Buttery Shortbread and Soft Kleenex to you!
Fine Saturday morning here. Plenty of rest. Feeling good. At my favourite café with nothing but the ole laptop and a buffet of ideas to share with you.
As usual, I enjoy rewarding Weekend Email Readers like YOU with a high value nugget on traffic!
So here it is. This question is one I often hear from my Mastermind pals and consulting clients:
“Why do my Facebook ads start out doing really well, then after a while get lots of clicks and few leads?”
I used to wonder the same thing myself. After hundreds of experiments, I diagnosed the symptoms and found appropriate solutions. Here are a few of the common causes:
#1. Facebook’s Stupid Quality Penalty
Facebook’s PPC program is greedy as a pig, and about as dumb as one. Fact.
Especially when compared with Google. Here’s what I noticed:
Sometimes your ads are not getting a high enough “quality rating” on Facebook, so they begin showing to people outside your targeted group. This is a hidden “penalty” Facebook don’t want you to know.
ie, their targeting is NOT exact.
Being a programmer myself, I can very quickly tell what makes any PPC platform tick. And it has been a major reason in how well I’ve done with paid traffic. On Facebook, the result is an ad which may have started out generating leads at $2/lead, over time, begins to cost as much as $10/lead and no sales.
To treat the problem, most advertisers (who have no programming knowledge) LOWER their bid to account for the increased advertising cost.
BIG, BIG, BIG, BIG mistake!
If anything, they should be INCREASING the bid. But that’s not very intuitive to most. And if you do that alone, it will just cost more without correcting the inexact targeting.
The right thing is to treat the quality of your ad.
#2. Banner Blindness
When people see one ad repeatedly, whether they respond to it or not, they eventually stop noticing it.
Yep, it becomes part of the background for them.
This racks up impressions. Reduces click-thru. And ultimately lowers quality (see #1).
The solution is to regularly change your ads so none ever go stale.
#3. Mobile Users
Most Facebookers are using their social networks from their phone, not their PC.
And I might be using an older version of the Facebook application on my iPhone, but I haven’t noticed a whole lot of ads when access Facebook on the phone. So even if your ads ARE being seen, users typically click ads less, respond to them less, and have even less patience on their mobile device.
The real issue, however, is if your site is NOT mobile-friendly, it can be a great cause for why you see little overall response on your ads.
Check your landing page on several mobile devices and make sure it works as expected.
These are just three of the possible reasons. Each has a different solution.
Your problem may be none or ALL of these. But if you ask me to check out your Facebook campaign, I can help you find the exact problem, diagnose it, and give you the proper remedy.
Did you know I will do this for a very small fee as part of a DFYT Consultation? Here’s the link to get me to take a look at your campaigns (regardless of which advertising methods you use):
There’s a reason i’m master of all traffic platforms. I do EVERYTHING different 🙂
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