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.
Everybody speaks about TikTok, right? So, why is this platform so famous and who really uses it? Launched in 2016 by a Chinese company ByteDance, TikTok displayed an amazing three-year growth. Today, more than 800 million users engage in this entertaining platform worldwide. Entertainment is what it's all about. TikTok is a platform that allows its users to create short stories and add a musical background. Not by any chance did TikTok (ByteDance) acquire Musical.ly. Music plays a key role in the content of all TikTokers. Let's have a look at the key TikTok demographics and stats!
Is affiliate marketing effective for small businesses? Can this channel help your business get more customers and earn more money? The short answer is yes. The long answer is thoroughly described below, with all the details and explanations you need to successfully jump into leveraging affiliate marketing for your brand or product.
The benefits of online marketing are: marketing perspective (obviously) which leads to customer engagement, building the brand, product discovery and all of these increase the amount of purchases. Online marketing can be done almost everywhere on the internet, so the question you may have is should you go for email, Facebook, Linkedin, Twitter or Bing? Is the “I don't know where to start” holding you back?
Most businesses have already begun to harness the unique features of social media marketing. These businesses spend as little as 6 hours per week and over 66% of businesses enjoy lead generation benefits with social media. So do not wait! A properly executed social media strategy can improve your business' search rankings, drive more website traffic and increase conversion rates.
“Internet access has become vital for communication, obtaining information, job-searching, and participation in an ever-changing world economy. The United States, the fourth largest country (by land mass) in the world, is no exception. With over 312 million internet users as of 2018, it is one of the largest online markets worldwide” says Statista.com
It's obvious you are supposed to boost your business online, as well! So how do you find the best online channel for your business?
1) Who is your target audience? Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.
2) What are your social media strategy objectives? Being able to link your social media channels to your strategy’s high level objectives is essential. If you can’t explain why or how a particular channel will help you achieve your goals, then it’s more than likely you shouldn’t use it. It would be a waste of time. Always remember that the purpose of your chosen social media channels is to support the achievement of your strategic goals.
3) What channels are the people from your target audience using? After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of retired people and you chose Tik Tok as your prime channel.
Similarly, it may not be very effective to establish your brand on Facebook if you’re only targeting teenagers. The most effective social media strategies are informed by social media demographics.
Use data-driven insights to ensure that your strategy, and the channels you choose, facilitate the most relevant, targeted approach possible. This will help increase the chance for conversions.
To sum it up, when choosing your social media channels, always base your decisions on demographic data, don't just go with the flow of trends.
Define: What kind of content do you want to create? This is a relevant question as there are a bunch of different content formats you can use – some of which will complement your business goals and brand identity, and some that won’t. Certain content formats will be more suited to particular social channels than others.
At the end of the day, personas tell you where buyers prefer to get their information. Are they bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. The same goes for your creatives. Some of the people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively.
As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.
If you haven’t yet chosen any channels, or you’d like to expand into other platforms, the Pew Research Center have conducted an analysis that outlines the key demographics for a number of social media platforms.
Let's talk about the most common channels, so you have some ideas when picking the right ones for your business.
Facebook - very common! 72% of adult internet users and 62% of the entire adult population. 70% of Facebook users visit the platform daily.
Pinterest - It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population. 27% of Pinterest users use the site daily.
Instagram - online women are more likely to use Instagram than online men (31% vs. 24%) and 28% of internet users. 59% of users visit the platform daily.
Linkedin - 25% of adult internet users. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users.
Twitter - 23% of all internet users. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.
Are you interested in more information about the demographic of the channels? Check this analysis.
Ask yourself: What is my product/ service? Who is the ideal buyer? Where are they? What content do they like?
Once you know who you are targeting, it's easy to find out which channel or channels to use.
Also, you can adjust your content to that channel as well as to the audience you are talking to. Once you know who you are talking to, focus on your target audience’s needs and preferences. Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need.
Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona.
Don't try to manage every single channel out there. It will be exhausting, chaotic, time consuming and, most likely, your audience is probably not active on every channel. Pick two to three of them, that are most suitable for your buyer, aka marketing persona, and stick to them. Manage them continuously, engage with people! Plan your posts, represent your brand identity, and track important metrics! When you're ready to manage your growing community, check out this article.
This is a short guidance on how to create your business page. As mentioned in the article about facebook formats, the business page is sort of a profile of your business. Once it is set up, you can post any promotion, funny story, new opening hours or whatever you find relevant there.
Creating the page itself is not difficult. You only need your Facebook profile. In the upper bar on your profile, find the button “Create” and select “Page”. Choose “business or brand” and then enter all the needed info.
You will be asked for the page name, your business address (it does not have to be shown to anyone), your profile picture, as well as the cover picture. As you can see in the picture below.
When you enter all the information, you can start building the content of the page and then start inviting people. In the upper bar you can go, for example, to your inbox to check your messages, in the Insights section you can see how posts and the page perform overall, and in the publishing tools, you can schedule your posts as we explained in the previous article about community management.
If there is a specific action you want the visitors of your page to make, you can add a button for “Shop now”, “Contact us”, “Download game/app”, and plenty of other options. It is handy and makes the page look professional.
It is very easy to add any piece of content to your business page, but sometimes it is confusing to switch between your profile and the page. Lots of entrepreneurs struggle with posting personal things on their business page and vice versa :). Don’t forget to switch between profile and page! On your mobile phone you can find your page on your hamburger menu. On the desktop, you can switch to it in the upper bar by clicking the little arrow.
Creating a page is not a big deal, right? To use the whole potential of Facebook for businesses, you should create a business manager account, as well as, an ad account to be able to run your paid ad campaigns. Regarding Facebook advertising, you can find complex info in our e-book!
To someone who’s already run a local business for some time or someone who doesn’t need the know-how of online marketing yet, it might seem it’s not important to get involved with internet advertising, but that’s not entirely true anymore. Approximately 6 out of 10 people search for local businesses online at least once per week. Search engines have a vast database and almost every business is promoted online. There isn’t a simple answer to the question of what’s the best way to promote a local business online. It largely depends on the kind of business. Not every online channel will help every business thrive.
It’s important to focus on the ideal customer. Who is your business targeting? Is your product valuable for women, men or both? Are teenagers more likely to visit your facility than elderly people? Knowing your customers is the first step to choosing the best online channels to utilize for your business’s promotion.
One of the buzzwords and a key trend in marketing is automation. Even though it may sound complicated and unaffordable for small businesses, the opposite is true – you only have to know where to begin. If you know what to focus on, choose the right software and analyze your efforts, marketing automation can truly get your business to the next level.
Marketing automation is, as the name suggests, a category of technology that streamlines your marketing activities. It gives you the power to focus on customers with the highest potential and saves your time by triggering messages (campaigns) across multiple channels without you having to start them manually. A miracle, I know.
There is always a buzz around new technologies. We recommend reading our article about the difference between Hype & Trend. Marketing automation, we believe, is a trend to stay. Jump on the train as soon as you can. No matter how big your business is. If you choose an affordable solution, your business can never be too small for this.
There are more arguments to start using a marketing automation tool:
Stop. Doing. Manual. Work. Period. Let technology help you automate. It's not as hard as it looks. You will find out soon, just bear with us…
Let us guide you through the very first steps to start using marketing automation that will take your business to the next level.
Be clear about what you want to achieve and how you'll track it. This is a prerequisite to get started. If you don't clearly set your expectations, you won't know where to go and you won't recognize when you get there.
Do you want to save time? Great! Are you more interested in increasing your response rate? That's cool too. Would you like to generate more leads? That counts as well. Goals and expectations should come out of your status quo - no one will help you here, just you, so start by defining your goals.
Know the journey of your customer. You can only optimize if you know what leads your customers to purchase. We are fans of marketing funnels that help you (in a simplified way) understand the customer journey. Draw one for your business – you will get a better idea of where your customers get stuck.
Let us give an example here. Say you run your real estate business. Your primary selling point is your website with all the listings and offers. You run Google, Bing and social media ads to generate traffic. You might send some newsletters too.
Your primary goal is to generate leads and close them, right? There are multiple touchpoints throughout the customer journey (before you close the deal). Here is what a customer journey may look like:
Now that you know how your customers behave – you've identified the touchpoints, let's slowly start automating. Or better said, let's find out what can be automated. Tools like Hubspot, ActiveCampaign or Keap are mostly focused on email marketing, social media ads, search & display ads, SMS, widgets and pop ups on the website. These represent the channels that you can use to get in touch with your audience. Let us expand on our example above. The touchpoints where the communication can be fully automated are now marked in red:
There are plenty of tools to choose from. Going back to your potential question: “Are these tools affordable for small businesses?”, note that you don't have to pick Marketo or Hubspot to automate your efforts. These are tools mainly for enterprises that operate with big marketing budgets. Not in our case. We go small. But effectively…
Let's list some of the tools you can use to start automating your communication:
ActiveCampaign gives you not just marketing automation software, but CRM on top. Its pricing starts at 9 USD (if paid annually) and offers not just email marketing, but also SMS, Facebook targeting, subscription forms and personalised content on your website. It's a great tool.
You will have to go deeper into your pocket here. Plans start at 49 USD, but they offer you a sales pipeline plus invoices & payment management on top of what ActiveCampaign gives you. If you lead a sales team, this can be a great choice.
As well as other automation tools, Drip focuses on campaign orchestration – creating a single view across multiple channels. We worship the 360°customer view and so does Drip. Their focus is ecommerce and they offer great features, like personalised product recommendations.
It started solely as an email marketing tool, and is now moving into the automation platform. Mailchimp offers features like landing page creation, social media ads and soon-to-be-launched marketing CRM. Pricing starts at 9,99 USD plus they offer a freemium to play with the tool and use basic features.
We love Zapier – the glue of the internet. It allows you to connect two platforms that, by themselves, do not communicate with each other. Say you generate leads on your Wix website and need to send them to your Drip account. Zapier helps you do that – automatically of course. With more than 1,500 platforms, they are the real glue of the internet...
As much as we love Zapier, we adore our own solution – groost. The name itself says that it'll grow & boost your business. We do it by automating and simplifying your campaign management. If you need to generate more leads, increase website traffic or get more post engagement on your social media profile, you probably run paid campaigns – knowing that organic reach is constantly decreasing – which can be overwhelming. Learning how Google Ads, Facebook Business Manager, LinkedIn Campaign Manager or Bing Ads work takes ages. Not with groost – a single platform for all your marketing efforts. We do offer freemium too to show your business on both Facebook and Instagram – try it out!
Make sure to come back and analyze your efforts. As Peter Drucker said, if you can't measure it, you can't improve it. Analyzing what works and what doesn't is crucial. We recommend running continual AB testing to optimise every step of your funnel and every touchpoint with your customers. All tools that have been listed above allow you to do so easily.
These are the 5 easy steps to get started with marketing automation. Some of them might seem obvious, but believe me, there is no shortcut. Set your priorities first, define the customer journey and touchpoints, find out what can be automated, choose the right tool(s) and after some period of time, come back, analyze and improve.