“Why are my Facebook ads not working?”
Whether you are an experienced user or a newbie to the Facebook ads scene, there comes a time when a campaign just doesn’t perform the way you had hoped it would. Staring blankly at the Ads Manager dashboard is no fun, so that’s why today’s episode of the Ads that Convert podcast is all about how to identify why your ad isn’t performing, what needs to be fixed and how to fix it.
My first piece of advice is, of course, “Don’t panic!”. I am going to share with you the “Melville Method” to fixing Facebook ads, and soon you will be turning your ads around so they will convert like crazy and get the attention they deserve!
Here is a brief overview of what we will be discussing in today’s episode:
Step 1: Check Cost Per Result (CPR).
This will depend on the type of campaign you’re running: Conversion, Traffic or Boosted Post. It’s important to take a step back at this stage and not to get attached to cheap leads or clicks – remember, it’s about the value of each result!
Step 2: Check Click Through Rate (CTR).
The click through rate will tell you how well your audience are reacting to your ad. Are they finding it interesting or do they think it is dull as dishwater? Don’t worry, the CTR metrics will reflect their behavior so you can make the necessary adjustments!
Step 3: Check your landing page conversion rate.
A landing page is the website page your audience will land on after they click the link in your ad. What is the percentage of total visitors who are actually signing up for your offer, whether it be a webinar, a service or freebie? If it is low, start thinking of reasons why. Some things to think about are copy, graphics, colors and layout.
You're on your way to a high-performing Facebook ad! In fact, if you print out my checklist, I will show you where to find all of this information on your Ads Manager dashboard, as well as examples of what a “good stat” looks like. Remember to never get discouraged! There are a number of changes you can make to your Facebook ad so it goes from “dull” to “dazzling” – and it may even be a simple tweak or two! However, if you need to scrap it, it’s no big deal, because now you know what to look for when creating your new campaign.
Listen to this episode to get the details, and don’t forget to download the guide, 3-Step Understanding What Needs Fixing When Your Ads Ain't Working.
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