Why your Facebook Aren’t Performing

Facebook advertising can be one of the most effective ways to promote your products. With billions of users around the world, a strategic facebook advertising campaign can make a huge difference to the impact of your marketing plan. However, a mismanaged campaign can fail to generate results and today, we’ll help you identify the mistakes other people are making when running their own Facebook ads.

Targeting

The  biggest reason marketers fail with their Facebook ads is their poor targeting of potential clients. Billions of people use Facebook every day, but to get the attention of the users you want to reach, alongside the photos of their best friend’s wedding they went to on the weekend, or their niece’s first day at school photos,  you must address those who are most likely to be interested in your products. Identifying  your target market can change the pace of your business.

Apart from attracting the people who are genuinely interested in your products, minimising  “Curiosity Clicks” is also important. For example, you’re selling used cars and people click your advertisement out of curiosity, despite not really being in the market for a used car. They might see a model the same as the one they have and be interested in how much it is advertised for.   For marketers, “Curiosity Clicks” are frustrating because when uninterested people click your ads, this is costing you money for no return.

How do you target the right people?

Knowing the traits and characteristics of your actual buyers will help you set your ad preferences to make sure that they are shown to other people who share these traits and characteristics. This means you are marketing to people who are more likely to be already interested in your products, and if not, they are more likely to be swayed by your advertising. Many professional marketers create one or more “Customer Personas” from information gathered from previous transactions, or if this is unavailable, assumed information. Creating a persona for the people you want to reach helps you to create content that better relates to that persona.  

When writing a persona, consider information such as:

  • Age and Gender
  • Location
  • Language
  • Interests
  • profession/employment
  • disposable income (if individual consumers)
  • Family situation

For example, you sell business support services and may consider that one of your biggest potential markets is women in their 30s,  with a professional background, located within Australia, who have young families and want to get back into the workforce by setting up their own businesses.  You create a persona for a woman who fits these characteristics and  give her a name in order to keep her top of mind when writing content and determining where your ad should be shown.

 

E.g. Rachael, 35 years old, 3 children under 6, living in Melbourne, Human Resources Manager for large companies prior to having children, wants to establish an online business selling locally handcrafted children’s wear.

Depending on your product, you might find that two or more completely different personas are applicable.  For example, your product might be equally attractive to Cameron, a 32 year old man from Brisbane, with a legal background, expecting his first child with his wife and wanting to start his own legal practice.

The personas you use should not been too specific and are to be referred to as a guide only.

Facebook offers targeting options that will help you create your ads in the right way, and select where they should be shown. Also, there’s a tool called Audience Insight to help you research your ideal customer.

Experimentation

Once you have set up your personas, created your content and  targeted where it is to be displayed, run some experiments and take note of what you are changing to ascertain what is most effective.  Expect that your first run is not going to be a run away success.  But it should teach you something so the next attempt gets you closer to your goal.  Creating multiple variations with the same advertisement or split testing can give surprising results and uncover unidentified markets. You should let the advertisement run for a couple of days and then check on the data. Once the results are in, the odds are you’ll find one ad is performing better than the other one.

When doing split testing, it is essential that you try to make some radical changes to see which advertisements will work for your company, and what potential clients are looking for.

Click worthy Advertisements

Consider your customer persona and what they would consider interesting. Would they click on your advertisement?  Facebook is a visual platform, so the design and aesthetic appeal will be important. Text should be kept fairly short in order to grab attention.  Details can be shown when the customer clicks on the link.

Don’t forget a call-to-action within your advertisement so that clients know what to do next eg “click to claim your discount” or “Call us now to discuss your options.”

Facebook advertising requires some time and effort.  But the potential for targeting exactly the right crowd can lead to fantastic results which are well worth the investment.

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