You have an amazing product. You have an amazing service. You go out there, you run some ads on Facebook because that’s what everyone is doing, but you find yourself just spending all this money. No one cares about your ads. They’re not clicking on it. And if you do get some clicks, none of them convert into customers. Why could this be? Hey, everyone, today I’m going to share with you why your Facebook ads don’t work and how you can make them profitable.
That way, when I go live, whether it’s on Facebook, YouTube, or LinkedIn, you’ll get notified. Question: How much do you spend per month on Facebook? Let me know. That’s part of the reason why your ads may not be working. So, here’s the thing. There are a few things that you need to do to ensure that your Facebook ads are going to work and they’re going to be profitable.
Number one Make sure you’re not just sending traffic to cold audiences. See, a lot of people want to go out there and just be like, “Let me go find random people based on some interests “and target them and get them to buy.” I’m not saying you can’t make that work. It is hard. But what you should just start off with is let me re-market all my existing audience and get them to buy. Let me show my ad on Facebook, bring them back to my site, get them to buy.
Let me do things that create a lookalike audience and find all the other people who are relevant, very relevant, right? Because you could do a lookalike audience on Facebook. You want to ideally pick 1%. And then find all the other people that you should be targeting because those buyers are similar to the ones that are like your audience, and Facebook will figure that out for you. If you’re targeting those people, it’ll help you generate more sales.
Here’s the next tip. You need to spend enough when you’re testing things out. When you start off with Facebook ads, spend $100, and you can’t make things work. And this is why I ask you how much do you spend on Facebook ads? Well, if you’re not spending enough to get the ball rolling, you’re not really going to get ROI. You got to spend enough to test to figure out the audiences that work, the messaging, the ads.
You also can’t spend too much too quickly because if you scale up your ads too fast, you’ll find that Facebook gives you a similar amount of clicks for the same amount of money. For that reason, you get to gradually increase what you’re spending.
The next thing you got to do is you need to re-market all the people that almost bought or almost signed up. And here’s what I mean by this. You got a checkout page. Someone has all these products to their checkout page, but they don’t buy. Well, you should show on what it’s like to be a customer through a video re-marketing ad, not just on Facebook, you should also do that on YouTube.
That converts so well. You can do the same with services. People go to your service page, they almost fell out of the lead, but they don’t convert, what do you do? Well, you go and create a video of what it’s like to be a customer, what it’s like to signup for your service, and show them that on Facebook through re-marketing as well as on YouTube. That converts extremely well.
Another thing that you’ll find is, your copy may not be doing well. Why is that? Well, your copy, your ads, if you just create it, you can’t always just expect it to randomly do well. You have to see what working on for other people. Facebook has a library. Check out their library. It shows you all the other ads in your space. If you can see that people are spending a lot on ads that are competitors, they have specific messaging, you know it’s working really well for them, and there’s a good shot that if you do something similar, it may work for you as well. That’s where I would start, especially if I’m creating campaigns.
Next, what’s your funnel like? Everyone assumes that you spend money on Facebook if it doesn’t work, something is wrong with Facebook. It could be your own site. If you don’t look at your own site, your funnel, then you may not end up maximizing your revenue. You can use tools like ClickFunnels. You can end up looking at your competitors’ funnels because through Facebook’s library, you can see all their ads. Click over to their landing pages, see what their funnel looks like, and if you see two or three of your competitors using a specific funnel, specific sequences, with upsells, down sells, a specific type of copy, you now know that. This is the stuff that works really well in my space.
Now if you start there, that’s how you could end up figuring out how to make your Facebook ads work. If you just end up going into like, hey, I’m going to just throw stuff out the wall and see what sticks and then go from there you’re going to end up losing a lot of money. Now, before we finish it, I do want to give you one final tip. I found through all my testing, video ads tend to perform better than text-based and image-based ads. Use videos. Don’t just optimize for a click.
If someone spends time watching a video like two, three, four minutes, and then you get them, you make it fewer people to your site, but more of those people will end up converting. So don’t just optimize for a click, optimize for a sale. That sale should be at the end of your funnel, right? You’re looking at tracking revenue. How much are you spending? How much money you’re making? It shouldn’t be hey, I spent all this money, how many clicks I’m getting? Clicks don’t matter. Sales matter.
You optimize for revenue or leads. If you don’t sell a product, you want to optimize for leads. If you have a service-based business and you can optimize for revenue on the front end because someone can Sign up through self-service, that’s fine, too. But in other words, what I’m getting at is optimized for revenue. Not for clicks, not for ad impressions. Revenue is the most important thing.