If you’ve been scoping Facebook as a platform for your next advertising campaign, you might already know that it reaches 58 percent of the U.S. adult population and around 20 percent of the world population.
And you know it features intuitive advertising to segmented customer groups based on demographics and interest, giving your ad a great shot at being seen by the right people. And that it’s cheap, especially when compared to Google AdWords.
Seriously, Facebook Ads can deliver in a big way, but only for those who are willing to work at it while bearing a few simple things in mind.
Make failure work for you
Let’s get the unpalatable stuff out of the way first: You are going to fail the first time you use Facebook Ads (and probably a few more times after that).
In fact, about 80 percent of ad campaigns don’t do that well on Facebook, and when failure descends, it does so swiftly—usually in about seven days. Seems harsh, but only in harsh environments are the weak weeded out immediately.
And that’s a boon to you! You may have to wait weeks to find out if something’s not working with other platforms, but with Facebook, you’re given the signal almost immediately that it’s time to change tack.
If you’re perceptive, creative, and hard-working, this accelerated trial-and-error environment can actually work in your favor and help you become one of the 20 percent getting it right.
Sometimes, though, even if you feel like you’ve made all the right moves by repeatedly fine-tuning your ad and understanding your customer, you still end up holding the short end.
Here are six common reasons advertisers continue to fail on Facebook:
1. Your ads aren’t relevant
Facebook “is” relevance, at least to its users, and for your ad to survive people need to think you’re significant and that your brand is worth engaging. No matter how good your product, if you can’t connect with your audience, Facebook won’t keep showing them your ad.
2. You’re whiffing at segmentation
Facebook aims to help your ad get to the right folks by sending it to the appropriate demographic and interest-based user segments. But if you’re using broad strokes to paint your campaign because you don’t have a clear idea of who your customer is, you can’t expect Facebook to.
3. Your ad isn’t interesting
Even if you are relevant and segmented, if your ad’s a bore, it’s not getting shown. Time to get inside your customer’s head and figure out what kind of personality your brand is going to need to convey to make a great impression.
4. You have too much competition
Depending on your profession, you may have to put in more time and money just to stand out from the pack. For instance, a plastic surgeon in Beverly Hills is definitely going to spend more than an arborist from New Jersey.
5. You aren’t following up on Facebook leads
If you don’t have a CRM and marketing automation solution, you’re going to be in trouble. Especially if you’re the “ad whisperer” and have them clicking in droves.
One of our clients was amazingly successful with Facebook Ads before they had Infusionsoft, garnering 200 leads at $2 per lead in a time span of only 48 hours. Problem was, they had no way to field that many leads.
It was kind of like having a broken, overflowing soft serve machine in a room full of people with no cones—wasted ice cream all over the floor.
There is no getting away from the fact that unless your lead is immediately and perpetually engaged, the relationship will die quickly. Marketing automation software, coupled with a robust CRM, ensures that your all your leads have a soft, warm place to land and supports you throughout your nurturing campaign.
6. You aren’t tracking conversions
An analogy, if you will: You have $1,000 to invest. You take it to a financial advisor and tell him you would like to invest $100 a piece in 10 different opportunities of his choosing.
Let’s say he comes back in a week and says, “Guess what! We made $5. You now have $1,005.” And you say, “Fantastic!” and take your profit for the week and walk away.
What’s missing here? Sadly, too many business owners don’t know.
The problem is, the first words out of your mouth should have been, “Great! Which investment did the profits come from? Which investments didn’t do well?”
You have to know where your conversions come from so you know which of your ad campaigns are working. Of the business we deal with, 50 percent have no conversion tracking in place. Out of the other 50 percent, half of those are doing it wrong.
When using Facebook ads, it’s imperative to install a Facebook pixel on every web page you need to track. By tracking how many conversions each ad brings in, we can see which ones are working and capitalize on what we’re doing right. Conversely, we can also get rid of or fix ads that aren’t performing well.
If you don’t have anyone who already knows how to install Facebook pixels, you can find instructions online. It can be tedious work, but it won’t be long before you see why it’s so necessary. Here’s an article we wrote on Facebook’s conversion tracking.
If you’re involved in business or advertising, you’re probably already the diligent and tenacious type, so negotiating your way to a successful Facebook Ads campaign shouldn’t be too far out of your grasp. Just keep your finger on the pulse, be ready to roll with the punches and, most important, make sure you’ve got a plan for all your new leads!
Kasim (rhymes with “awesome”) is the founder of Solutions 8, an Infusionsoft Certified Agency, Digital Marketer Certified Agency and official Google Partner. With more than 10 years experience as a digital marketer, he’s worked with the largest privately owned bank in the country, one of the oldest TPAs in the world and an Academy Award contending documentary. He has been a consultant for a Gate’s Foundation funded non-profit, worked on a contract basis with the U.S. Army, was a technology spokesperson for Intel and helped to build, launch and market the National Association of Child Helplines. He presently serves on the board of two non-profit organizations: Arts Interface and Boys Hope Girls Hope. Kasim enjoys traveling with his wife, reading, playing basketball (he’s horrible), and writing thinly veiled, narcissistic lists of his feeble accomplishments.