The Best way to lose all your money
whenever you're on a facebook ad, there are three parts of the ad that you need to understand in order to get the best possible results. The who which is who you're targeting the how, which is the funnel, you're targeting these people and the what, which is the offer you have to sell at the end. If I just no one I know who to target. I have a great email list, I know who to target. I should be able to get great results. It's simply not enough to have one. And I'll give you an example if I only know who to target, but I'm not sure the best funnel to use and I'm not sure what offer to offer them. I could literally run ads forever and never know if I'm succeeding. So you have this really great email list and you decide to make you make a funnel right? We talked about you make an awareness ed you then drive these people to the transformation, add you move them to the taste and then the sale and you find that no one's buying Right? Why is no one buying? Who knows? You're not sure is it beca...
use the audience is right, but the email list is great. So why isn't it working? Maybe the funnels broken, What should I fix? Maybe it's the landing page? Maybe it's maybe it's the offer I have maybe have to test new offers at the end of the day having just one of these three pieces, the who how or the what I will never tell me what to do next. I'll simply have to test over and over until I accidentally trip over the right combination because the data will always show the same things. Remember our first chapter, we talked about the four vital metrics CPM CPC time on site and conversion rate now pick any one of these three and say, you know for sure your offer, you have the greatest frisbee ever made, Everyone's gonna want to buy it right? So you know your what, you know what to sell and you start targeting audiences. You start with some lookalike audiences, you start with your interest based targeting you even, you know, have an email list of people that bought other Frisbees and you start running the ads, what's gonna end up happening, The CPM is gonna be high because you're not gonna know what funnel, you're not gonna know what type of funnel to run because you don't have a proven funnel, the CPC is gonna be high because you might not be targeting the right people and you'll end up getting sporadic clicks and then even if they click on the site, they might not spend so long because they're not the right audience. And then finally, the conversion rate obviously is going to be low, even though it's the greatest frisbee ever made simply because you are talking to the wrong people, you can do this with any one of these three parts, the who, how or what, no matter which one I choose, it tells me exactly the same data. CPM and CPC will be high and time on site and conversion rate will be low. No matter how much testing you do, it will come out the same every single time, which means before you ever run an ad, you must know at least two of these three things. You must either know who and how, who and what or how and what if you don't know at least two of them, you will waste money forever in testing in hopes that you will find a solution. In the rest of this chapter, we're going to discuss those three combinations in order to find out how to find the third of these three pieces.