In this week’s episode of the Exposure Ninja Digital Marketing Podcast, Tim is delighted to be joined, once again, by Lozz Newton — a veteran and all-round legend of the Exposure Ninja podcast.
For those of you that don’t know, Lozz actually moved on from Exposure Ninja last year but he’s come back onto the show to share his insights from some testing he’s been doing at his new company around Facebook Ads tracking and how to improve the accuracy of your ads if you’re running lead generation campaigns.
This is a particularly useful episode for anyone who is having trouble tracking their sales through their Facebook ads.
If you’re a service-based business like we are here at Exposure Ninja, it’s likely that a lot of your sales come after a consultation period of some kind.
This means that your clients aren’t necessarily converting directly through your website, but through a phone call, a person to person meeting, or an email exchange later on. Because of this, any Facebook ad campaigns you’re running will need to be focused on lead generation, which means that when it comes to the data, you can see which ads generate leads, but not which ones generate sales.
This is a MASSIVE problem for Facebook ads optimisation — if you don’t know which ads result in sales, it’s pretty difficult to improve your ad campaign over time.
While leads are great, we all know that not all leads are created equal, and not all leads turn into sales at the same rate; think low-quality leads from people with too much time on their hands vs high-quality leads from interested buyers (we know which we’d rather have!) The problem is, if my only option is to optimise for leads and nothing else, I’ll almost definitely end up with lots of the first type and very few, if any, of the second.
So, notepads at the ready, it’s time to learn a thing or two from the Facebook Ads master himself, Lozz Newton, about how to overcome this problem using various offline conversion tracking techniques.
PLUS, don’t miss the bonus Facebook News Roundup at the end of the episode, some interesting stuff on the way!
For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode124