February 21, 2017 ByCheryl Dykstra
We’ve worked with many clients in the past who have told us
that Facebook ads didn’t work for them. The explanations why they didn’t range
from – our audience isn’t on Facebook to they are a B2B company to we don’t
have enough ‘likes’.
These explanations may sound logical, however, they are probably
not the real reasons. The truth about Facebook ads is they need to be executed
properly in order to be effective. Creating generic ads for untargeted
audiences rarely produce results.
Facebook is a great platform for reaching all types of
of the world’s total population uses the platform after all. With that that
big of a pond to fish in, there is no reason you can’t find your audience. Over
75% of adult internet users in America use Facebook. Those numbers include B2B
buyers that you can market to on Facebook without a single ‘like’. So, if all
those explanations are myths, why don’t the ads work? In a word: Mistakes.
Here are the top five mistakes we see most often. And yes, don’t
feel bad, we’ve made them all too...
1. Your Offer Wasn’t
The number one reason that Facebook ads don’t work is
because of a weak or undesirable offer.
Your audience is never going to bite on an offer that
doesn’t have enough value to them. That doesn’t mean you need to offer a large
percentage off a product. But your offer does need to have a high-perceived
value. This can mean giving away a free ebook or guide, offering a reasonable
percentage off, or providing a valuable offer unique to your audience.
2. Your Images Were
Boring or Unrelated
Never underestimate visuals. Facebook ads with images receive 2.3
times the engagement than those without. But boring stock photos don’t
Successful ad images look organic within a person’s Facebook
Newsfeed, yet are designed to stand out and resonate with the intended target.
Sometimes, the image that generates the most conversions isn’t what you’d expect
– hence why A/B testing
images is crucial.
In a study by Search Engine Land, the highest converting
image types for Facebook ad campaigns were: happy women, colorful logos and
headshots. But don’t be afraid to experiment with images – you never know what
could resonate with your audience.
3. Your Targeting Was
One of the biggest mistakes you can make with Facebook ads
is with your targeting. You can have the most compelling ad, but if it’s not in
front of the right people, you won’t see any return on investment.
It’s easy to assume that a broader audience means more
conversions, but in reality, specificity is key to a successful campaign.
Take the time to create a buyer profile for each campaign. You
should take note of demographic attributes, such as age, income, and marital
status, and also psychographic attributes, such as values, interests and pain
points. Creating an ad is infinity easier when you understand who you’re
creating the ad for.
4. Your Ad Copy
Didn’t Inspire Action
Your ad copy needs to address your user’s problem and how
your service or product will solve it. Use powerful, emotive words in your
headlines. And don’t be afraid to use negativity as an emotional driving force.
Some people are motivated by running away from things they dislike, while
others are motivated by moving toward things that they like – both can play a
role in purchasing decisions.
Be up-front with your offering and don’t try to trick someone
to click on your ad that wouldn’t be a good match for your product. Once they get
to your landing page and see they’re not interested, you’ve just spent money to
attract someone that has no intent to buy.
5. Your Timing Was
Not all products and services sell the same year-round. People
aren’t always ready to buy when you are ready to sell.
If you have a seasonal product and you are running too early
or late, you could be met with zero response. Take a look at your products or
services and determine when these would be best sold. This will help your ads
be more effective.
Words of Facebook
Facebook campaigns are similar to many other types of
marketing in that you don’t always strike gold your first time. There is plenty
of split testing and copy tweaking to be done to increase your ads’ ROI. As
long as you’ve got a great value proposition that will benefit a specific
audience, you just need to keep testing until you find something that gains
If you’ve struggled with Facebook advertising in
the past, or have never used Facebook as a lead generation method before, give
us a call at (407) 682-2222 or use the contact form below. We give your ads a
facelift and get you on your way to converting more customers through Facebook!