 what's going on guys so in this video I'm going to show you the three biggest Facebook ads mistakes that I see people making and most importantly how to fix them so if you're a beginner about to start running Facebook ads for the very first time or perhaps you've been running Facebook ads up to this point and not seen the results that you hoped for make sure you stay tuned for all three points make sure you avoid all three points and fingers crossed it's going to turn your Facebook ads around increase the performance and in turn increase the amount of sales that you're going to be making before we jump into the first point though I just want to say Facebook ads are a complete jungle of confusion in the beginning so when I first started a while ago now is 2016 it took me about four months before I got any sort of traction before I saw any sort of success with Facebook ads because there's so many different pieces of data and information and options to choose for targeting criteria that sort of thing so if you're new to Facebook ads then the initial piece of advice I can give you is to take things slow start with super small budgets just dip your toes in little by little take your time get used to it understand exactly how they work before you then start committing to bigger budgets and so with that being said let's jump straight into mistake number one which is the interests that I see people targeting so too many people will pick interests at random so I've got a pretty good rule a pretty good trick or hack whatever you want to call it so next time you're doing your interest research or trying to think of some interests to target if you use this then what you're going to do is drastically increase the quality of the audience that you're targeting which will in turn increase the amount of people which are interested in your creative and interested in your product and therefore more people will go to your store and buy it so if we take a look at this diagram I've got an example to show you in relation to golf because I am a golfing enthusiast however I've got a couple of more examples to show you as well so hopefully you can understand it and apply it to whatever niche you may be planning to sell in so what most people will do is when they go into a niche they'll just go for the biggest broadest interest to target so for example in the golfing niche this might be the interest which is Tiger Woods so this is the green circle around the outer edge here now if you don't play golf you probably know who Tiger Woods is and therefore you might be thinking there's nothing wrong with this because Tiger Woods is a golfer I'm selling a golfing product therefore I'm going to target Tiger Woods however if you don't play golf and you know who Tiger Woods is then that in itself indicates and shows why Tiger Woods is not a very good interest to target because you haven't got to play golf you haven't got to be interested in golf you haven't got to be a golfing enthusiast to know who Tiger Woods is therefore in that massive interest that massive audience that is Tiger Woods there's going to be a lot of people in there that aren't interested in golf and therefore they're not going to be interested in a golfing product so we could go one more specific than this and go for an interest like Phil Mickelson Phil Mickelson is probably Tiger Woods's biggest rival he is a still a really popular golfer but not many people know him if you don't play golf then you probably won't know who Phil Mickelson is so what this means is that if you're selling a golfing product and you're going to target Phil Mickelson then you're going to be tags in people who are more interested in golf because you've got to have a key in an interest in something or to know about the less popular figures in that niche if that makes sense this could translate into pretty much any other niche as well so if we take tennis for example I am not an avid tennis player I don't watch it on TV so I could probably name maybe two or three famous tennis players if you do play tennis then you could probably name a lot more and therefore you'll be able to pick those lesser known tennis players that only the keen tennis enthusiasts would know about and by targeting them you're going to be targeting a higher quality audience and therefore they're going to be more interested in your tennis product or your golfing product whatever it may be so in this instance for golf that would be bubble Watson or it could be Ricky Fowler or it could be Justin Thomas or Will Salatoris if you don't play golf then you probably don't know who any of those people are which make them great interests to target if you're selling a golfing product because only the keen golfing enthusiasts will know who they are and therefore they're going to be the ones that are going to be interested in your golf product they're going to be the ones that click your ad and they're going to be the ones that buy it and as it so rightly says in this bottom left hand corner here a golf enthusiast would know who bubble Watson is but no one else would the way this can translate then into other niches if we take the dog niche because there's going to be a lot of people going into the dog niche with it coming up to Christmas is a lot of people will target dogs or they'll target I love dogs and yes I'm not saying you can't have any success by targeting those audiences what I'm saying is if you go for audiences which are more specific to dog owners overall they're going to be a higher quality audience so you don't have to love dogs or be interested in dogs or think dogs are cute and actually own a dog you can be somebody who's never had a dog in your entire life but you still love dogs and you still think they're cute so by tags and interests like I love dogs you're going to be including those people and if somebody doesn't own a dog they're not going to buy your dog products because they don't need they don't have a requirement for it so what you would do is you would target those interests which are more specific to dog owners so these are going to be things that only dog owners would do so things like dog food because if you don't own a dog then you're probably not going to be buying dog food you could target dog walking because again you can't walk a dog unless you own one and therefore you're going to be targeting those interests which are related and connected to dog owners things like dog behavior and dog training these are all interests that would only be connected to dog owners number two the mistake I see people making is not understanding the data and what it means too many people just throwing money at facebook as blindly they have an ad creative with a product that links their Shopify store and then they expect to see purchases in return it's unfortunately it's not quite that easy nowadays because it is a bit more competitive you have to understand what the data is and more importantly how to influence it through different creatives through targeting different audiences different products and that sort of thing I could probably do a whole hours video solely on this topic so in this video I'm just going to go over the four main and most important ones that you need to learn about so number one is your cpc this is your cost per click this shows you how cheaply you can get people onto your Shopify store the reason why this is so important is because you can work out whether you can make an ad profitable or not using this number as an example if you have a cpc so that costs you one pound to get somebody to click your ad and go to your website and you know for a fact that your Shopify store is converting at one percent so for every 100 people that go to your Shopify store one of them places an order and each person that goes to your Shopify store is costing you a pound so to get that one order you need to spend a hundred pounds on advertising if your profit margin is less than a hundred pounds you're not going to make any money and it's not going to work that's why your cpc is so important CTR this is your click-through rate this is given as a percentage anywhere over sort of 1.5 is good preferably a bit higher but what this is is an indicator of how interested your audience is in your product so the higher percentage then the more people that see your creative clicking on it and go into your website a lower percentage shows people are just scrolling straight past it and not even noticing it so to influence this you need to either target a different audience which is interested in your creative or you need to actually change the creative itself to grab people's attention number three is your quality rankings this is a ranking you'll find under the ad level there's three different rankings and facebook will tell you how well your ad is performing against other ads on the platform this is brilliant for telling you exactly what you need to do next because if your quality rankings are all really good and people still aren't buying your product then that in itself tells you where the issue is the issue is with your product so with that you need to change your product lastly the cpm the cpm is really important this is the cost per 1000 impressions this is reflective on how competitive your audience is facebook ads is a bidding platform people compete with their budgets to put their ad in front of a certain audience so if there's hundreds thousands x amount of people all competing for the same audience it's going to drive up your cpm and make it more expensive think of it as like going to an auction and buying something the more people interested in that item in the auction the higher the price is going to be in this case with facebook ads the item is the impression lastly then number three one of the most important things is untrustworthy creatives too many people cutting corners on the creative because they don't want to wait a week to order the product and film some content themselves so instead what they're doing is they're either using a really cheap paid service or they're going on to youtube and other platforms and they're just slide showing together a bunch of different clips and put some cheesy music over the background and hoping for the best this can still work however if you want to give yourself the best chances of success you need to be producing some user-generated content you can do this yourself on your mobile phone if you're confident enough or you can pay somebody else to do it to give you a great example of this i've got this creative to show you now just note how in the opening they actually mentioned the brand name they said the mellow dog this makes it come across as a lot more professional and a lot more legitimate and trustworthy it features a real person showing their face talking about the product again a lot more legitimate professional trustworthy if you think about any household name brands that don't have a face behind them or people don't know who they are or who's part of that brand i can't think of any that come to mind they're not just saying that dog bed is waterproof they're actually testing it and showing it on a video cover and take off the answer and then just machine wash it this is so much easier than steam cleaning our entire couch this is my dog Duncan and again shows another benefit especially like a true pain point in the dog niche take it from somebody who owns a long-haired German shepherd washing dog beds and things like that is such a pain because not a lot of them can go in the washing machine it just pointed that benefit out and showed you can do that and then it finishes the video off by showing how much the dog actually likes the bed itself a really great example of a good facebook ad creative and so with that being said the guys i'm going to wrap the video up there so that is the three biggest mistakes i see people at the moment making with facebook ads the things i've mentioned in this video will make a positive difference to your ad account i know that because they have done to mine so make sure you haven't watched this video for nothing take what i've said in this video implement it into your own account and then make sure you come back and let me know what difference it's made thanks for watching and i'll see you in the next one