If you have been wondering why your Facebook Ads might have gotten clicks and impressions but not nearly enough conversions, or what leads to a poor performance of your Facebook Ads? Several elements make up your Facebook Ad campaign and these in one way or another, have a direct effect on the level of efficiency your Ads get . These elements are;
- The Ad copy
- Creatives
- Budget
- Placement.
Having a greater understanding of how these factors work and how you can better optimize them is the first step to correctly running effective Ads. As a digital marketer, there is a need for you to master the workings of these social media advertising systems and what should be done for better results.
Ad Copy
The Ad copy is the text that is embedded on your Ad, which is meant to capture the attention of your audience. It is aimed at prompting them to take the desired action. The importance of this feature cannot be over flogged, as people tend to spend more time on Ad copies that address their immediate need and is well placed to provide the needed solutions. The inability to get this right leads to poor performance of your Facebook Ads.
There are several models you can employ to get a correct and concise template for your Ads on Facebook, but we would take a look at one which has been tested and trusted. It is called AIDA.
- A- Attention
- I- Interest
- D- Desire
- A- Action
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Attention
The first component of your Ad copy should be an attention-grabbing headline, which would make your reader pause. For instance, a headline such as “What happens when you die?” Is mildly provoking and brings people to reality, thereby prompting them to stop and take a look at what your Ad is all about.
Being able to craft the right headline correctly would no doubt increase the possibility of getting more impressions, which would, in time, lead to higher conversions.
Interest
Once their attention is with you, the next step is to sufficiently raise their interest in your business or brand by asking and answering a vital question which would have ordinarily been a stumbling block on their part.
After a person has seen that their issue has been brought up, they are better inclined to continue reading your Ad copy, thus making it possible to gain their loyalty or at least, contact details for proper nurturing.
Desire
At this stage of your Ad copy, it is safe to say that you have grabbed the attention of your audience with a catchy headline and increased their interest in your product or service. The next step is to improve the desire in them by stating exactly how you wish to solve the problem which was previously raised.
To accomplish this, there is a need to realize just how this problem leads to poor performance of your Facebook Ad. It should be noted that if a proper and satisfying solution isn’t provided, all you have done is create awareness for a problem which would drive your audience to go on further research in a bid to get better solutions.
Action.
Simple, your call to action should prompt them to take that desired action which is either leads that would convert later or sales. Failure to do this would lead to poor performance of your Facebook Ads.
NOTE: The AIDA Model would be discussed extensively in a subsequent article
Creatives
The second factor that contributes to the poor performance of Facebook Ads is either the Image or Video used. To further analyze this, 50 cents out of every one dollar you use in running Ads on Facebook is consumed by the creatives. Keeping this in mind, it becomes clear that usage of wrong or inappropriate creatives lead to a waste of up to half of your campaign budget. The importance of using quality Images or Videos cannot be over-emphasized, as this reduces the possibility of poor performance of Facebook Ads
To avoid this, ensure the Image of Video you are using is of top quality and is optimized to attract and convert.
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Budget
Facebook Ads, just like other forms of online advertising, is paid. The amount of money you are willing to put into your campaign determines its reach. It is advised that the minimum budget be placed at $5.00 for at least three days.
The first three days of your Facebook Ads is known as the learning curve, where Facebook learns the performance of your Ads and know which demographics are bringing better results, thus focusing more on them. To better aid this process, it is essential to note that the number of people that get to see your Ads is also dependent on the amount of money you are willing to add to the Ad campaign.
Placement
The last but not the least factor that affects the performance of your Ad on Facebook is the placement. By this, we mean the location of people who you intend to show the Ads. For this, it is vital to use a tool called Audience Insights on Facebook to narrow your audience based on where they are, job title, and their activities on Facebook.
Once you have successfully optimized the above listed factors, your Facebook Ads would perform much better.