A lot of marketing gurus say the purpose of the ad is to get the click.
Here’s why that mindset is killing your campaigns:
Here’s why that mindset is killing your campaigns:
Read all the books.
Take all the courses.
Most of them say the same thing:
“Don’t sell in the ad, just get the click.”
This is horrible advice.
Take all the courses.
Most of them say the same thing:
“Don’t sell in the ad, just get the click.”
This is horrible advice.
Let me explain with an example:
Earlier this year we took over an ad account.
The client was complaining that their ads were getting a good cost per click (from a targeted US audience) but no one was opting into their funnel or buying their products.
Earlier this year we took over an ad account.
The client was complaining that their ads were getting a good cost per click (from a targeted US audience) but no one was opting into their funnel or buying their products.
I audited their ad account and immediately realised the problem.
Their ads were extremely “hypey”
“Brand new way to earn X”
“Achieve X within Y days”
“Learn Z for FREE”
”blah blah blah.”
Typical biz op guru stuff.
This is not the way to create ads.
Their ads were extremely “hypey”
“Brand new way to earn X”
“Achieve X within Y days”
“Learn Z for FREE”
”blah blah blah.”
Typical biz op guru stuff.
This is not the way to create ads.
Why?
Because the expectations of what you create in your ad will not match the reality of what they consume when they go through your funnel.
Because the expectations of what you create in your ad will not match the reality of what they consume when they go through your funnel.
“Brand new way to earn X” - probably a biz opp they HAVE heard of before.
“Achieve X within Y days” - your funnel probably doesn’t show them exactly how to do it.
“Learn Z for FREE” - you send them to a 10 minute sales video and if they want to actually learn they have to pay.
“Achieve X within Y days” - your funnel probably doesn’t show them exactly how to do it.
“Learn Z for FREE” - you send them to a 10 minute sales video and if they want to actually learn they have to pay.
Stop creating ads that sound too good to be true and expect strangers to believe them.
This will create massive distrust.
This will create massive distrust.
If you don’t deliver on what you say in the ad then they won’t believe your product will deliver either.
That’s why you're left frustrated saying things like “Ads don’t work anymore.”
No they work (trust me) you just don’t work.
That’s why you're left frustrated saying things like “Ads don’t work anymore.”
No they work (trust me) you just don’t work.
When we create ads we take the opposite approach.
We walk them through EXACTLY what will happen.
We tell them when they click they will have to opt in with their email.
We’ll tell them there’s something to buy.
And if they want it they will have to book a call.
We walk them through EXACTLY what will happen.
We tell them when they click they will have to opt in with their email.
We’ll tell them there’s something to buy.
And if they want it they will have to book a call.
We are unusually honest in our ads and the prospects love us for it.
We clearly walk them through the entire sales cycle.
That means when they click there are no surprises or unmet expectations.
They are clicking our ads knowing what’s coming next.
We clearly walk them through the entire sales cycle.
That means when they click there are no surprises or unmet expectations.
They are clicking our ads knowing what’s coming next.
Sure, our cost per click is more expensive than it could be.
But the quality is so much more.
And that’s why our funnels convert higher than anyone else's because the quality of traffic is through the roof.
But the quality is so much more.
And that’s why our funnels convert higher than anyone else's because the quality of traffic is through the roof.
If your ads aren’t working then give this approach a try.
Remember, everyone's a sceptic.
Balance the good with the bad. Explain what's in it for you.
This separates you from the rest and creates a sense of trust that makes them open to buying from you.
Remember, everyone's a sceptic.
Balance the good with the bad. Explain what's in it for you.
This separates you from the rest and creates a sense of trust that makes them open to buying from you.
If you enjoyed this thread make sure to retweet the first tweet so others can find it.
And follow @ohalloran_sam for more content on paid ads and client generation.
And follow @ohalloran_sam for more content on paid ads and client generation.
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