28 Jul 5 reasons Advertisers Fail at the Facebook Ad campaign
Facebook has come a long way from being the largest social media network to becoming one of the ideal platforms for online advertising. With its multi-million user base, cutting edge ad platform, detailed targeting options, and an extensive list of case studies, Facebook often seems like the place to market online.
However, it is quite normal to feel nervous when your Facebook Ads are not performing the way they should. That’s not to say that Facebook isn’t a good place to advertise.
There can be a whole lot of possibilities of why your Facebook Ads are not working properly. You just have to identify the issue and put in your best to fix those problems. [/vc_column_text]
Here are the possible reasons why your Facebook Ads Campaigns are not performing well.
1. Conducting Inappropriate A/B Testing:
Start a Facebook Ads campaign is easy. It’s so easy that you can start paying for ads almost without realizing it.
That’s why A/B Testing is the lifeline of any Facebook Ads Campaign. Even a small change in the Ad Copy, image, or the targeting options can increase your conversions.
However, certain advertisers could be doing A/B Testing on Facebook in the wrong way.
Conducting A/B Testing Too Early:
If you think that it is very appropriate to test your ads just one day after you have launched is typically a bad idea. Let your Ads gather enough impressions and clicks.
Testing Too Many Variations at One Time:
If you test many variations of the Ads at one time, you will not get the significant conclusions. Remember, testing more than one variation will lead to complex data that will be hard to interpret. However, it is quite difficult to get the results for a multi-element test. Decide which element you want to test and then conduct the test.
Stop A/B Testing at All:
This is particularly the most overlooked mistake. The marketers do not even realize that they have made this mistake. When they find out a certain image or headline that is working for them, they just stop the A/B Test. There is always room for improvement.
2. Poorly Written Ad Copy:
Facebook Ads do not provide a lot of space to give a detailed description of your product/service. You just have 25 characters for your title and 135 characters for the description. Precisely, you have a lot to say with just a little space. To make sure that your ads become highly productive, you have to use the characters as effectively as possible.
Just like the images are a very crucial factor for your Facebook Ads similarly the Ad Copy is also a very important factor. The Ad Copy is the key element in convincing your audience to take the desired conversion action, whether it is clicking on a link, watching a video, signing up or making a purchase for some product/services.
Then, How will you identify a poorly written ad copy? Below are a few tips to identify it:
- Boring Headline
- Not Having A Clear Value Proposition
- Ad Text is Not Appealing
- Too Long Ad Text
- Having No or Wrong Call-to-Action
3. Not Setting the Right Campaign Objective:
Facebook Ads allow you to optimize your ads based on certain objectives of the campaigns. The main marketing objectives that are given to you are Awareness, Consideration, and Conversion.
Thus, you have to identify the main objective and combine it with what you want to optimize your Facebook Ads. Facebook will then prioritize your ads to show them to your target audience that is more likely to take the desired action.
Hence, while setting up the initial campaign, you must make sure that you choose the right campaign objective because choosing the wrong campaign objective can have a bad effect on the performance of your Facebook Ads Campaigns.
4. Targeting Too Small Audience:
Don’t get too choosy with the targeting options, you will see that your target audience will get smaller. It has certainly become a rule that if you apply too many targeting options, your target audience will become narrow or too small and hence your ads won’t run.
Since, in Facebook Ads, you start with the audience. It is, therefore, advised to get broad and then get narrow after putting a combination of demographics and interests.
Although is pretty good to run highly targeted ads, when you get too targeted, you ultimately make your target audience narrow which in turn increases the cost of your Facebook Ads Campaigns.
The reason why your audience is too small may be because you targeted the people who were connected with your Facebook Page, people who viewed a page of your website, people who watched your videos, or those people who subscribed to you via emails.
The thing that happens here is that these people get to see your ads again and again which increases ad fatigue. This decreases the probability of getting the desired conversions.
5. Targeting the Wrong Audience:
The most important part of your Facebook Ads Campaigns is the audience that you are targeting. There is no value in having the best ads in the world when you are targeting them to the wrong audience. They ‘re not going to help you anyways.
There are still many marketers out there who fail to take advantage of the vast range of audience targeting options. They end up targeting the audience that is too small, too large, or not even relevant to their product/service.
Targeting the audience in Facebook Ads is quite different from that of Google AdWords. In AdWords, your keywords to build your audience. But with Facebook Ads, you start with an audience and then segment them according to the various demographics.
To make sure that your ads are performing better now, base your audience according to the sales funnel that you will be marketing and your campaign objective.
Just in case, if you don’t have a limit for your market size and to understand how well the ads can be targeted, you can use the results from your past campaigns.
If you receive a lot of responses, shrink your targeting criteria and if you receive a few responses, adjust your targeting accordingly to reach the different audience groups.