Investing money into Facebook ads that aren’t performing the way you’d hope can be frustrating – not to mention financially straining on your marketing budget. Instead of despairing at your low return on investment, consider why your Facebook ads aren’t performing well.
Generally, the issue will fall under one (or more) of a few common pitfalls. Here, we discuss the five most common mistakes and offer practical information on how to fix them to improve your Facebook ad performance. Let’s dive in!
1. Your Target Audience is TOO Broad
You should have a well-defined target audience in place prior to launching any Facebook ad campaigns. It’s important to consider the following when looking at your buyer persona:
- Age & Gender
- Who/what influences them
Audience Insights is a great tool within Facebook Ads Manager to use to research your ideal target audience.
Once you have established your buyer persona and know who your target audience is, you should make sure you are using those parameters to ensure your audience isn’t too broad.
An example of an audience that is too broad would be a women’s lingerie company based in NYC targeting “Adults living in the US, ages 18-50”. An appropriate target audience for this example might be “Females, ages 21-40, living in New York City”.
2. Your Target Audience is TOO Narrow
Just as a target audience that is too broad may harm your Facebook ad’s performance, so can one that is too narrow. The example above is narrow enough to reach the right people but broad enough to actually reach a significant number of people. When narrowed down too much, an ad has a very limited scope of potential viewers, which means it will not put your company or product in front of enough people.
Your audiences should be altered accordingly when your Facebook ads are not performing, based on information received through split testing.
3. You're Not Taking Advantage of Split Testing
Split testing, often referred to as A/B testing, is a way to test variables in your Facebook ads. The results of split testing can assist in garnering better results in future marketing efforts – and it is a tool which can be applied to all marketing efforts.
For Facebook ads, you can choose to “create a split test” under the Ads Manager. The split test will compare a single variant between two otherwise identical ad sets, and upon completion of the split test, you will receive information on which variant performed best.
Split testing options include:
- Creatives – understand which creatives your audience is more likely to engage with
- Delivery Optimization – understand which optimization events lead to better results
- Audience – understand which groups of people are more likely to respond to your ads
- Placement – understand which platforms are most effective for your ads
1. Your Message Isn't Personalized
A personalized message is key when it comes to relating to your target audience. The more personal a message appears, the more likely your target audience is to engage or click on your ad. This further emphasizes the importance of audience targeting, as your message should be tailored to your specific audience demographics and interests.
When creating your ads, make sure your ad copy:
- Is grammatically correct
- Has a clear call-to-action
- Uses a friendly but professional tone
- Uses as few words as possible
1. Your Creative is TOO Generic
Facebook advertising is different than other methods, as your company is not only competing against similar businesses but also your potential customers’ feeds.
This includes images posted by Facebook Friends of any given user, so choosing an overly generic image will not work on this platform. Instead, you should select images that are contextually relevant to your target audience. You want the images to resonate with them so they will stop scrolling to look and click on your ad. Content with relevant images gets 94% more views than content without relevant images.
One example for that same lingerie company mentioned earlier might be, if you are targeting females age 21-40 in New York interested in fitness, your targeted image might include a young woman jogging in a sports bra in Central Park. Including imagery that is relevant to not only the audience but also what your ad is promoting, is key to audience interaction and increasing your click-through rates.
At Shotzr, we leverage deep learning to recommend, source and deliver imagery based on location and audience targeting data, customer history, and contextual relevance. Our average client sees a 20% increase in CTR and saves over two hours of work per week. Click here to learn more about how Shotzr Identify can save you time and provide targeted creative to increase your ad performance.