Why your Facebook ads aren’t working

06 October 2017

Why your Facebook ads aren’t working

Right now, there are about 2 billion active users on Facebook (out of a global population of around 7.5 billion people). In other words, about a quarter of the entire population of the planet are active users of the site. This means that, even though there’s plenty of competition from other social media platforms, the sheer weight of numbers makes Facebook a great place to advertise.

Facebook clearly knows this and charges accordingly, which means that it’s absolutely vital that companies get their adverts right in order to get value for their budget.

Here are five common reasons why Facebook adverts fail to convert effectively – and what to do about them:

1. Trying to be all things to all people

While Facebook’s appeal is usually the fact that it has such a huge user base, each of these users is an individual. While individual-level user targeting is still something of a dream, you can and should target your adverts to each of your different user groups.

For example, even if your product is suitable for people of all ages, you would probably benefit from customising your adverts to different age groups that use your product or service and are willing and able to pay for it.

2. Micro-targeting

While tailoring adverts to user groups is a positive, it is possible to have too much of a good thing.

As a rule of thumb, an effective advert will have a click-through rate of at least 1%. This means that if you need to achieve a response rate of X to make your advert financially viable, then you need to target your advert to appeal to a user group of at least X*100.

It’s fine to go a bit above this, but if you go below then you’re probably going to struggle.

3. Pushing too hard

One of the oldest adages in sales is to sell the appointment rather than the product. If you just push an advert in front of someone who is unfamiliar with your brand and say “Buy this now, it’s great!”, you have a very high chance of being ignored.

Remember that the sales process is generally described as a funnel. If you’re dealing with new potential customers, your aim should generally be to guide them to your website and/or social-media presence as a first step and then work on guiding them towards a sale.

4. Failing to promote your offer clearly

Just as pushing too hard is generally a mistake, so is failing to push hard enough, by which we mean clearly enough.

An effective advert basically has two parts to it: one part is a clear call to action – what do you want the reader to do? The other part explains why they should act – and the question you have to answer here is “what’s in it for them?”.

Even if you’re just suggesting they click through to your website to download a free ebook, you still need to make it clear that there is a benefit for them.

5. Creating a poor offer

Harsh but true. If your offer has little value or is not appealing to your audience then you’re going to get a poor response. Make sure you are not blaming your ads when the problem is the offer itself.