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I get how you’re feeling. You’ve put in all this work to create an ad for your business that you hoped would bring you some new customers.
You did the customer research, you designed the visuals, you targeted the right people, you wrote some compelling text, and put forward an unbelievable offer.
So, why isn’t this working?
Firstly, don’t feel like you’re alone. I’ve seen client after client hit this brick wall, ready to give up after another failed ad. This is a common problem I see happen to everybody.
Where do we start then? Personally, whenever my team or I are trying to go in and fix ads for our clients, it typically comes down to one of the three problems I’ll outline today.
If you can pinpoint these problems in your own ads, I’m sure you’ll have a better chance of fixing them and getting the clicks and conversions you deserve.
The first real problem you might be having can pop-up when you haven’t targeted the right people for your ad.
You may have a great offer for your customers, but if it’s being shown to people who don’t care then you can see why you aren’t getting any clicks on the ad.
With platforms like Facebook and Google offering a range of different targeting options, it’s easy to plug in a few options we think might work and just hit go.
However, I want you to really step back and look at the targeting options you picked. Is there a chance you’ve gone too broad or too defined with your targeting?
Often, I look at client’s campaigns and I notice they’ve gone too broad and straightforward in their targeting.
What this means is they haven’t thought hard enough about what targeting options they can plug in that only their dream customers would care about.
For example, let’s say you’re selling a fancy new line of kitchenware items.
A straightforward thought many people might have is, “Our dream customers for these products likely look up to famous chefs. Let’s put in some targeting for people interested in some famous Chefs.”
This can lead you down the wrong track because you might easily say that your audience loves famous chefs like Gordon Ramsay or Jamie Oliver.
Although there’s a good chance your target audience does love these two chefs, many other people around the world who aren’t even interested in cooking or kitchenware probably love them too.
Instead, you should go deeper with your targeting and find interests, people, or options that are more aligned with your audience.
Say you swapped out Gordon Ramsay or Jamie Oliver. Instead you could target people interested in chefs such as Thomas Keller or Wolfgang Puck, two chefs who are less widely known, but still very famous by people who really love cooking.
The opposite also applies. You could in fact be getting very detailed in your targeting and because of this you’re not seeing any results.
I see this happen when clients feel that they need to layer on 10 different targeting options to narrow down the right group.
Unfortunately, you can end up with problems where you’ve restricted who will see your ads so much that the ad platform doesn’t have enough data to reach people.
My advice is to look over your targeting options again and rethink who you’re trying to reach.
Ask yourself if this is the most ideal group of people, or if there are any other targeting options you could use to define that group.
Let’s say that you really have done your best to narrow down your targeting to reach your ideal customers. What could be the next problem?
Typically, a common problem I see with clients is that they haven’t created an ad that is compelling or engaging enough for their audience.
Think about how oversaturated our newsfeeds, inboxes and searches are with videos, photos, and advertisements.
It’s never been easier in history for people to run ads and reach their customers, which also means the number of people running them is higher than ever.
If your ad isn’t engaging and doesn’t compel your customers to do anything, it’s being washed away in the sea of other mediocre content.
Great ads need to be engaging and there are typically two parts to this. Your creative and your copy.
Your creative is the visual elements of your ad.
It’s the images and video you use to visually communicate and capture the attention of your audience. Firstly, you need to grab their attention.
If you’re using an image, it needs to be something that stands out or would make that person stop scrolling to look.
If you’re using video, try to make the first few seconds as compelling as possible to really draw people in and keep watching.
Try to use high-quality images and video. It’s easy for people to tune out if it just looks like any other random post they might see.
Now, don’t forget about your copy either.
Your copy is the written elements of the ad, from the headline, the captions, the descriptions and more.
Great copy should spark the interest of your customers, get them to emotionally buy into your message or offer, justify it logically, and then compel them to take action.
Call out your audience in the first few lines, talk about the benefits of your products or services, rather than the features, and use a call-to-action.
So you’ve checked your targeting and you feel you’ve created an engaging ad.
Why are you still not getting any clicks?
At this point, you may have to go back to the drawing board and review the offer you’re putting out there.
Great offers need to be valuable enough in the eyes of your audience that it’s worth them making the effort to claim it.
They need to feel they are getting some sort of value for their time and effort.
At this moment would your ideal customers bother claiming your discount offer? Booking a free initial appointment? Signing-up to your newsletter? Or, even just visiting your website?
Understanding what your customers value and what types of offers appeal to them will help you create better ads and get more conversions.
Let’s say you’re a local business, selling something like pools. You might offer something like a discount of 10% on any of your latest products, but is that compelling enough to make your target audience buy one?
What about if you were targeting parents who wanted to get a pool for their kids, but hated the thought of having to maintain that pool going forward?
You could get creative with it and try to make your offer fit your audience. Instead of a 10% discount, you might offer 6 months of free pool cleaning (if you offer those additional services).
You have to be mindful that every person who sees your ad is wondering what’s in it for them.
Every single one is questioning what is the benefit of them clicking on your ad.
If you can’t give them enough value to take action, then there is no reason for them to click.
Remember that there is also a trade-off between how many people will likely click and claim your offer, versus how good that offer is.
The better the offer, the more likely you are that people will claim it.
Just make sure it’s the right people claiming it by putting out the best fit offers for your target customers.