Whenever you plan, set up, launch and maintain a marketing campaign you expect to see results; whether its engagement, subscriptions, clicks or sales, all advertisers have, or should have, a set goal for their marketing efforts.
So, imagine the disappointment when logging in to check the performance of your campaign to find minimal clicks, impressions, and conversions.
What’s going wrong? Why am I not seeing the results I was expecting?
Let’s dive straight into some of the most common reasons that your Facebook ad campaigns are just not performing the way that they should.
Perhaps one of the most common misconceptions is that poor ad performance and the deliverability of your ad are closely connected.
Most advertisers want to be exposed to their own ads, which is perfectly understandable, as it reassures you that your ads are being seen by your target audience. However, if you don’t see your ads it doesn’t necessarily mean that they aren’t being delivered to your target audience and potential customers.
Audience target range and size
Facebook has been facing criticism from governmental and third party organizations around the world over they way it handles user data, with the most famous example being the Cambridge Analytica scandal that cost the social media giant 5 billion dollars in fines after it deceived its users about how their data would be managed.
As questions are being raised as to how secure user data is, the world’s largest social media platform makes it mandatory for marketers to target a minimum audience range when launching an ad campaign.
By default, Facebook will only launch your ad campaign if you have one thousand or more active users in your target list.
What you should look out for when setting up your target audience for Facebook ad campaigns:
- Check your targeting parameters have more than a thousand active users.
- Check that you are not limiting your audience range in an effort to save ad spend.
- Check that any automated customer lists include more users than the minimum cut-off number.
Perhaps you know exactly who your target audience is and what your ideal demographic is, but when it comes to Facebook’s algorithms less is not necessarily the best option when it comes to targeting parameters. If you are only targeting a small circle of users on the social media platform then you run the risk of having ad campaigns that aren’t displayed or exposed at all.
How do I troubleshoot this issue?
The bottom line is that your target audience needs to consist of more than one thousand active Facebook users, which means that if your target group is less than this threshold then you will need to consider appealing to a wider audience.
Other limiting factors
Facebook has limits to the amount of text that can be used in an ad. Each advert is allowed a maximum of 20 percent text. So, you need to make sure that your ad copy is concise and relevant; spare unnecessary details and get straight to the point quickly and efficiently.
The bottom line is that you play by Facebook’s rule book, following its terms and conditions if you want your ad campaigns to reach the right audience at the right time and place.
Engagement, engagement and more engagement
Facebook wants to ensure that every time its users scroll through their timeline they are exposed to relevant and engaging content. Advertisements are no exception; your Facebook ad campaigns need to be engaging! You may be asking yourself how can I ensure engagement? Well, it’s quite simple, all you need to do is ask yourself what are your potential customers looking for? What is your business offering? Are your CTAs (Call to actions) clear and well-presented? Basically, you need to put yourself in the shoes of a prospective client. You need to create your ads as if you were a customer looking to purchase a product or subscribe to a service.
Ad content ranking can be broken down into three categories:
- Ranking by quality, which is measured by assessing feedback from your ad campaigns and the overall experience that users had after having clicked. Your ad campaign along with other campaigns that have the same target audience are compared to one another and ranked accordingly depending on customer reviews.
- Your ads are also ranked based on the engagement it gathers; what do I mean by this? Metrics such as clicks, comments, shares, and likes are all taken into account when ranking your ad campaigns based on engagement. The more engagement you get the higher your Facebook ad rank will be.
- Last but not least is ranking by conversion rate. The higher your ad’s conversion rates are the higher Facebook’s algorithms will rank your ad campaign.
Is your budgeting on point?
Facebook’s algorithms learn from trial and error and from how your ad campaigns perform. Depending on the budget and bid threshold that you specify Facebook will work towards optimizing your campaign for maximum results. However, if you don’t balance your budgeting and bidding you could run into a few problems. For example if you have a budget of 50 dollars a day but set a restrictive bid cap of 10 dollars, Facebook is most likely to have difficulty reaching the ideal users who are most likely to buy or subscribe to your business offering. If the algorithms do not witness engagement and conversions it could eventually drop your ad campaign altogether as it won’t have the engagement it needs to learn and boost your ads.
Are your Facebook ad campaigns not performing? Use this simple check list and optimize your results.