10 Tips for Effective Facebook Ads
Over 90% of Facebook Ads, are useless, or don’t work well. Why is that? There is a variety of reasons. I want to go over these reasons and give you some hints that may help you, in your next Facebook campaign. Of course, if you are unsure what to do, we can do this for you. 🙂
First off, why do most Facebook ads fail? There are a variety of reasons. Let’s go through some of them:
1. Many advertisers don’t target a market. Not everyone wants your product. So why are you advertising to them? You don’t try and sell a hamburger to a cow. If you, for example, are a local dentist, you probably don’t want to market to someone who is an hour away from your location. You have the option of using the map to target people who are within a certain number of miles from you. This is a good start!
2. Choosing the wrong age range: Let’s be honest. If you are 18-22, you are likely not looking to pay for many things yet. You can’t afford it. Normally, I set the age range to something like 23-65. If it something business related and technological, I normally cut that range down to 23-50. It isn’t that people over that age aren’t tech savvy, but more, they have a set way of doing things that have worked for them, and they aren’t likely to change methods. Many dentists I have spoke with, over the age of 50, have told me, word of mouth has done them well, and they would rather do that then, say, have an app. That suggests to me, that advertising to them for a mobile app, is a bit silly. I may miss a few dentists, when trying to sell the mobile app, but I also will get more bang for my buck, when I focus on a group, more likely to buy.
3. Warming up the customer. If you don’t know me, why would you give me $500, without question? Most people won’t. The more expensive the product, the harder it is to get a client, with a simple Facebook ad. More often than not, it works much better, to build a relationship, before offering your service. This is often done through offering a free product or service. Back to the dentist example, a free teeth cleaning, is the perfect way to build new clients. If they like the teeth cleaning, they are likely to keep coming back. One free teeth cleaning can lead to years of repeat business, from that client.
4. Not using videos, or dynamic media. Videos have a conversion rate, that is so much higher than images, or even carousels (revolving pictures). When I say videos, I mean professional videos with sound and engaging content. Creating a good video can take some time and there are a lot of do’s and do nots, but the time/cost is worth the pay off.
5. Not understanding how the cost of the ad, relates to the ROI. Creating Facebook Ads, is all about understanding, how much return on investment (ROI), you are getting. Facebook, sort of, tells you how your ads are doing. If I run an ad, looking to sell $100 worth of service, and I only get 1 person to sign up, and paid $200 to get that 1 person, my ads aren’t working. Simply put, the less it costs for an impression (for people to see the ad), the better the ad. On my best ads, I pay something like .02-$1 per impression. That seems like a huge difference, but the value of the impression, is dependent on the cost of the service or product. If I am selling a $1500 mobile app, .25/impression isn’t bad, if I have my audience targeted correctly. I could write 20 pages on targeting an audience. The important thing is getting a large size sample, that is aimed at the audience wanting to buy my product. Most of my ads aimed at an audience in the US, have a sample size of around 300,000, and my impressions cost pennies, each.
6. Not split testing: Split testing is comparing one variation of a campaign to another. I might run 1 campaign with a video with cats, and another with dogs, or I might look at mobile versus desktop. I don’t spend much during the split testing. It usually costs me about $200 in split testing a variety of variables, to understand what is my target audience. Once I have found that audience, I can use what Facebook calls, a “Look Alike” audience, to find people similar to that target audience. Now keep in mind, split testing for mobile versus desktop, is a different dog. Normally, more people buy on desktop, and more people just like to browse on mobile. Facebook will likely start pushing traffic to mobile. You might want to run 2 separate tests for mobile and desktop to see where the conversion takes place.
7. Not giving Facebook time to optimize. It takes about a $20/day campaign, for a day or 2, to really see what your audience is reacting to. During that time, Facebook is optimizing for your audience. You may see that women like your ad, while men do not view it, or a certain age group tends to look at your ad. Facebook will optimize for that group and show your ad to them. Overtime, Facebook can find who you want to advertise for you. It is amazing really. After a month of split testing, I can often tell exactly who I want to sell my services too. It is money worth spending, for high ticket items. If you are trying to get people to buy a taco, you are wasting your money, because you aren’t going to make enough to cover your ad costs.
8. Not understanding scaling. Scaling is spending more money to reach more of the same audience. I get frustrated when a client doesn’t understand this. You WILL reach a point with Facebook ads, where it costs more to reach the same amount of people. That is when you must stop and reconsider what to do with your ad. Why would you spend more money to get the same amount of people? Once you reach this point, it is time to stop scaling, and switch tactics. There is a FINITE amount of people out there, willing to buy your product, as well. If you have marketed to them all…, well, time to move on or come at it from a different angle.
9. Having Facebook likes that don’t reflect your target audience. Facebook likes to assume your Facebook likes, reflect your possible customers. If your Facebook likes are bought (PLEASE DON’T DO THIS) or all friends and family, Facebook will optimize for that.
10. Monitor your ads. You learn nothing without metrics. Make sure to monitor your ads, and update the audience, based on the feedback given by Facebook. Facebook will tell you who, what, and where. If you don’t adjust your ads to reflect that data, you are wasting your time.
More on Facebook advertising later. I hope this gives you some insight into the Facebook ads’ mechanics. Best of luck!