Why don't Facebook ads work

Why Your Facebook Ads Are Not Profitable (And How To Fix It)

Facebook has two billion monthly active users.

There are billions of ways to grow your business.

So you set up a few ad campaigns on Facebook.

It only takes a few days and 200 euros are gone for now.

And nothing got around.

No new fans, no likes and no sales. Not even a click on your ad.

That happens more often than you think.

You have to target your ads on Facebook to a very specific audience in order for them to work.

You can't just run a campaign and expect a great ROI right away.

It doesn't work that way, because Facebook is different from other advertising channels.

Now I'm going to show you the main reasons your Facebook ads are unlikely to work.

And then I'll show you how to fix the problem.

Why your Facebook ads aren't working

Many bright minds claim that PPC advertising and organic search have been the top converting channels in the past few years.

We owe that to the internet.

The user enters his or her wish into the Google search bar.

Those users who have a specific desire are more likely to become paying customers.

So if someone types in “email automation platform” they are probably wanting to compare different products.

Now all you have to do is create a PPC ad that accurately reflects that search query and the customer is yours!

Many users resort to a search engine because they are looking for a specific product or want to solve a problem.

Now let's compare that to social media.

Nobody uses Facebook or Twitter to search for a product.

There's even a report that says “less than 1%” of sales are on social media.

Why so few?

Because the users in the social networks for the first time become aware of your product.

You are not ready to buy yet. They are not yet sure if they even need your product.

Social media is about building brand awareness, not selling products.

That is not really surprising either.

Users are interested in updates from their friends and family.

Every now and then they will also watch a few messages.

But you are definitely not on Facebook or Twitter to shop.

For this reason, you cannot transfer the strategies of other advertising channels one-to-one to Facebook.

The network is just different.

Now I'll show you what you can improve to turn your Facebook ad into a customer magnet.

Use the buying cycle to come up with the right offer

You can offer an e-book to a user who has never heard of you or your company before.

It is very likely that he will not accept this offer.

You can save this money.

However, you should target users who already know your brand and ready to buy are, make an offer.

These users have already shared their contact information with you. So you don't have to spend money again.

You can now send offers to these people directly. If you don't take this chance, you are throwing money out the window.

The buying cycle sounds like a cliché, but if you divide your campaigns into at least three different categories, you can achieve much better results.

Customers who are in the “Awareness” phase do not yet know you or your product.

So there's no point in showing these people a product ad. The first thing you need to do is show them your content and promote your brands.

Once they have clicked on your ad, you can address them again later (more on this in the next section).

Here is an "Awareness" campaign from WordStream:

WordStream presents one of its articles. The headline and the picture are also very well chosen (more on that later).

Not much is asked of the user. So the potential customer does not take any risks.

He doesn't have to leave any personal information or pay any money.

Only later, when you have been able to gain the trust of these customers, do you place an ad to collect their contact information.

If the user has already visited your site a few times, he is in the “Consideration” phase. He will consider your offer.

Now you want to keep that prospect so they can leave their personal information.

Here is one such ad from Kajabi:

When the customer recognizes your brand and considers your offer, you can gently guide them into the next phase, the “Decision” phase, in which this customer then makes a purchase decision.

Here's a great example from Hootsuite:

This ad is really great.

It offers clear added value by pointing out that analyzing the key figures of social media marketing can be extremely time-consuming.

Then an offer is made, but you get the first 30 days for free.

Many people claim that advertising on Facebook doesn't work.

But these people just don't offer the right thing product at. You speak the wrong one person in the wrong phase their customer journey.

But how can these mistakes be avoided?

Next I'll show you how to use Custom Audiences to run better campaigns.

Custom Audiences: What all ROI campaigns have in common

Most users don't want to buy anything on Facebook.

This is especially true for new fans and people who have never heard of you and your company.

To get around this problem, you can use Custom Audiences.

A custom audience basically consists of people who have already shown interest in your company.

You can now make more relevant offers to these users in order to acquire more customers and reduce your advertising expenses.

And this is how custom audiences work:

Go to the Facebook ad manager and select “Audiences” under “Elements”.

Now you can create a target group based on your website traffic or the interaction with your content on Facebook. Software products can of course also select app activity.

This way you can reach potential customers who have already shown interest address again.

If you select “Interaction”, you can target the users who already know your brand and have already interacted with your posts on Facebook.

If you select “Website Traffic”, you can target the visitors of your website.

In psychology this is also called “priming”.

Basically, this principle says that people are more likely to take up an offer if they have already been exposed to it.

And that's exactly what we want to achieve.

We just want to show an ad to the potential customers who have visited your website.

This way we can from Priming benefit and improve our results.

I'll explain that in more detail now.

When creating a new target group, you will already be shown a few of the advanced options for targeting the audience.

You can address all website visitors.

Or you can only address the people who have viewed a very specific page or who have spent a lot of time on your website.

With the options available to you, you can each Serve phase in the sales funnel.

When I address people at the bottom of the sales funnel, I want to sell products as quickly as possible.

In this case I can set up the following target group:

In this case, I'm only addressing those visitors who have spent a lot of time on my about us page and on the product page.

The second show willingness to buy.

Here is another example.

Now I want to address leads and turn them into paying customers.

In this case, we are addressing people who have already visited your website but haven't stayed that long.

You have probably visited other sites as well.

These visitors may have spent more time on your blog and not landed on the product page.

We set up this target group as follows:

Let me explain this in more detail.

I would like to address visitors who have read very specific articles in the past three days. So you can still remember the article.

Indeed close i the visitor outwho visited my pricing.

Why do I do this?

These visitors know my brand, but are still in the upper part of the sales funnel.

I don't want to annoy them with product ads. If I bombard them with inappropriate offers, they could even block me.

They haven't shown willingness to buy because they haven't yet right Visited pages.

I can now present a lead magnet to this target group.

Custom audiences are very versatile.

The possibilities are endless. You can divide your target audience into many small segments.

You can then prepare better offers for these segments that are precisely tailored to their needs.

How to Sell Products Using Facebook Ads Without Selling

Facebook can sell products by stopping selling products.

What is that supposed to mean now ?!

Let me explain this briefly.

Your ads should blend in with organic posts. Don't always annoy the fans with your “special offers”.

I will now show you an example so that you can better understand this.

This ad stands out like a sore thumb:

The ad isn't necessarily bad, but it is instantly debunked as an advertisement.

An advertisement like this only works if you are really knowledgeable and use advanced targeting functions. I'll go into that in a moment.

However, the ad does not merge with the contributions of your friends and acquaintances in the newsfeed.

There is no emotional hook that pulls people under its spell.

People love content to share with their friends.

Here is a perfect example of this:

This ad triggers emotions. Such an ad is often shared.

"Saving an animal with every purchase."

I call that motivation. The customer saves a dog in need.

This ad gives the customer a good reasonto buy the product. It's for a good cause.

This is how a good ad should be structured.

The customer will certainly not regret his purchase.

And that's what people love to spend their hard-earned money on.

You have to added value find that appeals to your target group. This added value must go beyond the actual product.

Does your company donate part of its sales and donate them to a good cause?

Does the customer get something for free if they share your content with their friends?

Is your offer particularly clever or nicely designed?

You can also give away product samples or offer a free trial to attract customers.

Most Facebook users are just not in the mood to buy, so you can't scare them off with a particularly expensive offer.

You can still win prospects and later turn them into paying customers.

Here's a great ad that does that skillfully by adding value. Users can get a free trial and try the product before buying.

The design of your ad deserves an upgrade

Do you want to increase your click-through rate by 10% in just 5 minutes?

No problem! All you have to do is customize your headings.

With the headline you catch potential customers and stand out from the other content in their news feed.

A great headline immediately catches the eye:

OK, the huge word “FREE” helps too.

But that headline also harbors one of the best value propositions I've seen lately.

I am not alone with this opinion. The contribution was extremely successful and was very well received!

Let's take a closer look at this ad to see what we can do better ourselves.

Tip # 1: The user feels valued. In this way, the relationship between user and company is strengthened.

Tip # 2: The word “free of charge” has an impact.

These so-called power words trigger a reaction. HubSpot built one of these words into the picture, so the post immediately catches your eye.

Tip # 3: The post is formatted as a listicle.

Listed articles are particularly popular.

Tip # 4: The value proposition is unbeatable:"Resources that don't cost you a penny."

The user does not take any risk, "no stings attached“.

The user does not have to reveal any personal information and can still access the content. The offer is worth it.

All of these elements make a good advertisement.

The great headline attracts enough attention.

The ad is set up in the tried and tested list format and the word “free” is extremely effective.

Now it's time to test your campaign and make improvements

Such a Facebook advertising campaign is extremely versatile.

Because of this, your work is never really done.

You need to constantly test and adjust your ads to lower your spend and get better results.

Here is an example from AdEspresso.

Let's take a look at two different advertisements.

Both contain the same offer. Headline and text are also identical.

The only difference is the picture.

Which ad got better results?

This is actually a trick question.

In marketing, you never know what will work if you don't try it yourself.

One style may be more popular with your target audience and not work at all for another company.

You can never know that beforehand. You just have to try it out.

AdEspresso thought the first ad would work better.

The company felt that the first picture was more compelling, more creative and more interesting.

And here are the results:

Experts also liked the first picture better, but the audience clearly liked the second picture better.

You never know what will really go down well if you don't try it.

You have to test your Facebook campaigns over and over again.

The advertisements on Facebook are not as targeted as those on Google AdWords, but with the right target group orientation, thanks to Custom Audiences, this is also not necessary.


Facebook has billions of users.

And yet the platform is often underestimated.

A lot of people feel that Facebook advertising doesn't work. However, when properly targeted, Facebook ads work fabulously.

Facebook advertising seems quite complicated at first glance.

You can't just chop out a few posts at random or buy fans and expect to make more sales that way.

The users on Facebook don't want to shop. They want to exchange ideas with their friends and family.

The strategy of other advertising platforms does not work here. You have to take a different approach.

If you are not well prepared, you are throwing your money out the window.

Most of all, Facebook marketing is about making the right offer to the right person at the right time.

You should develop different offers for each stage of the sales funnel. Then you can tailor this offer to the right target group.

Then you can develop and test different designs.

You will definitely not find the ‘right formula’ overnight. But don't be discouraged. You will find your way if you always keep a close eye on your results.

What are your favorite Facebook advertising strategies to improve your ROI?