Most of the world is using Facebook and they are sharing information about themselves on Facebook. As a result, businesses are getting leads off of 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. 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 two 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.
The first thing to look at is your offer. It may seem like a great deal to you, but if you’re not getting any clicks, it 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 industry.
Second, your offer should match your relationship with your audience. If the audience has never heard of you, you’re going to have to give more up front until you establish trust until they get to know you. That doesn’t mean giving away your services for free, but sharing relevant tips and information on your website and social channels goes a long way towards positioning your business as the go-to expert.
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. Also, you can call out your target audience. (i.e… “Attn: Recently engaged Ladies” or “Hey
Make sure your copy isn’t vague. Be specific about what they will get and give clear instructions on how they can get it. Make sure your copy answers the question “what’s in it for me?” Don’t try to be cute or fancy. Don’t use techie language or your industry jargon. Keep your ad copy clear and simple. Remember – confused people don’t buy.
Remember - confused people don’t buy.
Bonus – Use video in your ad to capture and draw in your audience.
Problem 2 – People are clicking, they are just not opting into your offer
First, take a look at where you’re sending people. Even the cleanest website (even Google) has distractions. 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.
Always send people to a dedicated landing page featuring only your offer – and nothing else, not even the navigation menu.
Second, make sure the landing 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 whatever offer was made in the ad and give them clear instructions on how to get it and what to expect.
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.
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 a second opportunity to opt into 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.