Facebook is one of the biggest social media platforms with more than 2 billion active users from whom they are constantly collecting data.
For PPC advertisers facebook ads are one of the ideal digital marketing opportunity. Facebook ads have a diverse platform and you are not limited to targeting audience based on their geographic location. Facebook ads let you target audience based on age, interests, and behaviors. In the past couple of years, Facebook ads have been proved to be working great for e-commerce products especially if you are into Shopify dropshipping business.
But with that giant database of information, and the advanced features available to choose from, it’s easy to make mistakes. If you’re not getting the click-throughs and conversions you were expecting, there are some common issues you may be having.
1. You are choosing the wrong audience
On Facebook, targeting the right audience can get tricky, especially in the awareness/top-of-the-funnel stage, where you’re casting a relatively wide net and crossing your fingers a little bit.
So before getting any deeper into facebook audience start with targeting a broad segment of the audience and start narrowing them on the basis of engagement and clicks you are getting. Look for a combination of basic demographics and their interests (either as stated or by who they like and follow).
Keep your awareness-stage audience ranges to around 1-2 million users to start with. Too small and you won’t get enough data or feedback, too large and you’ll get a lot of junk.
Optimize your ads for lowest CPC
The good news is that if you’re doing Step 1 right, you should have a steady stream of new website visits coming in on a daily basis.
2. Low Ad Quality
If Facebook deems your ad to be of low quality and not relevant to your audience, it will very quickly struggle to get impressions. This is an easy one to identify — Facebook lets you see the Relevance Score it assigns to each your ads. Just add it to your Ads Manager columns using the Column Customization options.
3. Too Much Text in Ad Copy
Facebook used to have a strict rule that no more than 20 percent of an image could be covered by text. They even had a tool to help you measure it. It’s not quite so hard and fast anymore though, which makes it a little trickier. But if your ad has a substantial amount of text in it, the number of impressions it receives will likely be throttled by Facebook or you’ll end up paying a higher price to get continued delivery.
The easiest way to determine this is be checking any messages you receive in the Delivery column of your Ads Manager dashboard. If your ads have too much text, you’ll see a message saying “Too Much Text In Image” at the campaign, ad set, and ad level.
You can analyze text overlay in your image here.
4. Your Facebook Ads Relevance Score
Facebook has an metric called ad’s Relevance Score. When this was first introduced, AdEspresso ran a quick test of over a hundred thousand ads to see how an ad’s Relevance Score correlated with the effective Cost Per Click (CPC) and Click Through Rate (CTR).
To test and refute, they ran two campaigns with the same ad design against each other. One was to a random audience, the other a specific custom audience.
The poorly targeted one had a Relevance Score of 2.9 and a cost per click of $0.142. The same ad with better targeting had a Relevance Score of 8, leading to a cost per click of only $0.03 – netting them 4 times more clicks.
Therefore the Relevance Score isn’t exactly like the AdWords score in that it “grades” your design or copy. But rather it looks at audience targeting to determine how relevant your message is to the demographics of people you’re trying to reach.
On the flip side, even a decent or mediocre design and copy with great audience targeting can still receive a high Relevance Score (and thus, lower cost per click).
You can find this little score by navigating to one of your ad campaigns, going down to a specific Ad Set, and then looking in the lower right-hand corner. The score is 1 out of 10, low being bad and high being good.
5. Your Approach
Facebook advertising definitely has its own strengths. But intent isn’t necessarily one of them. People on Facebook are not looking for your latest ebook.
Instead, they’re going to connect with their old friends, classmates talking about their vacation and of course stalking their ex.
Here is a survey prepared by Mashable on How men and women use facebook.
For that, we ‘re going to create different Facebook campaigns for targetting different audience based on their demographics and interest
Because we’re going to need to create a few different Facebook campaigns for targeting different, interests demographics etc, one for each major step or stage of the funnel.
- New Awareness: We need to (somehow) grab attention away from your BFF’s baby pictures and use a great content piece or promotion to get a few seconds of your prospect’s attention.
- Lead Generation: The best way to generate more leads? Un-suck your offer. All the flashy ad creative bells and whistles can’t make up for another boring free consultation offer. Instead, get inspiration from unique offers that offer unique value.
- Conversions: A perfect blend of timing + lead nurturing + the right sales offer can work wonders. One tactic to try? Product splintering, courtesy of Digital Marketer. TL;DR version: break out a small but compelling piece of your primary product or service and sell separately at a price that’s too good to be true.
Restructuring your approach and creating multiple offers like this will help make sure you’ve at least got the basics covered.
But…it means you’re also going to need to fine-tune your audience targeting. Let’s cover that next.
Facebook advertising is challenging because the platform has its own unique mix of features, targeting options, and variables. Your Facebook ad campaigns aren’t going to look like your AdWords campaigns, so strategy and troubleshooting are both going to look different.
Getting all of this stuff right is tough. But the good news, once you nail the basics.