Facebook Advertising can be confusing and frustrating at times. But the payoff is worth it.
Like anything, it takes time and practice to become a guru at Facebook advertising. No doubt in my mind when you launch your first advertising campaign it will come with a few headaches.
Why is my CPC (cost per click) so high?
I’m getting clicks but zero conversions?
This article is to help you diagnose the problem and fix it, getting your ads back on the right track!
Keep in mind, you’re in the game of constantly changing and optimizing your Facebook ads. That’s why it’s crucial to constantly check your Facebook ads performance. (Don’t just launch your ad and leave it)
Let’s begin breaking down your Facebook ads.
- Where are you sending traffic? Who are you targeting?
If you’re paying for Facebook ads you’re most likely sending traffic, visitors to a website or to another location on the internet.
A few examples would be.
- Lead Magnets
- Landing Pages
- Sales Pages
- Company images
- Case Studies
- Product demos
- Blog Posts
All of these are examples of why you might be running Facebook ads. Remember, if your blog post or product demo is not relevant to the audience you’re targeting then this could be your main problem!
What I mean is the content you are creating has to be relevant, it has to solve a problem that people are having. You don’t have to re-invent the wheel here but you can’t just share common knowledge either.
If what you’re pushing or offering is not relevant than yes your ad could perform badly.
2. Now Let’s get into Targeting!
Now that we’ve determined where you are sending traffic is relevant and something of need in your niche, let’s talk about targeting. This would be the second step in troubleshooting your Facebook ads performance. So what is targeting?
PER GOOGLE. “The selection of potential customers to whom a business wishes to sell products or services. The targeting strategy involves segmenting the market, choosing which segments of the market are appropriate, and determining the products that will be offered in each segment.”
Basically, KNOW YOUR CUSTOMER!
Not just whether they are a male or female. You need to get down to the details. Again Facebook’s detailed targeting is going to come into the conversation. Go play with your custom audience tool under power editor or Facebook ads manager, build a few audiences. Take a look at the detailed targeting and start answering some of those questions about your customers. This is called knowing your avatar!
- Are they married?
- How old are they?
- Do they own a house or rent?
- What type of tv shows do they watch?
- Movies? Music?
The more you know about your customers the more targeted your ad will be and the more likely your ad will be shown to the right customers. If I were selling fitness armbands for iPhone, I wouldn’t target just iPhone users. I would target iPhone users that go to certain gyms, between ages of 18-50, who like Fitbit, Nike, Under Armour, marathon participants, etc….
I would niche it down to a low number and throw the minimum amount of ad spend a day at it. Then over the course of a few days, you can slowly begin to add or expand your audience if need be.
3. The Actual Facebook Ad
Often the middle man between the purpose of your ad and the custom audience you’re targeting. There are a few quick ways to test out whether or not the ad you’ve created is working. By ad I mean the image you’re showcasing and the copywriting that goes with it. The headline, call to action & image all play a big role.
But it’s as simple as this, are people clicking on your ad? Are you getting site visitors? If not, then no it’s not working.
You can also check the relevancy score, this is a score that Facebook gives you on how well they believe your ad is resonating with the audience. You can find this in the Facebook ads manager reporting section.
Branding, believe it or not, is another big reason your ad might not be performing. Your ad cannot look extremely different than the final location you’re sending traffic. In other words, your ad has to have similar colors, images, and in some cases the same font if possible as the website, offer, promo or whatever it is you are running an ad to accomplish.
When someone sees an ad and clicks on that ad they already have an idea of what they’re expecting the next page to look like. If it looks completely different then it strikes a realization in the customer that they’ve now left Facebook and are on a completely different site. Which likely will result in them closing out the screen and navigating back to their social media platform?
The process needs to be seamless and quick. Meaning your website can’t lag for too long or you will lose the click as well.
If you’ve answered the four problems above I’m 99.999999% sure you will discover the problem with your ads.
THE TECHNICAL STUFF!
Okay, so when if you’re tracking with UTM’s and using google analytics to monitor your Facebook ads (you should be doing this) then you will notice that Google analytics reporting and your Facebook ads report don’t line up. This is especially true if you’re running ads on Facebook for conversion.
The reason your ad conversions are different is most likely that Facebook and Google both report conversions differently.
Facebook conversions are reported if someone clicks your ad and purchases or signs up or whatever you’re attempting to do with your conversion ad. But there’s a catch. If someone, If I click on the ad today, and I see your offer doesn’t end for 30 days, and I come back on day 28 to purchase. Without going through the ad, maybe I book marked the page or something. Facebook will count that as a conversion. Even if it’s 28 days after clicking on the ad, where as Google will not count that conversion. So you can see how Google analytics and Facebook ads reporting might not match up.
Another scenario where your reporting might not match up is if you don’t have your pixel set up properly on your landing pages, or the thank you page.
The correct way to set up your pixel for your Facebook ad, I click an ad, takes me to a landing page with a Facebook pixel for a Standard Event like “Initiate Checkout.” The “Confirm Purchase” standard event should be on a Thank you page after I purchase.
The key there is a Thank you page! If you don’t set up a thank you page and you just redirect me to another page like the home page with a “confirm purchase” pixel, anytime someone who has clicked on your ad and visits the homepage will result in a conversion in your Facebook ads report. That’s why it is so critical to have thank you pages.
Also on your thank you pages, I wouldn’t recommend putting too much information,especially important information like login credentials, or anything I would have to go back and check. Because again, If I bookmark that page and come back to check my login credentials, or that blog post on the thank you page, or the class start date on the thank you page or whatever it may be. It will count as a conversion.
On the Thank You page, KEEP IT SIMPLE!