Ever wondered why your paid social ads aren't performing as they should be? Here are the top five reasons we see for social media ads not performing. Read our blog to find out more.
Ever started a paid ad campaign on a platform such as Facebook or Instagram and it just doesn’t seem to work?
There’s a lot of competition out there and it’s likely that your competitors are using similar tactics to reach the same customers so breaking through the noise when it comes to your paid ads is essential if you want to make sure your campaigns are as successful as possible.
Let’s have a look at the top reasons why people might not be clicking your ads…
First of all, check your ad creatives. Are they eye-catching? Are they on brand? You’d be surprised how many social media ads aren’t on brand at all, from the colours, right down to the copy. The chances are your ad’s graphic will be the first thing the viewer sees, and is most likely the reason they stopped scrolling to take a look at your ad. If that graphic isn’t eye-catching enough to make them stop scrolling, they’re going to go straight to the next post on their news feed (which could be your competitors!).
Don’t be afraid to test various graphics, and don’t be afraid to push the boat out when it comes to your creatives.
When it comes to your copy, it’s important to recognise people aren’t looking to read full essays in their news feed. People love short, consumable content more than ever.
We’re not suggesting that you only use a few words in the copy, but don’t overload the viewer with too much information. Give them a tester of what they can find out through clicking the ad. Offer some form of value and a call to action to leave them wanting more.
Seemingly an obvious point, but before running your ads, make sure that the product/service you’re advertising is a good one. No matter how much you spend on ads, if it’s something people don’t want or need then your ads aren’t going to perform. Before spending money on advertising channels, make sure your product is something worth paying for.
Does the product suit the audience you’re putting it in front of? It’s important to know your target audience before you run any ads, otherwise you’ll be wasting your budget on people who aren’t going to be interested in your product. Before you run your ads, think of your ideal customer. What gender and age is your ideal customer? What sort of things would that typical customer usually be interested in?
This also links in well with the graphic and the message. Write your message and create your content in the style the ideal customer would talk, and what they’re most likely to stop scrolling and look at. You want your ideal customer to be able to relate, and you want them to feel like they can trust your company.
Following on from the graphics and the captions is the ad’s message. That’s not necessarily your brand’s slogan, what your business stands for etc, we mean the overall message of your ad. Many people run ads without checking out the latest trends, and without making sure their ad is on date. Too many ads have been scrolled past because they’ve run past the offer date or the seasonal date.
Make sure you set dates for your ads to end, and make sure you plan the next set in advance. It’s not good enough to plan your ads on the day you’re putting them out, and you’re more likely to get lost in your customer’s newsfeed if there hasn’t been enough thought and research put into the ad.
We hope this blog has helped you to with ideas on how to improve your social ads, and that you now understand more about what to look out for before you click the publish button.
If you’d like to know more about optimising your paid social ads, please get in touch with our team. You can also request a free digital marketing audit and we’ll show you what you’re doing well and what you can improve. Please contact firstname.lastname@example.org.