Do you know why some businesses fail with Facebook Ads? And do you know how to fix them if that is particular to your situation?
Currently, there are over 2.3 billion active, daily users on Facebook. That is more than all the population of China, which is the world’s largest country of 1.4 billion people.
The population of Facebook is so huge that the opportunity for businesses is actually incalculable. Every business owner wants to get their hands or should be wanting to get their hands on Facebook ads, but the problem is more than 60% of small businesses feel that their paid ads are failing, and after a few months of unsuccessful attempts, they give up.
No one wants to waste their money on ad spends that don’t work. I get that, but thankfully there are some ways to fix them and create successful ad campaigns, so you don’t have to be one of the 2/3 of the businesses which decide to bite the dust when it comes to one of the biggest platforms on the planet to get your name out there.
Today, I’m going to talk about a few ways that you can use to optimize your ads for better performance to get a better return on investment for your Facebook ad spends.
The first one is your targeting. This is usually where a lot of businesses go wrong because your targeting can make or break your campaign.
Customers at each stage of the funnel are looking for different things, so if you target someone in the awareness stage asking for a sales call, you’re going to fail.
Why? Because, the audience didn’t even know much about you yet, and they’re not ready to take out their credit card and start to pay.
Targeting is not simply figuring out just your audience demographics, like age and gender. You have to get into your audiences trades rate and what’s actually the conversation going on in their head in order to write your copy and creative to make your ad perform well.
If you have the right message, but the wrong audience, it still won’t work. Interestingly, Facebook has developed a thing called the relevance score, which shows you if you are actually targeting your audience correctly, with the right messaging and creative. The higher your relevance score, which is on a scale from one to 10, the more receptive your audience will be to your messaging.
Step number two is spending the right amount of time analyzing your ads.
According to a survey recently done, 58% of small business only spend an hour a week on their actual Facebook marketing efforts, so that’s as little as eight minutes a day. That includes organic posting and everything engaging like that.
The problem is, is that if you’re not active on Facebook frequently, your ads will never be seen amongst all the other posts out there. Just as a small stack for you, there are 3.3 million items shared on Facebook every single minute.
Social media can’t be just an afterthought. It has to be an active, proactive approach, both with paid ads and organic posting on your business page. According to some research done by postplanner.com, 75% of all the engagement you get on your posts happen within the first five hours, and then after that, it tapers off.
If you don’t post frequently, organically, you aren’t going to be in the top of mind for when someone is actually going to be then interested in your products and services. Now, when it comes to your Facebook ads, one of the problems that I see is that they’re either not spending enough time on their ads, or they’re spending too much time.
When you first set up your ad, you don’t want to actually touch the ad for about three to seven days. There is a learning curve that the algorithm is learning; what is working and what is not, and it’s not until after that three to seven days and they have a little learning at the ad set or the ad level that is telling you that the algorithm is learning what’s working, what’s not.
You don’t actually want to touch it during that time. Then after that is when you want to start testing copying creative.
The third problem that is not spending enough money on ads.