5 Reasons why your Facebook Ads suck and how to fix it

360nx Designs - Best Web Design Company > Facebook Advertising > 5 Reasons why your Facebook Ads suck and how to fix it

5 Reasons why your Facebook Ads Suck and how to fix it

Let’s face it, most Facebook Ads suck! And that includes yours too. And if I am being honest, so do mine – at times. And before you get offended, borrowing Longman’s dictionary’s definition, here’s what I mean. Most Facebook Ads perform poorly that we end up not liking them or even think that they work. Essentially, we get the life sucked out of us because we are not getting the results we want.

In this article, we will look at 5 reasons why your Facebook Ads suck and what you can do to fix this problem. Without Further ado, let’s jump right in.

1. Your strategy for Advertising on Facebook is misplaced

One of the reasons why your Facebook Ads suck is that you have the wrong strategy or perhaps none at all. We need to remember that Facebook is a Social Network platform designed for Social interaction. You and I know that the vast majority of people on the platform are not there to intentionally buy anything from you. Heck, there’s a high chance that when you opened your Facebook app today, you did it unconsciously. Perhaps you were bored and needed a little bit of random entertainment from your timeline. Or needed to ‘zone out’ from the stressful economic situation we are facing in 2018 – I mean who doesn’t right? But why do we treat others any differently from how we use Facebook?

You need to have a strategy that factors this in. No one in their sane mind is coming to Facebook to buy from you – especially when they’ve never heard from you. If anything, in the most recent years, people visit business pages of companies they know to have queries resolved. A good strategy is one that includes the following:

  1. Brand awareness – How are you making people know more about your business?
  2. Engagement – What interactions are you having with your potential and existing customers?
  3. Conversion – The actual sale of a product or having a customer sign up for your services
  4. Retention – How do you get to keep your new and existing customers?

Also, quite importantly, somewhere between Conversion and Retention, is you making sure your customers continue using your product or service. This can be achieved by having a well thought through marketing funnel. A good Marketing funnel describes various stages of a prospect’s journey from the first interaction with your brand to the ultimate goal: conversion.

2. Marketing to the wrong Target Audience

Facebook has well over 1.9M Zambians you can reach but you don’t have to reach everyone – why? Not everyone is interested in buying your products or services. Even if you are in the milling business and everyone eats nsima, they all don’t need to get it from you. And with this health talk on ‘low-to-no Carbs’, the number of people eating nsima is dwindling. I digress! Point is, paying for advertising to people not interested in your service is a sheer waste of money.

Most marketers usually don’t have a well thought-out tactic regarding marketing. They just ‘spray and pray’ that their message/brand gets out to the public. Yes, 1.9 Million sounds great, but you are wasting money! Your target audience should be one that either has the intent to buy from you or is more likely to do so. This calls for you creating a ‘Buyer Persona’ of who your preferred customer is. With a Buyer Persona, you can profile your preferred customer based on their demographics, traits and characteristics. Once you have this in place, you can hop onto Facebook’s Ads Manager and try and find the audience that fits your Buyer Persona. Choose your objective in Campaign, then in Ad Set and under Audience, scroll to detailed Targeting. Here, you’ll be able to define your audience based on interests that fit your customer’s profile.

Reasons Why your Facebook Ads Suck

Use Custom Audiences to fix this

Using Facebook’s detailed targeting for interests and demographics is just the start. You need to take it a notch higher by building custom audiences and using re-targeting methods. Creating a custom audience enables you to reach people who have interacted with your business before. This could be existing customers, people that have either seen your Facebook Ads or visited your website or leads’ phone numbers. With Facebook’s custom audiences feature you can:

  1. Load email addresses or phone numbers of clients and advertise to them
  2. Advertise to clients who have visited your website before
  3. Target customers who have already seen any piece of video content you’ve shared before
  4. Advertise to customers who have used your App before.
  5. Create Look-alike Audiences that have similar traits to your already existing audiences.

Advertising to custom audiences yields more results than just interest-based Advertising. Why you ask? Because these audiences already have some knowledge of your business and are more likely to buy from you. Plus, you can always advertise to the various audiences based on their customer journey in your Marketing Funnel.

Join the waiting list for our Facebook Advertising Course!
Your Information will never be shared with any third party. Plus we don't spam.

3. You are choosing the wrong objective for your Ads

Ads Manager has about 11 objectives to choose from for your Ads. The objective you choose will affect your targeting, optimization options, and Ad types. And Facebook allows you to only choose one objective per campaign. Trying, otherwise, to ‘kill two birds with one stone’ is one of the reasons why your Facebook Ads suck. I hear this many times from clients, “We want many people to watch the video, and have them visit the website.” With Facebook Ads and any other good strategy, it is ‘either or’! Your number one task before opening Ads Manager should be deciding your objective for your tactical post. Then you can marry this objective to the options available in Ads Manager.

Facebook uses the data it collects from people’s actions on Facebook to assist with who within your audience would see your Ad. Choosing the right objective for your campaign allows the algorithm to choose the right people to see your Ad. For example, if you choose Website clicks, Facebook will optimize your Ads to get as many clicks as possible at the optimal price. However, if you just wanted brand awareness, perhaps Reach in objective or Video views would be the better option. The latter looks for people that are more likely to watch your Video Ad post. The former allows you to reach the maximum number of people. It doesn’t matter how great your actual Advert looks like, if the objective or targeting is wrong, results will be poor. And no, there are no refunds from Facebook for your lack of choosing the right objective. Sorry!

4. Not having Thumb-stopping Artwork

Your image or video is the first thing people will notice on your post – that is if it’s interesting. Think of your artwork as the trailer to your epic movie. It is the intro/teaser to your content, without revealing so much. If the artwork you are using does not captivate the viewer, there is a lesser chance of them reading your message. On my last visit to Facebook Africa HQ in 2017, I learned that it takes a person 1.7 seconds to scroll on their timeline on mobile. And it takes a 2.5 seconds to scroll their timeline on Desktop. These numbers are actually lower for younger people plus they see things and Ads they want to see. Your image or video is racing against the thumb or mouse click. Choose your artwork wisely!

Use the right Dimensions for your Artwork

Compelling Artwork is the key to you standing out in this digital space. Your image and video has to be visually appealing. There’s a lot of visual content on online for consumers to see – and grabbing their attention is getting harder. Make sure that both videos and images have clarity in appearance. Your Artwork should be relevant to your message and not misleading.

Also, very importantly, make sure that you follow the right dimensions for your Artwork, depending on objective chosen. Facebook shows your Ads in different dimensions depending on the platform your Ad will display. For instance, for link posts, your image has to be 1200 x 628, and 1280 x 720 for videos. Not following these dimensions would mess up how your Ad would display on Mobile or desktop. If you have text on your image, for instance, some of the text or image might get cut.

Use less text in your images and videos

If you are going to put text on your image or video, Facebook has a policy for that. Its 20% rule of how much text your image should have, applies – even though they are less vocal about it. Yes, in case you are new to Facebook Advertising, there is such a thing. Rule of thumb is to have the message in your copy and less text on the image. Text like ‘Free’, ‘Limited time only’, ‘Get this now’, can be used to grab the person’s attention. If you want to know if your image has got the right amount of text, try this tool out. I use the Facebook Text overlay tool all the time before I run my Ads. Check out how these images fared on Facebook’s Text overlay score sheet.

The first image on top shows that its reach may be slightly lower whilst one with less text is ok. Why does this matter? Facebook wants the consumers’ experience to be the same on the site and not be shown too many Ads. Instead of not running your Ad as previously was the case, Facebook charges you more for having too much text in your Artwork. So, you get to reach less people and your CPM (Cost Per Thousand Impressions) and CTR (Click Through Rate) are higher. We all want to save money, now don’t we?

You are not measuring your Ads’ performance for optimization

I learned this early on in my Business Analytics career – “If you do not measure, you cannot manage”. Not measuring your Ads is one of the reasons why your Facebook Ads suck – really bad! I am not talking about just reporting on likes, reactions, shares and comments here. While those are good, they are not what’s going to drive your business to success. I am talking about things like, video views, number of people reached, website clicks, number of leads, actual conversions, etc. If you want to convince your boss to spend money on Video Advertising on Facebook than on TV, you have a very good reason here. You can actually measure how many people watched your Ad. ZNBC or DSTV won’t share this data with you. Paying attention to your Ads’ performance will give you insights you can use on both existing and future campaigns.

Your Ads could be yielding better results if only you checked how they were performing. Besides the reasons above, your Ads could not be doing well because your target audience is small or big. You can only know, for example, by checking the performance in Ads Manager. Perhaps, you might want to expand your custom audience to include a ‘Look-Alike’ Audience. Perhaps the issue is the amount of text on the image. You might want to change this. Gaining insights from comments on the post and marrying that to the analytics will help you improve on your advertising greatly. If not for mere reporting, think of how you’d measure your ROI (Return on Investment). What better way to prove to your leadership that this thing works than by showing actual data from your Ads performance?

Final Thoughts

Truth be told, these mistakes are very common and you are not the only one that’s making them. And I haven’t even delved into others that didn’t make this cut. The good news is that you can work on fixing each one of them one-by-one. Have a strategy that incorporates a marketing funnel built on creating awareness, relationships, leads and then conversions. Create custom audiences that you can always re-market to. Choose the right objective for your Ads, paying attention to what each campaign is supposed to achieve. Pick visually appealing artwork that will stand out as an attention grabber. And last but not the least, analyze the data from each campaign to help you improve. Keep trying out all the new things you learn from the insights gleaned from each campaign you run.

Your turn – let me know what other mistakes you’ve made or seen others make. And if you need any help, I will be conducting an Ads Manager training session soon. Sign up, to be part of the waiting list of the course. And if you just want us to take care of your Facebook advertising needs, please don’t hesitate to give us a shout!

Ronny is a digital enthusiast with over 10 years experience in Web Design and digital marketing with a huge passion for Facebook Advertising. He is the creative director and founder of 360nx Designs.

One Comment

  1. Orange Is the New Black show

    I have been surfing online more than 3 hours today, yet I never found any interesting article like yours.

    It is pretty worth enough for me. Personally, if all website owners and bloggers made
    good content as you did, the web will be much more useful than ever before.|
    I couldn’t resist commenting. Perfectly written!|
    I will right away clutch your rss as I can not find your e-mail subscription hyperlink or newsletter
    service. Do you’ve any? Please allow me understand in order that I may just subscribe.

    It’s the best time to make some plans for the future and it’s time to be
    happy. I’ve read this post and if I could I desire to suggest you few interesting things or
    suggestions. Maybe you can write next articles referring
    to this article. I desire to read even more things about it!|
    It’s the best time to make a few plans for the longer term and it
    is time to be happy. I have read this submit and if I could I want to counsel you some interesting things or suggestions.
    Maybe you could write next articles regarding this article.
    I desire to learn more issues about it!|
    I have been surfing online more than 3 hours as of late, but I never discovered any attention-grabbing
    article like yours. It is beautiful value enough
    for me. Personally, if all web owners and bloggers made excellent content as you did, the web will be
    a lot more helpful than ever before.|
    Ahaa, its pleasant dialogue concerning this article here at this webpage, I have read all that, so at this time me
    also commenting here.|
    I am sure this paragraph has touched all the internet people, its really really
    pleasant paragraph on building up new weblog.|
    Wow, this paragraph is nice, my sister is analyzing such things, thus I am
    going to inform her.|
    Saved as a favorite, I love your blog!|
    Way cool! Some extremely valid points! I appreciate you writing this write-up
    and also the rest of the website is extremely good.|
    Hi, I do think this is a great website. I stumbledupon it ;
    ) I will return yet again since i have saved as a favorite it.
    Money and freedom is the best way to change, may you be rich
    and continue to guide other people.|
    Woah! I’m really enjoying the template/theme
    of this website. It’s simple, yet effective. A lot of times it’s challenging to get that “perfect balance” between usability
    and visual appeal. I must say you’ve done a very good job with this.
    Also, the blog loads extremely fast for me on Safari.
    Excellent Blog!|
    These are really great ideas in regarding blogging.
    You have touched some good factors here. Any way keep up wrinting.|
    Everyone loves what you guys are up too. Such clever work
    and reporting! Keep up the superb works guys I’ve included you guys to blogroll.|
    Hey! Someone in my Myspace group shared this website with us
    so I came to take a look. I’m definitely enjoying the information. I’m bookmarking and will be tweeting this
    to my followers! Terrific blog and superb design and style.|
    I like what you guys tend to be up too. This type of
    clever work and reporting! Keep up the awesome works guys I’ve included you guys to my blogroll.|
    Hello would you mind stating which blog platform you’re working
    with? I’m looking to start my own blog soon but I’m having a tough time making a
    decision between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different then most blogs and I’m looking for something unique.
    P.S Sorry for being off-topic but I had to ask!|
    Hi would you mind letting me know which hosting company you’re working with?
    I’ve loaded your blog in 3 different browsers and I must say this blog loads a
    lot faster then most. Can you suggest a good web hosting provider at
    a reasonable price? Cheers, I appreciate it!|
    I love it when individuals get together and share ideas.
    Great blog, stick with it!|
    Thank you for the good writeup. It in fact was a amusement account it.
    Look advanced to more added agreeable from you!
    By the way, how could we communicate?|
    Howdy just wanted to give you a quick heads up. The text in your post seem to be
    running off the screen in Safari. I’m not sure if this is a formatting issue or something to do with
    browser compatibility but I thought I’d post to let you know.
    The style and design look great though! Hope you get the problem solved soon. Many thanks|
    This is a topic which is near to my heart… Cheers! Exactly where are your contact details though?|
    It’s very simple to find out any matter on web as compared to books, as
    I found this piece of writing at this site.|
    Does your blog have a contact page? I’m having
    a tough time locating it but, I’d like to shoot you an email.
    I’ve got some creative ideas for your blog
    you might be interested in hearing. Either way, great site and I
    look forward to seeing it improve over time.|
    Hey there! I’ve been following your weblog for some time now and finally got the bravery to go ahead and give
    you a shout out from Kingwood Texas! Just wanted to tell you keep up
    the good job!|
    Greetings from Carolina! I’m bored at work so I decided to browse your website on my iphone during lunch break.
    I love the knowledge you provide here and can’t wait to take a look when I get
    home. I’m surprised at how fast your blog loaded on my cell phone ..
    I’m not even using WIFI, just 3G .. Anyhow, awesome site!|
    Its such as you learn my thoughts! You seem to know so
    much approximately this, such as you wrote the
    book in it or something. I feel that you simply could do with some p.c.
    to power the message house a bit, but other than that,
    this is excellent blog. A great read. I’ll definitely be back.|
    I visited several websites except the audio feature for audio songs
    existing at this web site is actually wonderful.|
    Hi there, i read your blog from time to time and i own a similar one and i was just curious if you get a lot of spam feedback?
    If so how do you prevent it, any plugin or anything you can suggest?
    I get so much lately it’s driving me mad so any assistance is very much appreciated.|
    Greetings! Very useful advice in this particular post! It is the
    little changes that will make the greatest changes.
    Thanks a lot for sharing!|
    I seriously love your site.. Excellent colors & theme.
    Did you build this web site yourself? Please reply back as I’m planning to create my very own site and would like to find out where you got this from or just
    what the theme is named. Thanks!|
    Howdy! This blog post could not be written much better!
    Going through this article reminds me of my previous roommate!
    He continually kept preaching about this. I will send this article to him.
    Fairly certain he will have a great read. Thank you for sharing!|
    Amazing! This blog looks just like my old one! It’s on a totally different subject but
    it has pretty much the same layout and design. Great choice of colors!|
    There’s definately a great deal to find out about this issue.
    I love all the points you made.|
    You have made some really good points there. I checked
    on the web to find out more about the issue and found most individuals will go along with your views on this website.|
    Hello, I log on to your blog regularly. Your humoristic style is witty, keep doing what you’re doing!|
    I just could not depart your web site prior to suggesting that I
    really loved the usual info a person supply in your guests?
    Is gonna be again steadily to check up on new posts|
    I needed to thank you for this wonderful read!! I absolutely enjoyed every little bit of it.
    I have you book-marked to check out new stuff you post…|
    What’s up, just wanted to say, I enjoyed this article.
    It was inspiring. Keep on posting!|
    Hi there, I enjoy reading all of your article.
    I wanted to write a little comment to support you.|
    I constantly spent my half an hour to read this web site’s articles or reviews all the time along
    with a cup of coffee.|
    I always emailed this web site post page to all my associates, as if like
    to read it then my contacts will too.|
    My coder is trying to convince me to move to .net from PHP.
    I have always disliked the idea because of the expenses.
    But he’s tryiong none the less. I’ve been using WordPress
    on several websites for about a year and am
    nervous about switching to another platform.
    I have heard excellent things about blogengine.net.
    Is there a way I can import all my wordpress posts into
    it? Any kind of help would be greatly appreciated!|
    Howdy! I could have sworn I’ve visited this web site before but after going through many of the articles I realized it’s new to me.

    Anyhow, I’m certainly pleased I found it and I’ll be bookmarking it and checking back
    Great work! That is the kind of info that should be shared across the internet.

    Shame on Google for now not positioning this put up upper!
    Come on over and discuss with my site . Thanks =)|
    Heya i’m for the first time here. I found this board and I
    find It truly useful & it helped me out
    much. I hope to give something back and aid others like you aided me.|
    Hello there, I do think your site could possibly be having
    web browser compatibility problems. When I take a look at your site in Safari, it
    looks fine however when opening in I.E., it’s got some overlapping issues.
    I simply wanted to give you a quick heads up! Apart from that, wonderful blog!|
    A person necessarily lend a hand to make significantly posts I might state.
    This is the first time I frequented your website page and thus far?
    I surprised with the research you made to make this actual publish incredible.
    Fantastic job!|
    Heya i’m for the first time here. I found this board and I in finding It
    truly helpful & it helped me out much. I am
    hoping to present one thing again and aid others such as you helped me.|
    Good day! I just want to give you a big thumbs up for your excellent info you have right here
    on this post. I’ll be returning to your blog for more soon.|
    I all the time used to study piece of writing in news
    papers but now as I am a user of net so from now I am using
    net for content, thanks to web.|
    Your method of describing the whole thing in this paragraph is
    in fact good, every one can easily understand it, Thanks a
    Hi there, I discovered your website by the use of Google while searching for
    a similar subject, your site came up, it appears to be like good.

    I have bookmarked it in my google bookmarks.
    Hi there, just become aware of your weblog through Google, and found that it’s truly
    informative. I’m gonna be careful for brussels.
    I will appreciate should you proceed this in future. Lots of folks will likely be benefited from your
    writing. Cheers!|
    I’m curious to find out what blog platform you happen to be working with?

    I’m experiencing some small security problems with my latest site and I’d
    like to find something more secure. Do you have any recommendations?|
    I’m extremely impressed with your writing skills and also with
    the layout on your weblog. Is this a paid theme
    or did you modify it yourself? Anyway keep up the excellent quality writing, it
    is rare to see a nice blog like this one today.|
    I’m extremely inspired with your writing talents as well
    as with the layout on your blog. Is that this a paid theme or did you modify it
    your self? Either way stay up the nice quality
    writing, it’s rare to see a great weblog like this one
    Hello, Neat post. There is an issue together with your web site in internet explorer,
    might check this? IE still is the marketplace chief and a big
    component of other folks will omit your magnificent writing because of this problem.|
    I am not sure where you’re getting your info, but great
    topic. I needs to spend some time learning much more or understanding more.
    Thanks for great information I was looking for this information for my mission.|
    Hi, i think that i saw you visited my web site thus i came to “return the favor”.I’m attempting to find things
    to enhance my website!I suppose its ok to use some of \


Leave your thought

360nx Designs,© 2018. Call: +260978981297

Send this to a friend