After 6 years of running Facebook ads and generating millions of dollars I’ve realised there are 7 main reasons why ads don't convert.
Make sure to avoid them at all costs.
THREAD.
Make sure to avoid them at all costs.
THREAD.
1) Your first line doesn’t grab attention
(not your headline, but the first line of the body copy)
This is delicate because you need to balance grabbing attention and not looking like an ad.
(not your headline, but the first line of the body copy)
This is delicate because you need to balance grabbing attention and not looking like an ad.
For example:
Don’t use all caps, don’t overload the first line with emoji’s and for the love of David Ogilvy don’t put the word “Attention:” at the start of your ad…
Don’t use all caps, don’t overload the first line with emoji’s and for the love of David Ogilvy don’t put the word “Attention:” at the start of your ad…
Use words that only your perfect customer would relate to.
We work with a lot of spiritual coaches so the first line of our ads always use words like abundance, energy, alignment etc.
Write it as if you were making a post in a Facebook group specific to that niche and avatar.
We work with a lot of spiritual coaches so the first line of our ads always use words like abundance, energy, alignment etc.
Write it as if you were making a post in a Facebook group specific to that niche and avatar.
2) Congruency of your landing page
You have to make sure the headline of your LP matches what you promised them in your ad.
If it feels misaligned in any way it can dramatically decrease your conversions.
You have to make sure the headline of your LP matches what you promised them in your ad.
If it feels misaligned in any way it can dramatically decrease your conversions.
3) Ad is too clickbaity
People say the purpose of the ad is to get the click. This is a horrible approach.
The purpose of the ad is to create a connection and build up enough trust that the prospect wants to consume more of your content.
People say the purpose of the ad is to get the click. This is a horrible approach.
The purpose of the ad is to create a connection and build up enough trust that the prospect wants to consume more of your content.
Overhyped clickbait ads may get cheap clicks but they don’t get cheap conversions.
Meme ads are the worst for this. CTR is good but for the most part people clicking on memes aren’t going to be your high-value customers.
Meme ads are the worst for this. CTR is good but for the most part people clicking on memes aren’t going to be your high-value customers.
4) Opt-in page has too much info
This can be a killer.
The job of the opt-in page is to create enough curiosity that the person is willing to give up their email to see what’s on the other side.
This can be a killer.
The job of the opt-in page is to create enough curiosity that the person is willing to give up their email to see what’s on the other side.
It is not the job of the opt-in page to sell, build connections or tell a story.
People are busy and they will take a few seconds to decide if they want to opt in.
If you give them too much info they aren't going to have the time to read it and they will just click off.
People are busy and they will take a few seconds to decide if they want to opt in.
If you give them too much info they aren't going to have the time to read it and they will just click off.
5) Your ads look like ads
The worst marketing sin of all.
Stop creating ads that sound too good to be true and expect strangers to believe them.
And if you’re using product images in your ads to cold traffic then you don’t deserve to have a FB ad account.
The worst marketing sin of all.
Stop creating ads that sound too good to be true and expect strangers to believe them.
And if you’re using product images in your ads to cold traffic then you don’t deserve to have a FB ad account.
6) No differentiation
Stop modelling competitors' ads and expecting them to convert.
Sameness is advertising suicide so you got to show them why you’re different.
Stop modelling competitors' ads and expecting them to convert.
Sameness is advertising suicide so you got to show them why you’re different.
Come up with unique angles, position your product differently and tell stories.
This is how to separate yourself from the rest and wipe the floor with your competition.
This is how to separate yourself from the rest and wipe the floor with your competition.
7) You don’t know how the FB ad auction works.
When trying to scale you’ve probably tried:
-Duplicating campaigns
-Increasing the budget by 20% every 2-3 days
-Producing more creative
When trying to scale you’ve probably tried:
-Duplicating campaigns
-Increasing the budget by 20% every 2-3 days
-Producing more creative
And I bet you have no consistency or predictability with your scaling efforts, right?
You need to understand how to get your ad sets out the learning phase AND how FB responds to different budgets.
You need to understand how to get your ad sets out the learning phase AND how FB responds to different budgets.
It's a balance between setting the budget large enough that your ads exit the learning phase and setting it low enough that FB still tries to find you the cheapest placements in the auction.
Learn how this works so you can stop throwing spaghetti at the wall and hoping it sticks
Learn how this works so you can stop throwing spaghetti at the wall and hoping it sticks
There are the 7 biggest reasons that stop your ads from converting.
1- If you liked this content then retweet the first tweet so others can find it.
2- And follow @ohalloran_sam for more threads on ads and client generation.
1- If you liked this content then retweet the first tweet so others can find it.
2- And follow @ohalloran_sam for more threads on ads and client generation.
If you would like more in-depth training, threads, and info on all things advertising and client generation (can only share so much in a Tweet) then sign up for my weekly newsletter here:
clientgenerators.com
clientgenerators.com
جاري تحميل الاقتراحات...