Troubleshooting Facebook Ads A quick guide

So you have been running Facebook ads to generate leads but they aren’t working.

And you want to fix this situation.

I am with you, but first I wanna understand. What do you mean by when you say your ads are not working?

There are number of things but usually the two top things people mean is

1. You are not getting leads or they are too expensive

2. Your leads aren’t translating into sales

If you are thinking #2 (your ads are not converting into sales), then it is most likely a funnel issue, and not and ads one.

You need to be absolutely clear on who you want to target (your ideal audience) and what you want offer (your lead magnet), keeping in mind your paid offers (your overall ad strategy).

So for the purposes of our teaching, let’s first assume two things.

You know who your ideal audience is.

You are offering a lead magnet your ideal audience wants (if you are not sure, test it organically or with little paid traffic).

At this point I want to also clarify that this guide was created with the Website Conversions ads in mind where you are targeting cold traffic. That being said you can apply the teachings to target custom audiences (warm) or retargeting ads also.

Now let’s get on with the three main issues that affect the performance of your ads.

#1 No ReachYour ads are running for over 24 hours and they have only reached a handful people.

Cause: Your budget is too low.

If you are targeting an audience size of 2 million and putting 5 dollars behind your ads, you are not going to get any decent reach.

Solution: Increase your budget or adjust the size of your audience for optimal conditions.

Cause: Your audiences are really expensive.

An another way to confirm this at look at your CPM (cost per mille or thousand impressions). If this is the case, it would be really high.

As an example, making money online space as the size of this audience is not as big as the other audiences but it is saturated with people running ads.

Solution: Think outside the box. Deploy ninja marketing tricks to see how you can tap into new audiences.

If your budget is on par and you are confident your audiences have worked in the past, try switching to manual bidding and bid 3 times the amount of current bid. Don’t worry, you won’t be charged extra for this (Facebook will still look at your daily budget and operate within that) but Facebook will push your ads out quicker.

Cause: Temporary algorithm changes/time

Sometimes reach can be temporarily affected when Facebook rolls out algorithm updates. You can either sit this out or keep trying other options.

#2 Low CTR or no clicks

Your ads are running and reaching people but nobody is clicking.

Cause: Image is not stopping the scroll

Image plays the biggest role in getting clicks on your ad and usually the first culprit if you aren’t getting any clicks.

Solution: Test your images first. Always run the ad camping with the same ad copy and targeting with a few different images. This will help you see what is working. If you aren’t getting any clicks or if your CTR is low, test more images

Cause: Headline copy or body copy is not catching their eye

If you are getting clicks such as page likes, page post likes, etc but no link clicks then your copy is to blame.

Solution: Test your headline and body copy to see if you can improve your click through rates.

Another way you can make sure your images/copy works is by targeting the warm audiences first. You know for sure the targeting is right, so you know it’s most likely the images or the copy.

Cause: Your targeting is off.

Finally, if you put your ads in front of the wrong people, no matter how good your images are, no matter how tantalising your copy is, people won’t click because it doesn’t appeal to them.

Solution: So if you think your images and ad copy is not blame, it could be the audiences. Try targeting other people.

Remember, none of the things above matter if you run traffic to a lead magnet nobody wants.

So think about the conversation that’s going on in your prospect’s mind, create an opt-in to address that and test that first.

Test organically on social media, with Facebook groups or send some traffic to a blog post on that topic to see how your audience responds.

#3 High cost per leadYour ads are running, people are clicking but your costs are too high.

Cause: Low conversion on the landing page

This is typically the biggest reason why your leads are costing so much.

Solution: Increase the conversion rate on your landing page and see your cost go down dramatically.

Cause: Wrong objective

Facebook gives you different objectives to start your ad campaigns.

If you choose the wrong objective, you will not see great results.

Solution: Choose the ‘conversions’ objective when you are running your lead generation/list building ads whether to a lead magnet (PDF) or a challenge, or a webinar.

Choose the ‘clicks’ objective when running traffic to your blog post articles, promoting videos to build your custom audiences.

Cause: Rising cost due to poor scaling or ad fatigue

Your ads are working great but all of a sudden you see costs creep up and suddenly your cost per lead has doubled.

Firstly, costs spike over days so let is average out. Give it a couple of days. However, if your click throughs drop or you are no longer getting new leads, it’s possible that you have scaled your ads incorrectly.

Solution #1: Scale properly, increase budget by no more than 30% every second to third day to allow the algorithm to work.

Check your frequency. Refresh your creative if you have been running the same ad for a long time. It could just be that people are sick of seeing i

Cause: Expensive niche

Lastly, the broader the niche is, the lesser will the cost to acquire an email option (assuming everything has been done correctly of course).

If you are paying much more for leads then it just might be that your niche is small and expensive.

Solution: Do the math to see if it makes sense to run ads. Run ads to your warm audiences to bring the costs down and always be building your warm audiences.

Troubleshooting At a glance

Ads not getting any reach

• Increase budget

• Find new untapped audiences

• Give your ads more time

Ads not getting any clicks

• Split test more images

• Split test ad copy

• Change your targeting

Ad costs are too high

• Increase conversion on the landing page

• Use the right campaign objective

• Scale correctly

• Fix ad fatigue

• Accept your niche is expensive

So does this guide help?

I literally lay out all my secrets for you to implement.

These tips will help to trouble shoot your ad campaigns but they will not help you to create your overall Facebook ad strategy.

And having a effective ad strategy in place before you start running ads will mean the difference between ads that work and ads that aren’t working.

Now I have a brand new webinar (it’s totally free and you can watch it at your connivence) where I teach you how to approach Facebook ads and create a winning ad strategy.

FREE WEBINAR: The Simple 4-Step System My Clients Use to Attract Unlimited Leads and Sales from Facebook Ads

This is what you'll learn on the webinar:

- First I’ll reveal the 3 biggest secrets which are preventing coaches, experts and service-based entrepreneurs from investing in Facebook ads

- Then I’ll explain why coaches or experts aren’t able to make Facebook ads work for them and what they need to do instead

- And finally I’ll share my 4-Step System that I have created and perfected after working with a number of private, one-on-one clients that have exploded their businesses.

If you’d like to sign up to it, click here:

https://fullybooked.maryajan.com/webinar

Marya JanFacebook Ad Strategist.https://www.maryajan.com/

A quick word about me:

I help coaches, experts and service-based entrepreneurs get real results from Facebook ads.

Petra Foster is a client enrolment strategist who generated 31K in one month after

hiring me as her Facebook Ad Strategist. Then she made another 73K from the

launch of her group coaching program from a $400o ad spend. To this date, she has

made over $200K and we are working on her 6-figure launch.

Janet Murray, a multi six-figure PR coach and business owner, has TRIPLED her

monthly income after working with me as a private client.

Becky Dickson is a 7-figure mindset coach. She has added to close to 2,000 brand

new subscribers to her email list in a short period of time and made $15K from just

one promo.

Looking forward to seeing you on the webinar:

FREE WEBINAR: The Simple 4-Step System My Clients Use to Attract Unlimited Leads and Sales from Facebook Ads

https://fullybooked.maryajan.com/webinar