Key Signs That You Need To Change Your Facebook Ads
Are your paid Facebook Ads suffering and not drawing in as many clients as they should? Does it feel like your advert isn’t working at all? If these are the questions you’ve been asking yourself, then it’s probably time to update your Facebook advert and start generating revenue from it.
There are some key factors that tell whether your Facebook advert needs attention. “Ad fatigue” is a thing, so you might need to make some changes to get the results you expect.
In this post, we discuss the 3 critical red flags that indicate you need a change as well as some great tips to keep your ads performing at their best.
Red Flag 1: Engagement plummets
Organic visits to your company’s Facebook page is practically non-existant, we know this. But if paid adverts aren’t performing, then you need to investigate and take action.
When people stop clicking on, commenting or sharing ad, this is a sign that ad fatigue has set in. Without the conversions you are expecting, Facebook is unable to optimise your targeting, which further dampens your results.
Declining engagement can indicate your ads are underperforming.
When it comes to Facebook, creativity is key as is persistence. In other words, you need to constantly work on your advert to keep it running strong and profitably.
Monitoring your ads daily in the face of Facebook’s ever-changing algorithms can go a long way in keeping your ad alive and working for the good of your business. If you’re up to date with the changes, you can simply modify your approach accordingly.
Red Flag 2: Your cost per lead increases
When your cost per lead increases, it means that you’re paying more for every lead used. To work out how this is happening, you need to see which channels are working better financially.
If you work on this strategy on a constant basis, you’ll be able to sift out better performing channels over the less performing ones and be able to change your game plan from here on.
Which avenues are causing you to spend more?
Once you’ve checked Facebook’s analytics to determine what is working, you can decide the best strategy to optimise your adverts.
Start changing your spend strategy
ROAS (Return On Ad Sales) will tell you what revenue is produced. Analytics and algorithms can help monitor which ads are performing well and which ones aren’t.
In this way, you can decide which ones you’ll keep and which ones you’ll eliminate because it may be causing you to run at a loss.
Monitor stats to determine if your ads are meeting expectations.
You can try to minimise your cost per leads by working on decreasing the current expenses of each one. With your focus on the digital and offline aspects these factors can be considered:
- Work on the visual (pictures and creativity of advert)
- Targeting your ideal customer more precisely
- Work toward creating more brand awareness
Red Flag 3: Purchases decline
You start to realise some clear changes, but they are not for the good. For instance, people are no longer bothered to engage and now purchases are also coming to a halt due to this. A major lack of views is also taking its toll.
Unlike Google’s AdSense, Facebook ads do not have the same effect but instead, requires you to put that extra effort into free webinars and ebooks for that matter. Basically, you need to coax your visitors to stir up their interest, so giving away some freebies can help in this instance.
While you’re constantly having to “give away things” before you start to see a bit of positive influence, persistence is paramount. This is especially so for an SME who doesn’t have the same fame as that of their larger competition.
Solutions to breathe life into your Facebook Adverts
1. Master the art of engagement
One of the key aspects that will help drive sales is if your Facebook page is more exciting and gives your audience something to talk about and more so be part of.
As mentioned before, with Facebook, sometimes a smaller audience may cost more than if you expanded to a larger audience. In this way, it will also help to decrease the costs of maintaining a target specific line of viewers.
On a positive note, a highly engaged audience (irrespective of size) will bring about the most benefits for your advertising spend.
Offer your audience things that will benefit them, so that they can feel they’re getting something of value. Liking and trusting your brand is a big part of this.
2. Produce outstanding content (free and paid)
People don’t always like to read lengthy copy, that’s true, but what’s more is people prefer genuine communication and can quickly spot “salesy” message. If you can speak in a way that you can tell a better story to your audience, this can show them that you’re a real person and not some generic copy.
Polish up on your copywriting as well as images. By keeping your site “fresh”, you get to renew it and make it exciting and more adaptable to your prospects.
While images are popular with Facebook, you can take it a step further with great video content.
Videos cut out the time it takes to read content and is still effective even on mobile devices, which will take us to the next step of sprucing up your social media.
Site tests are important as well as ensuring that your Facebook page and ads work well even on mobile devices as this is what internet users are making use of daily.
3. Cut your losses and start afresh
While this may sound like a waste of time, sometimes it just takes going back to the drawing board to see better results.
When you start you can re-plan, rethink, and rework your ads by implementing new strategies and methods that work. If you’ve been using one way for the past few weeks or months, then it’s high time you revamp your strategy.
Work with your team to devise smart advertising strategies.
Starting afresh will give you the chance to become more innovative and maybe this time around you have a bigger budget to work with as opposed to when you started out in the beginning.
In the past your budget may have limited you from exploring larger playing fields, but when you start from scratch for the second time you get an attempt to really make it work this time.
- Try different Facebook ads to what you’re currently using
- Try various online channels (social media efforts)
- Try new target audiences by expanding with email campaigns and other marketing avenues
The Takeaway
With the focus of making more on Facebook ads as opposed to missing sales or paying more for adverts that are not converting prospective buyers, it’s time to let a professional team assist.
While it can be absolutely daunting to run the digital marketing of your business on your own, not to mention “flying blind” in some cases, it is still worth the try.
However, one cannot argue that seeking the help of a professional and experienced marketing agency can alleviate the stress of trying to do it all single-handedly.
Make your Facebook Ads work for you.
With professional help your business will do better with the current resources so that your investment makes a turnover, instead of running at a loss. Facebook ads are an affordable and effective means to advertise online and when done correctly, it will help drive sales rather than cause unnecessary spending.
Another perk of refreshing worn out Facebook ads or starting a brand new campaign, is that despite the immense hard work put in, the results that follows is well worth the effort and time.
