5 reasons your Facebook Ads aren't working
So you’ve built your audience, created a stunning ad and you’ve put it out there. But it’s not getting the results you expected. In fact, it’s not really getting any results at all.
Where do you start when trying to work out what has gone wrong? There are many reasons why your ad might not be working but here’s 5 of the most common problems:
1. Audience/targeting. A really obvious one but if you haven’t got your audience nailed i.e. the people you want to sell to, things are going to be difficult. You really need to take some time at the start to define who you are targeting, their pain-points and how your product or service can help them. Why should they buy your product or service and not your competitors?
2. Copy. Are you speaking to your target audience in the right way? In a way that will resonate with them? Most people are browsing Facebook connecting with friends and family, they are not necessarily looking for a pair of new trainers. Copy can make a huge difference to the way a prospective customer engages with an ad. Sometimes calling them out directly will help them connect. Calling out a pain-point can also work. Put yourself in their position - how are they feeling? Copy is now allowed on ad images so consider using this option. Test longer copy against shorter copy - for e-commerce ads, traditionally shorter ad copy works best.
3. Creative. Your creative needs to speak to your audience. It’s the first thing they will see when they see your ad and so a chance to make a good impression. You also need to have people stop scrolling. Social media is a loud, busy place so your ad needs to be able to stand out from the crowd. Test images, videos, slide shows and carousels. Some brands find that a certain type of media works best for them. Since iOS14.5 has caused a lot of issues for retargeting, use video views at the top of funnel for cold audiences and this will give you the chance to retarget these people for length of video views since Facebook owns all the data. Remember people will view your ads on different devices from desk top to mobile to tablets so may engage differently to the above types of creative.
4. Budget. If you’re spending a couple of pounds a day trying to sell high end goods to a large number of people, the maths just doesn’t stack up. It’s highly unlikely to work. Facebook ads can give great value but you also have to be realistic about what you want out of them. Consider how much you are willing to spend to acquire a customer; this is the CPA or ‘cost per action’.
5. Website. If you are running traffic to a poor performing website, your ads will be affected. Check out your website to ensure you are sending people to a page which loads quickly and is relevant to your ad. If you’re sending them to a specially created landing page, ensure the page reflects the ads in terms of creative and copy. The ad and landing experience should be congruent. Ensure your website is optimised for mobile. As well as checking load speed, also consider your website messaging, are there CTA’s in place? How is the checkout experience? What’s your abandon cart rate? Is the site easily to navigate? All of these have the chance to negatively affect ads if they are not up to the job!
You can also check out your ads results data. If you’re not experienced with ads, it can sometimes be difficult to understand and interpret where problems lie - which is where an ads specialist can help. We offer power hours which cover this as well as a multitude of other things. Get in touch if you feel this could benefit you.
Power Hour from £125.