With billions of daily active users around the globe, Facebook provides a huge opportunity for businesses to reach a large network of potential customers. However, for new brands or those who don’t have enough knowledge to navigate the complicated process, promoting on this robust platform can be a frustrating experience.
If you have poorly performing ads, don’t sulk right away. There are different ways to fix those campaigns and increase your conversions, engagement, and click-through rate. Read on.
Let’s fix poorly performing Facebook ads
Spending time and money on Facebook ads and not getting the ROI you hoped for can be very frustrating. But don’t worry – a few tweaks can help improve your campaigns’ performance up a notch and turn things around.
Here are some tips:
- Choose the right campaign objective
Are you clear on your goals? If not, then you must determine what your true goals are before creating any Facebook campaign. Always remember that you can only have on objective per campaign. Hence, if you chose an objective that doesn’t go well with your target audience and placement, the performance of your ad will suffer.
You must decide whether you want to engage people, bring awareness to your brand, or earn conversions. If you’re new to Facebook advertising, here’s a quick explanation of each campaign objective:
- Reach is used if you want to make sure that people understand your value. You can choose this objective if you want to tell people who you are and what makes your brand different from others.
- Traffic is used to get you in front of lots of people. This is almost the same as “Reach”, the difference is that you’ll be able to promote your website, gain more traffic, and encourage people to buy from you.
- Engagement is used to simply engage people. You can use this to boost a certain FB post and attract interested consumers to like your page.
- Lead Generation is used to earn conversions. This kind of campaign will enable you to gather more information from users, such as their email address, name, and contact number.
- Check your Relevance Score
Once you’ve determined your campaign objective, check your Facebook ads’ relevance score. This will help you identify whether your ads are hitting the mark or not. It will tell you how relevant the campaign is for your target audience. It is calculated based on user interactions, engagement, and other factors.
Take note that relevance scores can affect the number of cost-per-click (CPC). If the relevance score of your ad is high, you will get better ad placements and lower CPC. On the other hand, if your relevance score is a bit low, the cost of your ads will be higher.
- Asses your bid strategy
Being on a budget is a challenge. But having an ad budget that is not allocated properly can severely limit the performance of your campaigns. So, assess your bid strategy. If you’re not getting a lot of impressions or ad placements, then you must make your bid competitive. Set a bid cap and enable manual bidding in the budget section to ensure that you’ll never spend more than the set amount.
- Consider your target audience
Sometimes, a poorly performing Facebook ad appears because you’re not showing it to the right target audience. Yes, its performance will fall short if your targeting is not specific or accurate enough. Hence, make sure to narrow down the demographics of your target audience.
You can create buyer personas to determine your exact target market. To do this, just check the demographic similarities of your followers, past clients, and community fans.
- Evaluate your ad content
Evaluate the content of your ad. Is it gathering enough engagement? Can it really capture attention? Always remember that most of the content your target audience consumes is on social media, which means thousands of brands on the same niche are vying their attention.
Your content needs to be very competitive – it must stand out. Here are some tips that you can follow:
- Use relevant images. Make sure that your target audience can relate to them.
- Have a creative tension between the text and the image. For instance, if you’re putting literal texts, make the photo look playful and fun.
- Utilize user-generated content. It can be testimonials, reviews, or images that feature those who use your products or service.
- Use a clear CTA
A call-to-action (CTA) is a small addition to your campaign, but it will tie your campaign together. It can make or break your Facebook ad, so ensure that you’re using a clear one. Encourage people to act – there are lots of CTA buttons to choose from when building your campaign.
If you want people to sign up to your website, you can put a “Sign Up” button. If you want them to purchase your products, you can use the “Shop Now” or “Order Now” button. Rather than defaulting the CTA to buttons like “Learn More”, think about your objective and what you want people to do. You will surely get better results.
Having strategies for fixing poorly performing Facebook ads is as important as optimizing campaigns. Keep these six tips on hand so that you can adjust your ads quickly. By doing this, you will be able to keep the ads more profitable overall.