What’s causing your Facebook and Instagram ad campaigns to not performing well? In this episode, I discuss 7 reasons that your ad campaigns on Facebook may not be performing as well as you would like.
Identifying and remedying these issues may help to generate leads and sales at a lower cost per sale and that you reach a better audience on both Facebook and Instagram.
- Using the incorrect Video
- Your website is not optimized
- Audience Targeting is not correct
- Testing ads and audiences
- Lack of engagement on Facebook and Instagram
- Your product sucks
- Tracking is installed incorrectly.
Burhaan Pattel 0:07
Hey, my name is Burhaan. And in this video, I want to talk about why your Facebook ads might suck. One of the reasons why your Facebook ads may not be performing as well as you'd like them to be, or they're just not generating sales at the price that you want to pay Facebook for them, is because you're using probably the incorrect content. Perhaps you're using an image that people are not really clicking on, maybe you're using a video that doesn't have have the right messaging, maybe your video needs to reproduce in a better way, maybe the video needs a bit of music, maybe it needs a bit of effects, maybe it just needs to be re-recorded, maybe the audio of the video needs to be changed.
Burhaan Pattel 0:47
Another thing, obviously is content, perhaps your subject lines or the or the texts that you've got above the video in the description, perhaps the headline that you're using the subtext, maybe you're using the wrong button. And these are all things that obviously can be optimized. Another thing that may cause your Facebook ads to suck, is the fact that your website may suck. The Facebook ad performance is directly related to how your website is performing. So if your website doesn't perform well, it's not user friendly. It's not mobile optimized. Things don't look, as well as they should look on a mobile phone. And people are not buying, that's a trigger to Facebook to say, hey, there's not that much engagement on the page that you're sending people to, there's an issue and so the performance of the ad drops.
Burhaan Pattel 1:34
The third reason why your Facebook ads may suck is because you may be using the incorrect audience. Have you researched, or have you looked into who your product is for. Have you looked into who the message that you're trying to promote your video to is for, that's one of the most important pieces. Now audience targeting is a very, very broad topic. And of course, there's a million in one variations as to what you can do and what you possibly can do. But if you're starting your ads brand new from scratch, you know, pick a number of different audiences based on your budget. And I'll talk about budget in the next point. And test, test different audiences to find the ones that are going to perform to your liking.
Burhaan Pattel 2:17
Another reason that could potentially be a reason why your Facebook ads are not performing as well as they should be, is budgeting. Maybe you're just not, you know, you don't have enough budget to actually test enough audiences to test enough videos to test enough headlines to test enough descriptions of your ads, you're not leaving them long enough, you're not allowing Facebook to pick up on the engagement on these videos on these posts that you're putting up as ads. Facebook needs a little bit of time Facebook needs a little bit of budget, not to say that Facebook is a money hungry, sucker. Facebook is working on your interest. Well, we hope so. I believe that Facebook is working in our interest to generate sales, otherwise, they wouldn't be profitable. And people would not advertise on the platform.
Burhaan Pattel 3:06
So giving Facebook the information they need, by good videos, you know, a landing page that works and giving them a little bit of room in terms of budget to help you find those people to buy your product, or to engage in your video, or to sign up for your course whatever it is that you're promoting. That's important. Number five, on the reasons that your Facebook ads suck is engagement on Instagram or engagement on your Facebook page. I believe that the Facebook page and your Instagram account that are linked to your Facebook ads manager has a direct impact on the performance of the ads. I've seen accounts that have worked on accounts where where engagement is high, meaning lots of comments, lots of likes, lots of people clicking on the button, there's a lot of posts activity, the engagement rate on organic posts is high.
Burhaan Pattel 4:00
And of course the algorithm is a tricky subject. But if you've got if you've got an audience, if you've got sort of content that's engaging people, people are commenting, and they're actively involved in what you're putting out there, organically, the net will translate into the ad performance. And that audience will be naturally inclined to look at your ads and to click on your ads. And remember, just because you're advertising doesn't mean you have to be selling all the time. But you can promote a post that's going to generate engagement and then ask for a sale every now and then you're not going to go in for the sale every single time. And that's one potential other reason why your Facebook ads suck.
Burhaan Pattel 4:43
A big concern when it comes to your Facebook ads is your product. Right? I mentioned that correct messaging earlier in this video. But what about the fact that your product is maybe not aligned with that audience? What about the fact that if you've got an e-commerce store, and you're trying to sell basically anything and everything. Is that product really worthy of the audience that you're trying to put it in front of. Right. And the Facebook ads, the performance of the ads, the engagement on the ads, the likes the comments, if you are getting any shares, if you are getting any, is it is an indication of whether your product is a good product or not. And of course, you can test it, you can try all the all the variations, you can try all the all the options in terms of audiences.
Burhaan Pattel 5:30
But at the end of the day, sometimes you just have to sort of say to yourself, hey, maybe it's the product, and change the product, switch the product, if it's a digital product, change the messaging, change the headline, change the delivery of the product. You know, there's multiple things, and that's a whole nother video on its own. Another huge reason and I've left the juiciest one to the last point on this video, is that potentially, your facebook pixel is not set up properly on your website.
Burhaan Pattel 6:00
Remember that Facebook ads, the performance of the Facebook ads is directly linked to the facebook pixel on your website. If you don't have it on your website, then you need to put it on your website. And once you put it on your website, how the pixel is configured on the pages that have the events. So if you have an e commerce store, you're going to have an Add to Cart button, people are going to add items to the cart, they're going to go to the cart, click to checkout, the checkout page has an event that says initiate checkout. And then you've got the purchase, right? There's another step in between for the billing information, blah, blah, blah. But every single step of that funnel of that cart process is an event. And those events need to be put into Facebook. And you need to tell Facebook that, hey, these pages are important for these reasons. And based on those events, Facebook will optimize your ads, will find the people that you want based on your flow, the same thing applies to digital product, or you know whether you've got an online course, or you're giving away a free thing where people are opting in whatever that business or that whatever that offer is going to be. That's important.
Burhaan Pattel 7:14
Because when Facebook knows that, okay, you're trying to generate a lead, and you've got a thank you page, and on the thank you page, you have an offer to a product. And that product is sitting on an order form, maybe, an order form then leads to a thank you page or potentially an upsell page, then Facebook knows that every single touch point that the customer potential customer is going through is an important event. And so Facebook can then see that information, find the people that are going through the process based on what you've optimized your ads for, you may optimize your campaign for conversions in that case, and and Facebook will look for those conversions will look for those people who are going to convert.
Burhaan Pattel 7:57
Now there's no guarantee that if you do all of these seven things that I've mentioned in this video, that it will work. But the combination of and the testing of all of these different things will lead to having an answer as to which one is potentially the issue. So treat this video as a checklist, write it down on a piece of paper, this is the campaign, this is the product, go through the list, as I've listed in this video, check those off. And obviously there are other reasons to you know, and I'll have another video on them on more specific, but I would say these are the seven core elements. These are the seven or eight core things that you need to be aware of when setting up your ad campaigns. Or if you have existing campaigns running to look out for and to see look at the stats and understand.
Burhaan Pattel 8:46
Are you as as working? Okay, how can we optimize it based on this checklist? So there is I hope that you liked this video. If you did, hit the like, if you want more of these videos, hit the subscribe button. That's feedback to me to tell me that you'd like you want more content? Post a comment below and tell me about what you've experienced in terms of Facebook ads. You know, what are you doing that? or what have you tried to try to make your Facebook ads work? And let me know of some experiences in the comments of of what you've seen of what's working, what's not working. So with that being said, Thank you so much. I'll see you in the next video. Bye bye