adam-stott-coach/?el=Pod
Coaches, consultants, and business owners – lower your marketing costs, increase ticket prices, and get more high-ticket clients: https://3daybrandbuilderworkshop.com/start-here?el=Pod
Transcript:
Please note this is a verbatim transcription from the original audio and therefore may include some minor grammatical errors.
Adam Stott: The biggest opportunity for a business owner to literally drive leads, inquiries, and sales into their business is meta ads. I’ve been using this now since 2008. We currently spend in excess of 200,000 pounds a month on using meta apps. I’ve been using them since 2009. 16 years in total, and I’ve had some ups and downs along the way and learned a ton of things because if you are a business owner that is running meta ads, but you’re not having success or you’ve tried before, you don’t really understand what you’re doing, you find it a little bit confusing and you’re stressed out and you wanna understand how to actually get it working.
[00:00:51] And this is 100% the video for you. I’m gonna talk to you about the five reasons that the ads. Don’t work and what you need to do instead, so you can get a quick, fast fix and start driving more leads and sales into your business quickly. Let’s jump on in to the five reasons your Met Ads are not working.
[00:01:08] Okay, team, so we’re gonna jump into this video today and break down these five reasons. Now, my ambition for you watching is to remove the barriers, the blocks, the obstacles. That have stopped you getting results in the past and actually know how to get these things working. Each of the five that I’m gonna tell you link together to give you the end results of removing the barriers so you can get adds to market fast.
[00:01:33] There’s go. The first one is most businesses. Don’t understand what they’re buying when they’re buying ads. In total, I’ve done 156 million pounds in revenue across all the businesses that I’ve run, and meta ads have been like a huge majority of the leads, the inquiries and sales have come through. And one of the reasons I’ve been able to do it is ’cause I understand when I run an ad, one thing I understand what I’m buying.
[00:02:00] So the first thing that I want you to understand is what you are buying. Because most business owners don’t know what they do is they run an ad, they go out there and they get these ads running and they’re like, oh. You know, I’m, I’m buying leads into my business. I’m buying sales into my business. You’re not buying leads into your business.
[00:02:14] You’re not buying sales into your business. You are buying eyeballs. You are buying attention, you’re buying impressions, and as soon as we understand that, it really, really opens you up. Two, being able to understand the mechanics of how ads work and why your ads are either working, you’re getting great results or not working, and you’re getting bad results.
[00:02:32] So how does this work? Well, when you buy ads from Meta, you buy them in segments of 1000, and you buy segments of 1000 eyeballs. Right? So you are buying these eyeballs. Hopefully you like my drawing of the eyeball there. So we buy 1000 of these eyeballs at a time. This is called, and this is the techno language.
[00:02:55] CPM. So when you buy 1000 eyeballs for your business, now this doesn’t matter if you are a gardener, a recruitment consultant, it doesn’t matter if you’re a coach, doesn’t matter. A service based business, e-commerce based business, it does not matter who you are. When you are media buying, you’re buying ads, you’re buying eyeballs, and you pay a CPM, that’s the currency.
[00:03:14] So how’s that work? Well, you buy a thousand, and typically when you are on meta. It can cost anywhere between 10 pounds for your CPM all the way through to 30 pounds, sometimes even more for your CPM. Now what you are like, oh God, I’m confused already, so, right. It’s gonna be very simple in a minute. Okay, so what does this mean?
[00:03:35] What it means is you are gonna pay to get 1000 eyes. Looking at your message, 1000. Literally Facebook feeds Instagram feeds that you’re gonna get into. 1000 people are gonna see your message and in order to get 1000 people to see your message and cost you between 10 to 30 qui, and let’s just keep it nice and average and easy to understand.
[00:03:56] An essay that’s gonna cost you 20 quid roughly.
[00:03:59] Hey everyone, hope you’re enjoying the podcast. We’ve got a free training that I’m doing right now online from the comfort of your own home called Stand Out Brand. What this does is it shows business owners how to get noticed on social media, stand out. Get more leads and get more sales.
[00:04:16] So if you want to make more money in your business, head over to adam.com/sob. That’s adam.com/sob and join us on the free three day workshop standout brand.
[00:04:31] So if it costs you 20 quid to get a thousand people to see your message and you are a small business owner. Understand how apparent that is. ’cause if you wanna get 10,000 people to see your message this week, you might be sitting there at home, working from home.
[00:04:48] Or you know, as you’re listening to me and you’re watching this and you’re like, ah, I need to get more leads. I need to get more clients, I need to get, I need to get known. I need to get out there. And like that’s all running through your head, which is really cool. Literally 10,000 people can see your message this week.
[00:05:04] What’s that gonna cost you? Well, if a thousand costs you 20 quid, 10,000 is gonna cost you 200 quid. So what you’re saying, Adam, is I can spend 200 quid and get my message in front of 10,000 people this week? Absolutely, yes. Right? That that’s how it works. That’s what you’re actually buying. That is the real plus point is this, you as a small business owner, no matter where you’re at, no matter how you feel right now, no matter what you’re doing right now, you can.
[00:05:29] Buy eyeballs, get your message out to market and get going fast. This is awesome, Sean. What’s not so awesome is if you buy 10,000 eyeballs and you’ve got a crappy message and nobody converts, then you go, they don’t work. These met rats. I’ve tried them before. They don’t work. No. You don’t have the right message, but first of all, we’ll get there.
[00:05:53] But the first thing is understand what you’re buying. You’re buying eyeballs. What that now means is that you have the ability, imagine this just in this one move, you now have the ability to go and get your message to market and get seen. Now, if you understand that first principle. Then it becomes really simple that I should be doing this.
[00:06:13] You should be doing this, you should be using ads for your business. For me, it’s been literally world changing. Life changing. We generate thousands and thousands and thousands of leads every single month. We generate millions and millions of impressions and views to, to what we do every single month because we buy them.
[00:06:33] It’s very simple. It’s very easy and anyone can do it, and that’s step number one. So one, understand what you’re buying. Now, you know you’re buying eyeballs. You’re not buying leads or sales that moves onto the next steps to get these actually working. So the first thing is to understand that if you buy eyeballs, which we get that the reason a lot of people, oh, I knew that Adam.
[00:06:54] I knew that I was buying eyeballs. Huh. But if your, uh, if your ads are not working, there’s still a reason why, right? So a lot of the time people buy the eyeball and they send the eyeball to the wrong thing. So for example, when you run Facebook ads, meta ads, Instagram ads, you get a choice of objectives.
[00:07:17] The way that you buy the eyeball is whoever you are targeting. That’s the eyeball you are targeting. The objective is what you want the eyeball to do. Just slow that down again and just make sure we’re getting this right. You are targeting a certain eyeball that constitutes your targeting. Your objective is what you want the eyeball to do.
[00:07:37] So let’s imagine that I’m a service-based business and I want to get you to inquire about my event or something like that, that I’ve got coming up, or I want you to inquire about service that I’ve got going on, right? And that’s what I want you to do. Well, if I run a literally a traffic ad, I choose the objective of traffic.
[00:07:57] All that’s gonna do is that’s gonna drive. Eyeballs to go and click on your website. But if I then go and get to your website, and when I get to your website, website’s a bit old doesn’t really work. The messaging’s not good. I’m on the wrong page. Guess what? Don’t matter how many eyeballs I drive over there, more than likely I’m not gonna get the result because I chose the wrong objective.
[00:08:17] This often is people say, okay, I’m gonna, I’m gonna drive the objective of get more messages. So you might run some message ads where they’re like, gonna message you on Messenger. Well, that means, and you go, oh my God, these leads, they suck. ’cause I have to sit there messaging people all day. Well, guess what?
[00:08:32] You selected that objective and that’s why that’s happening. So you’ve gotta understand what the objectives do, what the right ones are to select and you wanna match the right eyeball. With the right objective is gonna equal that eyeball, growing legs and stepping towards you. I dunno if that looks like an eyeball with legs.
[00:08:54] You can tell me in the comment, right? But like literally match the eyeball. Target the right eyeball, take the right step. Then you’ve got people moving towards you. The second reason people don’t get their ads working is literally they use the wrong type of ads. They use the wrong type of objectives. So we’ve gotta get that right, which leads us to number three.
[00:09:15] In order to get the eyeball to grow legs and walk towards you and take a step, it would be very sensible if we made it super easy for them to say yes. So what you want to create here is you want to create what we call a low. Friction offer. Let me demonstrate for you very quickly, I want to imagine that you’ve watched this video and now you’re like motivated to start getting this stuff working.
[00:09:43] You’re like, actually, I get this. I can buy eyeballs for my business, which means I can get seen. I need that, Adam. That’s awesome, right? So you get into that mindset and then you’re like, okay, now I understand the objectives. So I’m gonna run some lead gen ads. I’m gonna go out and get some leads. What you do is you then go and you run an ad to get people to make an inquiry to you, and you tell ’em War and peace in the copy.
[00:10:07] You just like talk in loads about what you do and how it works and now it help them and da da dah dah da da dah, and you running it. Then you get someone, this is your relationship. I want you to understand your relationship with the eyeball. ’cause this is, a lot of people don’t get this. This is your, this is the relationship you have with the eyeball that you just bought.
[00:10:27] Okay, so you bought an eyeball off meta. You forced yourself into their world, and now you are appearing in the feed of their phone. This is your relationship. They’re going, they’re flicking through, they’re looking at different stuff, and wow, your business comes up and they stop. I start reading it and off they go.
[00:10:47] And guess what? How many messages are they seeing? It’s like a mental stat. Uh, you’ll have to look the stat up, but the stat’s crazy. It says that most people scroll more than the length of the Empire State Building in one day. That’s crazy, right? So people just scrolling, scrolling, scrolling, scrolling, scrolling, scrolling, and guess what?
[00:11:05] They’ve forgotten you because your relationship with that person was just like seconds long. What you need is if your relationship with someone is gonna be a few seconds, you need to make sure that your offer, that you are going to present them is what we call low friction. So how does that work? I’ve got three seconds to grab your attention.
[00:11:29] That’s say Max. Really, it’s more like one. To three seconds. We say we’ve got one to three seconds to grab your attention. I’ve thrown myself into your feed. If I have got some ridiculously long message with a ridiculously big offer with all the detail in the world, and you’re trying to sell ’em on the ad, you’ve got virtually no chance of them moving forward with you.
[00:11:51] So you wanna make your offer so simple and so easy that it’s what we call low friction. So one of the best ways to do this is to make your offer a free offer. Because if you make your offer a free offer, don’t really gotta think about it. It’s like, well, it’s free. I can go and get that. I can get that thing.
[00:12:09] I can take a step. I can start moving towards you. So that just makes it easy. It just makes it simple. So what I would say to you is in order to get your ads working, start making sure that your offer is low friction. It’s easy to say yes to. It’s simple. And it starts the process of the journey because most people.
[00:12:28] Don’t make a low friction off offer. And they confuse marketing with sales. So this is really important, right? This is why a lot of other people’s ads don’t work, and it’s something you wanna really stop doing because it will hurt you big time. You wanna understand that marketing to an eyeball ’cause remember this, our relationship is, we’ve got three seconds to build a relationship.
[00:12:49] Very short period of time to build a relationship with this new eyeball that we just paid for. And if we want them to take a giant leap. And coming up here and buy our product or service or go further with us or do this thing or jump through that hoop or do this or do this or do that and all that crazy stuff, they’re probably not gonna do it.
[00:13:07] But if I had to ask ’em to take a small step, more likely they’re going to. So this is why you wanna make your offer an offer where people step towards you. So this is a symbolism. You want people, marketing is literally having a conversation. So you can write this in comments ’cause it’s scientifically proven that when you write things down, it sticks with your mind.
[00:13:30] Marketing is having conversations, is having conversations about your product or service. And when you’ve had that conversation. You get people to take a step towards you. So go ahead, go over to the comments, right? Take a step. ’cause that’s what you are getting your ads to do, is you’re getting people to step towards your business.
[00:13:50] You’re not trying to sell them, you are getting them to step towards you, which is to act, take an action to move towards you, to understand your business better. Okay? That’s what marketing is. Market is to take a step and sales is to complete a transaction, which is two different things. Meta ads move too fast.
[00:14:08] Typically to have a straight sale now with e-commerce business, super tiny little purchases, impulse purchases. Can it work? Yes, it can work. Add lots of clients. Be successful at it, but you are much, much better. Having a very low friction offer. And this even expands to e-commerce. ’cause if you’re doing e-commerce, when you go to do e-commerce, you wanna make sure that when you get them to take a step, they’re gonna take a baby step purchase.
[00:14:32] You want the product to be as low price point as possible. So there’s very low friction and they’re taking a step towards you becoming a customer. Then you remarket to them and get ’em to buy more. So if you’re not doing this, that’s another big mistake you can make. Finally, this is a mistake that people make, is they miss the nurture.
[00:14:52] So when your three second relationship comes into your life, you have to remember that they are cold. They don’t know you, they don’t have a relationship with you. They’re like, this dude over here, they’re a bit cold. When it comes to your product, your service, your business is our job to give them a blanket, warm ’em up and get ’em ready to love you, love your business, and have a relationship with you.
[00:15:14] That’s the game plan, right? This is super important. So when they come in cold, it’s our job to get ’em more curious and warm ’em up before turning them into a customer with our business, which is super hot. And the way that you do this many different ways, but I’ll give you a few real quick ones, which can help you get better results.
[00:15:33] If you’re generating leads, you ring the lead immediately. The faster you ring the lead, the less cold they are. ’cause if you’ve ever said to yourself, well. These ads, they don’t work. I’ve run meta ads. I’ve tried to run ’em for my service based business. I’ve tried to run ’em, but the leads, they’re really cold.
[00:15:47] Well, if you spent three seconds looking at something and you got a call, a phone call two days later, how hot would you be? Probably not very hot. But then if you literally scrolled through, saw something, clicked, it, left your details and had a call within three minutes, guess what? You’re gonna be a lot more interested.
[00:16:08] Speed to lead. This is called speed to lead. You want to go fast because the faster you can get back to that lead, the faster you get back to that inquiry. The further along the scale they are from cold, warm, hot. So that’s super important. Another thing that you can do is you can warm them up. So we’ve got phone as a warming mechanism.
[00:16:27] We’ve got the dms and messaging as a warming mechanism as well. So for example, you generate a lead and you can start actually messaging them in the dms. You can start using email to nurture them as well, which is really important. Adding dm, warming up, adding email nurture can move people along that process.
[00:16:45] But there’s one thing that gives significant impact. This is the thing that is the thing that makes the difference, and that is spending time. If you look at any good relationship you’ve got in your life, whether it’s your other half, your, you know, your spouse, the relationship you’re in, whether it’s your business partner, the one thing that nurtured that relationship to a good relationship, I.
[00:17:07] You spent time with them. So you’ve gotta look at how can I get this person from spending three seconds with me to spending an hour with me, to two hours with me for three hours, an hour day with me? And I’ve done this in multiple businesses. In my first business, we would generate leads, uh, via meta. And like we spent, I spent millions and millions and millions of pounds in the, in this, uh, in one of my first businesses back, like I started when I was 25.
[00:17:29] And what we used to do is we used to generate the inquiry, exactly what I just said. We’d have our speed to lead where we’d be ringing them immediately. We’d have a team ringing them absolutely immediately. We then would be making sure that, that any ones that didn’t answer would be straight onto the dms, nurturing them in the dms.
[00:17:48] In addition to this, we will be emailing them to nurture that different process through and what we found. He is, the more, the faster we got back to him, the better the results would be. I discovered that very, very early on when a lot of other people were using meta ads and they weren’t getting results.
[00:18:05] I discovered super early on the faster that went to the lead, the more we nurtured the lead, the more. It went well the more we converted and been using ’em ever since. Right? I’ve been using ’em for 16 years to great, great results. So this is the cool things to just recap. These are the five reasons people don’t get results of the MET ads.
[00:18:22] Um, they don’t nurture ’em is the fifth reason, and you wanna make sure that you understand these reasons and get rid of the blockades so you can go and you can start using meta ads to generate leads to your business. Let me tell you, this is the most powerful way. Of getting eyeballs, attention inquiries, and doing it quickly.
[00:18:40] And if you follow this short guide, you remove these blockers, then you can really start to get much, much, much better results. Now, I hope you enjoyed this video. Uh, in the past we’ve done mega videos, like big hour long videos, like the social media video, the, you know, the social media’s beginner guide video, which has been super successful.
[00:19:00] I had lots of great comments on that. And if you want a, a proper ads. Deep dive where I go into it and I literally break it down and, and different things like that on the YouTube channel. You know, it takes some time to put that together. But just put ads, deep dive and that’s what you won’t go and put that in the comments so we know that you want it.
[00:19:19] And if you’ve got this far, you can also write in there a player. So it’s like ads deep dive a player because then we know you’ve watched all the way to the end. It’s really awesome ’cause I see the same people again and again watching through on these videos, which is really cool. We want to help you, our mission.
[00:19:34] A big business entrepreneurs is to help business owners like you to get over a thousand business owners exactly like you to do over a million pound in revenue. And if you want to do that, you can find more details of how we can work together in the description. And I hope you enjoyed this video on the five reasons that Met ads are not working and what you need to do instead.
[00:19:53] Well done apply these lessons and I look forward to seeing your future success.