5 Reasons Your Facebook Ads Aren’t Working
Push button, make money.
It’s supposed to be that easy, right? All you need to do is boost a post to your followers and you will get more interactions. Or perhaps you chose a super targeted audience through the Facebook Ads platform so you can get your message in front of the perfect customer.
No responses, no reactions, no post shares and, even worse…NO SALES.
Don’t worry – it can happen to anyone. Stick with me for a bit and I will show you a few tactics to get your ads back on track to profitability.
Alternatively, click the link if you think you need the assistance of a Facebook ads agency.
Why Aren’t My Facebook Ads Profitable?
1. Your ad copy doesn’t jive with your campaign objective.
Your visitors need consistency in your messaging. Your ad on Facebook must have the same look, feel, and messaging as your landing page or people tend to get confused in what they need to do. Make it as simple and straight-forward as possible to ensure you get the most interaction between your ad and your website.
If you are running an ad to generate leads, be sure that the process is as easy as possible – remove as much friction as you can. Above all, be sure you have a working lead capture form – test, test, test!
2. You aren’t using custom or lookalike audiences.
Most businesses running ads on Facebook make a very expensive assumption – that the people viewing their ads actually know who the business is (and trusts them).
The problem is that, unless you are a well known brand, people are not going to be familiar enough with you to make a purchase on the first exposure to your brand.
So you may need to warm them up a bit before you ask them to contact you (call or email), fill out an inquiry (and become a lead), or make a purchase.
To make a custom audience is a relatively easy 2 step process.
One of my favorite ways to warm up an audience is to run an Engagement Ad with a short video. I can typically get quality engagements for under $0.10 each – these are people that watch a portion or all of the video. From there, I can create a custom audience (those that have watched some of the video) and re-target future ads to them.
Now that I have a custom audience – I can create a Lookalike Audience that matches many of the traits of those that have already interacted with my brand…
3. There is too much friction in the process.
Whatever the action is that you want your visitor to do, make it as simple and easy as possible.
People are interacting with your brand, typically, because they have a problem … and they hope you can solve it for them. So it is your job to get to the point as quickly as possible and guide them through to their goal.
Very simply, you need to tell people what you want them to do and make it easy for them – ask for as little information as possible while still maintaining the quality of lead you are looking for. For example, if you can start the conversation with someone with just a first name and email address, why ask for a last name and phone number as well?
4. Potential customers don’t trust you.
This is especially true if you are a new or unknown brand. You have to first establish trust before you even think about asking for a sale.
This is done with your video (higher quality = greater trust) and your ad text / creative (or your website). If you can show potential customers your previous work, point them to positive reviews and testimonials, display any awards you have earned, certifications you have gained, and if you are part of any industry-specific groups. Gain your client’s trust through relationships to increase your chances of a sale.
5. Your ads are all about you.
We get it, your business, product, or service is totally awesome…better than everyone else’s and we would be foolish to not buy from you.
But who cares.
Everybody can say that – to really earn someone’s business, you need to let them know what is in it FOR THEM! Tell them how their lives will change, how easy it is to be a client, how you can ease their specific pain, and how quickly they will see results.
To really drive it home, let them know ways to quantify how awesome you are….without superlatives.