If customers are to be pushed towards purchasing, ads on Facebook have to be carried out in a certain, effective way. Whether you are looking to make more conversions or simply get more click-throughs to your landing pages, making sales is ultimately the most important aspect of a company and ad campaigns need to be brought up to a reputable level if they are going to be effective- especially where Facebook is concerned.
Ad Fails on Facebook
Ads on Facebook have proven to be just as hazardous as they are rewarding. At the same time as giving organizations a boost in their customer reach, they also need to be connecting at a deeper level. If campaigns are to work properly, they need to be well-thought out if they aren’t to end up as ‘money pits’ which cause financial hardship to an organisation.
Entrepreneurs and traditional marketers have to get to grips with the fact that ads aren’t still working in the same way they used to, and creativity to stir emotion is needed. Generic and mainstream ads seem to have decreased in power and 2017 will most definitely be a new era of more personalized marketing strategies. Facebook does offer many great tricks and tips to help you achieve your aims, but many people are still making simple harmful mistakes as the following lays out.
- Boring imagery
Some reports show that ads with great images engage the customer more (2.3x more) compared to ads without. But pictures with white shades, or light blue, should not be used on Facebook as they blend in a little too well. The type of image is essential for attracting a customer, a bright logo or a handsome headshot are the usually preferred. A campaign has to resonate with the base of customers if it is to be successful.
Social media ads are always a work in progress, experimenting each time with different styles and images. Some images which are placed from organic sources can actually be more effective than contrived ones. A/B testing of pictures is always a useful option at any stage to fine tune, talked about in detail later.
- Targeting the wrong customer
Even though an ad may have an attractive image and a headline which turns heads, sometimes ads can fail to master the customers emotions. If you are targeting the ad at an audience which you initially perceived as correct, but no longer works for whatever reason, it can put a swift end to the campaign.
Marketers in this technological era need to get to grips with the fact that being specific is one of the key components needed, and even though a broad advert can appeal to many customers, a certain niche of customers can be even more promising. A better understanding of buyer profiles along with demographic information and even psychology can always be used to your advantage.
Conversions (1-to-1) are only to be achieved when marketers create adverts that are directed at a group who have similar interests and mindsets.
- Failure to innovate
Innovation and creativity is key when ad campaigns are being drafted, and many marketers still cling to outdated techniques to influence markets and demographics when in actual fact more widespread techniques are already in use. It is quite sad to know that ads aren’t depending on services like Hotstar or even 123movies to get much better ‘traction’ via more groups of specific individuals.
Players which offer streaming services have an outreach in the millions which can in turn be directed to the ads on Facebook through a firm call to action. Ideal targeting is a work in a progress, however video-centred adverts have often led to outstanding effects.
- Issues with customer trust
From a user perspective, a lack of confidence and trust in your company or product can seriously harm your ad campaign- reviews of a positive nature have a much greater impact than you realise when it comes to influencing a decision to purchase. Startups often don’t take account of the reviewing process and ratings, as well as sales, can start to drop rapidly.
Just a few ‘trust-killers’ can include: photographs which are unworthy of the product, irate customer testimonials, non-existent refund policies, little or no information for contacting and even missing symbols when it comes to payment. There are many, many more reasons, but just fixing these can improve relations leaps and bounds.
- Put the pressure on
One trick to seeing an increase in sales is to add a ticking timer to the product. Many firms which rely solely on ecommerce fail to make the customer feel they have a limited time to buy something. Marketers need to use the psychological part of marketing which makes customers believe that they will miss out if they don’t act now.
- Complicated shipping options
If you’re a primarily online business, offering your customers an easy option to ship their goods is very important. Some novice startups try to mingle shipping with the price of their products, which can quickly get confusing. One great option is to increase the price of the product in line with the shipping costs and eliminate them altogether.
- Too much Jargon
Each company is specific and offers different purchasing options to customers, however it is all too common for companies to baffle customers with jargon which doesn’t make sense to them- making them think the whole site is irrelevant.
Ads need to focus on being clean, simple and easy to read. Infographics and relevant images can make all the difference here.
- Analysing the market badly
Startups tend to be fairly amateurish where ads are concerned, and even make the same mistakes over and over to their own detriment. You should always be keeping an eye on the competition and other marketing strategies whatever the niche.
You don’t need to be over the top with your marketing approach, all that should matter is the ad’s ability to bring you conversions, and don’t be ashamed to find inspiration from others in the field.
- Make headlines that stand out
When you make an advert the headline should be chosen with detail and care. Many companies can be too classic and chic with certain titles which put people off. The headline’s purpose is ideally to give a solution to problems the user may be experiencing, in just a few words. If you’re offering something that is innovative and unique then that should be reflected in the title whilst keeping it brief.
Length needs to be balanced with the utility of the header to get the best out of it. There also needs to be motivation and enthusiasm behind it.
- Accurate A/B Testing
Marketers on Facebook have often underestimated the aspect of A/B testing, with results which reflect that. You should always be testing ad in many ways before going live, such as the landing page or the placement on the page. A/B testing lets you toy with different ideas in an experimental stage before choosing the right one.
Aspects can include the type of audience, body text assessment, CTA’s and the headline itself. Each should be A/B tested on its own, however the budget you’re allocated for marketing can curb the intensity. Low cost adverts should be conducted before the final one is decided on. You can also A/B test important factors such as the age of your audience.
An ad pitch for Facebook can always tank in many different ways, but hopefully this post has shown some of the classic ways you can avoid the pitfalls of social media marketing. If better perspectives are needed, companies need to narrow in on what customers desire and move more towards that direction. Keep things simple and don’t try to overcomplicate your marketing approach.