4 Reasons Why Your Facebook Ad Campaigns Are Failing
Everyone loves to talk about how great Facebook ads are. With its multi-billion user base, state-of-the-art advertising platform, detailed targeting options, and extensive list of case studies, Facebook often seems like the place to be for online marketing.
But amid all the glow, there's a hard truth: Many, if not most, businesses struggle to get good results with Facebook ads.
That's not to say that Facebook isn't a good place to advertise. You can get great results with Facebook advertising. However, the fact is that Facebook advertising is not as simple or straightforward as it sounds.
In their eagerness to get in on the action, many companies make key mistakes that cause their campaigns to fail before they even launch. These days, Facebook advertising is so competitive that it's pretty unforgiving. If you don't take the time to do things right, you can spend a lot of money and get very little in return.
So if you're struggling with Facebook ads, here are 5 common problems I see often that can cause your campaigns to fail.
1. not to test his campaigns
Starting a Facebook ad campaign is easy. In fact, it's so easy that you can start paying for ads almost without realizing it.
Facebook makes the entire campaign creation process so simple and intuitive that it feels like "plug-and-play" advertising. You set up your account, launch the ads, and watch the leads and sales come in.
Unfortunately, this whole process is a bit deceptive. While it's certainly easy to set up a campaign, determining your strategy, messaging, and targeting can take a lot of work. If you think you're going to get great results the first time, you're going to be disappointed.
The only real way to know what works and what doesn't is to test everything. That certainly means more work, but with Facebook it's actually pretty easy to split test across different aspects of your campaigns.
Every part of your campaigns - from creative to placement - impacts the profitability and sustainability of your campaigns. You can learn a lot about your audience and the messages they respond to through creative testing, and then use your optimized creative to refine your delivery, audience, and placement.
But you can only do all this if you are active and regularly split-test.
Too often, advertisers launch a campaign that is little more than guesswork, assuming that Facebook's algorithms will get them the sales they need. Once they make money, they'll use the tests to tweak their campaigns to get even better results.
Unfortunately, it rarely works out that way. Effective Facebook advertising is the result of a calculated, deliberate testing strategy. If you don't test your way to success from the beginning, you may never figure out how to make Facebook ads work for your business.
2. highlighting the wrong values
As we just discussed, it can be difficult to predict exactly what your audience will respond well to. For your ads to be successful, you need to get your messaging and ad design on point.
Unfortunately, many companies don't really understand why their customers convert. They think they understand their value proposition, but they focus on what they value themselves - not what their customers value.
To make matters worse, even if your value proposition is right, it can be difficult to figure out how to communicate it effectively to your audience.
For example, take a look at the ad below:
The ad copy is clear and compelling, but it is overshadowed by a very confusing image. Although the image is beautiful by design, it doesn't really tell us much about what the product is or does. All we know is that it has something to do with kitchenware.
We know from the copy that they sell reusable silicone bags, but it's hard to tell what these bags are or what they're used for in the picture. As a result, it's hard to get excited about clicking and converting this ad.
On the surface, this ad looks great. It's professionally designed and has punchy ad copy. Most companies would be proud to run an ad like this. However, because the value proposition is unclear, this ad is likely to confuse people instead of converting them.
So when you test your creative ad, make sure you understand what your key value proposition really is. Then, every time you create an ad, take a step back and ask yourself, "Is my value proposition clear? What would someone who knows nothing about my business take away from this ad?" If you're not satisfied with your answers, go back to the drawing board.
3. address small target groups
Facebook ads offer an exceptionally high level of audience detail. Want to target bodybuilders who live alone and will soon celebrate their birthday? No problem.
Generally speaking, the more specific you can be with your marketing, the more effective it will be. And the more narrowly defined your target audience is, the easier it is to refine your marketing.
As a result, it seems like Facebook's targeting options would make Facebook ads the ideal marketing platform. So with the ability to achieve this narrowing down, how could your campaigns fail?
However, there is a problem if you are too specific in your targeting. Facebook as an advertising platform is first and foremost a platform to create awareness. Not many people are on Facebook to find a restaurant, get their car fixed, or buy toilet paper.
What does this mean for your marketing? Well, no matter how specific your targeting is, only a small percentage of your audience will respond to your ads. When you're dealing with ads at the top of the funnel, it's all about the numbers, and if your audience is too niche, the numbers aren't on your side.
This is especially true when you're first starting out with Facebook ads. There are a lot of unknowns, and if you get too specific with your audience - especially if you're testing your messaging - you can sabotage your campaigns without meaning to.
According to Marketigland.com an audience of less than one million is simply too small. An audience between 1 and 10 million can work well if your messages are well-defined, but if you're still trying to back up your creativity, it's best to target an audience of 5 to 10 million or more.
However, these numbers are designed for the American or even international market. Our experience shows that it is hardly possible to reach these numbers with a Swiss audience and still be specific enough.
4. focus on short-term results
Far too many advertisers think Facebook ads are a direct response marketing channel. People see their ads, click on them, and convert. While this may be the case for certain businesses (especially e-commerce businesses that sell impulse buy products), it's rarely that simple for most businesses.
As mentioned in the last section, Facebook is a marketing channel with relatively little importance. People visit Facebook to socialize - not to buy things.
So when it comes to your campaigns, you have to assume that almost no one who sees an ad of your business on Facebook will click on it and/or convert the first time. They discover your business and what you offer, so it will take some time for them to know your business and also click or even buy.
With that in mind, your ads need to meet your audience where they are. Instead of pushing them to click your ad the first time, create a variety of ads that build trust and nudge people through your marketing funnel.
Take this ad, for example:
The ad above has a very high funnel. It introduces the company, gives a little insight into what it sells and why, and encourages people to visit their website. It may lead to sales, but it's more likely to pique people's interest.
Now compare this ad with that one:
This ad is clearly aimed at people who are already familiar with the Truff brand. Rather than trying to get their audience to buy into their company's identity and history, this ad tries to get people who have responded well to previous ads to buy.
Multi-layered strategies like this tend to produce better results over time than a simple "buy it now" strategy. When you're trying to raise awareness and build interest, focusing on the long-term play is usually the best move. Facebook ads are no exception.
The Facebook Ads interface is simple and intuitive, but getting good results from your Facebook campaigns takes a lot of effort and skill. This is why so many businesses struggle with Facebook Ads - even when their business is a great fit for the platform.
The problems we've discussed in this article are very common, but they're also fairly easy to solve. You just need to spend the time and effort necessary to test your campaigns, figure out how to effectively communicate your value proposition, find an appropriate target audience, and focus on achieving long-term results.
If you're expecting Facebook advertising to be easy, you're probably going to be disappointed. In fact, that's probably why you're reading this article. However, if you look at Facebook advertising as a puzzle that brings great results once you solve it, you're on your way to success.
If you have any questions, just write us a comment or send us a message.