May 5, 2022

Why Your Facebook Ads Aren't Working

So you decided to dive headfirst into the world of Facebook ads and Instagram advertising (otherwise known as Meta ads). You’ve gone from Googling “How much are Facebook ads?” to having a few campaigns going. Maybe you thought it would be as simple as clicking ‘Boost Post’ or perhaps your well-thought-out strategy isn’t going quite how you hoped - there are a lot of pitfalls when it comes to posting ads on Meta’s platforms.

Once you know how the platform works and can confidently run sponsored ad campaigns on Facebook, it will have a real, observable impact on your business. Allow us to save you the time it would take to learn it all organically and give you these 5 top tips as to why your Meta ads aren’t working (and how to get them to work) from your favourite digital marketing agency!

Tip #1: Boosting is not Advertising

It’s a bit of a meme in the digital marketing space, but it’s true - just boosting your posts isn’t enough. It would be a lot easier for everyone if it was! The best way to attract attention and ROI from your Meta ads is to dedicate time to building a campaign in the first place. Actually take the time to create Instagram ads instead of boosting existing posts.

While Meta has made advertising on its platforms immensely easy, it doesn’t mean it requires no work at all. Boosting your posts may seem like an ideal option at first but, in time, you’ll discover that it isn’t bringing you the numbers you deserve.

Tip #2: Your Copy isn’t Inspiring

Inspiring copy can mean a number of things. It can describe copy that makes you think or feel a certain way, it can describe copy that pertains to certain life goals, or it can describe copy that convinces your audience to take action.

Regardless of the campaign you’re running, you always need a particularly inspiring CTA. If you aren’t telling your audience what you want them to do, or if the way you’re telling them isn’t inspiring, then audiences are less likely to interact with your content and go on the customer journey you’ve envisioned.

Here are 3 examples of a CTA. See which one engages you most and what you notice from the copy:

1. Book your marketing strategy call with us NOW!

2. Are you struggling to develop a solid marketing strategy? Let us help. Book a call with us today to figure out your next marketing move!

3. If this sounds interesting, you can book a meeting with us.

Inspiring copy should embody a sense of urgency, making the reader feel as if they need to take action here and now as opposed to leaving it for later when they’re likely to forget. Good copy also recognises pain points which are likely to act as an inspiration for any CTAs.

Tip #3: Your Creative is Boring

Maybe it’s a tough pill to swallow, maybe you saw this one coming a mile off but either way, it’s worth a mention. A good ad needs eye-catching, engaging graphics. Usually, something simple works when advertising, especially on social media. Very little text is needed on these, usually just a price, a link, a discount code or info on a special offer are all that are needed - and rarely all of them at once.

Pops of colour, the inclusion of people, custom pieces of art and some expert graphic design are all things that can help you stand out in a crowded market.

Tip #4: Consider your Audience

One of the reasons Meta ads are so popular (aside from being on Facebook and Instagram) is because of their audience selection, reach and analysis. You can choose a very specific audience when designing your ad campaigns which is very useful if you know who your ideal customer is because then you can speak to them directly.

However, a recent change to Meta’s system means it rewards more general audience selections. This is a great way to test the waters and gather information to better understand your target demographic. It allows for greater reach and room for experimentation.

Tip #5: Focus your Campaign Strategy

I hate to break it to you but that generic copy and creative? Not gonna cut it. You must have a clear goal in mind when beginning your campaign. Do you want people to book meetings, purchase a new product or visit a certain website? You may want people to do multiple things but trying to include them all in one campaign runs the risk of sounding too generic.

Each ad in your campaign should be entirely focused on what you actually want to achieve from its existence. Having a focused campaign is far more effective at driving leads than generic, run-of-the-mill ads.

Conclusion

Meta ads aren’t an easy beast to tame, but with these 5 tips under your belt, you’re sure to have Meta ads that work in no time.

Unsatisfied with your ad performance? Let’s have a chat and we’ll see what we can do for you!

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