You heard that Facebook is a great way to promote your services, you had seen others doing it successfully, so you thought you’d give it a try.
Now you find yourself several hundred euros poorer and without the result you were hoping for and you are wondering why.
I hear the lament, “Why aren’t my Facebook Ads working for my business!” all the time. You might even relate to this.
Well this article is going to give a clue as to what is going wrong – but first, you need to understand that Facebook Advertising (like any form of marketing) is not an exact science.
Whatever your objective, whether you are trying to get clicks to your website, likes for your fanpage, registrations for your webinar or downloads of your leadmagnet, it is likely that you will need to try out your ads, review their performance and then tweak and refine your adverts to improve their performance and get the result you are looking for.
So if you are new to Facebook advertising and are struggling with where to start when it comes to tweaking and refining your adverts to get them working, here are 5 key areas to look at, that will get you started:
- Make sure you are using the right objective for your Facebook advertising
Facebook has different advertising objectives for your campaigns that you can select depending on what you want your ads to be optimised for. For instance, if you want to gain page likes for your Business Page, then you will want to use the objective “Page Likes’. If you want to gain registrants for your webinar or downloads of your leadmagnet, then you will want to use the objective “Website Conversions”. Alternatively, if you want to send your ideal clients directly to a sales page on your website to view a particular product or service, then you will want to use the objective “Website Clicks”. It is worth making sure you know what objective suits your end goals as this will significantly impact your results.
- Check you have installed your Facebook Pixel and set up your custom conversion tracking correctly
You’ll know if you have made this mistake as you’ll have a result that none of your ads have had any conversions at all (meaning no downloads, clicks, registrations etc..). It will also appear odd as the Facebook pages you have targeted may have provided good results previously, or clearly be liked by your ideal clients.
I find that it is worth going through the set up process step by step to check where the error is, usually there is a small mistake somewhere in the setup.
- Ensure you are targeting the right Facebook Pages and interest groups
When you start promoting your ads to your audience for the first time, it is often a case of trying out different Facebook pages (or interest groups as they are known) to find out which ones work best for your audience. You’ll need to be prepared to budget some monies for this testing out of interest groups.
Where the Facebook Page you are targeting is liked by a wide audience (including your ideal clients), consider narrowing your audience by adding another “interest” or “behaviour” that ensures that Facebook only shows your adverts to those who are actually your ideal clients. This can improve your results.
- Review and refine your Facebook Ad Wording Text
Your Facebook advert text wording is a key element in encouraging your ideal clients to click on your advert. If you haven’t delved deeply into who your ideal clients are, and what their biggest pain point and problem is, then your wording is unlikely to speak clearly and directly to them. Thus you will not get them clicking on your adverts.
Take some time to think through the language your ideal clients use to describe their biggest problem, and write this down at the beginning of your ad wording as a question.
Show that you understand their problem and that you are the person who can help them.
Then let your ideal clients know what you are offering that will help them with their problem. So if your advert is to promote a free webinar then let them know about your free webinar, if your advert is to promote an ebook, talk to them about your ebook.
- Use an advert image that speaks to your ideal clients
If you are using an image for your Facebook Ad, make sure that it is relevant to your advert. Remember if you are using your own image then make sure you are building your ideal client’s awareness of you as your brand.
Otherwise use an image that is relevant to your ideal clients, perhaps looks like your ideal client and connects with the problem they are experiencing. Picking images that convey a strong emotion is a great way at getting people’s attention to look at your ad in the first place.
Make sure your advert image has text on it that describes what you are promoting and your call to action. You don’t want your ad image text to be too large as Facebook now categorises image text as low, medium or high, and for the latter two Facebook will show your ads less than it will if your ad image text is categorised as “low”.
Now go and rock your Facebook Adverts!