Since 2007, the number of firms owned by Black women has grown by 164%. There’s no denying that Black women are the fastest-growing demographic of entrepreneurs. Unfortunately, 8 out of 10 Black-owned businesses are projected to fail within the first 18 months. So below, let’s look at what could possibly be five of the top challenges Black entrepreneurs face
7 Reasons Why Your Ad Isn’t Getting Results or Converting
Running ads online whether through Facebook or Google presents an amazing opportunity for businesses to promote their products and offerings to a selected or niched target audience.
Facebook and Google ads are two of the most popular advertising options for people who are looking out to explore online marketing.
A survey by clutch shows that “90% of consumers say ads influence their purchase decisions”, so it’s necessary to include running ads as a core part of your digital marketing strategy.
However, despite 92% of marketers claiming to use Facebook Ads, there are still many who try Facebook Ads and fail to generate positive conversion rate results. Google ad on the other hand is not so easy especially when you’re starting out new. You might need to run a few campaigns and leverage learnings from these campaigns to optimize future campaigns until you start getting your desired results.
In this short article, we will be going through some of the common reasons why most ads fail. We’ll also be looking at what can be done to fix a campaign that isn’t bringing you any results.
By the end of this post, you’ll have a clear understanding of why your ads aren’t performing well and what you can do to fix your ineffective ads.
Let’s dive in!
- Running Ads For The First Time: Just like learning to ride a bicycle as kids or as most other life activities, you most likely wouldn’t get it right the first time. The same applies when it comes to running ads online. Chances are high that your first ad would probably not give you the desired result you want. When this happens, you need to understand that it is normal. Behind every successful ad, there are lots of failures preceding it. See your first ads as a learning process and leverage the data and insights you get from these initial ads to optimize subsequent ads. Do this repeatedly until you start getting the results you want. That is how you win!
- Targeting The Wrong Audience: One of the main reasons people fail with ads is because they fail to target their ads properly. One major advantage of online advertising is that it provides you with the ability to target your ads so that they’re shown to a very precise audience who will be curious about your offer and click ideally to a specified landing page.
If you want to target your ads properly, you must first take a look at who your customer is and build a custom audience profile or audience persona.
It is important to know the traits and characteristics of your ideal customer. This gives you the chance to set up your ads so that they’re shown to the right people.
To create an audience/buyer persona, you will have to map out an ‘avatar’ based on the traits, characteristics, and demographics of your ideal customer.
Here is some vital information you should note down when writing out your buyer persona:
- Age and Gender
- Who/What influences them
- Income bracket
Once you do this, you’ll have a clear understanding of your target audience and this would help you target them more effectively in your next ad.
- Limited Budget:
Another reason why your ad might not be getting results is that it is limited by budget. On Google Ads, once this is the case you get to receive a notification in the recommendations section that your ad is limited by budget. The ideal thing to do would be to increase your budget so your ad can take part in more auctions and make sure you are not missing out on potential clicks. On Facebook, it is also ideal that you run an ad with a decent budget. It is recommended that you spend at least $5 per ad campaign daily to get a good reach. As your campaign progresses, you can then increase ad spend accordingly.
- A/B Testing:
A/B testing is a way to understand which of your ads (and campaigns) produce a positive return on investment based on variant designs, copy, and implementation. With this, you get to know which ad is working and the ones that need improvement. In essence, try different variations of ads with the same or different audience targeting and see which is getting the most result. You can then decide to focus on the one bringing in the most desired results and increase your ad spend on it.
- Landing Page Experience:
Good landing pages help increase your conversion rates and lower your cost-per-acquisition. This is so because your landing page is that promotional or product-specific pages focused on a single goal. This goal matches the intent of the ad which was clicked to reach your page. It is important to have Google Analytics connected to your website so you can track actions visitors are taking when they land on your page from your ads. This helps you make informed decisions so you know what to change or tweak on your website. For example, if people are clicking on your ad only to exit the landing page after 3 seconds, it means that your page content might be different from what they saw on the ad or what they were expecting. Also, ensuring your landing page is mobile-friendly would help create a better experience for your visitors. You can use Google’s webmaster Test My Site tool to know how mobile-friendly your website is: https://testmysite.withgoogle.com/
This tool also provides you with tips on how you can optimize your site to improve the mobile user experience.
Clicks from your ad might not lead to conversion the very first time. You need to make use of retargeting options to show your ads again to those who have previously clicked on your ad and visited your website.
According to Wishpond, visitors who are retargeted with display ads are 70% more likely to convert on the website.
These visitors are likely to have an interest in your offering by clicking your ad and might have left for one reason or the other before completing the desired action. With Facebook pixel and Google remarketing options, you can show personalized ads again to those who have previously engaged with your ad and landed on your website but didn’t complete an action. This helps you increase your brand awareness and also remind those audiences to make or complete that purchase.
- Ad Copy:
If you’ve taken care of the issues we’ve discussed already, but your ads still aren’t converting, you might want to take a look at adjusting the way your ad looks. Your ad copy can make or mar your ads.
If you do not have a lot of experience in creating ads, you might want to study what other advertisers are doing or take a course on copywriting.
Here are some boxes your ad copy must check to ensure you get clicks:
- Less text – If you use a lot of text, it can reduce the chance of your ad succeeding.
- Use high-quality images
- Include an offer, but first, make sure you understand your customer’s fear and desire. This helps you to know what objections they may have, in relation to an offer like yours.
- Write copies that speak directly to your audience while also reassuring them that your offer is something worth checking out.
- It is essential that you always include a call-to-action within your ad copy so that people know what to do next.
According to Clutch, 43% of users purchased something after seeing an online ad and 41% of users trust online ads.
When done right, advertising attracts customers to your business and increases your sales. When consumers see strong and positive advertisements they are more willing to buy and ready to choose your business.
Set up those ads today and start attracting more customers to your business.