For the better part of last year I dove into my own FB ad campaigns.

Why?

Cause I kept seeing people in groups, communities, and within my network who were posting how well the platform was working for them.

So, jumped in with both feet and - got pretty damn good.

I had an unfair advantage as I'd run them for clients in the past.

However, over the last few months I've been toying with the idea of leaving FB behind and taking my ad spend somewhere new.

It might seem odd. Especially as...

• My ad campaigns generally run at least at break-even
• I can set up new FB ads in ~20 minutes
• FB is making it easier for a lot of people to het involved in ads

So why am I taking my spend elsewhere as a test?

It comes down to one key thing.

Quality.

Like I mentioned, I now find it pretty damn easy to spin up ads and attract actual buyers for free.

Often, I'll make between $10 and $40 profit per sale after ad costs.

Which again, is great.

But... and this is the issue.

I'm finding it harder and harder to get a good portion of those customers to come back and buy again.

When I dig into my analytics, I find that the customers who find me through Facebook tend to resist buying again and ascending to higher ticket purchases.

And as time goes by, it feels like the % of FB leads who are up for high ticket deals is getting lower and lower.

Which means the lifetime profit of many of those people is stuck at that $10 to $40 range.

Look, I'm trying to buy a nice house for me and the fam.

$40 per person ain't gonna help me do that.

Now, this could of course just be a skill issue and I could be fucking it up somehow.

But, I spoke to someone recently who was experiencing the same issue a year or two ago.

They shifted their ad budget to YouTube ads instead.

And things changed pretty drastically for them.

Their CPA went up.

They got fewer buyer leads coming through for the same ad spend,.

... BUT...

The quality of these leads was much higher.

The ascension to higher ticket items became much easier for them and, while they had fewer leads... revenue and profit increased drastically.

The real question is, why is a YT audience higher intent than a FB audience?

I've been thinking about it a lot as I'm currently growing my YT channel (getting about 3 subscribers per day ATM - you can sub here if you want to check it out).

I think it comes down to push vs pull marketing.

Facebook is a social feed.

Ads are there to push their way into the consciousness and attention of the ideal user.

Users are not there actively looking for solutions, so you need to grab attention, introduce a pain point, agitate it, and then offer the solution which comes with a click action.

It's a lot of work trying to convince someone who's checking cat pics on Insta that they need your solution.

YT on the other hand is a search engine. And as a result, it has a lot of high-intent targeting options.

For example, I can target ads to people based on specific searches.

If I'm selling Solution A, I can target people searching for things like "how to implement Solution A".

That person is looking for a solution, and if I set up a proper $1 product system that brings them in and then ascends them, they're more likely to be receptive as they were looking for this on a search engine.

At least, that's the theory.
And what some folk I've spoken to have explained to me.
And what I'm hoping will play out as I throw more money into the Google Machine.

And this is all without getting into the awesome overlap between paid and organic that YT provides... maybe I'll send something on that tomorrow.

Anyway, Long story short, I'm of the opinion (not yet got the data to back it up) that YT might be the better ad platform and overall channel to focus on moving forward for 99% of us.

I'll share some of what I've found works to get results on the channel over the coming days.

Any Qs, feedback, tips, or tricks, hit reply and let me know.

Pete "currently losing money on YT advertising" Boyle