How to Improve Facebook Ads Performance
May 10, 2023
A Conversation About Social Media Strategy
I recently spoke with a client about their social media approach. They were investing significant effort into Facebook and Instagram, focusing primarily on organic posts featuring patient-facing content and staff highlights. Their goal was to “humanize” the practice, making it appear less clinical and more approachable. I appreciated their strategy!
The Challenge with Paid Social Ads
While their organic social media efforts seemed successful, their paid social ads weren’t performing well. Clicks, engagement, and inbound inquiries were all low. Naturally, the client asked, “Michael, how can I improve my Facebook Ads performance?“
I jokingly replied, “Give me $299 a month, and I’ll handle everything!” We shared a laugh, but she explained they weren’t ready for that commitment yet. Instead, she asked for some tips and tricks.
Eight Core Components to Enhance Facebook Ad Performance
I outlined several reasons why their Facebook and Instagram ads might not be getting clicks and suggested focusing on these key areas:
- Ad Targeting: Ensure you’re reaching the right audience.
- Ad Relevance: Create content that resonates with your target audience.
- Ad Creative: Use high-quality visuals and compelling copy.
- Ad Frequency and Placement: Avoid ad fatigue and experiment with different placements.
- Ad Budget and Bidding: Align your budget and bidding strategy with your goals.
- Ad Freshness: Regularly update your ads to maintain interest.
- Landing Page Experience: Optimize the post-click experience.
- Competitive Analysis: Differentiate your ads in a crowded market.
The Importance of Testing and Data Analysis
I emphasized the need to test different ad elements and monitor performance closely. Facebook Ads Manager offers valuable insights to help understand ad performance and identify areas for improvement. As I always say, “Numbers don’t lie.” The more data you have, the better equipped you are to make informed decisions about your social ads.