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.
Is all your revenue coming from one source? That's a huge risk! Using a single sales and/ or marketing channel to market your business might be a fatal mistake for you. Single-source dependency means over-reliance on one thing and that could ruin your business. It's like having no backup. As much as you diversify your effort into various marketing channels and revenue sources, it’s unavoidable that you find a disparity in results. But that’s not to say you should stop doing it. You never know when a small revenue driver can become your main income and vice versa.
Some businesses are dependent on one revenue source so they make themselves unduly exposed to forces outside their control. What if that source is over?
For lots of businesses this source is Google, when sales are primarily driven through Google Ads. And they take huge hits when a new competitor outbids them.
There are more than 7 billion people on earth. And 1 billion of those people are on Instagram. That means every 7th person uses this visual-based social media network. Launched in 2010, and eventually bought in 2012 by Facebook (with more than 30 million users back then), Instagram offers a huge opportunity to connect with your current and potential customers, as well as, your followers and fans. The growth has been tremendous, which makes Instagram one of the most well-known and most widely-used social media platforms of all.
You already know that you can leverage any platform if you have a clear understanding of the audience you can reach there – and whether or not it aligns with your target audience… To find this out, let's jump into the key stats about Instagram and its users!
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.
Have you already come across social media posts tagged with “Sponsored”? Do you wonder what they mean and on which principle they work? Good question! An even better one would be, how can these posts help you reach way more people than you do with your organic posts – the ones that you publish on your social media timeline? In today's post, we will uncover not just that, but also concrete steps to get started!
Truth be told, you can use these types of posts to reach many more people than you do today…
But before we jump into what a sponsored post means, let's look at what it doesn't. Say that you run an Instagram profile and add posts to your profile. So do we. This is what it looks like:
These posts are the ones that appear on your social media profile and most importantly, on the feed of your followers and friends. The ratio between the number of people you reached with your posts and the total number of followers is your ORGANIC REACH. The more people who follow your profile, the more people you can reach with every one of your social media posts. Therefore, it is important to build your audience.
But what if you want to reach more people? What if you want to expand your reach to someone who hasn't liked your page yet? Both answers will be clarified, go ahead and continue reading...
In regards to the organic reach, we have to tell you the cruel truth. The organic reach is constantly decreasing. What that means for you, is that you no longer reach the same number of people as you did before.
We have covered this topic more thoroughly in this article, but to point out the importance of this decrease, see the graph below:
From 2012 to 2016, the organic reach on Facebook has sunk to almost zero…
Let's do some math to understand it perfectly. Say your page or profile has 10,000 followers. Due to the organic reach decline, your organic posts may reach between 300 and 800 people based on its performance – making your organic reach between 3% to 8%. Now the chance that some of these 300 to 800 people interact with your content is way lower than if you reached 3,000 to 8,000 people (call me captain obvious). It may sound logical and totally clear, but ignoring this fact and relying solely on your organic reach may cost you your share of voice or market share. In other words, you may lose your followers, fans and customers if you don't act.
Now that we've come through what organic posts mean, let's finally clarify what these “sponsored” posts are that serve you targeted content on your social media feed…
Refresh your Facebook or Instagram feed and scroll for a few seconds… Stop, there it is! A post that looks like any other one with one small difference. It is tagged with “Sponsored” in the upper part. Can you see it?
You will find plenty of these on your feed. And most of them will be perfectly targeted at you – based on your interests and preferences. Now the key is to leverage this feature for you and your business, isn't it?
Let's dive into how this sponsored content works. Facebook, Instagram, LinkedIn, Twitter, Tik Tok and other social media platforms allow you to run ads through their advertising interfaces. You sign up, learn how the platforms work and jump straight into promoting your content. These interfaces – let's call them the Campaign Manager Accounts for now – remain unknown to “ordinary” users. It's all the magic that “happens in the background”.
Let's take Facebook as an example. Say I want to promote our post that has been (organically) published on our timeline:
Organically we didn't reach as many people as we'd like to. Let's promote the post then…
Either in Facebook Business Manager or tools like our own app, you can follow a few steps and create your campaign – sponsor a post. By defining your goal, marketing persona, budget and message, you can expand your reach and speak to people that have never heard of your business before or show your content to followers you'd not have been able to reach organically.
Going back to our example, let's say that we want to target small business owners in California. According to data from Facebook, we could reach 290,000 people, respectively 277 to 800 people a day for less than $10 a day.
Yes, promoted posts are about investing something into expanding your reach. But as you see, you don't have to sit on millions of dollars in marketing budget to speak to more potential customers than you probably do today. You don't even have to sit on hundreds of dollars to achieve your goal of reaching more people…
Not to say that when they purchase from you, your investment is back – with interests (or margin:)
This is what the set up would look like...
With only a few clicks – in case you use tools that simplify this process – you are able to start your campaign (sponsored post).
The best thing is, that you target your posts solely at people who are relevant to your business. In other words, you tailor your content to people that can become your customers, followers or fans.
Say you run an eshop with accessories. You sell watches, necklaces, small pieces of clothes, rings and other goods. You have two types of products: those made for men and those made for women.
You manage your Instagram profile and post content about your customers’ satisfaction (reviews), newest pieces of clothes and inspiration as to how they fit with other outfits. This content can be interesting for both men and women. But what if you want to run a campaign targeted solely at men with the goal of selling all the men's watches that have been sitting in stock for a long time? That's when the sponsored post comes into play…
The process has already been described: you define your goal (sell more watches), marketing persona (men in California between 25 and 45 years old, interested in fashion), choose which channel you want this post to appear on (Instagram), set your budget and campaign length ($5 a day for 7 days) and finally, create your great content – the ad that your potential customer sees on his feed. Say your post looks something like this:
Thanks to this campaign (while using the setting in the brackets), you are able to reach more than 7,000 people. And you've invested $35 in total. Awesome, isn't it?
Is this the only option to increase your organic reach, you may ask? It's definitely not. Marketing is all about synergy. You may want to combine more tactics to achieve the best results.
Let's go through some tips & tricks that can work perfectly with (or without) promoting your posts.
Again, this may sound obvious, but is not always completely understood. Creating super engaging content comes first, along with understanding your audience! If you don't know who you're talking to, your speech can never really resonate, right?
It's like in life. Imagine you go on a date with a pretty and intelligent woman who is into fashion and yoga. You spend the whole time speaking about the Super Bowl! How would that date end? You probably know the answer...
The same applies to your social media profiles and any content that you publish. If you create something that no one's interested in, you decrease not just your reach, but also engagement.
Start with defining your marketing persona and create content that they find interesting, educating, funny or shocking – anything that goes with your brand.
If you do so, your followers will like, comment, share and recommend your content and products. Thus, you can leverage the real power of social media: the snowball effect that happens once people share your content.
Let me share one secret with you. Your followers are not only on Facebook or Instagram. They also use other platforms like Youtube, Pinterest, LInkedIn or Tik Tok. In fact, an average American Internet user has more than 7 social media accounts. That being said, you should definitely leverage the potential to reach your audience where they are (and where your competitors probably aren't… yet).
Platforms like LinkedIn or Tik Tok have a much higher organic reach now. They are where Facebook was a few years ago. That may change as they grow and decide to monetize their audience, but till then, you can build your follower base and successfully grow your business! Go for it...
Are you also suffering from a continuous decrease in organic reach? Do you reach less people than you'd like to? Try some of these tactics and let us know how it has helped :)
Facebook is the biggest social media platform in the world with over 2.4 billion monthly active users and still increasing every year. As more and more people and companies adopt online advertising it is easy to see why social media has become a key tool to help different businesses grow and reach new potential clients. It is impossible for up and coming businesses to ignore the importance of Facebook in this day and age. With a variety of different types of ads at your disposal from pictures to videos and many more which will help you reach new people and increase your online presence. The fact is being on Facebook can make your life much easier when it comes to online advertising. You just need to setup the right marketing plan and with the help of Facebook start growing your business.
So, if you are interested in advertising your business online. Follow these 3 steps to start advertising on Facebook.
AI, Chatbots, Blockchain, self-driving cars, cloud-computing... You have probably heard of all of those, right? Do these terms represent trend or a hype? What is the actual difference between those two words? And are they important for you, as an entrepreneur who's just getting started? These are probably the questions that jump to your mind when hearing these buzzwords.
There is a HUGE difference between what stays and what doesn't. In other words, not everything will stick and change our behaviour. This is how we can define our keyword, trend: as a change in the behaviour, habits or ways in which things work. It is a constant change. Let me explain trend in a graph, as I am a visual learner and a numbers freak…
On the contrary, hype is something that simply occurs and fades away… without any lasting impact. If I spoke in graphs, hype would look like this:
When the terms are clarified, let us look at the history and point out some of the trends and hypes we, as humans on this earth, have been through…
Presented by Diner's Club, the very first universal credit card came to use and was accepted by some establishments. Had it been just a hype, no one would be using credit cards today… Non-cash payment instruments play a huge role in our lives today – this trend changed our behaviour for good.
Now, imagine a bank not issuing a credit or debit card after opening an account – a business that did not catch the trend. This bank would for sure not survive in today's world…
… and changed the way we travel, transport ourselves and purchase goods. Startups like AirBnB or Uber have shown us there is a new way of ordering a taxi or renting a flat for a few nights. Have classic taxi companies had to react to this change? You bet they have!
You can probably guess where this is heading. There are a plethora of examples of trends that have changed our lives. These are real changes that – if businesses ignored them – could be very harmful...
Here we go. 2019 and podcasts, home voice assistants, voice search, voice order and – you nailed it – everything that has something to do with voice is slowly changing the way we behave. Is this something you should keep an eye on? I believe so. Is this something that is about to change / threaten / boost your business? That truly depends on your business industry and approach.
On the contrary, hype can calmly be ignored (or shortly leveraged). Do you remember the Bitcoin bubble in late 2017?
If not, let me briefly explain. Bitcoin is a cryptocurrency that was invented in January 2009 by Satoshi Nakamoto. Its price has been slowly rising since then, and in 2017, one Bitcoin was worth around 20,000 USD. With no real value behind it! In other words, so much money was invested in this currency that the price rose rapidly. An easy economic rule: when the demand rises (while the offer is limited), the price goes up. But what is crucial, is the value behind it. There was no value at all. And in January 2018...BOOM!
Identifying hype and trend can be crucial for the survival of your business. But no one really tells you how to get started. Well… saying that there is a manual would mean there is a way to predict the future.
But there are some ways to prepare yourself. As Gartner puts it: “Three key factors will ultimately enable you to identify the potential impact of a particular technology trend on people, business, IT and the technology market:
Yes, you have to know your business and industry perfectly in order to answer those questions. If you decide to simply ignore everything that goes around you, you may get kicked out of business soon… But if you learn, build on your knowledge and keep an eye on the current trends & hypes (as you may not recognize them at the beginning), your chances will rise.
Build on your knowledge. Do not pay attention to what does not affect your business, but be aware of something that does…
We at groost.com are leveraging online advertising for small businesses, which has shown to be a strong trend that is here to change many industries. In 2018, for the very first time, 50 % of the world's population was online. Never before has the percentage of people with access to the internet been so high. And guess what… The number is rising. Is this a trend or a hype? You are now able to answer the question for yourself.
Are you up to date with what's on trend for 2019? Check the Gartner's research here: https://www.gartner.com/smarterwithgartner/5-trends-appear-on-the-gartner-hype-cycle-for-emerging-technologies-2019