Facebook ads can be a great way to expand your reach and spread your message…. but if they don’t bring in the results you need, stop wasting your money on failing ads and fix them – quickly!
First off let’s talk about what determines if your ad IS actually failing. Here’s a rough break-down of 4 big warning signs that indicate for you to stop your campaign and change something.
- No engagement
- Costing you more than $1 per click
- Conversion rate is <1%
- Not achieving the desired outcome of the campaign
Any of these sound familiar?
If you said YES then read on because I’m sharing a number of key areas where I often see Facebook ad campaigns fall down and when given the right attention will deliver better results for your advertising dollar.
Want to fix your Facebook Ads and start getting solid ROI for your ad spend?
Let’s get started…
1. Type of ad campaign
When you are setting up your campaign Facebook has a number of different options for the type of campaign you want to run. These options are generally geared towards optimising delivery of your ad to match the outcomes you want to achieve – which is why it is important step of the setup process.
For example, if you want more people to go to your website use a Traffic campaign. If you want people to go to your website and complete an action you need a Conversion campaign. If you just want your ad to be seen by lots of people hanging out on Facebook you want an Awareness campaign.
2. Length of ad campaign
Running a campaign for just a few days is not going bring in the results you are looking for. When I run Facebook ads, I notice a big peak of engagement and reach between days 4-10 as it is around this time that your ad has gained traction and interest and is starting to gather momentum.
I usually recommend to commit to an ad campaign for at least 30 days to get the best results. The only time I would stop an ad running, especially within the first week, would be if after at least 4 days I notice any of those warning signs I referred to earlier.
3.Purpose of ad campaign
Before you start a Facebook ad campaign you need to know WHY you running a Facebook campaign.
Are your target market even on Facebook? Are you looking to expand into new niches or broaden your network? Are you looking to grow your brand awareness or introduce new customers to your business?
When the purpose is clear, you can create the right type of ad and it helps with measuring the right success metrics during the campaign.
4. Goals of the ad campaign
Just like in your business, your ad campaign must have an ideal objective or goal. It may be to generate new leads, increase number of returning buyers, it may be to fill a program or to drive more traffic your place of business, or it may be to increase your retargeting audience for a future sales campaign.
Setting the goal for your campaign will help you determine which ad type to create and what ad copy and CTA to write.
5. Age Demographic
Age is an important factor to any campaign. If you are marketing to cold traffic and really want to give your campaign some traction, specifically target the age bracket of your most common leads, customers, website visitors and/or page followers.
If you are really not sure… say for example you are targeting all women 25-55… let the ad run for a few days and see in your Facebook Ads Manager reports which age demographic is engaging with your ad the most and narrow your Ad Set target audience to that age bracket to maximise your results.
Targeting a specific gender can give you better results for most advertising as your copy and ad image can be altered to speak directly to either women or men. As with age, narrow down the gender to get the best results.
When pitching your ad to broad cold traffic, start with targeting regions that will give your ad the best traction to get started. Getting this initial traction will lower your CPC (cost per click) and give your ad great reach to then expand on your audience.
If you are targeting a specific local audience, do take in to consideration that IP addresses can ping from other capital cities (for example, Townsville folks can register as being in Brisbane) AND if your local area is highly transient (i.e. lots of FIFO workers or you’re a local shop but your clientele travel a few hours into the CBD for work) you may want to consider expanding your advertising into the FIFO/work locations as well to reach those locals.
8. Connection to your business
If you need good reach in a short amount of time, make use of the audience you already have. Facebook make it really easy to show your ads to people who like your page, have engaged with your page in the past year, who have been on your website, people who are on your mailing list, anyone that is friends with people who like your page… and you can even create audiences that have very similar interests/demographics to these immediate connections to enable you to share your ad with other people who are much more likely to engage with your business.
Using this type of ad campaign targeting is highly effective – especially if you only have a small budget.
When setting your audience target you have the option to narrow your audience pool by interests or job title. So, if you are selling make-up brushes for example, you can target your ad to women who like make-up, cosmetics, and popular make-up brands. This interest specific targeting ensures that you are ensuring your ad is shown to people who are more likely to engage with your ad.
10. Audience Pool
For cold traffic ideally you need to narrow your audience pool to 500,000-750,000, this audience pool will be much less if you are targeting a specific local audience (for example: artists in Cairns).
11. Low relevance score
After your ad has been running for a day or so, Facebook will give your advert a “relevancy score”. This score is based on how well the audience has engaged with your ad and whether Facebook deems your ad is relevant to the people you are targeting.
Ideally you want a relevancy score over 6. Scores of 8-10 work the best.
To improve your relevancy score you will need to adjust your ad targeting, ad copy or ad image.
12. Ad Copy
Speak to your target, and keep your message clear and concise. Text after the first 4 lines is usually cut off with a “read more” link when your ad is shown so make the most of that space. Don’t waste your readers time; make it clear what you are talking about and what you want the person to do – i.e. visit your store, book a table, subscribe, join the challenge etc.
13. Choice of image/s
This one is important. Little to no text is deemed more favourable by Facebook, and it is usually more attention grabbing in a Facebook Feed too.
Create images to Facebook’s recommended ad size to ensure your image is displayed nicely on all devices. There is a Stock Photo Library of free to use imagery in the Facebook Ad Creator that are already ideal sizes so you can find one to suit if you dont want to waste time designing something yourself.
When choosing your image, keep it relevant to your brand, to the copy, to your target audience, and to the purpose of the campaign.
14. CTA title
Facebook do make this step kinda easy as you can choose your preferred call to action from their drop list of options. Try to choose the call to action that best describes the action you want them to take AFTER they have clicked on the button.
For example if you want people to download your guide, choose Download Now as the CTA and not Sign Up. Even though the person is doing both, you ideally want the person to download your opt-in gift and Download Now doesn’t give the pressure of commitment that the term “Sign Up” has.
15. Link description
In the Facebook feed ads, a short description can be added under the title and CTA button for the ad. Make it count. Make it punchy. I often put offer expires deadlines, problems solved, pricing, open times, extra prompts in this space and have seen great results.
Adding this kind of data in this space forces only the audience it’s relevant to to click through which saves you money on clicks from the wrong people!
16. The tech is broken
I see this SO OFTEN – don’t let it happen to you. Test. Test. FREAKIN TEST!
BEFORE you launch any paid advertising or venture into publicity for your business, test your tech.
I cannot stress this enough.
For example: If the goal of your campaign is to build your list, and you spend all this money on Facebook ads driving people to a sign up form that either doesn’t work on mobile devices, just doesn’t actually work at all, or the link you use is broken…. that is a lot of money down the drain. Not only that, but it’s going to be harder for you to convince those people that were interested but got the errors to come back and get what you are offering. So please test your tech.
17. The landing page
Your Facebook ad can actually be performing really well but not deliver the conversions you were looking for. If this is where your ads are falling down you will need to take a look at both your ad targeting and your landing page.
If the branding from the ad changes when the person hits your website, or if the product ad they clicked on took them to a generic home page, or if the content on the landing page doesn’t quite resonate with what the copy of the ad promised, or if your landing page makes it much too hard for the person to actually find out the information or complete the desired action; then either your ad or your landing page need to change to increase your conversions.
If your ad and landing page are consistent but still not converting then your landing page will need some attention. The content may not be connecting with your audience or it’s just not clear enough what you are offering and how to get it.
18. Lack of monitoring
Facebook ads aren’t really set and forget in most cases. They have a lifespan and it is really important that you keep tabs on your ad performance to ensure you are spending your money wisely. Unless you like wasting money…
Check the performance and cost per click for the past 7 days or 14 days days to check in on the recent performance of an ad. Is your CPC going up and engagement going down? Keep tabs and if there is no improvement it’s time to change up your ad. It may just be a simple image change so that your ad recaptures the attention of people who had seen your old ad a dozen times and started ignored it.
Well, that about wraps it up in terms of creating your own Facebook ad that delivers good results for your advertising spend. Checking off these things before launching an ad campaign will ensure that you spend your money wisely. And, if you have ads that perform really well for you ad some extra budget to them to get amazing results and grow your business.
If you need help with your Facebook advertising strategy, creating and managing your online advertising, or you just want someone to analyse your previous campaigns to see where you can improve, send me an email and let’s talk advertising :)