Mastering Facebook Ads is complicated. Just when you think you’ve got it all figured out, you’ll see that an ad you thought was strong is coming up short. Maybe it’s not getting enough clicks, the cost per click is too high, or it’s simply just not giving you the desired result.
So, you need to have some strategies in place for troubleshooting Facebook Ads. Quickly identifying the underlying problem (which may or may not be obvious) will allow you to make adjustments to your campaign. You’ll be able to find the underlying problem, adjust or re-allocate ad spend, and avoid the same mistake in the future.
1. Get Google Analytics
Facebook Insights can tell you a lot about whether or not users are clicking through to the ad destination. If your Facebook pixel is installed correctly, you can track conversions. Outside of that, however, they’re not all that helpful because they don’t provide you with enough detail.
Get Google Analytics, it’s free to install and use, and it can give you a lot of extra insights on your Facebook ad performance.
If you notice that your campaigns are getting a lot of click-throughs but not a lot of conversions, you can use Google Analytics to find the precise point where users are dropping off on your site, and why.
If visitors leave your landing page quickly, it may mean several things including:
- You are targeting the wrong audience– they may be too cold or not have the money to purchase your product or service
- The landing page doesn’t match the ad
- Users were interested, but the price point was too high
- The copy isn’t convincing enough to explain why users should convert
You may notice that users move through the landing page but then fail to complete the purchase or registration process. This could mean that the price point is too high, or that the checkout process is too complicated. It may even point to technical errors on the site.
Look at where customers are dropping off regularly, and you can start to determine why visitors aren’t converting.
2. Check your Ad Copy
If you wrote the Facebook ad copy yourself, it can be difficult to assess it objectively. If you can’t, ask a friend or copywriter to do so. As a copywriter who gets brought on to write ad copy, I’ve seen a lot of ads with great strategy and targeting that just don’t have the right words on the page.
When examining your copy, ask yourself the following questions:
- Does the copy explain why customers should click, purchase, or convert?
- Does it offer a clear incentive and benefit for the customer?
- Is your copy explaining your products or services well enough?
- Is your offer too high-risk? (Offering a discount or free returns, for example, can lower the risk and make your ad more appealing to new customers.)
- Did you write the copy thinking about the audience you’re trying to reach and their stage of the digital sales funnel?
3. Check your Audience targeting
Sometimes an otherwise perfect ad will just fall short because you aren’t showing it to the right audience. If you’ve created a lookalike audience off a high-value custom audience, you may find that those users just aren’t familiar enough with your brand conversion of the same ad.
Similarly, specific features or objections affect users differently. When you look at the ad copy, match it up against the targeting. The two campaigns above were nearly identical, but one had a different audience. I was ultimately able to determine that the audience size was too small. This had caused the frequency to jump too quickly, causing disastrous results