If you are not getting good results from your Facebook ads, you are doing something wrong. Because there are over 1.6 billion people on Facebook at any given moment, Facebook offers the best opportunity to showcase your business, products, and your services.
Even if you rock at using Google Adwords, have a great SEO strategy, and have an epic sales funnel, this still doesn’t compare to the magnitude that Facebook ads offer.
The problem is if you don’t know how to optimize your Facebook ads, they will not be successful. Even worse, you will be wasting a lot of time and money on ineffective ads.
Thankfully, we’ve created this article to help you solve that problem once and for all. Keep on reading to learn why your Facebook ads are not successful, and how to optimize your ads to maximize your opportunity.
Let’s get started!
1. You're Target Audience is Too Broad
One of the incredible benefits of running Facebook ads is the opportunity to narrow your focus on a specific audience. If you are not successful with your current ads, perhaps you are targeting too broad of an audience.
For example, if your product or service helps to solve the troubles for single mothers, this may sound like a specific audience, but it is still too general for Facebook ads.
Instead, you can target ads to help single mothers who are turning 35 in November, who also recently gained weight and want to learn how to food prep better on a Sunday night.
Some people have a hard time doing specific ads because they feel that they will be missing out on potential customers. This couldn’t be further from the truth. It is not about the number of people that see your ads, it is about the quality of interested people you are speaking to.
If you are having a hard time being specific with your targeted advertising, it may be time to do some market research and discover who your ideal customer is. Then you can create a customer avatar that resembles the exact life of the person you are trying to reach, which will help you narrow down on your detailed Facebook ads.
2. You Have the Wrong Message
Another reason why your Facebook ads are not successful is that you may be sending out the wrong message, even if it is to the right person. This is another reason to ensure you have done the right market research for your ideal client, as you could be targeting the right people, but at the wrong time in their lives.
To fix this, use the TOFU (top of funnel) funnel marketing technique to help you target the right people at the right time in their lives. This is essentially three different ads to target three different audiences:
This helps you to spread awareness about your brand to the people who have no idea who you or your brand is. The audience may not be ready for you yet, but this is the first stage of the funnel as they become more interested. At this stage, try not to sell your product yet, and focus more on educating your audience with free information such as an Ebook, course, or video.
The warm audience already knows about you and needs more information to trust you. To establish this trust, show them that you understand their struggles and show some empathy.
The hot audience knows about you and your brand, and they are ready to purchase, yet they are still a little bit weary. To help them cross over into becoming customers, show them that you not only understand their pain but that you also have the solution for it.
3. You Don't Have a Clear Call to Action
Without a call to action in your Facebook ad, you are paying money to just say “hello” to the Facebook world. The sole objective of your ad is to direct your audience into taking action on your ad.
To fix this, eliminate any unnecessary words from your ad so that the message is clear and direct. Otherwise, it may confuse your audience and leave them to keep scrolling.
4. It Is Not Enticing Enough
If your Facebook ad looks like every other ad in your niche, don’t expect your audience to jump on the opportunity to learn more about your business. According to research, there are over 50 million businesses using Facebook and running ads.
You need to stand out from the rest of your competition in a way that is not too obvious, yet unique and enticing, or else your business is drowning in the sea of Facebook ad space.
Do some market research and discover what your market competition is doing and what their ads look like. Look for the weakness in their ads, and use that information to make your ads better. This is another reason to hire a Facebook ad professional, as they will know what to look for and how to make your ads stand out from the crowd.
5. You Are Bidding the Wrong Amount
Facebook ads are more than knowing your buyer persona and creating enticing ads, you also need to know how to bid for your ad campaign properly to be successful.
If you notice that your ads are not getting many clicks, views, or impressions, then you need to change your bidding settings. To fix this, unselect the “automatic” bid amount option and click on “manual instead.
This will help you to select how much you are willing to bid per click and change it as you go. If you still do not see many impressions, you will need to raise your bidding amount. You can also change between being charged per click or per impression and see if that helps.
Learn More About Running Successful Facebook Ads
Running successful Facebook ads does not always happen overnight, sometimes it takes a good amount of trial and error to get it right. The more you follow these suggestions, the better your Facebook ads will become.
To learn more about how to run successful Facebook ads, book a free strategy call with us to learn how you can build a winning marketing strategy.