In this article, we will discuss the reasons why your Facebook ads are not working.
Advertising with Facebook Ads usually works very well and helps to achieve great results . If you carry out campaigns through this platform and you do not get the results you expected, it may be that you are making one of these mistakes .
Reasons why your Facebook ads are not working
1. You are not addressing your target audience
The ad manager allows us to do an audience segmentation , where we can select demographic data, interests and behavior of our audience. This is how we address people who may be interested in our product or service and, therefore, this is one of the most valued functions of Facebook Ads.
However, if we go too far in the selection of interests and add many, our segmentation will be too broad, the ad will reach more people, but they will not be people interested in our niche .
It is advisable to define and segment your audience well, it will be smaller in number, but also more effective and your campaign will have more chances of success.
2. The audience is right but your message is not
You must know who you are targeting when designing an ad. There are three kinds of audience, depending on the part of the Funnel in which they are: TOFU, MOFU and BOFU.
TOFU: Top Of The Funnel. At this stage, your goal is to make people aware of your brand , not your product. Therefore, the most interesting thing to do is to provide valuable content. Videos, free guides, and articles with objective and interesting information.
MOFU: Middle Of The Funnel . At this stage the audience is interested in your product , but not determined. You are still conducting a study, comparing, seeking opinions from other consumers. Your Facebook Ads in this case must be aimed at building trust.
BOFU: Bottom Of The Funnel. It is at this point, where the public is decided and you must make a good ad design or propose a good offer to get the sale .
Trying to sell from the very start of your campaign is a big mistake.
In every sales process there are some phases to follow. The trick is to show the user in each phase the correct ad for their situation. Take a look at your campaigns and see for yourself.
3. Choose the right Facebook Ad/Ad format
If you have been running advertising campaigns for a while, you should be able to discover the right ad/ad format your audience likes.
For example, if you get more engagement with videos, your ad should be a video. Same thing with a carousel, still photo, slideshow. It's simple, just design the type of ad that your followers like the most.
If, on the other hand, it is your first campaign, the best thing you can do is A/B tests and discover the one that most interests your typical user.
4. Your audience is too wide
As we stated in the first reason above, it is very important to segment your target audience well.
Apart from defining their interests well, we can target our audience in a very specific way . In this way, the audience is smaller, but with a very defined interest in our niche.
- Interest in Crossfit : potential reach 2,200,000 people.
- Interest in Running : potential reach 5,500,000 people.
- If we select people who like running and are also interested in Crossfit: potential reach 1,500,000 people.
How we narrow the reach: In Ads Manager, when setting interests.
- Select an interest.
- Click on narrow more
- Then select another interest.
5. You are pitching sales to a cold audience.
If you take a look at your Facebook feed, you will surely see ads for pages or products that you have never shown any interest in.
What is your behavior towards that? Do nothing, ignore it, and even hide its ads or select not to show them anymore.
This is a very common mistake brands make by launching ad campaigns to sell products or services to an audience that has not shown any interest in them.
How can we solve it? With retargeting.
Target those who have visited your website or have clicked on your previous ad related to the current campaign in a short period of time, for example, in the last 30 days.
6. Your Facebook Ads Relevance score is too low
Facebook measures the positive and negative impact of your campaigns and gives you a Relevance Score. This also influences the cost of your ads; the lower the score, the more expensive they are.
There are several factors that influence this score, as we explain in 7 Actions to Improve Your Relevance Score.
Impressive images, videos, good copy, impression frequency, and interaction are some of the key factors to improving your relevance score.
7. Your landing page is not on the same line as your ad
If you have a well-designed ad with the perfect image, copy, and segmentation, but your website is outdated, has no usability, and the user experience leaves much to be desired, you will probably lose the sale.
Your landing page needs to be consistent with your Facebook Ads to achieve conversion.
A good landing page must generate trust, with clear text and well-defined titles and subtitles. In addition, the user has to be able to access all the products or services easily and with a clear and visible call to action.
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Although we all want to reach as many people as possible with our ads, it is advisable to work with users who have already shown some interest in us to maximize the potential of Facebook Ads campaigns.
If you're not satisfied with your Facebook advertising results, check if you're making any of these mistakes and correct them to improve your campaigns.
Do you think there are more key factors to optimizing Facebook Ads campaigns? What other areas do you think need to be addressed to improve ad performance? Share your thoughts and experiences in the comment section below.