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b'The Nitty Gritty:\\n\\n\\n\\n* Why Facebook ad costs have risen so dramatically and what we\\u2019ve been doing that contributes to the problem* The metric that Amanda Bond encourages her clients and students to prioritize instead of Cost Per Lead* How skewed expectations for conversion rates have led to declining ad performance* The 3-part customer journey that Bond advises for excellent customer experience and profitability\\n\\n\\n\\n\\n\\n\\n\\nHave you heard? The sky is falling!\\xa0 \\n\\n\\n\\nOkay, the sky isn\\u2019t actually falling. What is\\xa0being talked about by every Chicken Little out there is how much Facebook ad costs are rising.\\xa0 \\n\\n\\n\\nRecode, Business Insider, Adweek, Adespresso, and more have been talking about declining inventory and rising costs for the last year. Small business owners are catching on too. Inside our network, we\\u2019ve been watching as members scratch their heads about the cost of clicks and leads.\\n\\n\\n\\nWe\\u2019ve been promised clicks and leads for less than a dollar by every Jeff, Ryan, and Frank out there with a Porsche and an online marketing course\\u2014but what we\\u2019re really\\xa0seeing is lead costs balloon to $5, $10, or even $25 or more, with little to no profit on the backend. \\n\\n\\n\\nSo what\\u2019s going on with Facebook ads today?\\n\\n\\n\\nThat\\u2019s what this episode is all about.\\xa0 In mid-December, Amanda Bond, founder of The Ad Strategist, pulled down her regular website and put up a sprawling multi-part article on everything that\\u2019s not\\xa0working with Facebook ads today. She explained how many of us have been sold a bill of goods when it comes to how we market our products and services\\u2014and backed it up with case studies and data. \\n\\n\\n\\n\\n\\n\\n\\nShe also presented a case for what is\\xa0working\\u2014based on her extensive work running clients\\u2019 ad campaigns and teaching small business owners to do it themselves. \\n\\n\\n\\nI wanted to have her on the show to explain and dive deeper into some of the things she discussed on the site. \\n\\n\\n\\nThis episode is part of a special series we\\u2019re doing talking to the people with a bird\\u2019s eye view on what\\u2019s really working. In November, we talked to Isa Adney from ConvertKit about what\\u2019s working in email marketing. And, in December, we talked to Sai Hossain, the founder of Crowdcast, to find out what\\u2019s working in live video broadcasting. \\n\\n\\n\\nThis month, we\\u2019re looking at Facebook advertising to find out what\\u2019s working\\u2014and what\\u2019s not\\u2014with Amanda Bond. \\n\\n\\n\\nBond and I chat about bro marketing, why ad costs have been rising, why she has people focus on earnings per lead instead of costs per lead, and how she thinks about planning an ad campaign to maximize both the customer experience and profit. \\n\\n\\n\\nTo find out what\\u2019s working in Facebook ads today\\u2013and what\\u2019s not\\u2013listen to the interview here or wherever you listen to podcasts!'