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Digital Marketing

Top 6 Reasons why your Facebook Ads are not showing results

The frequency with which Facebook has been making changes to its algorithm is equivalent to the number of times two-year old throws tantrums. With the number of advertisers growing daily on the platform the fight for Facebook ‘real estate’ is for real. As a Facebook ads marketer, I get an opportunity to audit many Facebook Ad accounts, every day. Unfortunately, most of the accounts have similar sort of issues. So, if you’ve burnt dollars, running Facebook ads and have come to the conclusion that they don’t really work for you, then you might have made some or all of these mistakes listed below:

i) Facebook Pixel not installed: This one tops the list. So, if you’ve just been boosting a post because Facebook said, ‘spend $7 and reach 26,000 people’. Chances are you are left wondering, why your ads are not working? The probability is your website or landing page, doesn’t have pixel installed or set-up correctly or being exploited to the fullest. Do you need Facebook pixel? Yes! Of course, even if you are not advertising on Facebook immediately.
So, what is Facebook pixel?
It’s a snippet code unique to an ad account. It’s supposed to be placed on the header of every page of a website. The Facebook pixel collects data of the visitors, the pages the visitors are spending time on, the actions they are taking.
This helps in
• Showing your ads to the right audiences
• Build advertising audiences
• Unlock additional Facebook advertising tools
Read more about it here

ii) No strategy: Facebook ads are a long -time investment. If you are just boosting a post or doing couple of ads promoting an event and expect to make millions, then you’ll be disappointed. Facebook ads like most online marketing channels are all about creating brand awareness, engagement, consideration and finally a sale or lead. So, before randomly putting ads together, get that strategy, in place.

Choosing the wrong campaign objective is third in the list: Facebook optimizes a campaign for the objective that is chosen. For instance, if you are after sales or leads then choose Conversion as an objective. If you are after reach, then choose that objective. This is how we choose an ad objective at Digital Street

Think of the end goal and then decide. That’s why getting the strategy right is important. What stage of funnel are you at? What is the goal of that stage? This will help you decide the objective.

iii) Targeting: Facebook gives us the opportunity to choose target audiences based on interests, behaviours and most importantly to target our previous website visitors, email subscribers, people who have engaged with our posts and ads. These are known as custom audiences. There’s more we can also target lookalike audiences. This means people like our target group. Therefore, it’s important for an advertiser to keep testing out audiences and find out the right target group for their business. Audience personas, therefore play a significant role.

iv)  Landing page: There’s no consistency between your ad and landing page. There are a few best landing page practices that Facebook likes us to follow. Ideally, have

a) the visual on the landing page to be same as the visual on your Facebook ad
b) the headline on the landing page to be the same as the headline on your  ad

V) Ecommerce stores U/X experience: We often have clients approaching us to get them overnight sales on an e-commerce store, that has hardly ever had any sales. Facebook ads are not a magic pill. Like any other form of advertising, the consumer needs to engage with the brand and trust it. E-commerce stores also need to have an amazing U/X experience for the consumer. Often the U/X experience is so bad that the end consumer leaves the website without making a purchase. Here are some tips on how to get better conversions through for an e-commerce store.

 

Vi)Retargeting: This is the secret sauce to making Facebook ads work. Have you ever visited a website, wanting to make a purchase but then left- as life got in the way. However, if that website followed you on Facebook, and reminded you to make that purchase, then remember, you are being RETARGETED. People get busy, lazy or whatever, and need to be reminded to ‘come back to complete that order’. About 70 percent sales happen at the retargeting stage. If you are not, retargeting you are leaving money (lots of it) on the table.

Facebook is all about user engagement and rightly so. For if you don’t have users, you don’t have people to advertise to. Beyond everything Facebook gives preference to user engagement- whether it’s the content or ads. The more engaging content we post, the better the user experience, the better the reach!

Wanting to train your team or need support to run those ads, book a call here

 

Categories
Digital Marketing

What is Facebook Pixel and why you need one?

I often come across clients or chats in Facebook groups about why they need Facebook pixel. Another thing, that I have noticed with a few client Facebook ad accounts is that the pixel is either not set-up correctly or is not being exploited to its fullest.

Do you need Facebook pixel? Yes! Of course, even if you are not advertising on Facebook immediately.

So, what is Facebook pixel?

It’s a snippet code unique to an ad account. It’s supposed to be placed on the header of every page of a website.

This is how a Facebook pixel looks like:

If you have been boosting posts on Facebook, then perhaps you haven’t installed the Facebook pixel, yet.

So, what magic does Facebook pixel do?

The Facebook pixel collects data of the visitors, the pages the visitors are spending time on, the actions they are taking.

This helps in

  • Showing your ads to the right audiences
  • Build advertising audiences
  • Unlock additional Facebook advertising tools

You can start maximising your Facebook pixel through the following ways:

  1. Standard Events

With the Standard Events you insert a code on specific pages to tell Facebook that a general type of event happened. All these codes are unique to your ad account.

Standard Events include the following:

  • Search
  • View Content
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Add Payment Info
  • Purchase
  • Lead
  • Complete Registration

2) Custom Conversion Events

The pixel lets set-up conversion events. What this means is that you can track conversions for -sales or registrations or remarketing just by entering the URL you want to see directly into Ads Manager.

Learn how to set up a custom conversion.

Now how does installing the pixel and creating these ‘standard’ or ‘custom’ events help us with better Facebook advertising:

  1. Website Custom Audiences

Through the pixel we get an opportunity to create something called Website Custom Audiences.

 

This helps you target

  • All of your website visitors during the past 1-180 days
  • People who visited a particular page or pages
  • People who visited a particular page but not others
  • People who visited during the past 180 days, but not lately
  • People who executed certain events X number of times or valued at X dollars
  • People who were within the top 5%, 10% or 25% of most active visitors

 

You can target website visitors for blog posts, purchases. These visitors have already interacted with your website at least once and can now be reached again.

For ecommerce, you can target customers who have abandoned carts and exclude people who have purchased.

Custom audiences help you create a number of strategies that make Facebook advertising effective.

Through custom audiences you can also create- lookalike audiences. These are audiences who are similar to your website visitors/ buyers. This is super useful if you are targeting multiple countries.

2.  Track Conversions:  The Pixel allows you to track results. From the number of clicks to your Facebook ad, the device and platform they’ve used- whether it’s mobile or desktop, the pixel is a gold mine of data. This tracking can help you improve your ads and results.

3. Retargeting: We don’t buy the first time we see an ad. It’s said you need 17 touchpoints with a potential customer to convert. The Pixel data allows you to show targeted ads to people who have visited your site or engaged with your Facebook page event posts and ads.

Get the most out of your Facebook ads and install the Facebook Pixel.

The Facebook pixel can seem quite daunting, especially if you are just starting with Facebook ads. In case, you need support installing Facebook pixel, feel free to contact us.