We get it, there are a ton of variables that could be getting in the way of why your Facebook Ads aren't working.
Now I like to start off with SOCIAL PROOF because at the end of the day if I can't prove what I do has any real value, I'll just be full of shit.
Here are 3 different case studies I created for my company that has actual weight to them.
-The first one is for a Lead Generating Business where I was able to get a 237% ROI (Return on investment). Read all abut it here
Nothing can be more frustrating than having spent half your morning creating an Audience from the Audience Insights resource or creating a custom audience and not receive any valuable data.
Developing an Audience from scratch can be a tedious task. First you have to pick your location, age & gender, interests (make sure your researching your competition and market), connections, pages and advanced metrics such as behaviors, financials, politics (you should definitely know who your target audience voted for) and all the other in depth information the Facebook Audience Insights resource allow you to dig into.
🔥 Don't have access to the Audience Insights resource? Click here Audience Insights
After that you have to research what interests, lifestyle, relationship status, education level & job title they have (this is just the 1st tab).
Researching their purchasing habits and seeing how many people are in their household will help you pinpoint exactly who your prospects are.
Finally you "save as" and wait a couple of hours for it to populate enough of an audience just to find out your Facebook Ads aren't working like you hoped. What a disaster!
By the way, I thought this might be a good place to show you why Women and Men actually use Facebook.
I have created so many campaigns on Facebook, readjusted and played with different variables to see what works best. I'll admit that I failed many times but I finally found out what works best and more importantly, what doesn't work.
It's really important to understand what type of ads you can create on Facebook because each business will have different goals.
Here is the first step you will take when creating an Ad.
Screen shot of different Ad Campaigns you can use.
It's important to understand each category of Facebook Ads.
- Brand Awareness - Increase awareness for your brand by reaching people who are more likely to be interested in it.Close popup and return
- Reach - Show your ad to the maximum number of people.
-Traffic - Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.
-Engagement - Get more post engagements, Page likes, event responses or offer claims.
-App installs - Get more people to install your app.
- Video Views - Get more people to view your video content.
- Lead Generation - Drive more sales leads, such as email addresses, from people interested in your brand or business.
- Messages - get more people to send messages to your business in Messenger.
-Conversions - Drive valuable actions on your website or app.
- Catalog Sales - Create ads that automatically show items from your catalog based on your target audience.
- Store Visits - Get more people nearby to visit your brick-and-mortar locations.
Once you have picked your Ad Campaign, you will move on to the Ad Set where you will have options to pick you audience, where you want you Ad to show and set your budget.
I scoured the web to find the top 5 reasons why your Facebook Ads aren't working.
Here we go!
#1 Your Target Audience
Chances are you didn't do enough homework to find out who your customers really are and that's a reason your Facebook Ads aren't working . Is it really necessary to know who your customer voted for? Or how much they make a year?
Below is what is known as a Customer Avatar. Agency Jimmy is 40 years old, married has 2 kids and lives in Florida. He likes to surround himself with people smarter than himself and his level of education is at the MBA level.
You'll also know what his goals & values are, challenges & pain points and his role in the purchasing process. Is he the decision maker of does he answer to someone else?
Don't you just hate when you have to talk to the gate keepers of a company just to find out all along the Boss has been telling them to say he/she is out of the office.
The more you know the better you can craft your message to that person and get them to come to you.
If you're trying to build a BRAND that is going to last years to come, you're damn right you better know who they voted for. The more in depth information you know about your customer, the better.
#2 Your Ad Creative
What people read when they see your ad will either pull them in or make make them ignore you completely.
You have about 3 seconds to gather their attention from the time they see you Facebook Ads Picture. Right after they see the picture they will automatically go to the copy and if you don't pull them in there, you lost them.
Here is a beautiful example of what I mean.
The pictures are amazing and now you are interested in what the pictures are about. The ad copy pulls you in by pulling at your psychological tendencies.
If someone spent years taking photos of endangered species, you're most likely going to feel like you are obligated to the photographer to see what he spent all those years collecting.
Not only that, the copy pulls at your emotions saying they are heartbreakingly beautiful. Who doesn't like to look at heartbreakingly beautiful photos? I know I do.
The fact is you can pull at a number of this when it comes to the psychology of people. Pull at their emotions, curiosity, interests, pain points or even their vulnerabilities.
An example if curiosity copy that will pull in your audience:
"Doctor's have used this remedy for their children when they're sick and now it's available for you."
"Have you ever noticed fit people do this one thing everyday..."
"What is really in your children's school lunch..."
#3 Size of your Budget
The size of your Ads Budget will have a huge factor on why Facebook Ads aren't working. You can't expect to throw $5 a week on a campaign and get results.
To really get good data from your Facebook Ad Campaigns, you have to be willing to invest at least $10 a day for 30-60 days to collect enough data.
If you can let it run longer, let it run for 90 days. Look back at your data and make decisions based off real metrics, not hunches.
You can go as far back as 180 days when you create a custom audience or web-site traffic audiences.
The more insight you can gain from all your website traffic or audience, the more likely Facebook Ads will work.
Keep digging into your audiences' interests until you find a sweet spot and use up that audience.
Don't stop there, keep building custom audiences and test them out. You will eventually find a winner. Once you do, sell the shit out of it.
#4 Send them to a Landing Page
Use tracking software (Requires FB Pixel or Google Analytics)
If you're not sending them to a Landing Page (Home Page of you website) or a specific page on your site, you're not setting them up for re-targeting.
Start making it a habit to use the tools Facebook is giving you for FREE! The Facebook Pixel is an amazing tool. It will allow you to lead people to a specific page in your site and when they leave the site, you get to retarget them when they go back to Facebook.
The best thing about this is you can create a whole audience based off of website traffic called the Lookalike Audience.
The Custom Audience option will allow you to segment customers who landed on one page of your site (Add Cart Page) and not another bring them back into your website and hopefully turning them into a customer.
I read the other day that only 2% of people buy the first time they visit a website. The other 98% buy after they have visited multiple times. This is why the Facebook Pixel is key to getting those sales in the future.
With tool like Google Analytics, you can track how many new people are coming into your site, which content they are looking at and for how long.
You can even see how they are navigating your page using the behavior flow chart like this one below.
Knowing how you customers are entering your site, what steps they are taking and where they leave will help you optimize your page.
At the end of the day, sales are all that matter and when you can make it very easy for your customers to buy, your key metrics will increase.
#5 Monitor your Ads
Set it and forget it isn't an option when it comes to Facebook Ads.
Check them often and read your metrics.
If you want good quality Facebook Ads, you're going to have to put in the work.
Learn how to read your metrics correctly and use them to your full advantage.
There is so much data we can now track through Google and Facebook that we didn't have 5 years ago.
Because of this info we can now make data driven decisions that will give us an advantage over all our competition because let's face it, no one likes to do more than they have.
BONUS TIP - SPEAK THEIR LANGUAGE
Read about your industry. Grab books and start looking at certain terminology they use.
If you're advertising to Dr. Brown, you wouldn't be speaking to him like you would a Welder.
Or if you're speaking to a Welder, you wouldn't be speaking ti him like a Musician.
That same principle works in your copy of your posts.
We all have certain words we use when we talk to certain people.
Speak the language of your audience.
You also might be interested in which Marketing Strategies Multi-Million Dollar Companies are using to crush their competition. See the video below.
If you are still having trouble with your Facebook Ads, send us a message at Alamo Digital Agency.
Alamo Digital Agency specializes in Facebook Advertising. Just look at our Case Studies.
We can manage, report and tell you what we think you should be focusing on.
Did I mention, we are Certified Digital Marketers.
See you soon!