Are you the one not getting enough ROI out of your Facebook Marketing Campaigns?
Are you planning to give up on Facebook Marketing, as it is not working for you?
WAIT!!!! We can still revive that.
Facebook is the fastest growing social media platform with over 2.50bn Monthly active users. 93% of marketers use Facebook advertising regularly. Yes, it is getting competitive. You need to be smart enough to understand the platform. This will help you bring in targeted traffic which will eventually generate qualified leads for your business.
Here are some of the reasons your Facebook Advertisements are not Converting:
Targeting Irrelevant Audiences: This is the biggest mistake marketers make while running the Facebook Advertisement campaign. Some find it confusing to select the right audiences and some just jump into this without doing any market and audience research. They end up targeting audiences that are too narrow or too broad for their business. Targeting very narrow audiences causes very high cost per click and you exhaust your audiences quickly. Targeting a broad audience might get you unwanted clicks. So, it is advisable to always build your Buyer Persona before setting up the audience targeting on Facebook.
Not sure about the right bidding strategy: As mentioned above, Facebook is getting competitive for marketers. Facebook has 7 million advertisers. All are fighting to reach the target audiences quickly and in most effective ways. As an advertiser, you might be up against big players in the arena who have filled pockets. You can’t match their advertising budgets. But Facebook has a ranking algorithm where it takes into account the bid price, ads relevance score and ad quality to show the most relevant advertisement to its audiences.
If you bid low, you might end up getting lesser or no reach. So, you need to bid appropriately. Bid low, but without a cap. You can switch to automatic bidding as well, where Facebook controls your ad spend. Facebook shows your ads to the relevant audiences with a bid price that its algorithm finds suitable as per the competition. If you opt for automatic bidding, better you keep an eye on the daily spend, otherwise, you might end up overspending without getting desired results.
If you are tight on budget, work to improve your ads’ relevance score and quality.
Not Sure what type of Ads your target audience best engage with: Once you have selected your target audiences and decided on the daily budget, it’s time to create Ad copy and creatives. This is what will make your target audiences take their decision on whether they want to engage with your business or not.
Facebook is a visual platform and it allows different types of Ads such as Image Ads, Video Ads, Image Carousel Ads, etc. To check the effectiveness of your Ad copy, you can rely on CTR (Click-through rate). As per the trends, CTR of 5% or higher is considered to be good. Lower CTR means your target audiences are not engaging with your ads and it needs some improvement. Check the Ad Copy, image and even the Call to Action on the Advertisement. CTA is there to tell the Audiences what action you want them to take on the ad copy. For e.g, if your ad is for an ebook download, your CTA button should say, Download Now!. In the case of App install, it should be the Install App. When you want the visitors to read the blog post or check out a product offer, you can use a CTA of Learn More!
Choose the right campaign objective: Facebook wants you to run your advertisement campaign as per the end goal you have decided. For example, if you want to get likes on your fan page, you have to choose a pre-defined objective. Every objective has it’s own bidding options, ad unit options and the way campaign is being optimized.
Facebook campaign objectives can be classified into three funnel stages:
- Awareness
- Consideration
- Conversion
These three funnel steps have multiple objectives associated with them
- Store Traffic
- Reach
- Brand Awareness
- Traffic
- Engagement
- Lead Generation
- Video Views
- Messenger
- Catalog Sales
- Conversions
- Event Response
- Page Like
- App Install
It is very important that you test different objectives as per your requirements. By choosing the wrong objective, you might end up losing money.
Not doing regular A/B split testing: Fail Fast, Learn Fast. This is what is required to run a successful Facebook advertising campaign. You have to keep on testing your audiences, ad copies, ad creatives, bidding strategy to find out an optimal campaign setup. Always build 2-3 variations of ads with different images, ad titles, descriptions, and offers. Check what brings the best results for you. Review your ads daily. Facebook Insight and Analytics gives a detailed report on how your audiences interact with your Ads.
Conclusion: If you are not getting enough ROI out of your Facebook advertisement campaign, it’s time to adjust your ads, rather than stopping your campaign and losing out on some potential traffic.
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