3 Common Reasons Why Facebook Advertising Doesn’t Always Work
One of the biggest complaints from your Facebook advertisers is this; it’s so very hard to make it work!
Facebook is Not Google or Yahoo
The most common reasons for failure are because the advertiser is treating Facebook advertising in a similar way as other formats, such as Google AdWords.
This hardly ever works, because of the inherently different nature of these two formats. The Google user is either searching for something (where Search ads show up in Google) in which case, the advertiser can place an ad in front of them using keywords, or they are reading a web page where they might see a related ad (Google Content network) to the subject matter displayed on the page.
Research is Key
It’s very important to research your market for Facebook ads. You’ll need to know exactly who and where your best customers are likely be. In this way you can target them, their likes and demographic elements. You need to figure out what your customer wants and their needs, based on their gender, geographic location and Facebook “likes” they have entered into their Facebook profile.
The huge database of user “likes” that Facebook possesses is what makes it such a powerful tool, when used correctly.
Trying to sell immediately is typically far more difficult than with other ways of advertising because a Facebook user typically isn’t looking to buy when they log in and view their own their friends’ pages. They are likely far more interested in chatting with their friends, so what you have to do is grab and keep their interest, steering them toward something of interest to them that you are offering.
Another common reason for failure in Facebook ads is not having a good match of the offer to the market. You have to do your research, testing and tracking correctly.
Missing any one of these elements will put you behind as an advertiser at the very start. And will make it very difficult for you to make your Facebook Advertising successful.
Testing and Tracking with Uniqueness
A lot of testing and tracking is required to find out what works in Facebook. A Facebook user is different and don’t like being sold hard to.
You have to offer something unique. And the best way to make a success of Facebook advertising is to build a list. Build a relationship with your prospect over a period of days or weeks – rather than go for an immediate sale. 75% of Facebook advertisers make the mistake of trying to sell right away. And this is their main reason for failure.
Lead Generation over ‘Harvesting’
Offering something in exchange for your prospect’s e-mail address is a powerful way to make a success of Facebook Advertising. This is what I would recommend you to try; offer a free report, a free downloadable ebook, or a coupon for a future purchase. And have them enter their e-mail address only (no name or phone numbers) to get it.
Then, you can market to them by email. With four short emails over four days (one a day). Followed by and other email – one every four days – after that.
This effective and low-risk Facebook advertising strategy will increase your chances of success with Facebook advertising by a very large margin and help you avoid the frustration so commonly experienced by new Facebook advertisers.
