There can be many reasons that Facebook Ads fail. Including the “one thing” I think almost everyone is doing wrong with Facebook Ads. See #2 below.
Most people probably never think about either one of these 2 mistakes. Even if you’re aware of them it’s sometimes a challenge to fix them. If you can fix them it may be all you need for success.
Interestingly both of these have little to do with the technicalities or “how tos” of running Facebook Ads.
If you search for what people are doing wrong with Facebook Ads you’ll find many articles. Here are some of the things they say about what people are doing wrong.
- Not continuing on with what’s working
- Ignoring your ads after you place them
- Not testing at all
- Running only one variation of an ad
- Not trying different ad and ad set settings
- Not targeting the right people
- Not using the right campaign objective
- Not testing images
- The wrong audience
- The wrong image or unrelated image or no image at all
- Only boosting posts and letting it run with the default settings
And I’m sure there’s more. There’s all kinds of things you can do wrong.
But even if you get all of this right, without a good offer and an entertaining ad that “resonates” with your audience you’ll fail.
Sometimes you can get lucky and have your ads work without trying very hard at all. But most of the time it’s hard to make them work well. It’s hard because Facebook is really not a good, natural place for ads. You expect ads in newspapers and magazines because they’ve always been there. You expect advertising in shopping malls because you’re there to shop. Facebook must keep ads to survive financially so they’ll remain. It’s a balancing act. They need to keep the ads at an acceptable level. Both in terms of how many are shown and in terms of what the ads consist of.
Here’s a short video summarizing our topic.
So let’s look at the Top 2 Reasons that Facebook ads fail.
Reason #1: Bad offer
No matter how good your Ads are, they just won’t work very well if your offer is no good. On Facebook your offer must be really good. I don’t mean “offer” as in the actual products or services you’re selling. Because you shouldn’t be selling directly on Facebook anyway. I mean an offer such as a lead generator. An offer that helps you make a new connection or start a new client relationship.
For example a coupon or a give away. Something that people would really like to have. Something that people would find very useful or entertaining. Something they notice. Something they want right away when they see it.
Having a really good offer makes all the difference in the world. It’s much more important than almost everything else. You may be showing the best Ad ever written to exactly the right audience. But it just doesn’t matter without a good offer. Most likely it’ll still fail.
What’s a good offer? A good offer usually has to be free. It has to be easy to get. It has to be easy to consume (no long boring ebooks or online training courses). Quick. Easy. Fast. Free. No strings attached. Often times you may need to get an email address in return for your free offer. But not always because you can still track engagement on Facebook. You can track visitors to your own website as well. Then you can show more ads to those people later. It’s referred to as “retargeting” which is another subject.
A really good offer will stand apart from others
For example you see many online courses for sale on the web. Including on Facebook. After you’ve seen a few they don’t stand out so much anymore. But a FREE online course will stand out. At least until everyone else is offering FREE online courses. What else would stand out? A free dinner offered by a local restaurant? It would if it’s more than the competing restaurants are offering. A free item given away that actually has good value or at least good perceived value.
If your business sells services you might offer coupons or big discounts to get a new customer. A restaurant might offer an extra special deal for people accepting their offer on Facebook. A Facebook exclusive offer. A chiropractor might offer a short video or post about how to relieve pain. An attorney can offer free tips about how to avoid fines or bad advice. An insurance agent can offer easy to understand tips about insurance policy.
Be aware that it can sometimes be just as hard to give things away as it is to sell them. If you’re giving away a free book or a free training course, it’s still going to require time from the consumer to read it or go through it. That’s why free tips and cheat sheets are popular. They’re easy to consume besides being free. The other requirement is that the offer must be desirable. The consumer must perceive it as valuable. At least valuable enough to grab it.
Don’t waste time writing ads and learning the technicalities of Facebook ads, or even hiring it out, until you have a good offer. If you don’t have a good offer it’s very worthwhile to spend as much time as needed to create one. In fact this could be the most worthwhile time you spend. All your Facebook advertising depends on it.
Reason #2: Selling instead of entertaining
A smart advertiser knows that your ads should be talking about the consumers problems. The problems that you can solve with your products and services. However, because we’re talking about Facebook, your ads should probably move to yet another level. They should be entertaining or helpful and somehow tie into your offers.
With social media, in this case Facebook, you often need to reach people based on entertainment or something that resonates with the consumer rather than the product or service you’re promoting. Perry Marshall calls this “Right Angle Marketing”. See https://vimeo.com/40863087. You have to know who your customers and potential customers are though. Perry says it involves talking about something other than your own offers. Something that your customers are very interested in. For example, if you sell a product or service to lake home owners your ad might talk about boating or fishing or some other common hobby they share. Even if you don’t sell fishing gear or boating gear or boats or items related to another hobby they share.
On Facebook this may work many times better for getting a response than using the typical ad that talks about your own product or service.
Remember that people are not on Facebook to shop and buy stuff. They’re there to have fun. To be entertained. To share and engage with others. People shopping are not doing it on Facebook. They’re shopping on Amazon or Ebay or some other ecommerce website. Or they’re looking for something on Google.
So how do you inject yourself, your offers, your business or organization into Facebook and Facebook Ads while avoiding talking about your products or services?
How can you advertise without talking about what you do and what you sell?
This is what most advertising does. Even on Facebook it’s very common.
But it doesn’t fit well on Facebook because who wants to see all those ads anyway.
As a result most advertising on Facebook probably fails to provide good results. So how do you do it? You use the “Right Angle Marketing” approach. Your ads talk about something else. Something that’s entertaining, interesting, or useful. Then you tie that into your business and offers somehow. It takes some thinking to figure it out. But the rewards are big.
Anyone can learn the ins and outs of running Facebook ads. But if you really want success you must have a very good offer (maybe even an irresistible offer) and an entertaining or useful ad that resonates with your audience.