We have all been there- investing into an ad that simply does not convert! We spend hours trying to figure out where the pain point lies and NOT being able to get it right… Your goal, as a business owner or marketer, is to get the most out of the investment that you put into any marketing campaign, right? Marketers call it the ROAS – return on ad spend. We are lucky to cooperate with many businesses that continually generate revenue on Facebook and, thus, grow their business. Thanks to this valuable data, we are able to bring you the 7 Key Reasons Why Your Facebook Ads Don't Convert. Let's dive in!
Facebook (and other advertising platforms) allow you to optimise your campaign to truly achieve the goal you desire. Do you want to bring more people to your website? Cool. Facebook helps you with that. Do you want to sell more goods? Your choice, Facebook helps you optimise your campaign. This magic is called the Facebook delivery optimisation. Choose your goal and let Facebook make it happen.
This feature is available as part of the Facebook Business Manager. So what does it do? When you set your target audience (people who will see your ad), Facebook digs even deeper and specifies this audience to those who have a higher probability of completing the goal you chose.
Complicated? Okay, here's an example: Let's say that you target women who live in California and are older than 18 years. According to Facebook, there are 11,000,000 women that you can target.
If you wanted to reach as many people as possible, you'd choose the goal “Reach” or “Brand awareness”. In that case, Facebook would deliver your ad to everyone, depending on the size of your budget.
But say that you want to sell more goods or services. “Conversions” is the goal you'd pick.
Facebook collects more than 2 million signs of our behaviour and, thus, is able to predict which of us would interact with this type of ad and would then provide his or her contact information.
Based on this data, Facebook shows your ad to ONLY THOSE whose probability of completing your goal is higher. That's when the real optimisation comes in. And that's where you might make a HUGE mistake! Choosing the wrong objective (based on your goal) leads to an inefficient campaign. You need to know what your key goal is (what you expect from your campaign) and adjust the goal accordingly.
When we speak of conversions, the alpha and omega is your Facebook pixel. Facebook pixel, according to Hootsuite, “is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.”
Having said that, it is obvious that this code plays a very important role in your campaign optimisation. If you want to sell more goods or services, your conversion tracking needs to be set up properly. Because if it's not, Facebook gets fake signals and optimises your campaign according to that.
A typical example of a page where you want to track a conversion is a “thank you” page. Placing a code on this unique page where people land only after they complete a purchase, allows you to send a signal to Facebook about who completed a purchase. Based on that, Facebook knows who should receive your next ads!
⚡Note: You may want to send about 50 conversions a week to Facebook to have your conversion campaigns properly optimised.
There are some tools that help you set up and check whether your Facebook pixel works properly. One of them is, again, in Facebook Business Manager’s tab “Pixel” where you can generate your unique pixel and set up conversions. The other one is called a Facebook Pixel Helper (an extension) that helps you check your set up.
Content is the King indeed. Your technical set up can be great, but if your ad sucks, nothing will save you. Not paying attention to the content that users interact with will result in a low success rate. When it comes to creating an engaging ad, you need to know your audience perfectly. You should know their hidden values and beliefs and know exactly what tone of voice they'll connect with.
Headlines, the first thing your audience will read, are also a key component! We've written an article on how to write great headlines for your ad, make sure to check that out! Copy (text) is just one part of the ad – you may want to use a picture, video or a carousel (images combined or next to each other), as well.
The success of your ad truly depends on your creativity, ability to hire a photographer or make quality pictures or videos yourself and, of course, on the type of business you have. If you run a carpet cleaning business, a “before and after'' picture could work wonders for your ad campaign. On the other hand, if you sell properties, a carousel full of carefully curated images may be a better fit!
There are tons of options, but make sure to thoroughly pay attention to what you serve your potential customers…
So, you may be wondering, how can you check to see if your ad performs well? Look at your CTR (click-through rate). This metrics shows the engagement rate and guides you to either create a better version of the ad or stick with the current one. Here are some industry standards to get an idea of what numbers you can expect.
See for yourself. Which ad would catch your eye?
We shall not forget one of the key issues with any campaign you run – a wrongly defined target audience. If you don't properly define your target audience (your potential customers), don't recognize their values, beliefs, core demographic or behaviour data based on which you know them perfectly, you will not succeed.
Once again, why is knowing your audience so important? There are many reasons. When it comes solely to communication, knowing your audience is a key to:
If you define your target audience (or potential customers) incorrectly, nothing will save you (or your campaign).
The core question to ask is: WHERE does your conversion happen? In most cases it is the website. Knowing this fact and acting according to it can help you rapidly increase the efficiency of your campaign.
Let's look at an example: Say you want to sell more of the clothes that are listed on your website. You choose the right goal, set your target audience and create a great ad. Your campaign is up and running. When you come back to check on how your campaign is doing, you notice that it brought zero results (conversions). You keep asking yourself what the heck have you done wrong?! So you dig deeper…
Your campaign resulted in many clicks, but your website analytics says the opposite. Strange. Well, not really. The problem may lie exactly within your ad and your website. You can call the problem the load speed. According to Google, 53% of mobile website visitors will leave if a webpage doesn’t load within three seconds. That's more than half! In less than three seconds!
The page load speed can be included in UX (user experience). Wiki says, user experience (UX) is a person's emotions and attitudes about using a particular product, system or service. In other words, how the person feels when scrolling your website. Is the website optimised for mobile? Is it easy to understand? Can the user find all the relevant information he or she needs? If not, you have a problem- a problem that will ultimately affect your campaigns.
⚡Note: You can check how fast your website loads here.
If you're interested in checking out inspiration on how to create a great converting website or landing page, check this article by Hubspot. There are already plenty of studies and examples that show you how to get started – without having to reinvent the wheel. Besides that, go and check out your competitors. You may find tons of valuable examples (both positive and negative) there.
Sure, your conversion may not only happen on your website. In that case, you can use other sources like native lead generation forms directly within Facebook or LinkedIn and you won't suffer from this issue at all – lucky you!
Online marketing is a lot about trial and error. Sometimes you simply have to test to see what works the best. Luckily, you can get this data pretty quickly and for only a few dollars. To test the best performing picture, headline, subheadline, target audience's age or interests, best-converting landing page or anything else, run AB tests! Always, always, always test! Once you can get a significant amount of data (example: more than 1,000 people reached – which can cost you less than 20 dollars), you will realize that AB tests are a must.
All advertising platforms allow you to create more than one version of the campaign EXACTLY so that you can find out which version is the best. Leverage this feature for your benefit. Come up with relevant hypotheses and test them against each other!
There can be a case where you run a Facebook campaign, you make sure that everything is right (on your side) and still find out that the desired results don't show up! Frustrating, I know. There is another reason (or a group of reasons) your ad is not performing well. That is due to a non-existing market, a market that is not ready for your product or service yet.
Say you sell rockets that allow individuals to fly to space on their own. Human beings may soon be discovering space like they never did before. The future is coming, but we may not be there today. If Tesla had sold their cars fifteen years back, they wouldn't have found any demand.
The same may apply to your product or service. Make sure to do thorough research on how your market behaves. Check to see if people are already aware of the problem you solve and if they search for the solution you offer. This fact, even though it may not seem so, directly affects your marketing campaigns.
It's possible that you may create (and sell) something no one wants. And that they will never want to buy. You are trying to create a market that simply does not exist. That can be very tricky as you can easily find yourself in so-called innovator’s bias. In that case, your ads won't work too – obviously as there is no one who would want to buy.
“Innovation bias is the belief that an innovation should be adopted by the whole society without the need of its alteration. The innovation's "champion" has such a strong bias in favor of the innovation, that he or she may not see its limitations or weaknesses and continues to promote it nonetheless.” WIkipedia
What to do with your non-performing ads? That's, of course, the question you probably have in your mind.
We recommend you watch your campaign thoroughly, evaluate its results on a regular basis and learn to specify WHERE the problem lies. We've given you a plethora of tools to check your website speed, Facebook pixel set up and we will leave you with few more.
If you're wondering how to write a text that converts, check this article. Besides that, you may be interested in learning about easy-to-use tools to create an engaging image, video or carousel, right? We have that covered for you too: check this great article on 40+ tools for creating visual content on social media.
Lastly, we recommend you try to run your campaign on our tool that gives you personalised recommendations on how to continually improve your campaign.
I know, I have been there too… You are about to create a piece of content — a nicely done cappuccino in your café or a beautifully pictured house that you want to sell. But how the heck do you begin? With no professional equipment or experience — you want to produce the best content for your social media profiles, business website or email campaign, right?
Well, how do you go about it? The key is you don’t have to be perfect, in fact, that’s part of the magic of this medium! Be natural, be spontaneous, and be active. Your new audience will expect funny, educational, engaging and UNPROFESSIONAL content. In a world where marketing aims for the ideal, your audience wants someone or something that they can relate to. A picturesque cappuccino is nice to look at, but what about a customer savouring their morning drink, only to burst out laughing because they have foam on their upper lip? Capture it and share it! Sometimes less is more. And something is always better than nothing…
In this article, I will show you how you to use a (relatively new) medium that not only allows you to share your unprofessional and spontaneous content, but REQUIRES IT! This medium is called Instagram Stories aka Instastories. As the name says, it can be used on your Instagram profile (both personal and professional). Below see an example of what an Instastory looks like:
Let us first clarify what Instastories are. They are vertically shared pictures, videos, animations that were originally used by Snapchat. After some period of time, Instagram and Facebook implemented them and extended their platforms. Instastories disappear after 24 hours which makes them an instant, spontaneous and engaging piece of content.
But why should you actually care about them? How are they relevant to your business? As we regularly discuss in other articles, webinars and private Facebook groups, ask yourself a question before you get started: Can I reach my audience on this channel? Instagram is used daily by one billion users and Instastories by more than 500 million people. That truly means 500.000.000 people. Every. Single. Day.
Going back to where we began. You are probably asking yourself: “Do I need professional equipment, a best-of-breed creative studio with the best of the best?” Not at all. Be natural, be spontaneous, and certainly, go ahead, and be unprofessional! This platform requires it. Your audience expects you to be natural. They expect to see what’s going on behind the scenes and what your daily updates are — share with them the best moments that can describe you or your business. Tell STORIES! Because that is what this platform is about.
Let’s break the stereotype: You do NOT need to be a professional to create great, engaging content for Instastories.
Let’s get practical. How do you really begin?
You know how to get started. Get inspired before you jump into the content creation. See a series that shows some examples of really nice — BUT STILL UNPROFESSIONAL — Instastories which you can do within a few seconds.
There are plenty of cool features that you can use to make your content visually more appealing. Amongst them, there are live streams (even shared streams with other coworkers, partners, and followers), galleries of Gifs, options such as slow motion or boomerang effects, coloured backgrounds, many text fonts, polls, quizzes and questionnaires (ways to engage with your audience), chat windows and tons of emojis. Again, choose what correlates with your business image (branding). I may be repeating myself, but less is sometimes more…
All small businesses need a good marketing plan to help it reach its targets and aspirations. With every marketing plan comes a marketing budget. You can say they go hand in hand. Creating the optimal marketing budget will ensure you spend the right amount of money in the right places to achieve your marketing goals. Creating a marketing budget used to involve a lot of trial and error which can lead to unnecessary expenses and ineffectiveness. But nowadays with everything becoming easier thanks to the amount of information available on the internet, so is creating the optimal marketing budget, everyone can do it.
Small business owners are finding new ways and techniques to plan out their strategies and design successful marketing budgets. It all comes down to how much are you willing to spend to acquire new customers and increase your brand awareness.
Marketing is an ever-changing field and the methods that work aren’t usually long term. Are you having a hard time navigating the latest trends and the most efficient ways to optimize your content? Don’t worry, because most people struggle with the exact same thing. Here are 10 up-to-date tips for online marketing.
How do you catch potential customers that are near you? How do you target people according to their location?
Do you have a house to sell and you want to find a buyer in your area? Or do you run a small hot dog stand and want to sell more of your delicious repast? Try to target the people that are near your business!
Is your stock full of T-shirts that say, “I ♥ Boston” and you want to sell them? Target the real Bostonians!
Facebook simply allows you to target people according to their geographic locations. You can sort your audience broadly or very specifically. That means you can target the whole country, state or region, city, zip/postal code, and if you have a store, you can use the option for your very own business address that is to be set on your Business Manager page.
A few months ago, I moved to a new flat. Before that, I had been doing thorough research on what part of the city is the most child-friendly in terms of security, what are the prices and how far the flats are from the public transportation. I took many things into consideration before even getting in touch with an agent.
Did I Google things? Of course! Was I keen on reading research on what parts of the city suit my needs? You bet I was! Did I spend some time scrolling on Pinterest for furniture inspiration? Yes, I did.
I was lucky to meet Josh, a real estate agent who has been in the business for some time. We got in touch after I visited his website and read his article about the prediction of real estate prices, plus went through some interesting content on his LinkedIn profile.
I was astonished by the speed of his reaction. Within two days, I had 5 flats to choose from. And a few days after that, I went to see them all.
What I did, nonetheless, within those two days, was thorough research – again. This time, I examined Josh's Instagram profile and checked out the other flats he had to offer. I read the reviews on his Google listings and read more educating articles on LinkedIn. I am a social media freak and I probably use all of them. But Josh was always there… Offering me exactly what I was looking for. At the exact time I needed it.
What I just described, was a perfect user experience and great customer-centric approach. Josh knew his business would grow if he invested in these channels. He also knew what content to serve on each of them. And I engaged, liked, followed – was totally sold! – Successfully ended my buying journey – call it whatever you want. Josh won. So did I.
Do I live in one of these aforementioned flats today? I surely do and I am happy with my decision.
Reach your customers wherever they spend their time. This is a golden rule Josh and other successful businesses completely abide by.
The fact that you are missing out on the chance to speak to your customer or potential customer on any channel can only be leveraged by your competitors… If you don't worship the customer-centric approach, they will.
And by customer-centric I mean going beyond on what YOU want to be doing to what a CUSTOMER wants to do – where she spends time, where she expects to get in touch with your business, where she takes out her wallet and pays for goods or services...
We are not talking solely about social media here. Customers visit your store – interact with you personally, get in touch with someone from support or sales, search for a cheaper substitute on Google or Bing and eventually visit your website. To gain trust, users tend to rely on reviews and customer feedback listed on your social media profiles. One customer – multiple channels. And you'd better be on all of them.
Every touchpoint matters. Everyone builds the complete image of you through your customers' eyes. And everyone determines whether a customer chooses you instead of your competitors.
In 2018, the average time spent daily on social media was 136 minutes. That is more than 2 hours of one's precious time. And more than 2 hours for you to catch their attention with what you have to offer.
What you can count on, is the fact that they will search for products like yours. And if they don't find you, they will buy somewhere else…
Facebook gathers more than 2,4 billion monthly active users. That being said, it is obvious that the possibility to reach your potential customers is high. On the other hand, getting to know the platform takes time or costs tons of money (for agency fees). For small business owners who decide to leverage this platform, time and money are the core assets.
So how can you get the most out of the biggest social network? First of all, know the basics. Facebook (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don’t try to understand everything. Choose to learn what matters to your business the most!
We have prepared content that will help you get to know the very basic idea behind advertising on Facebook. We call it the Beginner’s Guide to Facebook Advertising and within it we cover the following topics:
Dig into the Facebook advertising by downloading the e-book below and let us know how it helped you boost your business!