You’re a small business owner, and your goal is the same as every other business owner out there — gain more customers, and grow your business. In this digital age, internet marketing is one of the best ways to do just that. You set up some lead generation ads, advertise it on both Facebook and Instagram, and after the first month disappointment hits you.
Your reach is high, but your cost per lead is through the roof. What did you do wrong? Well, let’s see some of the common problems that limit the performance of your Facebook advertisements, and how we can fix it.
Targeting the Wrong Demographics
First and foremost thing is make sure that you are targeting the right audience. If you’re doing business with many different product or service offerings, don’t apply the same ad set from your last campaign. What worked for some products, may not work for others.
Many paid media experts will generate a user persona and then target users on Facebook though ideal and compatible interests and behaviors. You may take the same approach when creating your Facebook ads, but it’s important to note that sometimes this doesn’t achieve the conversion rate you desire — it targets the users that are very early in their purchase journey.
An effective way to combat this is by targeting users that are further along, and past the awareness stage. To do this, we suggest targeting users who have already shown interest in your business. Facebook helps with this targeting process in the following ways:
- Retargeting audience
- Facebook lookalike audience
- Integrate your mailing list
- Users that have interacted with your website or profile page
Finding the Right People at the Wrong Time
- Often times, marketers will create a generic Facebook Ad and broadcast to all potential customers.
- The issue with this is, it limits your conversion rate, as different sets of ad copy work for different users that exist within different stages of the marketing funnel.
- Fortunately, Facebook Ads manager enables you to set campaign objectives that allow you to create ads that are move towards each stage of the marketing funnel: Awareness, Consideration, and Conversion.
- So create a few different ads and hit your potential customers with the right ad at the right time.
- Don’t repeatedly broadcast the same ad all the time; deliver a series of ads that helps provide a natural path through the typical customer journey.
Targeting is Too Broad
Facebook is very good with its detailed targeting tool. So why not use it?
Sometimes it can be difficult to narrow down a potential audience based on their interests and behaviours, and you can be left with a broad reach of 500K or more. For obvious reasons, having a reach this large will severely limit the rate of your conversions.
Create specific ads that really narrow down on a certain product or service you’re looking to sell. The more research you do, the more data you will collect that will help narrow down your target audience group.
Facebook detailed targeting feature helps to pick a certain interest, narrow it further, and then match it with another interest criteria. Narrowing down your reach will help send your ads to a smaller but more qualified audience.
Lacks any Clear CTA
You have one chance to get in front of your audience, and naturally, you’ll try and slam in as much information possible; you’ll talk about how great your company is, and why they should be your customer.
The problem that often occurs, is you lack any clear call-to-action. If your goal is to lead users to your website, make it clear.
If you’re sending them to your website, you need to ensure the landing environment aligns with your intended goals.
If the goal of your ad is to generate a lead, finish your ad copy with a clear CTA and ask them to “request more information” or “book a consultation”.
Don’t confuse your audience with complicated ads that tell them to like, share, sign up, and visit your website. Just a simple ad with a direct objective and clear CTA to convert your audience.
Facebook Ads Relevance Scores are Low
It’s important to arrange your Facebook Ads as close as possible to your target audience. Once your audience set is final, just make sure your ad copy, visual assets, and CTA are all content that your audience will find it relevant.
With ads that match your audience, Facebook will award you a higher relevancy score and charge you less per impression. With the more impressions you have, the more conversions you will create.
The takeaway: design ads have a good marketing strategy behind it, and Facebook will reward you!
Take advantage of Facebook Pixel
Every ad you create on Facebook should be utilizing a Facebook Pixel; this will help you track your conversions. It will also allow you to create more targeted ads, and as discussed earlier, advertise to your audience during the right time of their journey.
Facebook Pixel will help create more conversions, as it has the power to:
- Track Conversions
- Bids Remarketing
- Build a better Audience