252: Why Your Ads Are Falling Flat

Melissa:

Alright, Bill.

Bill:

Yeah. You you struck a nerve with me on the Instagram, other platform stuff. So, I'm still doing a little bit of Facebook and Instagram stuff as I'm focused on my minor my major focus is LinkedIn, obviously. But Right. I'm seeing a lot of people that are, like, liking my ad Mhmm. But they're not clicking on it to get the free download that I offer.

Melissa:

Uh-huh.

Bill:

So kinda like you were just talking about with Melissa, is is there a way to, like, not waste my time chasing those? But

Melissa:

Right.

Bill:

To your point where they they, like, like, they save your ad Mhmm. But they don't engage with it right away because there's, like, I don't have time or, like, I don't wanna talk about that topic in this atmosphere. Like, how do I man how do I manipulate that to benefit from the likes and the thumbs up side? Yeah.

Melissa:

So there's so many variables there. So is it a paid ad that you're running with, like, a landing page and stuff? Okay. There's so many variables there. Are you tracking, like, the click through? Like, are they, like, not going to the page at all, or can you track Yeah.

Bill:

They're just they're just clicking, yeah, they're just clicking the like. They're not

Melissa:

Okay.

Bill:

They're not submitting any information.

Melissa:

So I would argue that the there's probably some area for improvement with the copy or the actual ad itself that actually creates the call to action for them to register. So how are you marketing it? What are you marketing? What is the freebie?

Bill:

It's basically a introductory guide to emotional intelligence Okay. For leaders.

Melissa:

And what's the breakthrough? Like, what do they get out of it?

Bill:

It's how to start exploring a more intelligence and bring that into your leadership style.

Melissa:

Okay. So is there a way that you can market it so that there's more about the actual outcome? Like, we want people to when you're marketing it, you want them you wanted to teleport them to the desired state at the end. Like, what by doing this emotional intelligence worksheet or downloadable, like, what is the desired result? What do they get out of it that's a value to them other than, like, a great thing to collect and have for later when they have time for it? Like, what's gonna motivate them to not just download it? Like, not just like it, but actually download it. Right?

Bill:

Right. What's the breakthrough? Do better future casting kinda then?

Melissa:

Exactly.

Bill:

Okay.

Melissa:

Yeah. It's really interesting. And then, I mean, and then the other thing is, like, who is the target audience? Like, who are you targeting? So, you know, with your ads manager, like, what they're looking at. But I think it's more a matter of the actual copy and the asset itself. We have found that, certain ads and copy perform don't perform nearly as well as others, and it's just, like, beta testing it and, like, playing with enough of them to find the ones that, have the highest click through rate, have the highest engagement. And that's through that's through creating, you know, multiple versions of it and trying it out. So I don't know if with your ad manager

Bill:

Do, like, ABB testing?

Melissa:

100%. So what we do is AB test till we like, with our upcoming launch at the, beginning of August, weeks leading up to it, we AB test with, like, micro budget, like, just looking to see which ones perform better. And then when we find the one that clicks through with the highest rates, then we pour money into that ad. So there's, like, a pre runway. Right?

Bill:

Okay.

Melissa:

Yeah. So and we found a copy makes a difference. So for instance, just to give you guys an example, we we used to be called the LinkedIn Academy, and we were called the master class was the LinkedIn lead gen master class for 4 years. And in November of last year, talk about more money, more problems and business challenges. I got a cease and desist from LinkedIn last November, and they said, you can't use the word LinkedIn in your brand. We own that. So you gotta rename it. And we were like, okay.

Melissa:

There's, like, 12 bajillion LinkedIn coaches out there with that brand. Like, they they're doing the exact same thing we are. But because we're making money, LinkedIn comes after us. Right? My business coach, you know, when I went to him about it, he was like, I know this sounds really sick, but just be grateful that you've become so big that LinkedIn has noticed you. Right? But where I'm going with this is that we had to, in a period of 60 days, remove the word LinkedIn from our branding. And where I'm going with this is that's why it's called lead gen now, the lead gen masterclass and the lead gen academy, because we no longer can use a trademarked name in what we teach. So that's important for any of you who are, like, experts on something else. Be careful that you're not calling it something else that's trademarked.

Melissa:

And so our ads performed really well, last year, and we didn't think about the impact it would make in branding and copy in January. When we ran our 1st ad campaign, we were like, oh, we'll just swap out LinkedIn lead gen masterclass for lead gen masterclass. What's the big deal? Right? Well, it was a big deal. The ads performed horribly. It was wildly costly because it was so generic, and and it didn't hone in on the target audience. I mean, there's so many things we learned from that launch. It was so costly, and it had everything to do with the assets we were putting out to attract the ideal audience. And so what we learned through working with our attorney in LinkedIn was you can use the word LinkedIn in your marketing anywhere you want.

Melissa:

You just can't call something that you're monetizing in your brand. So when we went back in April with our next launch, we had the it was like, join our, like, join our lead gen masterclass and learn about LinkedIn. And, like, the words LinkedIn were huge, but we didn't name it that. Does that make sense? And then all of a sudden, like, cost went down, click through rate went up, the launch went beautifully, and it was lit like, we were selling the same thing. We were marketing the same thing, but it was how we were conveying it to our audience that made all the difference and who was, like, being compelled to click. Right? So I would I would assess your copy, and I would assess the graphics and ask yourself if you were on the other end, high how highly compelled would you be to take action off the page to register? And is it enough to motivate me to actually do it versus just collect things, save it for later? Right?

Bill:

Right. Yeah. Okay. Perfect.

Melissa:

Alright. Melissa, I've got yeah. Yeah. Oh, she's got

Bill:

a follow-up. I was gonna say, you know you arrived when LinkedIn sent you that message. The next time you'll you'll know is when you're a character on South work.

Melissa:

Oh, what? What?

Bill:

That's when you know you've been recognized by the world.

Melissa:

Yeah. That's right. I love that. I love that.