Why your advertising on social networks does not work: 6 reasons + solutions
The guys at conferences talk about how they set up ads the first time and get tons of requests. Do you think they are always so incredible? The answer is no, nothing like that. Even pros can have difficulties in almost any niche.
Advertising does not work immediately or does not pay off in the process - this happens quite often. But do not rush to be upset, now we'll try to fix problems together.
So, what do you or your targetologist need to do if the ad doesn't work? First, consider the reasons, then we will prescribe medicine.
The main reasons for non-working advertising:
- A small number of clicks.
- High click price.
- Low conversion to subscriptions.
- Low conversion per request.
- Low conversion to sale.
- Audience burnout.
And now, we will analyze each reason separately and see what can be done.
A small number of clicks
But what if you forgot to launch? Check it out. This is commonplace, but it happens that a person creates a lot of ads and, in a hurry, forgets to start them.
Okay, we checked, they all started.
Then the problem is different. You may have tuned in to the wrong TA. In this case, return to work on segmentation and collecting databases. Read about it in our article: "Salient features of segmentation of the target audience in social networks."
The problem can also be in the advertising rate - sometimes, you need to raise it. Do not immediately put the recommended price - it is too expensive. Look for the most profitable one and remember three rules:
- The larger the audience, the lower the bid (the less money we pay per 1,000 impressions)
- The smaller the audience, the higher the bid (the more money we pay for 1,000 impressions).
- The more the audience burned out, the higher the bid (the more money we pay for 1,000 impressions).
Important: a broad audience equals to a low bid. However, this does not mean that you need to launch advertising throughout the USA in the hope of spending less. Want to save? Tune in to your target audience. Audiences of more than 200,000 should not be taken, it is better to segment them.
High click cost
A common cause of expensive clicks is a mistake in the ad text or banner. I recommend running at least three different texts and visuals on the same audience to find the best option. If the ads do not work, think about the text and design, try to remake, use different formats.
You did a great picture, but the click price is still high?
Check bid. If you put the recommended immediately, you are probably losing the budget at the speed of a jet fighter. Decrease it!
"No, no, the bid is good," you say. Oh well. Then, perhaps you did not scrape data (audience analysis).
Well, another reason for the high cost of a click is the lack of segmentation. You just ran ads all over the city, so the click is expensive. But I hope you didn't.
Use different advertising messages for segments. Let's say you are promoting fitness services. In this case, sell the athletic body to women and biceps to men. If you are tuning to the whole state, it makes sense to break the audience into cities to insulate traffic with a message in style: "Do you live in Utah? We will help you take a loan of 1 million dollars and not give back "+ photo of the city. It works well in small towns, but worse in capitals. Setting up a GEO for a specific area can work just fine for an offline store or beauty salon.
Low conversion to subscriptions
The purpose of advertising is not always requests and direct sales. Suppose you are gathering people in an urban community or residents for a group of the apartment complex "Paradise Life." If your goal is subscriptions, you need a good conversion first.
How to understand that you have low conversion in subscriptions?
For example, out of 100 clicks on an ad, you received 10 subscriptions - a conversion of only 10% is not enough. A good conversion is considered 25-30%. A 50% conversion is really super. This means that you definitely hit the audience.
What to do with low conversion? Let's get it right.
First, check if your page or community is prepared to receive traffic.
What should be in a prepared community:
Cover, products, descriptions, a pinned post or competition, the first five publications on the content plan (with good photos and well-considered text). This is a shortlist.
The community is ready, but still, there are few subscriptions?
So you did not give importance for the subscription. A person comes into your group and does not understand why he needs to subscribe. To prevent this from happening, give people useful materials or something free, hold a contest, engage in community management, develop communication in the comments.
Do you have useful materials, but people still pass by?
In this case, we do a closer examination of the advertisements. When you collect subscribers, it's essential to use the "join" or "subscribe" button. Point out where to click.
Low conversion in applications
Imagine the situation - you started advertising, there are clicks on your ads, people are actively joining the community. According to statistics, there are practically no unsubscribes. It seems that a miracle happened. You make cool ads and content that the audience likes, but there are very few requests for the purchase of goods/services. What to do? Let's start with the main one.
And do you have USP for sure?
A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. For example, a person should see the value of your proposal and the answer to the question: "Why is it profitable for me to buy an elephant here?"
So, we've sorted out the USP. What else? If you drive traffic to the landing page, check if the link works. Yes, banality again. But how many times have I heard about people waiting for applications, but in the end, they wasted the budget due to broken links.
Warm the audience with content
Example. A man wants to buy an elephant. He comes into your group, where all is neatly decorated, and the offer is not bad. Then he watches the content, where there is only one photo of a sad elephant on a white background.
Meanwhile, your competitor's group includes elephant feed reviews, funny videos with the elephant, the top 10 advantages of the pink elephant, elephant photo contests, answers to questions about elephants, elephant drawings, reviews from satisfied customers. In general, you are missing content, so add it.
Content added and still no requests?
So the point is in the overall strategy and sales funnel.
Example. You start advertising without having thought out the customer journey map: from clicking on a banner to purchase. Probably, in your understanding, the funnel looks something like this:
Customer clicked on an advertisement → went into the community → wrote to the manager → bought.
Usually, a funnel in social networks works something like this:
Customer clicked on an ad → went into the community → saw USP→ subscribed → monitors content → subscribed to useful news → read reviews → wrote to the manager → bought → stayed in touch.
A well-thought-out funnel is part of a promotion strategy. By the way, you can order the development of a strategy if there is a desire (budget). Then a whole team of specialists will play on your field, and the chances of winning will increase many times over.
Low conversion on sale
People subscribe, write to the manager often, ask questions. However, out of 100 applications, you sell 1-2 products. If this is not apartments, cars, or equipment with a check of 3-5 million, obviously you will be unhappy with such sales. Let's look at the reasons.
Perhaps customer expectations are too high
For example, you offered a 50% discount, but in fact, in personal communication, you give only 20%. The client asks: "Where is my discount?". And you are like this: "It's over, now only 20%". It is an incorrect decision.
Wrong communication with the client
Perhaps this is the main scourge of sales in social networks. And it's not just about respectful conversation, but about the structure of the dialogue in principle. A person asks questions to a manager, and he simply throws a price at him without specifying anything. And then you ask: "Why are there no sales?" Because competitors who have your leads have them. The manager must seize the initiative, ask questions, identify needs, present the product, and only then sell.
You have pumped the skill of all the sellers, but still no sales
But what if your product is unreasonably more expensive than similar models? The client drops the link to you and says that in Walmart, the same elephants costs $20 and not $100. Explain the reasons for such price, or reduce it. Pricing should be adequate.
Lack of reviews
This point is relevant for many niches, especially where the decision-making period is high enough, and customer needs to think a lot. A person buys an apartment and, of course, wants to know how people generally live in that area, and whether there is a school nearby, and parking, and what about the environment. Such information is better to give in the reviews. Of course, reviews should only be real.
And so you spent the budget on all bases. There are fewer clicks. Everyone who could have already seen your ad. All who wanted already bought it. You raise the bid, but the ads do not work, because your 10,000 people in the database are tired of advertising.
The audience burned out, but sales are still needed. What to do? You have at least five solutions.
Enlarge GEO settings
Expand your geography if the product allows it. This is not suitable for a barbershop in downtown Manhattan since it is unlikely that anyone will go to cut a beard from Brooklyn.
Engage a Colder Audience
You select the best audience in the process of identifying the target audience and test campaign. Where there are more sales, you work there first. But when this hot audience burns out, there is reason to tackle the colder comrades. In short: if you have already sold an elephant to those who were "urgently needed it," go to those who "plan and consider."
Work with a Saved Audience
Save audience segments and tune different messages to them. For example, you can save those who clicked on ads. Not all of these people bought, but something interested them - catch up with this audience with new offers.
Lifehack: keep negative reactions in a separate database and put in exceptions. The fewer negative responses your ad collects, the more coverage it will receive.
Lookalike (search for similar audiences)
Refresh a burnt base with a similar audience. Let's say you have a base of 500 people who clicked on an ad. You can gather a similar audience and customize the advertisements on it.
From the experience of colleagues, lookalike audiences are especially useful on Facebook.
Change traffic direction
If you used to drive traffic to a community, try posting it in reviews, in a newsletter with a lead magnet, or in a post with a contest. Perhaps such a "site change" will affect the results of the campaign.