- Facebook ads are still easily one of the most effective
forms of digital marketing available today.
But they also come with their share of headaches
and pains and frustrations,
especially when you sink your hard-earned time and money
and energy into creating what you think
is the perfect Facebook ad,
only to watch it fall flat on its face.
Annoying.
That's why in this video, we're talking all about
the real reason your Facebook ads aren't converting.
And I'm giving you my best advice
on how to fix it once and for all.
Let's get to it.
Hey there, my name is Adam Erhart,
Modern Marketing Strategist,
and welcome to the Modern Marketing Show,
where we help you make marketing that matters.
So if you're interested in learning about
the latest and greatest marketing strategies,
tools, tips, tricks, and tactics,
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All right, as great as Facebook is, I also fully understand
it can be equal parts annoying.
Especially if you've got a campaign that just won't convert.
Maybe you're getting impressions but no clicks.
Or maybe you're getting clicks,
but they're not sticking around long enough
to see your page load.
Or maybe you're getting all that
and the page is loading just fine, but they're not
sticking around long enough to actually convert.
Well, after seven years of running a Facebook
advertising agency, having created, managed,
and audited countless thousands of ads,
I can confidently say that there's one quality
that all the winning ads seem to have
that the losing ones did not.
But first, a shoutout and big thank you to Charity Swipes
for sponsoring this episode.
You see, Charity Swipes has created a way
for business owners to help various charities
without costing them a penny.
They're a credit card processing company
and when they process your card,
a portion of the fees that normally goes to
Visa or Mastercard is instead transferred to a great cause.
To learn more about how you can save money
on credit card processing while also helping out
great charities, make sure to check out their link
in the description box below.
Now before we get into the real reason
that your Facebook ads aren't converting,
first we need to cover a few potential causes
or at least influencing factors
that could be contributing to your lack of conversions.
First off, it's likely not your image.
Now the image is important, and in fact,
if you've been following me for any length of time,
you know I'm a stickler for a really, really good image.
So if your ad is suffering from say really low
click-through rates, well then the image is gonna be
a great place to start.
But it's not necessarily the key factor in conversions.
It's also unlikely to be the placements that you've chosen.
Whether you've chosen all placements
and you're letting Facebook optimize across
all of its different available options,
or you've decided to focus in on just the newsfeed
or just Instagram, these are influencing factors,
but are unlikely to be make-or-break deals
when it comes to increasing conversions.
All right, now that we've identified two factors
that it probably isn't, let's talk about
a couple more that potential could be.
The first of which is your targeting.
After all, if let's say you're advertising dog toys
and you're putting these in front of cat lovers,
well, you're obviously not gonna get a lot of traction.
The key here is to make sure that your targeting
is really on point, and that you're dialing in
exactly who you're trying to reach.
Fortunately, Facebook gives you just
incredibly sophisticated targeting options,
so there's really no excuse here for not dialing in
on exactly who your ideal target market is.
The next factor is could potentially be is your budget.
After all, let's say you're going for webinar leads
and you're hoping to get them for $10,
or appointment leads and you're hoping to get them for $20,
and you've set a daily budget of $5, well,
you're unlikely to get a lot of conversions that day, right?
It's just simply math.
So a key fix here is really just upping the budget.
All right, now that we've got all those covered,
let's talk about the real reason
your Facebook ads probably aren't converting.
The single biggest reason that I see,
and I've seen for years across why Facebook ads
just aren't converting is the offer.
In other words, the failing Facebook ad
is making an offer that nobody wants.
Now listen closely because this part's important.
This does not mean that nobody wants your business,
or your product, or your service.
It just means that the way it's being communicated in the ad
is making it less desirable than the needed
Offer Desirability Quotient,
in order to get them to take action.
Basically, the offer you're making
isn't worth the effort required to get them to take action.
I know this sounds overly simplistic,
but far, far more often than not,
I've gotten the best results not by changing the image,
or the budget, or the targeting or the placements,
but simply by reworking the offer in order to make it
more interesting, more appealing,
and more desirable to the target market.
So here's how to fix this.
The very first step in tweaking your offer
for maximum conversion is to dive deep
into the psyche of your ideal customer or client.
First off, what are their pains,
their fears and their frustrations?
We call these miseries, and they're a great starting point
in order to identify, and really help move
your ideal customer away from these nightmares.
Next, lay out their wants, their needs,
their dreams, and their desires.
These are called their miracles,
and we wanna move them closer to here,
and essentially lay out a path to help get them there.
Which leads us perfectly into the next step
to bridge the gap, and essentially to lay out
how your product, your service,
your business helps them get from where they are,
to really where they wanna be,
in as simple and straightforward a way as possible.
Make the pain of where they are real,
and the benefits of where they could be,
both tangible and emotional, and you'll be well on your way.
The final step is to not stop at just one offer,
but rather to approach their problems
and your unique solution from a variety of different angles
and with different hooks and messages.
Even the best in the business, well,
we don't always know which angle, which hook,
and which message is gonna knock it out of the park,
right off the bat.
That was like two baseball analogies in one.
That's why we're always testing, creating new offers,
and putting it in front of our target markets
in order to find out which ones are gonna resonate,
and which ones are gonna convert.
If you put all these steps into play
and focus on coming up with a more irresistible offer,
your Facebook ads conversions will have
nowhere to go but up.
All right, so thanks so much for watching.
I hope you enjoyed the video.
If so, make sure to give it a thumbs up,
subscribe to the channel,
and say hello in the comments section below.
Also, for more great content like this,
make sure to head over to adamerhart.com,
which is packed full of resources, videos,
and more tips and tricks to really help grow your business
and marketing to the next level, and way beyond that.
So thanks so much for watching, and I'll catch ya next time
on the Modern Marketing Show.