Recently there was an post on /r/Entrepreneur called ‘Facebook ads is not easy and not cheap’ which highlighted how many beginners expect Facebook ads to solve all their problems. Whilst the article itself talked about how Facebook ads takes skill, testing, looking at the correct metrics, there was one comment by a Redditor that particularly stuck out to me.
To save you time, my summary of the full quote is:
- The right products with the right margins and the right pitch will win.
- Narrowing down the best product with the best pitch, from this perspective, will mean that even a not-very-sophisticated marketing campaign can perform extremely well (e.g. Ad > Landing Page > Product)
Here you go.
FB is a platform that’s generated a little over $1m in profit for me, and normally I would look at a post like this and say “If you’re not successful on FB you’re just doing it wrong” – but there’s a deeper point, one that most people don’t talk about.
My success has been based around choosing the right products to promote. There’s just no way around it. If you can’t find products with the right demand and the right margin – you will probably fail. In fact, for me to even tout myself as a success would be grandly overstating my skill in advertising. Skill has very little to do with it.
Advertising on FB or any platform isn’t difficult once you know the basics, the real challenge comes from finding products with the right mix that have the opportunity to hit velocity (ctr + engagement), raise your QS and hit targets at scale.
You can’t just pick a random product and achieve that every time. You have to have the right product.
Yes, you have to split-test everything. You’ll find certain interest-based targeting, CA’s & LAL’s that vastly outperform others, but you’re expected to be at this level if you’re going to be successful at marketing on any platform.
What you can’t easily do is change your product or inherent demand for your product. You could theoretically manufacture demand for it by hyping it, but that’s hardly direct response. That’s a long game and without hitting the required velocity metrics for quality scores and pricing, a low-quality expensive one at that.
The more you spend the more you’ll realize that people on FB aren’t there for you. They don’t give a shit about you, your product or this ad that hit their feed. You have a fraction of a second to convince them otherwise. Only the right pitch + right product is going to pull that off.
Sure, you might get great CTR, but how does it back out? You’ve mastered the art of clickbait headlines and still have no sales? It’s the product you’re offering that’s hurting you. Your skill is fine.
The success I’ve found comes down to the products and I’ve narrowed down what works best for me. I’ve failed many times when I break this model, and if I were forced to grab a random product to promote and work my “magic”, I’d probably fail again on a direct response basis. No list. No extra effort, just Ad > LP > Product. It would probably fail because the elements wouldn’t be there to trigger the response in the potential customers head to act now, engage, share or buy.
So, to sum this up. I think you’re giving way too much credit to skill & testing here. FB isn’t a skill game beyond a few advanced targeting, bidding & copywriting tactics that everyone successful uses. It’s a product game.
It’s 80% what you’re pitching and 20% how you’re pitching it.”
I thought that this particular concept was quite brilliant in its simplicity and in its insight.
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Dimitri Nikolakakis - an Australian internet marketer who consults multiple 7-figure eCommerce brands for his own...