4 Steps to Follow When Your Conversion Campaign Flops

 

It’s a gut wrenching feeling…You spent time and energy creating a campaign. You launched it, let it get some exposure, then logged back in to see how awesome it’s doing and that’s when you see it…4 new leads at $35/lead.

WHAT?!? Did Facebook forget to add a decimal in there? Unfortunately, no. Preliminary results show that your campaign is flopping.

So what now? Clearly, Facebook ads don’t work…Right?

 Not so fast…

After creating, launching and managing thousands of ads, I can tell you that every so often, a campaign will flop. Sadly, there are no refunds or erasers to make those campaigns go away…But there is some precious information you can collect from those campaigns to create a new, optimized campaign that should perform much better!

Here are the 4 steps I follow when analyzing an under-performing campaign.

 

  • Check your links, funnel and pixels. Things can go wrong here…Very, very wrong. Before you do any other in-depth analysis, run through your funnel and ensure that everything is up-to-snuff.
    • I always open one of the ads, copy the link directly from that ad and paste it into my browser and ensure it takes me to the correct landing page.
    • On that landing page, check to make sure there are no extra/missing pixels.
    • Then, go through your funnel from the landing page. Opt-in to the offer and make sure the funnel takes you where you expected to go.
    • On the thank you page (where ever you land right after you opt-in), make sure your conversion pixel is installed and triggering.
    • If all is well with your ad links, funnel and pixels, proceed to step 2.
    • If you find an issue, I recommend correcting the issue then duplicating your campaign to allow you to collect fresh data with the new corrections.

*Note: I use the Chrome plugin “Facebook Pixel Helper” for verifying that my pixels are installed and triggering properly)

  • Check the link clicks in Facebook Ads Manager. My general rule of thumb is that I aim for a minimum 20% conversion rate. If 100 people have clicked on your ad (meaning they’ve visited your landing page) but only 4 people have opted-in, it’s usually safe to assume that your landing page is deterring people.
    • Visit your landing page and view it from a user’s perspective. It may even be helpful to ask a friend or family member to view it and give you feedback on whether they would or would not opt-in and why.
    • Some of the helpful hints I use when ensuring a landing page is “user-friendly” are:
      • Is it clear what the offer is ABOVE THE FOLD (meaning the portion of the screen that is visible without scrolling)?
      • Is there a call to action button ABOVE THE FOLD? People don’t really like to have to search for a place to enter their name and email to receive a freebie – make sure it’s easy to locate.
      • Are there typos on that page or other elements that make it appear unprofessional?
      • Is there relevant, useful information about the offer listed on the page to gain a sense of trust from cold audiences?
      • Is there another call to action button at the bottom of the page? If you have a long page, you may want to consider adding one in the middle as well. Again, people don’t want to have to remember to look for a button, you need to make it conveniently available for them.
    • Make sure your ad feels consistent with the landing page. If people click on an ad that promises to teach them the 3-Step process for potty training their puppy, then the landing page talks about a new dog park toy…Users are not very likely to stick around and take the desired action.
    • Check how the page looks on mobile. A HUGE portion of Facebook users are on mobile devices. It’s important that your page is mobile friendly and presents users with easily accessible call to action buttons.
    • If your conversion rate is near or above the 20% mark, move on to step 3.
    • If you make edits to your landing page, make sure your ad is modified as needed to be reflective of the new updates.
    • If you find an issue, I recommend duplicating your campaign to allow you to collect fresh data with the new corrections.
  • Analyze Your Ad Stats. Within ads manager, there is a TON of data available for each campaign, each ad set and each ad. Here’s the information I’d recommend analyzing to start:
    • Look at the breakdown of age, gender and location to see who is actually converting. *I’d recommend looking at this for multiple campaigns if possible, so you can determine who your target market is based on who is taking action with your ads.
    • Adjust your targeting as necessary to match the demographics which have proven to convert.
    • Check the audiences you’ve used. Were they all entered correctly? Did you choose audiences that have converted well in the past? Can you adjust them based on the information collected through the demographic breakdown?
    • If you find an issue, I recommend duplicating your campaign to allow you to collect fresh data with the new corrections.
  • Modify Your Campaign creatives. While it is sometimes hard to try to adjust the messaging in your ad, it’s important to look at things with a fresh set of eyes and ensure that your ads are:
    • Compelling for people within your target market. There should be a sense of relatability and intrigue with users when they see your ad.
    • Eye catching among the noise on Facebook. Choose an image with a pop of color or a unique image that will make people stop scrolling long enough to read your ad and become interested in learning more.
    • Check your copy formatting. People on Facebook like text that is easily digestible. Very few campaigns that utilize run-on sentences, no line breaks, little punctuation and paragraph style formatting receive conversions at rates as low as those with short, snappy, easily digestible copy.
    • If you find an issue, I recommend duplicating your campaign to allow you to collect fresh data with the new corrections. 

By following these 4 steps, I have been able to transform campaigns which have failed miserably in their initial run, to some of the top performing campaigns for my clients. One important thing to remember is that this is not a one and done process. For ultimate results, this process should be repeated numerous times on each campaign to further optimize as the campaigns collect more data. The more information and insight you have, the more optimized your campaigns can be and the lower your conversion cost will go!

Good luck!

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