Have you invested a significant amount in Facebook and Instagram advertising yet don’t see any results? Well, it’s much more common than you think. The utilization of social media platforms like Facebook, Instagram, Snapchat, etc., for the advertisement of products or services, has made the landscape more competitive. That is why brands often rely on digital marketing consulting services to focus, optimize and continuously test campaigns.
Reasons for Facebook and Instagram ads failing to perform
There are several reasons that explain why your Facebook and Instagram ads are not performing. However, it is vital to understand that patience is the key element. You need to give the Facebook algorithm the time to assess your campaign. Moreover, you must also wait till you can get your hands on a substantial volume of data. That’s the only way you can analyze and implement changes.
Let’s take a look at the reasons –
1. Lack of budget
Honestly speaking, Facebook and Instagram ads are expensive. And it’s only going to go up in the future. Having a low budget doesn’t mean you cannot try out Facebook Advertising. It only means it will take you more time to see any result. The success of paid advertising depends on the collection of a significant volume of data.
Without that, you cannot deduce insights or make changes or decisions. Constant testing of marketing objectives, creatives, ad copy, etc., is vital for the campaign’s success. To speed things up, you need money. That is when the budget comes into play.
2. Not understanding results tracking
Have you set up result tracking? Often, advertisers forego the aspect of setting up result tracking and jump into campaign launching. That’s a bad move! Without a reliable tracking code, you can never determine if your campaign is a success or not. Facebook allows you to implement event codes and custom conversion tracking. If you don’t have enough technical expertise, take help from the best digital marketing consultant in India, but make sure it’s done.
Does your website have the pixel installed? If not, you need to install it right away. The Facebook Pixel gathers information from the website and sends it back to Facebook. That way, you can retarget people at different stages of the sales funnel.
3. Failing to implement a sales funnel
Before we move forward, it is vital to understand what a sales funnel is. Broadly, a sales funnel can be divided into three stages – TOF, MOF, and BOF. TOF (top of the funnel) represents the audience that knows nothing about the brand (cold audience).
On the other hand, MOF (middle of the funnel) is usually the audience that has made some interactions with the brand previously.
Lastly, BOF (bottom of the funnel) are the hot leads that have the highest chances of conversions. These are usually abandoned add to cart users, people who have filled out a form, website visitors, etc.
4. Inability to grab attention
Imagine you are scrolling through Instagram, and you see an ad on the way. Will you scroll down or take a second to look at the ad? That totally depends on the ad copy, creative, and the way other elements are designed. Keep in mind that the ad is in a hugely competitive landscape. If it doesn’t stand out, it’s never going to get any attention.
To attract attention, make sure the creative is innovative and catchy. Next, you need to focus on the ad copy. Add discounts, emotional triggers, and USPs of the product. Besides, make sure to opt for the right CTA or call to action.
5. Incorrect scaling of the ads
Scaling the campaign is much more than simply increasing the budget. You need to have a deeper understanding of the relationship between scaling and good performance. If you have faced a sudden dip in the ROAS by scaling the campaign, you are not alone.
Here, there are two pointers that need consideration. Firstly, for new brands or even smaller ones, making gradual changes is a good idea. Too much increase in the budget quickly can topple the performance. However, for established brands, fast scaling is a better approach. That way, one can reduce the CPAs while maintaining the average ROAS.
6. Not choosing the right campaign objective
Now, you must be wondering – how is it difficult to choose the right campaign objective? In reality, it is much more complicated. Recently, Facebook has simplified objective options to help advertisers. These options include awareness, traffic, engagement, leads, app promotion, and sales.
These objectives offer distinct benefits to advertisers. You must focus on choosing the right objective for the campaign. For instance, if the brand is relatively new or has never ventured into the online space, choosing awareness is a better idea.
It is critical to initially put out the brand across as many people as possible. Eventually, the objective can be changed to sales when the audience is narrowed down.
7. Inability to acquire the right target audience
Understanding the right target audience is a major part of paid advertising success. Simply showing your ad to anyone is unfavourable. That’s a waste of money, time, and resources. Audiences can be broadly categorized into – warm and cold.
The warm audience is the section of people that knows your brand and have made some interaction. Targeting them with offers and discounts is an excellent way to obtain more sales.
However, the majority of the ad budget must be spent on the cold audience. These are the people who don’t even know the brand exists. For a brand to grow, you need to convert cold audience to warm steadily.
8. Failure to utilize ad placement
Did you know that ad placements can affect the cost per result of your ads? Failure to choose the right ad placements can contribute to your ads not performing well. For more details, go to Ad Placement in Facebook ad insights. The data you get from there will aid in making better decisions.
For instance, Facebook and Instagram are good placement options if you want brand awareness. For more conversions, you can opt for Facebook and Audience Network. Moreover, you can also choose between different devices, such as mobile and desktop. You can make choices between feeds, stories, reels, etc.
9. Using the same ad copy
Ad copy is the text users can see when they spot an ad on Facebook or Instagram. Sometimes, even the most perfectly written ad copy might not deliver the desired results. That is why a digital marketing consultant advices on testing different ad copies. Constant experimentation is necessary to grab attention. You never know what will attract the audience’s attention if you don’t change and test.
It is vital to keep in mind that the ad text is competing for attention with other posts on the platform. Make sure the text is catchy enough to compel people to take a second to read it. For that, it needs to be readable with no spelling mistakes.
10. Ad fatigue
Do you like to see the same commercial on television continuously? Absolutely not! The same goes for ad creatives. The creative content must be refreshed at least two times a month to prevent ad fatigue. Even if the creative was exciting and worked well, it doesn’t mean it will give results forever.
To grab the audience’s attention and persuade them to make purchases, one needs to constantly focus on producing more creatives. If the audience gets bored, it will hamper the sales funnel and the overall campaign significantly.
Final words
Using Instagram or Facebook advertising for your products or services is an excellent idea. Owing to the already-present competition in these domains, you must focus on avoiding silly mistakes. Moreover, if your ads are not performing as they should, it’s time to scrutinize what went wrong. Once you understand the gaps, you can work towards optimizing the campaigns. However, if that doesn’t work, opting for the best performance marketing agency is the next step!
Read More- https://www.cybez.com/18-essential-tips-to-write-facebook-ads-copy-that-converts/