Your Facebook Ads are Not Performing? Here’s Why

An audience member taking a picture with their camera phone at a crowded event.

Looking for a diverse online ad platform that will put your marketing campaigns in front of tons of people? Facebook Ads is the way to go.

With an almost endless amount of detailed targeting options and features, you can reach virtually any Facebook user with an ad. Combine those targeting options with the functionality of Meta Business Suite; and you’re ready to dominate the platform.

But the sheer number of targeting options also presents big problems for the average Facebook advertiser. The platform is almost so complex that it can leave inexperienced users overwhelmed.

Case in point, most people create custom audience targeting on Facebook but have no idea how to optimize it. That’s a problem, given that there are more advertisers on Facebook than ever before. Competition is rife, which means businesses must make full use of the opportunities available to them.

If your Facebook ads are not working, it could be a problem with your custom audiences. Facebook custom audiences are the bread and butter of Facebook’s ad platform. It’s why it’s so popular in the first place. So when users don’t find success, they quickly give up, claiming that Facebook Ads don’t work. Or believing that Facebook isn’t meant for advertising.

But that’s not true. And thankfully, there are several ways you can fix your custom audiences to perform better.

Here’s why your Facebook custom audiences are failing and how you can fix them ASAP to improve your Facebook ad effectiveness.

Don’t Only Target Demographic Data

One of the biggest reasons your Facebook custom audience is not working is because you are using basic demographic data.

A standard marketing playbook will tell you to create simple buyer p ersonas or customer profiles that describe your typical customers. These are a great tool when you are finding your target audience.

They usually look something like this:

Create buyer personas for custom audience targeting on Facebook.

Buyer personas are a summary of basic information, including a name, age range, gender, and job title.

Now, don’t get me wrong. Buyer personas are amazing. I use them on a daily basis to drive sales and traffic to my businesses. But when it comes to Facebook Ads, buyer personas aren’t sufficient. They aren’t nearly detailed enough to find scalable growth and profit.

But I’ve seen a lot of marketers take data from buyer personas and use it to create a new custom audience.

For example, if you head to the Meta Business Suite (formerly Facebook Business Manager) and create a new audience, do you create something fairly basic like this?

Basic way to create a target audience on Meta Business Suite.

Saved audiences on Facebook are great. But not when you limit yourself to demographic-based targeting. Simple metrics like age and gender aren’t going to get you …read more

Source:: Kiss Metrics Blog