Over the years, Facebook has proven itself as an amazing platform for marketers and new businesses to advertise their products. It has made reaching a large target audience and creating meaningful awareness of your brand easy. However, if you are new to the Facebook’s advertising world, you are likely to face trouble and confusion. This phase is going to last until you completely understand how to navigate the not-so-simple system.
It can be a frustrating experience – we get you! Just hang in there for a few more minutes because once you finish reading this article, you will be ready to face the advertising world of Facebook.
Let us have a look at the possible reasons why your Facebook ads are not working and what you should do to fix it.
1. Audience selection: Error found!
Facebook is super supportive of your business’s advertising; it allows you to separate the audience based on their demographics, location, interests, and purchasing behaviors. What else can a marketer ask for? Facebook has done its part, now it’s time to do yours.
Select the right target audience. Failure to do so will result in your business’s downfall.
There are two possibilities why your audience selection is not impressive:
- Your focus is too narrow in selecting the audience, which means that you are probably losing some key individuals. Do not do that.
- Your focus is too broad, which is only increasing the cost per click because not everyone is interested in your offer and in becoming your customer.
Outline a buyer persona keeping in mind the key characteristics and traits that your ideal buyer should have. You can then adjust the target audience settings on Facebook accordingly. If you are guilty of your audience selection being too narrow, you can widen your focus by not using the ‘and’ setting. On the other hand, if your focus is too broad, use the ‘and’ setting to narrow it a bit.
This simple step will help you in attracting the right audience that would not only be interested in your business’s offers but is also likely to become potential long-term customers.
2. Number of clicks before the sale counts
Do you know what happens when someone clicks on your ad? Well, apart from you having to pay for it, the clicker goes through a series of pages before they finish placing an order. The more pages you put, the more the clicks before the completion of an order.
Again, you might be making one of the following mistakes, which are probably creating a hurdle in your ad’s success.
- You have made this process of order placement too long; your visitors might get bored and leave it halfway through.
- You are too quick in asking for a sale after the initial click, not giving the audience the space to recognize their needs, realize the need for a solution and seek options, evaluate the choices, and finally decide to make a purchase.
Your ad’s purpose is to convert a customer, no doubt about that. However, you need to make sure that you have conveyed your offer’s value, engaged the visitors, and building awareness before you ask for an order. The number of clicks may vary though, as long as your purpose is served!
3. Audience and offer: No match found!
Done with a successful segmentation of your audience – what is next? The content of your ad should be relevant to the information that you have gathered about the target audience. Otherwise, what is the point? If you are not creating an ad that has the power to speak to the audience, you have indeed created a problem for your business.
Try to make variations of your ad to tailor-fit each of the segments of your audience. After you are aware of the right buttons to push, enjoy the upcoming journey of sealed deals.
4. A discrepancy between your ad and landing page
Are you starting to get clicks on your ad from the visitors? Great, but the storm is not over yet. It is important to direct them to the correct landing page. Sending them to your homepage is not recommended at all; stop doing it. It is great that your visitors showed interest in your offer but directing them to someplace other than the actual offer page is like shooting yourself in the foot.
Simply, let the visitors see what you have promised in the ad on the landing page. It is a very simple trick to make sales yet strong enough to drive the potential customers away if not taken care of. Always remember: The landing page should be coherent with the ad creative and copy. Period.
5. Going overboard with text in your image
Are you fond of adding too much text in your image? If yes, then you should change your preference. Make Facebook happy by not adding none or very few words in your ad, and in turn, it will make you happy by not ignoring the ad. You would not want your reach and cost per click to be affected by the extra text now, would you?
If your answer to the above question is ‘no’, then never ignore Facebook’s warning of too much text in your ads. You can make adjustments by increasing the word count in the headline and description instead. Moreover, by using carousel format, you get the privilege to add multiple descriptions for different images. If you want to make sure that you have met the Facebook’s requirements, you can use Facebook’s Ad Overlay Checker Tool.
6. Unconvincing ad creative
Ad creative has two components: Copy and image. Before posting your ad, you should ask yourself the following questions:
- Is your copy clear and persuasive enough to attract the audience and make them take action?
- Is your image appealing and capable enough to grab the attention of the target audience?
If you do not bother to think about these aspects, you are likely to see the massive failure of your ads. The newsfeed has several interesting and eye-catching things to ponder on and visit, which also have the ability to overshadow the not-up-to-the-mark content that you have to offer. Therefore, up your game or else your business will be doomed!
The right thing to do is to hire a copywriter for taking care of the copy component of your ad creative. He will make sure that your copy makes the audience feel as if they are the center of the universe, drives benefits, and is likely to bring an action to the table. In addition to this, learn from the past: Review what kind of content has been proved effective earlier and repeat.
Furthermore, you can take help from some creative features that Facebook offers, such as Facebook 360 and Canvas Ads. They can help you create interesting and engaging images.
7. Poor bidding strategy:
Are you being completely dependent on Facebook when it comes to the bidding strategy? Well, it does work in some cases but not always. If you are not getting the desired results, do not hesitate in taking matters into your own hands by quitting the use of Automatic option for Delivery Optimization. Start bidding manually; choose what the right options are for you to get meaningful clicks.
Bring in the virtue of patience when you are using manual bidding. Meanwhile, experiment with different delivery and bidding strategies so that you can get a fair idea of what is best for you. However, it is essential to take things slow and not change the strategies too fast, as it will cause confusion for Facebook bid optimization system. Remember: Patience is the key.
8. Be clear with your objective
Aims and objectives are always important. Your objective should not only be clear and concrete but it should always be for the long-term, or at least it should be relevant to your long-term goal. Understanding mid-way that your objective is not as fruitful as you wanted it to be will be disastrous for your business.
If you, like many other marketers, are focusing on increasing likes on your page, maybe you should consider revising your objective. More often than not, people randomly like Facebook pages without having any interest in what it has to offer. Alternatively, sometimes people might find your business interesting but will not be up for buying anything from you. Hence, the number of likes on your Facebook page does not at any cost determine the number of your customers. It sure does spread awareness about your business and create brand recognition but your objective, we assume, would be more than that- you want to make sales, right? Plan accordingly.
9. Intimidating the audience with unnecessary offers
This is probably one of the main reasons, which scare the visitors away from purchasing your products. Never ask too much from them, especially if they are visiting your page for the first time. Throwing sign up offers in their face and directly asking for a sale give a negative impression. It is the first time that they are seeing your brand; they will not be ready to make huge commitments.
Give the visitors space and time to discover, evaluate, and decide if they want to buy your product. You can surely make offers using subtle ways, such as asking them to like your page and signing up for newsletters. Once they show interest and start engaging, you may take a step forward and make stronger offers.
10. Disregarding the little details
Even after you have set up an ad and posted it, your work is not finished. If you tend to forget after posting Facebook ads, you are digging a pit hole for yourself. Managing and keeping track of your ad’s performance is equally important.
You should keep an eye on how your ad is performing across various dimensions, such as:
It is important to see your ad’s performance across the types of devices. After evaluating, go to the Manage Placements option and select the devices on which you would like your ad to continue showing. Removing the devices that are not yielding positive results for you are harmless.
Apart from displaying the ads itself, Facebook also has other platforms that serve the same purpose. These platforms include Instagram and Audience Network. You can choose the platforms that will serve your ads under the ad setting.
Your ad’s performance based on locations is subjected to some other factors, such as seasonality. Some seasons might bring many sales at one place, but not at other locations. Look for locations where your products are gaining more popularity and target those.
Do not ignore the demographics of your customers; the characteristic of the audience that is taking interest in your product is vital to your success. Be it age or gender, you will come to know which character is likely to help you in generating revenue.
The breakdown tab under the campaign view will enable you to compare the different segments of your target audience for a customized advertising experience.
Summing it up
Facebook ads are one of the best ways to advertise your business. However, the journey might not be as simple as you would like it to be. We have shed light on some common mistakes that marketers make, not being aware of the complexity of the system. It is important to avoid these blunders so that your investment may start converting into profit. That is what your aim is, right? Now that you know all the possible problems, due to which your Facebook ads might not be working and also how to solve them, you are ready to conquer Facebook’s advertising world.
Of course, one size does not fit all; you need to tailor your strategies according to your objective, products, target audience, and customer life cycle. Nevertheless, everything that you have learned here will certainly benefit and aid you in creating effective Facebook advertisements, which will not go unnoticed by the audience.