If you’ve had, or are currently having, an epic fail with your Facebook advertising, there may be some less obvious reasons you’re not seeing the right quality of leads coming. Before you ditch Facebook as a channel that’s not right for your business, take a closer look at how your adverts are set up in Facebook, as there could be several reasons why they’re not bringing in the right quality of leads.
1.Choosing the wrong advertising objective
If you’re running a Facebook advertising campaign you must be clear about your objectives. Is it to raise awareness about your brand, product or service, or is to get people to make a purchase?
Awareness is when you want your audience to become familiar with your brand, product or service, so the key is to get attention through your advertising, but not necessarily to engage people in terms of leads or sales.
If your objective is to get people to buy from you, you will need the right creative, ad copy and landing page. You’ll also need a strong Call to Action such as ‘Buy Now’ or ‘Sign Up.’ The right combination of these elements is crucial to get right, and you may need to experiment with different wording or creative to see what works best for your audience.
2. Not being specific with your targeting
If you’re not being specific with your Facebook audiences, you will never make a return on your Facebook advertising spend. Knowing your buyers is a crucial to your success. Facebook has over a billion users, but you only want to target those who will potentially buy your product or service. Advertising to people who will not convert is a waste of time and money.
Luckily, Facebook has range of audience targeting tools that can help you target your ideal buyer by geo-location as well as interests and behaviours.
Before you embark on any Facebook advertising campaign, think about your customers who have bought from you in the past. Identify any similarities in their interests or behaviour, such as what publications they read, their status in life (married, single, with or without children), as this will help you create a ‘Buyer Persona’ which you can use within Facebook to ensure your advert reaches the right people.
3. Poor landing page
If you send your potential customers to a poor landing page, the chances are, they will bounce or go to your competition. The landing page is just as important to get right as the advert itself. Go back to your objective and consider what action you want your audience to take and give them compelling reasons to take that action.
Your landing page must closely match the offer that is presented in your ad. Make it easy for your customers to take action by making buttons bold and high up on the page. Finally, ensure you provide enough incentive for prospects to buy from you or engage further in your brand.
By implementing these Facebook advertising tips, you should start to see success with your advertising goals. We have helped hundreds of home improvement companies generate leads from Facebook so we know what works and what doesn’t. Contact us today for a free digital consultation.