“I’m not getting any clicks.”
“I’m not getting any conversions.”
“Should we boost our posts?”
“I’m not getting any impressions.”
“Why aren’t my ads working?”
If you’ve asked yourself any of these questions, you’re not alone. With 2 billion worldwide users and a robust advertising platform, the combined forces of Facebook and Instagram present a massive opportunity for businesses to reach a large audience in a targeted manner. But, for those new to the platforms or those who don’t know how to navigate the complicated system, advertising on the shared Facebook/Instagram platform can be a frustrating experience. With complaints of little-to-no ROI, some businesses say they will not use Facebook advertising again. Some experts (this agency included!) challenge this viewpoint, saying that adequately targeted Facebook ads do provide results. Here’s our take:
Question: “Should we boost our posts?”
Answer: No!
Boosting a post is like taking a hammer to a thumbtack. Nine out of ten times, boosting a post is not going to work because it wasn’t tailored to meet specific goals or reach a target audience. To meet specific goals, you need to build the right audience with a targeted campaign. Facebook makes it seem like businesses can navigate Facebook ads on their own. They use calls-to-action in Business Manager that entices owners into launching their own campaigns using deceptively easy-sounding “create ad” and “get more website purchases” buttons. However, this is not the case. Spoiler: Facebook will gladly take your money whether or not your ads convert. Facebook advertising is quite complex and somewhat picky, so it’s best to have a team of professionals who know what they’re doing. For example, the iOS14 update brings a slew of challenging changes. Businesses may see a lowered ROI, and if you don’t have experience with Facebook Ads and need a team of experts to help – Mittcom has spent months developing ways to optimize for IOS14 to best serve our clients.
Question: “Why am I not getting any clicks/impressions/conversions?”
Answer: Strong creative is a huge factor when measuring engagement.
This one is short and sweet. When ads are showing less than optimal engagement rates, the first thing to evaluate is the creative. Social performance is dependent on having consistently strong creative. With the upcoming iOS14 update, platforms are positioning creative as the most critical aspect of social advertising. So without stellar, intentional, branded creative, ads simply won’t perform.
Question: “Why aren’t my ads working?”
Answer: Ads won’t work unless they’re set up under specific goals and targeting parameters.
Facebook is an ever-changing, constantly evolving, algorithmic machine. Trust us, it’s a full-time job keeping up with data privacy rules, algorithmic updates, advertising changes, and behind-the-scenes best practices. Mittcom is on top of these updates, ready to pivot at a moment’s notice. We help our clients succeed by implementing campaign structures tailored to specific goals in any vertical. Anyone can watch a YouTube series or take a Facebook Blueprint course to learn how to launch an ad. However, this doesn’t teach you how to reach potential customers at every stage of the buying journey. Social media is probably the only platform that reaches customers in each funnel stage in a highly customized and personalized way. Businesses that don’t know how to leverage those customizations to meet the unique needs of their brand are not going to find Facebook advertising successful. The bottom line is this: partner with an agency that knows how to leverage everything each social media platform offers — A/B testing, detailed targeting, audience matching, placement and bidding strategies, and attribution modeling — to see results.
We’re here to help! Please reach out to Ed Gazarian at ed@mittcom.com with any questions or to schedule a meeting to discuss your unique digital advertising needs.
