Why Some Facebook Ads Fail While Others Succeed

Why Some Facebook Ads

If you’ve tried running any ads on Facebook then I’m sure you’ve experienced the ups and downs of trying to create successful ad campaigns. But don’t get discouraged, like everything there is a learning curve that you need to go through.

And even though Facebook is consistently changing their rules, there are 4 things that I see that separate successful Facebook ads from the many failures I see with fitness businesses.

The first major mistake that I see all too often is that you are not capturing the prospects contact information. Instead most fitness businesses send their prospects straight to their sales page or website. Now don’t get me wrong, this will make you some sales, but what happens to all the people who have never heard of you and are basing everything solely on price? Chances are you’ll never see them again.

There is one way that I’ll almost let you off the hook for this one, and that’s if you’ve installed a Retargeting pixel on your sales page. If you have, then you will be able to have another bite at the apple, but why not try the most effective tactic first?

 

** For those who don’t know, a retargeting pixel is a little cookie that you can place on websites so you can market to those people again. An example of this is when you’ve looked at something on Amazon and now that product pops up on every other site you visit. Well you can do something similar directly on Facebook.

 

The next element that is missing from Facebook ads that will make them more successful is a strong Call to Action (CTA). As much as we all think that the next step is pretty straight forward, in a lot of cases it’s not. You can’t always assume that the prospect who your showing your add to knows that if they click the link it will take them to your website to sign up.
Personally, I think of the most computer illiterate person I know and make sure that even they would understand what to do next.

 

Not only do you have to tell them what to do next, you also want to tell them why. They need to see the benefit in taking that next step or chances are they will continue to scroll down the news feed.

 

This next mistake drives me insane. Facebook has given so much real estate on the newsfeed to images but there are still people using photos that split the screen with actual website link. In today’s world of almost zero attention span, you need to do everything you can to make sure that your ad captures your prospects attention.
The best thing about this is that Facebook even gives you a second chance to fix this whenever you share a website URL because you’re able to change the picture being used. So there really is no excuse except laziness if you’re not using an image that is optimised to utitlize all of the newsfeed space Facebook gives you. And for future reference, you want an image that is 1200 pixels X 628 pixels for any ads on Facebook

How It Shouldn’t Look…
Screen Shot 2015-03-29 at 4.16.32 pm
How It Should Look…

Screen Shot 2015-03-29 at 4.19.46 pm

Now the last thing that separates successful Facebook ads from failures can pretty much be said about all marketing. If you’re talking about all the features you program or gym has, as opposed to the benefits then you’re ad is going to suffer.

Don’t get me wrong, I realise that it’s a little bit harder with all of Facebook’s rules on what you can and cannot say, but I’m pretty sure that every single person in the modern world knows that there is exercise equipment in gyms and training studios. If it seems ridiculous that a hotel would advertise that every room comes with a bed, then you should feel the same way when you tell your prospects that your gym has treadmills and dumbbells.

Marriott

So to recap, if you want your Facebook ads to be a success make sure that you’re doing the 4 things I just talked about in this post and I guarantee that you will see a big improvement!

 

Just so I’m perfectly clear, there are other things that you could be doing like precise targeting, running retargeting campaigns, and creating an automated follow up system that will make your ads more successful. But if you haven’t taken care of these basics from this post, then it really doesn’t matter what else you do because your ads aren’t going to work very well.

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