Find Out How to Spot the Reason for Your Facebook Ad Woes

Lots of small business owners frustrated with Facebook contact me for help. They’ve tried boosting their posts. They’ve moved past their tech-phobia and created campaigns in Power Editor. And many who call have had some ad success and are even happy with their costs-per-lead.

Yet, Facebook is still a losing proposition for them. And the blame lands with a thud on Facebook’s doorstep.

I love it when the solution is an easy fix to their targeting, ad image, copy or landing page.

This is where I look first to diagnose the problem. And, here’s what I look for:

  • Low click-thru rate (CTR%)? Low relevance score? High cost-per-click (CPC)?
    • Ad problem: These metrics indicate challenges with the targeting and ad creative.
  • High cost-per-lead/conversion?
    • Ad problem (see above), or
    • Landing page problem: If it’s not the cost-per-click, then it’s your landing page.

      (Landing pages are often the reason for high lead costs. A 5% improvement in the conversion rate can save you $2.50 per lead!)

 

It’s harder when the problem is in the sales / follow up sequence.

  • Low or no sales?
    • Poor product-to-market fit, or
    • It’s a problem with your sales and engagement process (and doesn’t have much relationship to the Facebook ads).

Most business owners know a few stats, like the open rate on their emails. When I ask for more details, I’m met with long silences on the phone.

And then they explain that they’ve created an offer and already have a few clients who love it. They have a nice sales page and feel like it should convert.

Here’s the reality. There words “should convert” are not in the marketing dictionary. A sales process either converts or it doesn’t – especially when dealing with cold traffic. (People connected to you in some way are a different audience. They already have a baseline of the know/like/trust factor built.)

If you want to grow, you will need to figure out how to convert cold traffic into buyers and clients.

Marketing is about testing. And it’s easier to place the blame on “low quality” leads than on the marketing materials you’ve developed.

But, if you’ve found relevant audiences in Facebook that click on your ads and happily give you their email, your problem is not a Facebook lead problem.

(Caveat, if you have a lot of leads from non-English speakers or countries with relatively low per-capita income, go back to step 1 as you do have a targeting problem if you’re selling items in USD).

About now in the conversation, I hear another long/awkward silence.

So what’s the solution? Testing, tracking and testing and tracking.

For each Facebook ad campaign, I test 20-40 audiences from the start. I start with 3 images and then keep testing against the best performing one. I test many versions of the ad copy.

Where do you start in order to test your sales process? Get to know your numbers.

Start at the beginning of a prospect’s journey and see where you lose them. What’s the first point where your numbers drop off. See if you can improve performance on that page or email first.

Then look at where you close (on the phone, a page) and see what you can do to improve. Small percentage improvements on closing pages/processes make a big impact on ROI.

Marketing can be frustrating. Think of it as labor of love. It is work. And if you embrace the journey, you will love the results.

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