The success or failure of your Facebook ad campaign depends on many factors. The most important factor is how you target your advertisements.
Aim for the Eye
You have created an eye-grabbing and the most convincing imagery. The landing page created by you loads up super fast with good focus and laser precision. The product sold by you is in itself compelling enough.
But, in case, your targeting is not right, than your promotion campaign can be a failure.
Advertisements posted on Facebook are very powerful, but they are not magic portions. Many advertisers are of the belief that these ads will always work, or rather should always work.
There are several tools provided to advertisers to make their campaign successful. Let’s take a look at some of the reasons as to why your ad may not work.
- A Broken Product: Facebook ads will not be effective in case failed product concept is used by you, especially when you’re only purpose to sell the product.
- A Broken Brand: Your product may be a good one, but the reputation of the brand name is broken. You need to spend time to build a clear and articulate message, along with creating a logo and branding.
Rarely anyone would want to engage in a brand that reflects a sloppy and unprofessional image.
- A Broken Website: Your product is great and brand is shinning, but the website created by you is horrible. This is an important factor that can destroy the outcome.
A broken website can be defined as the one that is not mobile friendly, takes forever to load, is difficult to navigate and has broken pages.
These are the three critical issues that may plague the outcome of your Facebook ad campaign. In case you are not troubled with these issues, there are 10 more factors that determine the success of your Facebook ads.
Wrong People Reached:
This is where most advertisers get things wrong, particularly the ones who are struggling. They target only the interested people and this is something which is difficult to define accurately.
Right People Reached at the Wrong Time:
Your target is right and your targeting is also rock solid. However, you will not get the desired results if you target the right people at the wrong time.
There is a difference between targeting people to visit your website so you can build your email list and targeting people to sell your product who are already subscribed.
Reach the Right People with the Right Message:
Don’t be pushy with your promotional message. It is something related to poor copyrighting. In case your message is not professional or polished, you will not get the desired results.
Setting the Right Budget
This rule applies both ways. Higher budget for smaller audience and you will soon run out of it. For example, for an audience of just 5,000 people you cannot spend $ 100 in a day.
You should move to higher budget only when you are certain that the audience size is consistent. Test your campaign at lower budget before you escalate things.
On the other side are the advertisers who do not spend enough to get measurable results. For example, you should not expect to get any results by spending $ 5 per day on a product costing $ 100.
In the same way, in order to optimise for a conversion Facebook needs volume. In case your budget permits only one conversion in a day and you want Facebook to optimise for conversion, it will not get enough conversions to optimise properly.
Bidding too High or Low:
Facebook, by default, auto-bids. It bids at the lowest price possible to reach the best audience. However, advertisers try to interfere in here as well.
Success can be achieved through manual bidding, but one should try it only when truly versed with it. In case you bid too low, you will have low distribution and reach a low-quality audience. High bidding will work otherwise.
Optimize According to Action:
If you want conversion, you should optimize for conversion, provided the volume of conversions on your pixel exists. When you engagement, you should optimize for engagement and when you want traffic, you should optimize for traffic.
However, advertisers do act smart here too, particularly when they are not required to.
Ad Type According to Goal:
It is often heard from advertisers that they get disappointing results on using a video, particularly they don’t get the results that they are looking for.
A video should be used only when the primary objective is to get a video view. When your first objective is to get traffic and conversion, you should use a link. To achieve the objective of engagement, you should use an image.
- Experiment Enough: It is possible that you may not get the desired result after running one ad, one ad set or one campaign. It is possible you get the same result in two or three attempts. You should not give up, however, you should not repeat the same process again.
- Track Your Data: In case you are not using Facebook pixel, you may never get the desired results. You will never know as to how much your campaign is successful. In the end you will never be in a position to judge as to when to optimize for conversion.
- Focus on the Right Metrics: When your main objective is conversion, your most important metric to consider is Cost Per Conversion and not CTR or CPC. You should be most worried about Cost Per Desired Action. It is possible that you have a good CPM, CTR or CPC, but it is possible that you have poor CPDA.