Have you ever asked yourself, “Why are my Facebook ads not delivering? Why aren’t they getting impressions?”
Here is why.
After months of strategizing, late-night copywriting, and hard work; your campaign is finally ready to go. You’ve got your target audience, you’ve checked for delivery issues, and all that’s really left is to click publish and watch the results come in.
Don’t you wish you had a list of the top reasons why your Facebook ad campaign isn’t delivering and what you can do to fix it. Here it is, just keep on reading!
Paid search ads are a great way to bring in new clients and customers, but there’s one downside: If only there was a way to spend less on ads without simultaneously cutting back on performance…
Well, you’re in luck. There are actually several ways to reduce ad spend without significantly affecting your results.
1. Target a more specific audience.
“By narrowing your target audience, you can drastically reduce the competition from other brands running ads to a similar audience. Remember you are in a bidding war with hundreds of other brands – only bid on who you really want to reach.”
For instance, if you have relevant search terms that aren’t converting, you can probably stand to switch up that term’s advertising strategy. You might try building more specific landing pages or ads or even just test new ad copy until something works.
If none of that works, it’s also possible that the term just isn’t as relevant as you thought. One common mistake is targeting your location as a keyword, rather than targeting people who live in your target area.
This practice could result in your ad displaying to people who are searching for information about the history of Philadelphia, for example, when you wanted to target people who live and work in Philadelphia.
2. Improve Keywords
Paid search is all about getting your ads in front of people who are actively searching for what you have to sell. It’s a great model that works really well—provided that your ads are actually showing up in front of the right audience.
Sadly, most paid search marketers make the mistake of assuming that their ads are displaying to a relevant audience that wants to convert.The problem is, that’s rarely the case. To show you what I mean, open your AdWords account and take a look at your Search Terms report.
The Search Terms report shows you exactly what people typed into the search engine that led to them seeing your ad, along with how many clicks, and impressions . An effective campaign will show your ads when people search for something related to your product or service. Since they’re looking for what you have to offer when they see your ad, they’ll click your ad and end up on a smooth landing page
To see how much money your account is wasting on search terms that don’t convert, simply create a filter for “Conversions < 1,”
When you’re not paying for the wrong search terms, conversions go up while spend goes down. And to make things even better, the improvement isn’t linear, it’s exponential! According to our research, every 10% decrease in wasted spend leads to a 30-60% decrease in cost per conversion.
That’s every 10% decrease. Think of it this way: If you are wasting 76% of your ad budget and you get that number down to 66%, you will see your cost per conversion go down by up to 60%. If you can drop your wasted spend down to 56%, your cost per conversion may drop another 60%.
3. Use Dynamic Keyword Insertion
Dynamic keyword insertion allows you to create ad campaigns that swap out certain phrases in the headlines or descriptions with the keyword that the user searched for, as long as it’s in your list of targeted keywords.
Instead of saying “home decor sale,” for example, dynamic keyword insertion could swap out “home decor” with “throw pillows,” “wall clocks,” and “paintings.” When users see the ad, they’ll see a campaign that’s advertising exactly what they’re searching for
On a final note,
1. Be consistent with your promotional campaign
2. Ensure you provide new content every time you run the campaign
3. Try using different keywords
4. Run campaigns for shorter duration than putting all your eggs in one basket
If you’re looking for ways to decrease ad spend without decreasing your results, these tips should get you going on the right path.That being said, in my experience, most people who are looking to cut ad spend are frustrated because they aren’t getting great results from their ad
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