It’s not easy to launch profitable Facebook advertising campaigns. Admittedly, creating your first advertising campaign on Mark Zuckerberg’s network is easy, but making it profitable is another story. How to recognize your mistakes? What are you not doing well? Where to start to optimize your advertising? Do not panic, I will answer all these questions in this article 🙂 But first, I will tell you about the classic errors that lead to the results of your Facebook ads and then I will reveal how to avoid them…
1) You are using the wrong lens
This is the first reason for the failure of a Facebook advertising campaign: choose the wrong goal for your campaign.
When you launch your campaign, you need to choose a marketing goal.
Problem: Facebook offers you a lot.
If you are new, the large number of options could block you. So which lens should you choose?
Personally, there are 4 objectives that I recommend you use (the others are more specific to your sales tunnel):
- Traffic: Concretely, the goal is to send people to your website. It’s ideal for increase your blog traffic;
- interactions : The goal varies depending on your sub-goal. You can choose the interactions on your publications (likes, comments, shares, etc.). You can also do Like campaigns on your Facebook page, that I don’t recommend you at all (the reasons in this article on the blog of CWT Advertising & Co’m);
- Video views : This one is very simple. Videos on Facebook is the El Dorado at the moment. One way to boost views on your videos is through “video view” campaigns. Want more views on your videos? Use this lens!
- conversions : the most advanced campaigns, you need to install the Facebook pixel. They allow you to sale on your website or do some lead generation (retrieve contact information such as an email address via a form).
The most common mistake is to get the traffic and conversions goal wrong.
The traffic target is useful for send traffic to your website. Nothing more (be careful when you stop paying, there is no more traffic!). We tend to forget it …
If you choose this option, Facebook will optimize the distribution of your advertisements to have people click on your ad to go to your website. It will not necessarily be people who will then buy your products or sign up for your newsletter.
The conversion goal allows you to create ads that encourage people to take a specific action on your web page as a purchase or collect contact information.
So when should you use the conversion goal, not the traffic goal?
Favor the conversions objective in the following cases:
- If your web page is a capture page (landing page) which requests contact information. Typically, a capture page with free content versus an email address;
- If your web page is a sales page ;
- If your web page is a product page.
The traffic target is useful if you want to send people to your blog posts or specific web pages where the target is not one of the above.
2) You target your advertisements poorly
It’s no secret that targeting your ads is PRI-MOR-DIALE to create profitable campaigns.
But where to start ?
You must have heard of custom audiences and similar audiences. If you are just starting out, you cannot use it.
Those are the most powerful audiences, but without traffic to your site or engagement on your page, it’s hard to use it.
So you have to go through demographic criteria, interests (other Facebook Pages) and behaviors.
This is where the most common mistakes come from: poor choice of interests or too vague demographic targeting.
What you need to get started is an avatar (ideal client). You need this information:
- Age ;
- Location (where does he live?);
- Purchasing behaviors;
- Interests / hobbies.
For this article, I will make it very simple. I’m going to show you how to use an awesome (and free) tool that Facebook provides for find more information about your ideal client.
I’m not saying you will have all the information, but you will have a good foundation for building your first audience.
The tool I’m talking about is Audience Insights. Click on this link to access it (after reading this article of course!).
This tool allows you to have data on your audiences, it can be:
- Personalized audience… but you don’t have one yet;
- Your Fan Page… Yes but nobody likes your page yet where there are only a hundred people (it is far too few);
- Your competitors’ pages : that, you have them!
Let’s take an example.
Myself: digital marketing consultant.
There is no doubt that CWT Advertising & Co’m is the benchmark site for webmarketing in England. So why not take the opportunity to learn more about the people who like the CWT Advertising & Co’m Facebook page?
Here’s how to do it in practice:
Here I have a lot of information:
- Demographic data. There I see that the audience of CWT Advertising & Co’m is well balanced between men and women. I also see that there are mostly people between 25-34 years old! It’s perfect for me ! They have purchasing power;
- Their love situation: mostly single;
- Their level of education: they went to university. Perfect, they are educated!
- Their post.
In the US, there is even more information.
But that’s not the most powerful.
The most powerful is the “Likes a Page” section. This is where I will find their hobbies and interests.
Like a CIA agent, I’m going to know everything about CWT Advertising & Co’m fans!
It is in this section that I can find new interests for my ads and see if the CWT Advertising & Co’m audience is relevant to my targeting.
There, I see that the people who like the CWT Advertising & Co’m page are people interested in marketing agencies, advertising agencies, etc.
It’s very interesting for me!
Thanks to this information, I could target my ads much better thanks to the demographic criteria that I found that at the level of interests (Facebook pages).
Targeting the CWT Advertising & Co’m page is therefore very interesting for me.
Here is the basic targeting with the demographic data that I have collected:
More advanced targeting:
Here I have kept very basic targeting (for the sake of this article).
I could have been even more specific and add:
- Other interests : Facebook pages (the ones I found);
- The position of the targeted person : I could have chosen “small business owners”;
- The behaviour : I could even have chosen “Facebook page administrators”.
I took the test and my audience was very targeted. More or less 1000 people, which is not a lot. In this case, I should have added interests (the ones I found in Audience Insights) in addition to CWT Advertising & Co’m.
Aim between 10,000 and 50,000 to get started.
So much for the most basic targeting you can do and if you are starting from zero.
3) Your advertising is boring!
As I said, the purpose of your advertising and the choice of your audience are important.
But more importantly, your advertising!
After all, this is what Facebook users will see in their news feed. With your advertising, you deliver a message.
This is where there is a problem: the marketer sometimes forgets that his advertising concerns his AUDIENCE and not himself and his business.
Result: the message is vast. It is not clear. It is not focused on the person who will read this advertisement.
This is the first thing to think about when you create your ad: Why would someone click on your ad? Why would he read it? What are you going to bring to him concrete in his life?
Honestly, there are a lot of ways to get your message across on Facebook. You can use advertisements:
- Link type (text + image);
- Carousels (several images and several links);
- Video ;
One formula that I like to use in my Facebook ads is this:
- Start by the biggest problem of my ideal client in the hook. The ideal is to ask a question, quite simply;
- Then give the solution + the main benefit of my product / service in the title.
The point is that the person clicks. Do not forget. At this stage, you are not selling!
This is exactly what Drivy does.
The catchphrase: Why not make your car profitable when you are not using it?
That’s right, it’s a good idea. How do I do it?
Drivy answers me in the title: Rent your car and earn up to 150 € / week rental.
This is the main benefit to go through Drivy. Thanks to them, I can earn money with my car!
It is clear, concise and specific. There is no doubt.
Other things that are great about this ad:
- The image : Drivy uses Facebook recommendations to create ads that catch the eye : the people. People who smile or look happy can (unsurprisingly) increase the click-through rate of your ads. Look at the ad again. You will see that this young woman looks you straight in the eye!
- The description : it is often overlooked. However, Drivy uses it for give additional and very important information like the fact that registration is free, that our car is guaranteed by Allianz (that’s correct once again. Who doesn’t know Allianz?). In addition, there are already 40,000 owners who use Drivy (it reassures me! I am in good hands).
4) Your landing page is too vague
When you do ads like Drivy’s, you send people to a landing page (capture page) whose sole purpose is to capture contact information, install an application or sell.
If you’ve followed all of my advice, your ads should be much better. In fact, chances are that the click rate is higher, say more than 1%.
Your advertising may also have a very good relevance score, let’s say 8. This means that Facebook considers it interesting for your audience.
Despite all that, you have no conversions.
Nobody signs up! Nobody buys your products.
So there’s no doubt, the problem comes from your landing page.
In this case, make sure that your landing page is well optimized. How to do ?
- Eliminate distractions : delete the navigation bar and all external links. It’s useless. Your page has only one purpose: conversion. Also put more white space.
- Your value proposition : You only have a few seconds to convince the person who visits your landing page. This is the purpose of your value proposition: show that your offer is unique. The title and the sub-title of your landing page should alone reflect your value proposition. For example, in the case of Drivy, “Rent your car and earn up to 150 € / week rental” would have been a good title. Then the subtitle could have been “Drivy lets you rent your car to others without any risk. Registration is free and your car is insured by Allianz “.
- The form and the call to action : use as few fields as possible. Do you really need the person’s last name, first name, email address and phone number? Not always ! The less you ask, the more likely you are to convert. The call to action must be clear, specific and contain an action verb. For Drivy, it could have been “Sign up for free”, “Try the app for free”, “Start renting your car”, etc.
Here is a good example, Instapage.
The software to build landing pages is generally very good at optimizing this type of web page.
Instapage is not free. It is also very expensive.
To justify the price, Instapage tells you that there have already been more than 120,000,000 unique visits per month to their pages and that the average conversion rate is above 20%, which is huge!
Their goal is to show you that their software is above market standards to justify the price.
For the rest, take care to optimize these 2 elements:
- Add social proof : these are customer testimonials, the number of users, etc. Drivy could have used both;
- Profits : your value proposition is not sufficient to expose all the benefits of your product / service. For this, I recommend that you add 2 to 3 sections whose sole purpose is to expose what your product does and how it will benefit your future customers.
And There you go !
Your landing pages should be better now.
There are many things that can explain the poor results of a Facebook advertising campaign.
The ones I have quoted to you are the most common.
Before launching your campaign, ask yourself a few minutes and think about:
- Your goal : What do you want ? More traffic? More sales or prospects? More views on your videos?
- Your audience : If you are starting out, you will have to find a whole series of information (demographic, interests, etc.) on your ideal client. For that, there is Audience Insights.
- Your advertisement : have you written well FOR your ideal client? Does your advertising reflect the benefit of your product / service? And does your image attract attention?
- Your landing page : Is it optimized correctly for visitor conversion? The value proposition and the call to action are the most important elements.
PS: If you want to go further and (re) learn how to create a Facebook advertising campaign (click by click), I wrote a free guide that takes a step-by-step action plan for creating a Facebook ad, choosing the right audience, and writing a persuasive Facebook ad. Download it freely via this link.