Everyone talks about how great Facebook ads are. You hear the stories of the stay-at-home moms becoming overnight successes and how starting sales funnels on Facebook ads will change the game for you. So, you give it a shot and your results are less than story-worthy. I know it can be really disappointing, especially when these Facebook ads aren’t free.
I will start off saying that Facebook ads do take time to get good at. We all have our definition of what good performance is based on our expectation. Will you get your online course to sell out with a $50 lifetime Facebook ad budget? Pretty unlikely. So, before you dig into why your Facebook ads aren’t producing, be sure you have proper expectations of performance for these campaigns.
I broke these different scenarios into two parts: strategy issues and campaign settings issues.
One of the biggest misconceptions I see with my clients is that if you put an ad out there with a catchy headline for your online product, you will magically get sales.
For those of you using Facebook ads at the beginning of your sales funnel, you have to understand how hard it is to get sales from people that don’t know you. This is especially true if your product is you, such as an ebook or online course that you created.
You must get people more warmed up to you before asking for their money. I’m not saying you can’t make sales when skipping this step, but it will be much more difficult. This also becomes even more difficult as the price point is higher.
Split your Facebook Ad campaign into two
If you feel you might be struggling with this, one simple way to test is to set up two separate campaigns. Your first campaign will be a traffic objective campaign. Be sure your Facebook pixel is properly set up for this one.
For this traffic campaign, you will want to send people to a certain piece of content on your website that is related to what you are trying to sell.
For example’s sake, we will say you are trying to sell your ebook with juicing recipes. Before asking for the sale right away, send people to a piece of content about the benefits of juicing or something similar. This content has to be amazing by the way.
Once you have built up a decent audience to that piece of content, create a second campaign that retargets those individuals that went to your website with the ebook sale. Hopefully, you have gotten their attention and sold them on the idea of juicing and you as an expert. Now they are warmer and more likely to make a purchase.
I know this one might be a bit of an ego hit, but it’s possible that what you are offering isn’t making people jump for joy and click on your ad to find out more. If you’re giving something away or providing an offer, you could take a second look and make sure what you are giving is valuable enough. If you still believe it is, make sure you are conveying that in your ad. It is important to figure out why your offer is the best and make those reasons very clear in the ad.
There could be many issues with the ad that is not convincing people to take action. Before we go into those possibilities, let’s rule out any campaign issues your ad may be having. Be sure to go through each of these before changing the creative of the ad you created.
Are you underestimating how much money it takes to get into the game? Choosing a budget can be very difficult. It is dependent on so many factors such as your overall marketing budget, the value of each lead or sell, your competition and even more.
Sometimes getting leads is about just going through the numbers. When the offer or product is good and the ad is right, if you get it in front of enough people the ad will be successful. If your spend is too low, there is a chance the reach is not getting far enough. Not only can the reach be too shallow, other companies could be out-bidding you and stealing away impressions of your audience.
This is a really important one. Your ad and offer could be the best out there, but if the right people aren’t seeing it, it will never matter. If you’re not a parent to a baby, the best diaper ad out there more than likely won’t get you to buy some diapers. It’s important that you don’t waste your ad spend on people that won’t be interested in your product no matter how great the copy is.
Facebook Ad audience size
The first thing you could look at is whether your audience is too small. While audience size varies a bit based on several factors from your industry to your goal with this particular ad, but a commonly suggested Facebook ad audience size is between 500,000 and 1,000,000 people. If your audience is less than this, I would try to loosen up some of the targeting to become a bit broader and see if it helps your ad performance.
Audience overlap
One thing that might be overlooked is audience overlap. This is when you create multiple ad sets that are too similar to each other. When this happens, your ads that are connected to the two ad sets are competing against each other – and not in a good way. This will raise your cost and lower your results. You want to make sure your ad sets are different enough to avoid audience overlap.
To fix this, you can exclude certain targeting in one of the ad sets to cancel out who is being targeted in your other ad set. You could also see if there is value in keeping them separate. If there isn’t a good reason to keep them separate, combining them into one ad set will take care of audience overlap.
Hopefully, these tips knock it out for you and get your ads where you want them to be. I understand the frustration when you’re putting money towards something and you’re hoping for results. The money you spend in the beginning is often the cost of having success with Facebook ads when you are doing it yourself. The only way to avoid the cost of the learning curve is to hire a professional, which is also an additional cost. As you get better, it begins to get easier until Facebook rolls out with new features to learn. Keep at it and you’ll quickly see how valuable Facebook ads can be!
Christina Bernhard, LLC © 2024 | Privacy Policy and Terms |
website by hey pippa