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.
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.
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.