When it comes to advertising on Facebook, many advertisers are skeptical. Why is it that while other people’s ads have good results and high conversion rates, their own ads do not perform as well as expected? Obviously, they did not spend less money, but the ROI is only a few, a lot of dollars were burned heartbreakingly, but they still could not achieve the expected advertising results.
These issues are especially common among new sellers, owing to their unfamiliarity with Facebook’s advertising rules and system, as well as their lack of understanding of how to make an effort. Every day, the balance in the ad account decreases, but the conversion rate remains unchanged.
Today, I’m going to introduce you to some guidelines for placing ads that have had no effect or a very low conversion rate for a long time, in order to help you better place your ads and get higher returns!
A month without a single may be due to account issues; it is recommended that you investigate the complaint as soon as possible：
- BM is obstructed.
- The personal number is limited.
- The account has been disabled.
- Account restriction
1. Budget constraints are excessively stringent
Many businesses have no intention of doing paid advertising at first, but instead choose to place ads when they hear about it, try it, or are forced to do so, often without increasing their budgets. When they discover that nothing works, they immediately stop running ads and stop investing and learning.
For example, some employees may only pay $30 per day for a product and spend a few dozen dollars per day to test it. If we give $50 for one product at the start of testing, we should divide it into five groups with different audiences. Then test 5-10 products per day, and you can choose to follow the hot products on the market to see what happens.
Although there is no way to hit all of the ads at once, you can post on the fan page to gauge interest before placing the ads. If a posting generates a lot of reach and interaction, it may be a better decision to place a paid ad rather than a free ad.
It should be noted, however, that achieving greater results with a smaller budget is difficult. With a small advertising budget, the number of audiences that can be reached is naturally limited, as are the benefits that can be driven, so advertisers must plan ahead and wisely allocate their advertising budgets.
2. Creating an excessive number of ad groups
Many selective e-commerce sellers will become obsessed with opening dozens of ad series, with only one ad in each ad group, without realizing that this will likely result in overlapping audiences or internal bidding for their ads during a specific time period.
Advertisers should use CBO (Campaign Budget Optimization). CBO will treat a campaign’s ad groups as a whole, allocating as much budget as possible to the best-performing ad groups based on system bids, maximizing cost savings while increasing the number of people reached and displayed. Ad performance. CBO should be used for no more than 5 ad groups.
3. There was no A/B testing
How can I tell if the advertising material is of high quality? How do I determine the age range of my target audience? How can I tell which of the many products is doing well? — The solution is Testing! Testing! Testing!
Testing is an important part of creating a good advertisement. A/B testing can be used for creative, material, or audience optimization, as well as placement optimization. In general, the test will yield results in about 4 days, and if one group of ads performs well, the test will end sooner. We can know which ads will be more liked based on the system’s judgment and choose these winning ads for placement, saving us money and time.
Some may argue that if I open two ad groups on my own and set only one variable, this will not work. Why do I have to put it through its paces? The answer is that we cannot guarantee the audience by testing our own ad groups. (For example, a user may have seen ads from groups A and B and then placed an order, but we can’t tell whether group A or group B influenced him.) In an A/B test, Facebook’s system will divide the audience into two groups in order to avoid as much overlap as possible. The ad test results will be more accurate in such a strict environment.
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4. Selecting the incorrect type of advertising
Before we place an ad, we must select the appropriate marketing target, which is the type of ad mentioned above. We must choose different types of ads for different stages, which means we must use different marketing objectives for different audiences.
It takes a process to make users know you and eventually place an order for a new brand or a new product, which we can call a brand (product) education process, to make users have a certain knowledge of your advertising before they can place an order with you and eventually form a conversion (except for brands that already have a certain popularity). Consider this: if you see an unfamiliar advertisement among your friends, are you likely to buy it? Anyway, I’m not going to buy one because I don’t even know him.
This requires us to reasonably distinguish the stage in which our product is located and to divide our audience into the following three categories：
- Unfamiliar audience: This type of audience is unfamiliar with our products; for these people, we must definitely educate brand awareness early on, and then consider interaction and final conversion.
- General audience: While this audience may have seen our ads and understand our products, they still require more information to prompt them to place orders.
- Loyal Audience: This is our favorite type of audience because they already know a lot about our products and are willing to buy, making it easy to form a conversion.
The main reason conversion is affected is because of different advertising strategies for different stages of the audience. Many of us have low conversion rates in our ads because we believe we should go up and run coverage, conversion, and interaction. As previously stated, convincing a consumer to buy a product he has never heard of is extremely difficult, and even if you continue to invest in additional advertising, the end result is still low conversion.
5. Incorrect Audience Targeting
We frequently don’t know how to position our audience when placing ads for the first time. Many people position their audiences based on their emotions and market experience, whereas others are extremely selective, targeting audiences in a specific geographic area. These practices are not necessarily incorrect. In the early stages, especially for products with no competition, you can only rely on continuous testing to find their own precise audience.
We can use custom audiences if we don’t know who our product’s target audience is. This will bring you the first batch of user portrait data. Proceed to run ads based on this data and continue to accumulate pixels until you have the optimal audience data.
Simultaneously with segmentation targeting, select the audience based on user interests. For example, if you are doing women’s clothing, audience interests can choose skin care, beauty, women’s clothing, and other interests that meet the characteristics of your audience.
Here’s a helpful tip for audience targeting:
The first step toward meeting your target audience is to get to know them well. Going viral is about getting your content in front of the right people, not just getting it in front of people. That is why it is critical to understand your target audience.
You can use AdTargeting to obtain audience analysis reports in order to better understand your target audience. AdTargeting usesFacebook’s big data analytics capabilities to analyze demographic characteristics of your audience for each interest, such as gender, age, relationship status, job title, and so on. It can also be used in conjunction with Facebook Audience Insights to create more relevant conditions for Facebook ads.
(Image: AdTargeting)
6. Inappropriate ad content and landing page
Many people disregard the relevance of the ads and landing pages after they have been set up. “I just need to optimize my ads. What does it have to do with the relevance of the landing page?” Some may argue. We are all aware that when running Google ads, you will be involved in the relevance of ads and landing pages, and the same is true for Facebook ads.
Your ads are written on the ceiling, with various offers. When a user clicks on one of your ads to go to your product page, they discover that your page products and advertising products are very different, the information is not perfect, and, more importantly, there is no customer service phone number or email address. This allows users to place orders with confidence, knowing that if they place an order and you do not ship it to them, they will know what to do.
Is it difficult to do effective Facebook advertising? This is not an easy question to answer; it is not hard to say that it is difficult, or that it is indeed quite difficult, depending on how you look at the problem. If you discover that your Facebook advertising is ineffective, you can troubleshoot and solve the problem one by one by looking at these factors above that may be affecting the effectiveness of your ads.
Bonus
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