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Acquiring Customers on Facebook: Why is There No Consistency? 
Written by Robbie Rankin on Nov. 4th 2018
If you’re either using Facebook Ads or considering getting started, what do you want to get out of the platform?

We work with a lot of supplement companies and weight loss companies, and many of them coming wanting at least one of two things:
1 Profitable scale of their campaigns 

Sales consistency, so that they can predictably order inventory, staff the call centre and    ultiamtely scale their company 
Sales consistency should theoretically be easier, but it’s actually what most brands struggle with most. 

After all, we’re experts of profitable scale, and when it comes to scaling supplements, we’ve run some of the top weight loss offers on Facebook, period. It’s not unusual for us to scale clients’ campaigns to the point where they’re spending more than $100,000 in ad spend over a single weekend.

When it comes to consistency and a steady, predictable stream of customers, however, there isn’t any agency out there that can truly guarantee that. If they do… they are full of you know what.

This will be a challenge for everyone, at least from time to time, because the Facebook Ads platform has never been a stable one. 

When it comes to instability in Facebook Ads, there are three main reasons that cause the disruptions in consistency. Let’s take a look at each. 

1. New Competitors in the Market 
We all know that Facebook runs on a bidding system, and users who bid more have an advantage in the system. The reason that Facebook works on a bidding system is that there’s only so much ad space, so the highest bidder will have an edge at getting their ad served to the best potential customers.

At any one time in the Facebook world, there is a set number of customers that would be interested in buying a weight loss product, for example. When new competitors enter the space, they can theoretically outbid you (even by a few cents), earning them better placements with those customers and potentially snatching up all your potential customers for themselves. 
And here’s the kicker-- they don’t even need to be weight loss supplement competitors in order to steal away those customers. They can be any other brand from any industry that is targeting the same user.

The up and down movement of customer acquisition, therefore, is almost a given because of how the marketplace works. New competitors with strong offers are always coming into the space because everyone knows facebook is where it’s at when it comes to acquiring customers in the health and wellness space (given the demographic of FB users especailly)

So what can you do to combat this? We work on always increasing your allowable cost per click so that you can stay competitive. The best way to do this is by increasing your customer’s lifetime value (LTV) in the front end CVR of the offer. This will allow you to spend more to acquire customers and profit more in the long-run, too. 
2. Creative Fatigue
You know that rush you get when you find the perfect balance of winning creative, where the messaging really seems to resonate with your target audience? It’s a great feeling. 
Anyone who has spent any time on Facebook Ads will tell you, however, that one campaign’s lifespan is a little shorter than you’d expect. If you only have one image that’s really working and it’s being shown to a relatively small audience, the ad’s effectiveness is going to quickly fade as users start seeing the campaign several times over. Creative fatigue is a reality that every campaign will have to face; there’s no ad so great that it doesn’t have an expiration date at the end of the day.

That expiration date, by the way, is a lot shorter than you’d likely expect. In our experience, we’ve found that you’ll get at best three weeks of a campaign at a significant scale (50K a day) before the creative and audience (set at 2 million person targeting spec) are pretty much burned out
The solution to this is clear. You must have multiple high-converting creatives that are based on the winning “concept” of your best ad, plus you should ideally be targeting multiple audiences as welll. Steel Supplements does this in the examples above, using different creatives and messaging in each campaign to keep things diverse.

This will give you more content, which means less ad fatigue and therefore more consistent results. Multiple campaigns will not only help you assess what works best, but it will also smooth out the highs and lows; if one campaign starts to fatigue, the others will pick up the slack. 
3. Changes in The Algorithm 
It’s difficult to keep your customer acquisition consistent when Facebook keeps changing the algorithm...We all know this. The game is more challenging to win, after all, when you don’t even know the rules.

Facebook’s ad serving algorithms are getting smarter, and Facebook is constantly making big updates to them in order to make the ads supposedly more user friendly. 

Algo uUpdates can include anything from flagging down certain “trigger words” that can affect deliverability (giving you fewer or worse placements), resulting in higher CPMs, or even getting your ads rejected all together. It doesn’t matter if you’re willing to spend an arm and a leg to acquire customers if you can’t even get any placements because of a simple wrong word choice to begin with.
For example, if you ad contains the word “weight loss” your CPM will be $80+ and no one can scale at that CPM level. This wasn’t the case a few years ago.

Trial and error really is the only solution to this when an update happens, and it becomes exceptionally tedious when you need to continually troubleshoot every time new changes are made-- especially since the changes aren’t even announced the majority of the time. 

Working with an experienced agency in the industry is the extremely advantageous for this purpose, because they’re able to assess a massive amount of campaigns at huge scale to more quickly determine what these changes could be. They’ll be able to determine the cause of drop in volume faster than any in-house team could and get you back on track as soon as possible…
    Final Thoughts 

    Facebook has exceptional customer acquisition power, but it has its limits. Facebook’s true strength, after all, lies in acquiring new “cold customers,” but the challenges of reliability and predictability are a factor that you need to consider.

    While Facebook Ads can be massively unpredictable, however, we do know that most fluctuations are happening because of the three reasons detailed above. Knowing that, monitoring the news for any changes in these areas and keeping them in mind while you build your campaigns will keep you in the clear. 

    It’s also important to note that if your campaigns’ performances start to drop, don’t get nervous completely stop everything. You aren’t the first company to experience this and you won’t certainly be the last. Adapt as necessary, and if you aren’t sure what your next steps should be, reach out to an agency (like ours!) that has years of experience navigating these changes first hand. 
    Onwards and upwards,
    Robbie
    Still struggling with your marketing funnel? 
    There are a lot of other factors that need to be put in place, too, for a successful campaign. Get in touch with us and see how we can help make it great. 
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    • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
    • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
    • And So Much More...
    Why Isn't My Supplement Funnel Working?
    Written by Cathy Benton on Sep. 4th 2018
    You’ve gone through all the work of structuring and creating a funnel to promote and sell your supplements only to find that it isn’t working. Whether the funnel is relatively simple or complex, this can be both frustrating and disheartening. 

    If your funnel isn’t working, though, don’t sweat it. We can help you troubleshoot it.

    Our agency has driven more than $150 million in supplement sales for our clients, and we’ve perfected the process of running supplement funnels that are both profitable and scalable. At the end of the day, there are 4 key factors that will directly affect whether or not your funnel is a success or a flop. 
    1. Your Offer Structure Isn’t Strong Enough
    If your offer structure either isn’t strong enough or isn’t a good fit for how your audience is most likely to interact with your business, it only makes sense that the funnel itself won’t be effective.

    When it comes to creating supplement offers, there are four different funnel structures that we’ve found relatively successful across the board. These are:
    •  Using a quiz to capture user interest, and then sending quiz participants to a customized video sales letter (VSL) 
    • Offering a free trial of the supplement with upsells that are designed to sell larger quantities of that same free-trial product, giving users incentive to purchase while building trust
    •  Sending users directly to a long-form sales page from an ad campaign, which details the supplement, what it can do, and any scientific research
    •  Sending users directly to a dedicated VSL from an ad campaign
    Each of these funnel structures have their own strengths and weaknesses, and every single funnel offer is different from business to business (and even within a single business). That being said, we’ve found that no matter which funnel you choose, you’ll get the most results if you offer one bottle, three bottle, and six bottle options. Highlight the six bottle option as the best deal in order to increase your average order value (AOV) and maximize the CPC costs.
    This will be preferable to selling only one bottle up front, which often then restricts the first upsell to only three bottles. This is one of the most common traps we’ve seen potential clients fall into, and it just won’t work if you want to increase your AOV, which all supplement companies should be focused on. Because of this, we’ll recommend that they make this change even before they’re actually clients.

    2. Your Offer Isn’t Compliant or is Being Reviewed By Lawyers 
    Speaking as a former lawyer here: When you scale enough and start getting significant volume moving through your funnel, it will absolutely be looked at by either the FDA or FDC (or both). 

    Either of these agencies might look at your campaign at any point, but if you’re spending $500,000 or more a month on advertising, this is pretty much guaranteed. 

    In order to make sure that the pages and offers in your funnel are compliant you need to:
    •  Ensure that your claims are based on the double-blind placebo studies for your supplements 
    •  Don’t mention curing diseases or conditions outright
    •  Avoid particularly aggressive copy 
    We always recommend that our clients have their copy and offers reviewed by legal experts to ensure that they’re in the clear, because it’s a lot easier to make adjustments before the campaign starts running instead of after they’re flagged by someone else. Certain terminology and phrasings will be red flagged right away, so avoiding them is essential.
    Not sure who to reach out to for this? Since I’m a former lawyer in the space, we can connect you to some of the top talent in the field that can help, along with provide general guidance on what you can and can’t say. 
      3. You Aren’t Using Stories 
      If you’re just spitting out stats and making claims, your campaigns and funnels won’t work. They’re just not effective enough when it comes to selling supplements, especially if yours is a premium product. 

      Storytelling is essential for successful funnels, because it’s what ropes people in, makes your brand and product seem more trustworthy, and makes someone want to purchase. Stories are memorable, and emotionally powerful. They will be the difference that determines whether customers walk into the GNC and buy the cheapest version from a competitor, or purchase your premium product instead. 
      Stories will also help you better articulate why your supplement is different, and they make it easier to justify your premium price point. In our experience, using a “hero” approach is most effective, where an individual shares their story through the ups and downs of a health-related journey before finally succeeding with the help of your supplement. This is a journey many potential customers in your target audience will identify with, so it’s a powerful one.
      4. It Doesn’t Seem Credible or Authoritative 
      Most supplements are regarded with wariness and distrust by the majority of consumers, and gaining trust early on is an essential part of moving potential customers through your funnel. One solution that we’ve found for this is to have a doctor front or support the product. It sets you apart from your competition while adding credibility and authority to both your product and your brand as a whole.
      When we’ve created funnels using a doctor as a frontman of the product, we’ve consistently seen an increase in CVR of about 30-35%. To get these results, we make sure we’re using that figure of authority within the first 30 seconds of someone either reading a long-form sales page or watching the video sales people. 

      There is a slight catch to this. Most doctors will only support supplements that contain ingredients that have been proven to work through randomized, clinically-controlled placebo studies. They may even ask to see studies regarding your product specifically. And because consumers know that very few doctors will stick their necks out for a small payday and risk their reputation over a supplement they don’t care about, this will help earn trust faster than using a random person on the internet (though testimonials are still always beneficial!). 
      Conclusion 
      There you have it. These are the 4 trends we’ve found that prevent supplement funnels from being successful. By troubleshooting your funnel and applying our recommended strategies to it while fleshing it out, you’ll increase your chances of success and maximize both your results and your ad spend all at once. 
      Still struggling with your marketing funnel? 
      There are a lot of other factors that need to be put in place, too, for a successful campaign. Get in touch with us and see how we can help make it great. 
      Onwards and upwards,
      Robbie
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      All Your Information is Protected When You Sign Up
      Other Blogs
      • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
      • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
      • And So Much More...
      Acquiring Customers on Facebook: Why is There No Consistency? 
      Written by Robbie Rankin on Nov. 4th 2018
      If you’re either using Facebook Ads or considering getting started, what do you want to get out of the platform?

      We work with a lot of supplement companies and weight loss companies, and many of them coming wanting at least one of two things:
      1 Profitable scale of their campaigns 

      Sales consistency, so that they can predictably order inventory, staff the call centre and    ultiamtely scale their company 
      Sales consistency should theoretically be easier, but it’s actually what most brands struggle with most. 

      After all, we’re experts of profitable scale, and when it comes to scaling supplements, we’ve run some of the top weight loss offers on Facebook, period. It’s not unusual for us to scale clients’ campaigns to the point where they’re spending more than $100,000 in ad spend over a single weekend.

      When it comes to consistency and a steady, predictable stream of customers, however, there isn’t any agency out there that can truly guarantee that. If they do… they are full of you know what.

      This will be a challenge for everyone, at least from time to time, because the Facebook Ads platform has never been a stable one. 

      When it comes to instability in Facebook Ads, there are three main reasons that cause the disruptions in consistency. Let’s take a look at each. 

      1. New Competitors in the Market 
      We all know that Facebook runs on a bidding system, and users who bid more have an advantage in the system. The reason that Facebook works on a bidding system is that there’s only so much ad space, so the highest bidder will have an edge at getting their ad served to the best potential customers.

      At any one time in the Facebook world, there is a set number of customers that would be interested in buying a weight loss product, for example. When new competitors enter the space, they can theoretically outbid you (even by a few cents), earning them better placements with those customers and potentially snatching up all your potential customers for themselves. 
      And here’s the kicker-- they don’t even need to be weight loss supplement competitors in order to steal away those customers. They can be any other brand from any industry that is targeting the same user.

      The up and down movement of customer acquisition, therefore, is almost a given because of how the marketplace works. New competitors with strong offers are always coming into the space because everyone knows facebook is where it’s at when it comes to acquiring customers in the health and wellness space (given the demographic of FB users especailly)

      So what can you do to combat this? We work on always increasing your allowable cost per click so that you can stay competitive. The best way to do this is by increasing your customer’s lifetime value (LTV) in the front end CVR of the offer. This will allow you to spend more to acquire customers and profit more in the long-run, too. 
      2. Creative Fatigue
      You know that rush you get when you find the perfect balance of winning creative, where the messaging really seems to resonate with your target audience? It’s a great feeling. 
      Anyone who has spent any time on Facebook Ads will tell you, however, that one campaign’s lifespan is a little shorter than you’d expect. If you only have one image that’s really working and it’s being shown to a relatively small audience, the ad’s effectiveness is going to quickly fade as users start seeing the campaign several times over. Creative fatigue is a reality that every campaign will have to face; there’s no ad so great that it doesn’t have an expiration date at the end of the day.

      That expiration date, by the way, is a lot shorter than you’d likely expect. In our experience, we’ve found that you’ll get at best three weeks of a campaign at a significant scale (50K a day) before the creative and audience (set at 2 million person targeting spec) are pretty much burned out
      The solution to this is clear. You must have multiple high-converting creatives that are based on the winning “concept” of your best ad, plus you should ideally be targeting multiple audiences as welll. Steel Supplements does this in the examples above, using different creatives and messaging in each campaign to keep things diverse.

      This will give you more content, which means less ad fatigue and therefore more consistent results. Multiple campaigns will not only help you assess what works best, but it will also smooth out the highs and lows; if one campaign starts to fatigue, the others will pick up the slack. 
      3. Changes in The Algorithm 
      It’s difficult to keep your customer acquisition consistent when Facebook keeps changing the algorithm...We all know this. The game is more challenging to win, after all, when you don’t even know the rules.

      Facebook’s ad serving algorithms are getting smarter, and Facebook is constantly making big updates to them in order to make the ads supposedly more user friendly. 

      Algo uUpdates can include anything from flagging down certain “trigger words” that can affect deliverability (giving you fewer or worse placements), resulting in higher CPMs, or even getting your ads rejected all together. It doesn’t matter if you’re willing to spend an arm and a leg to acquire customers if you can’t even get any placements because of a simple wrong word choice to begin with.
      For example, if you ad contains the word “weight loss” your CPM will be $80+ and no one can scale at that CPM level. This wasn’t the case a few years ago.

      Trial and error really is the only solution to this when an update happens, and it becomes exceptionally tedious when you need to continually troubleshoot every time new changes are made-- especially since the changes aren’t even announced the majority of the time. 

      Working with an experienced agency in the industry is the extremely advantageous for this purpose, because they’re able to assess a massive amount of campaigns at huge scale to more quickly determine what these changes could be. They’ll be able to determine the cause of drop in volume faster than any in-house team could and get you back on track as soon as possible…
        Final Thoughts 
        Facebook has exceptional customer acquisition power, but it has its limits. Facebook’s true strength, after all, lies in acquiring new “cold customers,” but the challenges of reliability and predictability are a factor that you need to consider.

        While Facebook Ads can be massively unpredictable, however, we do know that most fluctuations are happening because of the three reasons detailed above. Knowing that, monitoring the news for any changes in these areas and keeping them in mind while you build your campaigns will keep you in the clear. 

        It’s also important to note that if your campaigns’ performances start to drop, don’t get nervous completely stop everything. You aren’t the first company to experience this and you won’t certainly be the last. Adapt as necessary, and if you aren’t sure what your next steps should be, reach out to an agency (like ours!) that has years of experience navigating these changes first hand. 
        Onwards and upwards,
        Robbie
        Still struggling with your marketing funnel? 
        There are a lot of other factors that need to be put in place, too, for a successful campaign. Get in touch with us and see how we can help make it great. 
        Sign Up to Our Newsletter
        All Your Information is Protected When You Sign Up
        Other Blogs
        • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
        • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
        • And So Much More...
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