How to fix Meta Ads roller coaster performance | Spencer Pawliw YouTube Video Summary
In this video, Spencer Pawliw dives into the reasons behind the roller coaster performance often experienced with Meta ads. Pawliw emphasizes that while some external factors contribute, a flawed advertising strategy is often the primary cause. To address this, he advocates climbing up-market by targeting unaware or problem-aware audiences and crafting engaging, educational ads. Additionally, he stresses the importance of funnel design and offers that entice customers to act today.
Detailed Summary:
Spencer Pawliw Explains Meta Ads Roller Coaster Performance
Spencer Pawliw begins by illustrating the frustrating experience of Meta ads, where performance fluctuates wildly from one day to the next. He dubs this phenomenon the "Zuck Rollercoaster," highlighting the unpredictable nature of Facebook advertising. The core of Pawliw's advice centers on the notion that inconsistent results are frequently due to a flawed advertising strategy rather than external factors alone. Pawliw then moves into solutions for users to use
Addressing the "Zuck Rollercoaster"
According to Pawliw, while external factors, such as smaller budgets, market instability, and competitor actions, can influence ad performance, the primary driver of inconsistent results is often a brand's advertising strategy. Pawliw provides an alternate way and strategy to use by identifying three primary reasons why users are struggling.
Key Strategies for Consistent Meta Ads Performance
Pawliw's strategy begins with climbing up the market to target problem-aware and unaware customers rather than focusing solely on those ready to buy. Pawliw makes this possible through:
- Climbing Up Market: Target audiences who are problem-aware or unaware of your solution.
- Educational Ads: Craft ads that educate and entertain, using storytelling to engage scrollers.
- Customer Journey Funnels: Build funnels that continue the customer's journey.
- Irresistible Offers: Offer deals that are too good to pass up.
Key Takeaways
Pawliw concludes the video by reminding users about the five stages of awareness: unaware, problem aware, solution aware, product aware, and most aware. and where his business is advertising (that they are mostly in the product/most aware stages, which is not effective).