Facebook Ads

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

Copy of Copy of Why Every Business Owner NEEDS a Virtual Office (3).png

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.

Screen Shot 2019-08-29 at 12.47.50 PM.png

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.

audience size1.png

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”


Measuring the ROI of Facebook Ads in 450 Words

The Basic Way to Track ROI on Facebook Ads

Facebook has become the most powerful and effective social media platform that businesses can use to advertise on. This is because of how specifically advertisers can target potential customers and potential leads, as well as the information that Facebook ads can collect from them. But a lot of business owners are not sure how to track the ROI of Facebook Ads.

To help you with that question, here are some trackable ways to measure the ROI of your Facebook ads!


Set Up Custom Tracking URLs

Before you even start with a Facebook ad campaign, you have to make sure that you have created a custom URL for your website. A good one to use is Google’s URL creator.

When creating an ad in Facebook Manager, you choose a marketing objective, traffic, target audience, the placement of your ads, the budget and a schedule. After, you are to choose a page that you want to promote this ad under, the format, and the custom URL that you have made. This URL will incorporate all the parts of your campaign. When you have put in your URL, put in “Facebook” for Facebook ads.

This is where you enter in what metric you want to use for the ads: Clicks or impressions. Clicks are where you only get charged if someone clicks on your ad. Impressions are the number of views that your ad has had, and you pay for each person that has viewed it.

Set Up Facebook Conversion Pixels

If you use Wix, you can use Integration or Tag Manager, but if you’re comfortable copy and pasting the code, do it.

To paste the code, make sure that is is placed before the end of your end </head> tag. Once you have the code placed, Facebook will let you know if it has been put in properly or not.

Next, click “Create Conversion” to allow Facebook traffic to connect with a certain action on your website (view website, sales, download etc.).

Tracking the RIO of Facebook Ads

Now that you have created the custom URLs to track visits from potential leads to your page, and a conversion pixel to track the actions made on that page, measuring ROI for your Facebook ads is easy!

Look at what it costs for your ads for the last 30 days. Then compare it to the sales/leads that were generated from the conversion action in the same 30 days. Compare these numbers. Are you making a ROI on your Facebook ads?

You need to make sure that you set a goal ROI that you want to generate, even if the outcomes are not positive, using Facebook ads is NOT a waste of your time!

The Best Way Accountants Can Generate Leads with Facebook Ads

Need Some New Accounting Marketing Ideas? Use Facebook Lead Generation Ads!

Most accountants or accounting firms are looking for a new idea or a way to boost business from their marketing. So if you’re here looking for an answer, you’re not the only one!

Most of the time, you are probably wondering about what new methods or social platforms you can use to engage your target market and receive new leads that will actually take action.


What Are Facebook Ads

What if you could collect information from targeted leads from people without requiring them to leave the social platform they are using? Yes. It’s possible with Facebook Lead Generation Ads!

Facebook Lead Generation Ads are great because they allow leads to see a highly-targeted ad without the ad being “intrusive” to their social media platform because it blends in with what they are already seeing on their Facebook feed. These Ads collect information from a potential lead when they click on your ad when the ad  switches to what is called a “Lead Form”. This is where they fill out their name, number, email (etc.) which then goes straight into your CRM so you may follow up with.


How to Create Ads

From here, go to the Power Editor or Ads Manager for your business page. The latter is probably the one you’ll use if you’re just starting out on this. So let’s go forward as if we’re using Ads Manager.

Click on “Create Ad” on the top right, and on the new screen click on “lead generation.”

Before you can even start with Facebook Advertising, you have to make sure a few things are done beforehand:

  1. You need a Facebook Business Page (Or get admin access on one)

  2. You need the URL for the Privacy Policy on your website

  3. You need some creative images or videos that you can use for your ads.

After you have finished the setup process, you will need to go into your “Ads Manager” for your Business Page. Click on “Create Ad” and then choose “Lead Generation”. Name your campaign. From here you need to fill in the actually account information for accounting marketing, not for the ads. These include currency, country, time zone (etc.). Now we can get to the exciting part of your accounting marketing, we can create a target audience and ads!


Ad Sets: Who to Target

Screen Shot 2018-08-29 at 9.40.27 AM.png

When you are creating Facebook Lead Generation Ads, you can create (more than one) specific and defined target audiences. These target audiences that you create are the only ones who will be seeing your ads. When going through the target audiences, pick through age, gender, income, profession, interests, demographics and more!

Here you can also set your ad budget daily/lifetime.


Types of Creatives to Use

This where you are creating the actual creative ads for your accounting marketing.

When you select the type of creative ad structure, there will be many choices:

Untitled design (36).png

These are just what the ad will look like to potential leads. The best ones to use for accounting marketing are a Single Image or a Single Video. These are the best ones because they capture attention the most with who you will be targeting. The Carousel Ad and Slideshow are not formats that people will engage with (Unless you are in the retail industry).

Choose photos and videos that are engaging. These include high-quality images as well as high-quality sound if Single Video is the format you are choosing. There is nothing worse than anding on an ad that has terrible video quality. I sounds awful and will not get you the results you want!

Customize your headline, text and CTA (call to action). Make sure the person who sees your ad will easily understand what it is about, and what happens when they click on it.


CTA’s (Call to Actions)

When making your Facebook Lead Generation Ad, you will be asked to choose a “Call to Action” button like “Learn More”, “Call Now”, “Book Now” and more. There are many to choose from that you can connect anything to (website, files, etc.).

In the “Questions” tab, you will be asked to choose what information you want to collect from your leads. For example, the email, name, number (etc.) that we talked about earlier. Try and keep these questions simple and and minimum. No one likes filling out a form. Think if it more as a “Can I just grab a few things” instead of “Fill this out”. It makes it easier for your lead AND for you. If you don’t need the information, don’t ask.

Finally, customize a thank you page and insert your chosen link. Always double check your whole campaign before you publish it. When you’re satisfied with your Facebook Ad, publish it!