Facebook ads are all the rage now. Most of the world is using Facebook and they are sharing information about themselves on Facebook. As a result, businesses are getting tons of leads from Facebook. So you decide to jump in and start running ads.
And nothing happens….
You don’t get those amazing results other businesses are getting - no new leads or customers. So like a lot of people you decide Facebook ads just don’t work for your industry and you go back to what you’ve been doing all along and getting the mediocre, but predictable, results you’ve always gotten.
In this article I will go over the top issues people run into when running Facebook ads and offer up solutions to help increase clicks, conversions and ultimately sales for your business.
Problem 1 - Nobody is clicking on the ad.
There can be a number of reasons why you’re not getting any clicks.
First, look at your offer. It may seem like a great deal to you, but if you’re not getting any clicks, it’s just might not be compelling enough to get people to click. Do a little research about what people are interested in and what kinds of deals are working for other businesses in your area and industry.
Second, your offer should match your relationship with your audience. If the audience is cold, meaning they’ve never heard of you, you’re going to have to give them more up front for free until you establish trust. Learn more about the types of campaigns you should run in my post Seven Types of Facebook Ad Campaigns.
Third, look at your targeting. Facebook allows you to do detailed targeting which means you can show your ads to only those people that match your ideal customer. Who is most likely to purchase your product or service? What is their age? Income level? Profession? Interests? The best place to find this information is looking at your existing customers. Identify your ideal customer and then use Facebook’s audience selector to target them.
Fourth, make sure your ad copy is clear and is speaking to your target audience. Use the type of language your audience would use so they can identify with your ad. Don’t speak techie language or your industry jargon. Keep your copy clear and simple. Also you can call out your target audience. (i.e... “Attn: Recently engaged Ladies” or "Hey <business type> owners!>. )
Make sure your copy isn't vague. Be specific about what they will get and give clear instructions on how they can get it. Answer the question “what’s in it for me?” Don't be cute or fancy. Confused people don’t buy.
Problem 2 - People are clicking, they are just not opting into your offer.
Are you sending people to your website or a dedicated landing page?
First, even the cleanest website (even Google) has distractions so the tendency is that people will start clicking around to see what else you have and then they forget all about why they went to your website in the first place. By the time they get back to Facebook and your ad, they’ve probably lost interest and you’ve just paid for that click.
Even if you send them to a specific product page, if there are links to other pages on your site, the chances are higher that they will click away and not go back to your product.
Always send people to a dedicated landing page featuring your offer.
Second, if you are using a dedicated landing page and you’re not getting conversions (opt-ins), make sure the page is consistent with the ad. In other words, if your ad is offering a $10 off coupon, the headline on your landing page should say - Get your $10 off coupon here.
Your landing page should tell the visitor they're in the right place to claim what offer was made in the ad and give them clear instructions on how to get it.
You have about 3 seconds to get somebody’s attention after they’ve clicked on your ad. The headline on your landing page tells them, in big, bold letters, they’re in the right place. It’s what captures their attention.
You’re landing page copy should, clearly and right away, reaffirm what they’re getting and how to claim it. If you want them to fill out a form, the form, or a button to the form, should be clearly visible just under the headline and details.
Including a video is especially good if you are trying to sell a product.
Other info such as features, benefits case studies, and testimonials about you or your product or service should be added after the opt-in button or form.
If you’re landing page is long, include another opportunity to opt in to your offer at the bottom of the page. I’ve seen some pages where the opt-in button is present in every section of the landing page.
Troubleshooting Facebook ads can be frustrating to say the least. Every industry has it’s own issues and challenges. The sweet spot is usually found by testing a combination of things, but once you find it the results can be oh-so good.
If you found this helpful, or you have any questions feel free to message me at m.me/adsbyarleen or shoot me an email to firstname.lastname@example.org. If you include a screenshot or link to your ad, I'm more than happy to take a look at it and give some pointers.
I’m also available for a free 30 minute session where you’ll learn actionable strategies you can implement right away. Book your session at arleenwest.youcanbook.me