If you are not getting enough leads or any leads for that matter from your Facebook ads, these 3 simple tips will help you at least know what to do and how you can turn a failing campaign into a success!
1. Identify the Problem
If you are not getting any leads from your Facebook ads we need to first conduct a test!
1. Lets make sure the ad works and we can click over to the Landing Page (test it from an ad click to the opt in directly)
2. Is the ad getting any clicks at least? To test it to see if it is getting any clicks you need to go to the ads manager and look at your "Performance & Clicks."
You can see that this campaign did start to get a reach of 388 people however from the image below you can see that after clicking Performance & Clicks it started to get an outrageously expensive "Link Click."
Notice the LCPC is about $2.84 per click. Therefore if I set a budget of let's say $25/day. I will likely only obtain about 8 clicks. That is nearly not enough data to pull from to make a decision to see if the funnel also needs work too!
Notice the Click-Through-Rate (CTR). It is only 1.08%. Therefore out of 100 people who see this ad only about 1% clicks the ad. It is important to drive a high click through rate to increase the chances of getting leads because the more traffic the more leads.
But, how would you generate a higher CTR? What can help?
So based on the scenario from above. I need to definitely drive more traffic to the landing page. And in order to do that I need to test a few more variations of images to help increase my Click-Through-Rate.
Click-Through-Rate is the determining factor of how many people are clicking the ad out of 100. So for example if 5 people out of 100 impressions click through the ad, that would be a 5%. And if 5 people clicked out of 1000 that would be .5%.
There are two types of CTRs.
1. CTR (all) That is when the user clicks the ad, link, image, logo, like, share, or comment on the post. So it is best not to make decisions off of the CTR (all) because that includes any click on the post.
2. LCTR That is why the user clicks the Link which could include a link in the text, or the ad image that may redirect them to a landing page or website. This is the most important measure. We care about the clicks to the landing page because that helps us understand how many people are going to the page and how many people are signing up afterwards!
You can see that the image on the right produced the best CTR. Therefore the Cost Per Click (CPC) was roughly only .39 cents vs the Cost Per Click for the image on the right was .78 cents!
I drove more traffic with the image on the left than I did with the image on the right!
3. Follow Up
If you are left the type that likes to "Set it, and forget it," then it will prove very difficult to generate better results from your campaigns. But if you are like me, you love watching your ad accounts like a Hawk! Then you may be able to reduce your ads spend, while increasing your Return on Investment and generate more leads at lower costs possible!
If you use a software such as Google Calendar I would suggest after you make your change, schedule a follow up 3-5 days later to take a look at the data to see how much your changed improved! Document your results and then further split test more images to bring down your Costs as much as possible!
From creating a Custom Conversion, I was able to track my leads. You can see the image above showing a Cost Per Lead of only .56 cents just because I had a "winner image." And sometimes that is all it takes!
The image resonated with that audience very well thus we are able to produce tons of leads from that ad set alone while other image produced other types of results!
That is why I often see advertisers testing only 1 variation of a campaign, 1 variation of an ad set ,and 1 or 2 variations of an ad.
Thus, you are trying to through dice and hit snake eyes each time! WON'T WORK...