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How to Improve Facebook Ads Performance

May 10, 2023

I was talking with a client yesterday, and they started talking about their social media strategy. She was putting a lot of work into their Facebook and Instagram pages. The majority of what she was focused on was organic posts that included patient-facing content at the practice. They also shared a lot of content about staff and doctors. Their goal was to “humanize” the staff so that the staff was “less sterile, and more human”. I liked what they were doing!

In addition to their organic social, they had also dabbled in paid ads for their social media. But unlike the perceived success they were having with their organic social, their paid social ads were tepid, at best. Clicks were low, engagement was low, inbound inquiries were low, etc. So, she asked me,

“Michael, what can I be doing to Improve my Facebook Ads Performance”?

And, of course, I responded with, “Give me $299 a month and I’ll take care of all of it”!

She laughed, and was like, “I would love to, but we’re not there yet! Are there any tips and tricks you can share with me in the time being?”

So I told her, “There could be several reasons why your Facebook and Instagram ads are not getting clicks, and here are a few core components to look into:

  1. Ad targeting: Ensure that your ads are reaching the right audience. If your targeting is too broad or not specific enough, you may not be reaching the people who are interested in your products or services.
  2. Ad relevance: Make sure your ads are relevant to your target audience. If the content of your ad does not resonate with your audience or fails to communicate the value proposition clearly, people may not be motivated to click.
  3. Ad creative: The visual and textual elements of your ad play a crucial role in attracting attention. Consider improving the design, using high-quality images, and writing compelling copy that highlights the benefits of your offering.
  4. Ad frequency and placement: If your ads are shown too frequently to the same audience, they may become fatigued and less likely to engage. Additionally, the placement of your ads can affect their performance. Experiment with different placements to see which ones yield better results.
  5. Ad budget and bidding: Insufficient ad budget or inappropriate bidding strategies can limit the reach and visibility of your ads. Evaluate your budget allocation and bidding strategy to ensure they align with your advertising goals.
  6. Ad fatigue: If you have been running the same ad for an extended period, it may lose its effectiveness over time. Consider refreshing your ads regularly to maintain audience interest.
  7. Landing page experience: If the landing page users are directed to after clicking your ad is not optimized or does not deliver on the promise made in the ad, people may leave without taking further action. Ensure that your landing page provides a seamless and relevant experience.
  8. Competitive landscape: If you are operating in a highly competitive industry, it may be more challenging to capture user attention and clicks. Analyze your competitors’ strategies and find ways to differentiate your ads.

After briefly walking through these 8 components, I also let her know that it’s essential to test and experiment with different elements of your ads. And then monitor their performance so you can make data-driven adjustments. I told her that Facebook Ads Manager provides valuable insights and metrics to help you understand how your ads are performing and identify areas for improvement. I’m a big believer that numbers don’t lie, so the more data you have to review…the better informed you are to make good Social Ads decisions!