What to do if your Facebook™ Ads aren’t working

It can be extremely frustrating. You have a great offer or product that you know your ideal clients will benefit from.

You have tapped out your warm audience and you now want to get more exposure by running Facebook™ Ads.

You set up your Facebook™ Ad campaign and then check on it every 10 minutes waiting for the leads to start rolling in.

But unfortunately it doesn’t always happen that way straight away.

You have to do some testing and adjusting to get your ads working at a level that you are happy with.

Here are a few things you can check on the campaign and ad set level:

• Do you have the campaign objective set correctly? Ensure the objective is the action you want people to complete once they click on your ad.
• Are you giving Facebook™ enough daily budget in order to reach a decent number of your audience without being too high? When first starting a new campaign, I like to start at $20 to $40 per day to test and get a decent result before scaling further.
• In addition to having enough budget you don’t want to spread your daily budget too thin across too many ad sets or ads. When in the initial testing phase, if you are spending $20 per day, have between one and three ad sets active and no more than 2 active ads at a time under each ad set.
• Is your ad set audience targeting specific enough without being too specific. Facebook is very clever aren’t defining your audience for you and knowing who will take action on your ads after they start to run. So don’t try and narrow the audience down to a small number.
• If you are optimising for a conversion do you have your Pixel, Domain Verification, Standard Event or Custom Conversion all set up correctly?

With the actual ads:

• Have you tested a couple of different images and video’s?
• Have you tested a couple of different versions of your ad text and headline?
• Does you ad and landing page have a similar message and both aligned?
• Is your messaging direct and appealing to your audience? Your message plays a big part in how well your ads will perform. Many times if your ads aren’t performing your messaging in your ads is the issue. Don’t be personally attached to your message. If it isn’t working, learn more about your ideal client and what they want and then be specific to that in your ad creative.
• Are you getting clicks on your ad but people aren’t taking the action you want them to on the landing page? Your landing page could be the issue?
• Are you using a strategy that will work for your industry and audience? It could be your strategy you need to adjust.

Having well performing Facebook™ Ads does require some dedication and testing.

Have you been trying to bring the cost of your ads down with no luck? I have been running Facebook™ Ad campaigns for client for 9 years so I have seen the ups and downs and more importantly I know what works. If you would like an audit of your campaign to guide you on how to get it performing better or would like to hand all of the management and testing over to someone with a proven track record then please get in touch.