You hear how your friends and connections are reaching countless (well, you can count them, everything is measurable, but you get the picture) new prospects and clients for their business using Facebook ads, so you give it a go. You create an ad, select your demographics, set your budget, and go, right? A few days pass, and you aren’t getting any results. What gives?
While Facebook makes it simple to create and set up ads, there are some steps you may take to help your ads create the results you’re looking for.
Why aren’t your Facebook ads working
First, let’s take a look at some reasons your Facebook ads aren’t working. Many of us think Facebook ads work the same way as every other ad, but you’ll find out that that is not the case. Here are few reasons your ad may not be producing results:
- Your target audience is wrong.
- Your ad is not intriguing nor compelling.
- Your message is not clear.
There are others reasons your ad may not be achieving results, but the above three are more common reasons. If you have any questions about your ad, in particular, email us, and we’ll be happy to take a look.
Basic Demographics
Here is where it all begins. As you are setting up your Facebook ads, the first thing you will have to do is select the location, age, and gender of your target market. The basic demographics are often overlooked. Advanced targeting is needed without a doubt, as without it, your audience will be too large. Don’t overlook the basic targeting, however, or your Facebook ads will suffer.
Speaking of the target audience, make sure you know who your audience is.
Facebook offers free courses on the targeting options available to businesses, and they recommend you go through them first before you get into the advanced targeting options.
Interests
We all make a lot of personal information about us readily available online. This information includes our interests (think of everything you put on your personal social media profile). With Facebook ads, you can target the interests of your audience. There are a plethora of interests available for you to choose from. Simply type any possible interest into the search field, and Facebook will populate a list of suggestions for you.
Work and income
Your product or service may find its niche in a particular industry. If this is the case, you can target industries, employers, job titles, and more.
In situations where you offer high-end products or services, your target audience is individuals with the means to purchase your product or service. We all know that Facebook knows a lot about all of us. When setting up the demographics of your Facebook ad, you can target by income, net worth, and even liquid assets.
Exclude
Inclusion is typically at the forefront of our minds, setting up our targeting options to include those we feel are most likely to want, need, and buy our product. Have you considered who to exclude from your targeting? Did you know you have exclusion tools available to you when setting up your Facebook ad?
Have you ever considered buying a product, and then you see it everywhere, potentially organically in your feed as well as Facebook ads, and you decide you no longer want it? Excluding helps to prevent over-exposure of your Facebook ad. You can exclude people who like and follow your business page and get all of your information organically, have direct messaged you, and more.
Retarget
Retargeting is powerful. It’s that simple. It’s like when you put something in your Amazon cart but forget to buy it. Amazon sends you messages over time, reminding you to make the purchase. Many e-commerce retailers implement retargeting on abandoned shopping carts which helps to increase sales.
Let’s first explore what Facebook retargeting is. Once you set up the Facebook Pixel on your website (if you are unaware of the Pixel, reach out to us, and we’ll answer your questions), Facebook will begin collecting data on those that visit your website. Facebook retargeting then finds the profiles of those who have visited your site (without you having to find them one by one) and lets you run ads targeting those individuals. More likely than not, they were on the fence and just needed a simple push to make the purchasing decision. With Facebook retargeting, you just closed the deal.
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