It’s not working out like you had imagined it.
You thought you’d set up your Facebook ads, click on the save button and watch your Paypal account explode.
Except, that’s not happening at all.
Your costs are going up and up and up and you haven’t made a sale – what do you do? Here’s a few ideas if your Facebook ads aren’t working.
Is it your offer?
If no one wants to buy your product or download your freebie – then no amount of Facebook advertising is going to change that and it’ll be no surprise that your Facebook ads aren’t working.
Sometimes it’s the offer itself that isn’t exciting people. Other times it’s just the title. Take some time to be really honest with yourself – do people WANT to buy this? Have customers purchased/opted in with no advertising?
Is it your landing page/sales page?
If you’re seeing a bunch of people click on your ad but not opt in or purchase, than it might be your landing page.
- Is your landing page optimized?
- Is it simple and clear or is there a million things happening on the page?
- Are there giant images that make your audience scroll down before they can opt in or read more?
- Is there enough information for your customers to make a purchase?
Is it your targeting?
Who is seeing your ads? If your targeting is off then this could be a major reason why your Facebook ads aren’t working. If people aren’t engaging with your ad at all – perhaps you’re not targeting the right audience.
Consider creating look-a-like audiences that are similar to your website visitors and see if that improves your conversion rates.
Does your site work for mobile?
Over 70% of your audience is seeing your ads on their phone. If they click on your offer and see tiny print and can’t seem to make it work at all – then they aren’t going to opt in.
To check this, just send the link to your mobile and see what the user experience is like on your end.
Is it your ads?
There are two ways your ads might not be working effectively and might lead you to having the “Facebook ads aren’t working” syndrome.
Your ads are deceiving. This happens when your ad leads a customer to believe they’ll get one thing buy clicking on the ad but when they arrive on the landing page – – they get something else. If you have lots of clicks and no conversions and your landing page is great – this is what might be happening. Send your ad to a few friends and ask them what they think they’d be getting out of clicking the ads.
Your ads are ignorable. It could also be that the image isn’t engaging enough and the copy doesn’t entice someone to take action. You’d know this if there is no clicks on your ads and you know you’re targeting the right people. Play around with testing different images and copy.
Is it the timing?
Another thing that plays into FB advertising costs and engagement is timing.
If you’re running your ads at the same time as another big launch – you might start paying an arm or a leg for your ads.
After the Trump inauguration and the women’s march we saw a huge downturn in advertising engagement for all our clients. The only reason we could think was that the world was going through turmoil and it made them care less about moving ahead in their lives and business. A few weeks later – the ads resumed optimized results.
If you’re running ads during your launch and saw sales on the first day and it’s been all quite for the last few days, know that sales happen during a launch on a bell curve. Typically I see 40% of sales come through on the first few days, 20% in the middle of the launch and another 40% on the very last day.
If you’re working with a FB ads management company, these are all things they are checking and providing feedback for you on.
Anyone managing your FB ads should know all the numbers and testing options to find out which one of these culprits are responsible for dragging your ads down. – TWEET THIS