Why Your Facebook Ads Aren't Working, And How to Fix Them

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So you’ve attempted Facebook Advertisements and they didn’t really perform as well as you had hoped. You’re not the only one!

Facebook’s ad platform has never been the easiest to navigate and work with, especially when you are getting random glitches that delete your whole campaign, then bring them back after a careful reloading of the page. Let’s just say, you spend more more time trying to get Facebook to work with you, not against you!

To make creating Facebook Ads a little easier in your busy life, here are some problems that might have made your Facebook Ads stop working the way they used to.

You Don’t Have a Specific Goal

A mistake a lot of people make when creating Facebook Ads is not choosing the correct objective for their ads. This means exactly as it sounds. Why are you creating your Facebook Ad? If you are wanting to build awareness for your business or brand, creating a “Brand Awareness” “Video Views” (if it is a video) or a “Reach” ad would be best. So on for wanting more engagement, traffic to your website, downloading an app, wanting direct sales and more.

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You’re Images Are Not Optimized for Facebook

Choosing the images you are going to use for your Facebook advertisements are very important. Not only does the image you choose have to catch your customer’s eye, it also has to be in line with Facebook Advertising guidelines and rules. 

This includes making sure that there is less than 20% text in your ad images, your images are relevant to the ad you are putting out, and the format of the picture or video is the right size and resolution. 

In not doing these, your Facebook Ads will be disapproved, or will not be optimized for the best possible results they can give! 

You’re Using the Wrong Ad Format for Your Ad

A common thought about Facebook Advertising is that there is only one type of ad that you can run. When really, there are tons! Types include: 

Carousel Ads: Multiple photos of videos in a carousel fashion (swipe

Video Ads: Using a video with a Call to Action button

Lead Generation Ads: To get Names, Emails, Numbers or any other information on your customer

Photo Ads: Using a photo with a Call to Action button

Dynamic Ads: An ad template that automatically uses images and details from customer data feeds and chooses products specifically for customers based on interests, behaviours, etc.

You’re Targeting is Too Broad, or Too Specific

Sometimes when we are choosing a target audience to show our Facebook Ads to, we end up making our audience way too specific, or way too broad.  

Research goes a long way to deciding who to target. Really make sure that you’re only choosing the top 3-5 demographics from your Facebook Insights Tool when creating a target audience for your ads to avoid becoming too broad or specific.

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A great tool that Facebook embedded into their Ad Platform is “Audience Size” on the right side when choosing your audience (see on the right) . This will help you define your audience and know whether or not your audience is too specific, too broad, or just perfect!

You Only Have One Ad Set With a Lot of Ads

Facebook Ad campaigns are based around ad sets. It might seem easiest to keep everything in one ad set, but Facebook is most likely going to give most of the reach in an ad set to only one of your ads. So if you put 20 ads into your ad set, most of them won’t be showed either as much or at all to enough people. This means that you wont know which creatives test better than others!

You’re Not Testing!

Test, test, test! To become a pro in Facebook Advertising, you need to be testing everything. This includes CTA’s, different photos, a variation of the same photo, video, headlines, and text/copy. Like I said earlier, if you don’t test variations of your ads, you’ll never know which ones could be the one that sells!

We have had Ads that tested all variables of examples above, and sometimes the most un-usual ones will be the best performing ads!

You can also test different ad formats depending on your business. For example, if you are in the retail or food industry, testing out carousel ads and dynamic ads might work better than a video or photo ad.

Keeping your Facebook Ads new and refreshed every couple months is also key to making sure your ads stay optimized, new, and exciting to your audience!


You Are Using Too Much Text

This isn’t uncommon for business owners to do. Many people have so much they want to say, but don’t have enough room to say so. Think of Twitter having a character count on their tweets, but for Facebook Ads.

You have to remember as well, the social media world works a lot faster than traditional advertising. Older commercials on radio or television were a lot longer with classic theme songs we all love and remember because we had the attention span for it. In this 2019, fast-paced, online world, not so much.

People who are scrolling through their Facebook or Instagram feeds will only catch the first couple words of your ad before going on to the next post. Making your ads with shorter, to-the-point text will help improve your ad tremendously.

A safe amount is between 1-4 paragraphs!

You Are Targeting a Cold Audience

Now, you wouldn’t walk up you a stranger and say “Buy my product”. So why do it over social media? Facebook Advertising (as well as classic sales) will ALWAYS work better when you are selling to a warm audience.

This means getting your ads in front of an audience you already knows who you are, is interested in your business already, or wants to know more about your business. We like to create this warm audience on Facebook by creating a series of different campaigns (2-3) that warm up your audience, give something in return, and then offer them something. This could be a product, service, discount, consultation, or more.

If you want to learn more about our Facebook Ads process, you can download our FREE E-Book “Social Media Sales Funnels Secrets”


Facebook Pages vs. Facebook Profiles: Why It's Important to Know the Difference

Starting Your Business With Facebook? First, Get to Know the Difference Between A Facebook Page and a Profile!

I’m pretty sure you know what Facebook is, and that you or someone you know has a Facebook account. If you don’t, now is the time to start one for your business!

But the big question that most small business owners have trouble understanding is the difference between a Facebook Page and a Facebook Profile. It can be just be confusing when you’re getting started.

Which one do you use for your business?

What REALLY is the difference between the two?


This question is a simple one to answer since using a Facebook Profile for business is a violation of Facebook's Terms of Service. If you use a Facebook Profile to share content for profit or you are not using an individual’s name, Facebook can delete your account. However, you do need a personal account to create a Facebook Page for your business, or you can convert your Profile to a Page.

But for the purpose of understanding the difference, here is a quick overview of the two accounts.

Facebook Profiles

Facebook Profiles are personal accounts on Facebook. When you sign up for a Facebook account, you are signing up for a personal account for yourself. This is where you add your family, friends and can communicate by sharing photos, videos, life updates and more on a personal level. Everyone who joins Facebook gets this personal profile where you only have one name.

Facebook Pages

A Facebook Page is where you make your business account. A Page’s purpose is to represent an organization or a company where you can promote specials, contests, and updates about your business to your followers who have engaged with your page by “liking” it.

Having a business Page also allows you to use Facebook advertisements as well as having no limit to the amount of Pages that you can manage.


Why Should I Use a Facebook Page Over a Profile?

Besides violating Facebook’s Terms of Service like I said a little about earlier, small businesses without a Facebook account is really missing out on a huge audience. Facebook gives you that communication to your customers about what is going on with the business like promotions, contests, or any other updates.

Also, not having a page can give the idea that your business is out of touch with technology and social media. This can make people wonder if you’re really progressing as a business which ultimately can lead to losing the trust of your customers. People love feeling a part  and being able to communicate with their favourite businesses!

Facebook Pages allow small businesses to build a following faster than a Facebook Profile. Profiles make you send or accept “friend requests” before you even make a connection, whereas with a Page, people can follow or “like” your business without that barrier.

Another reason to have a Facebook Page for your business over a Profile is that you receive access to insights (analytics)  that you can track every day. This lets you track the positive and negative impacts and results from your social media.

Think of your Facebook Page as a micro-site that you can use for commercial purposes and where you can directly engage with your customers!