12/05/2020
Why are your Facebook ads so inconsistent?
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1. Limited number of potential buyers for a certain product at a certain period of time.
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Facebook is a huge field for online commerce, but even here, among 2 billion of users, only a small part can potentially purchase your product whatever it is.
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2. Increased competition for the best spot in the newsfeed
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So, imagine you are having this very accurately identified audience of 300,000-500,000 people that are very likely to buy your product. Sounds good, right?
Now imagine that there are over 5 million Facebook Ads active business accounts, among which 1,000-2,000 are EASILY selling something similar to what you are offering. AND you are left with 3,000-5,000 potential sells if we talk about equal share.
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3. Specific competition factors, such as time of the day and how well your competitors work
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Depending on where, when and what you sell, peak hours might be at night or midday. Most potential buyers may live in specific locations. Every tiny detail can distort your performance if you neglect it.
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4. Facebook trust and your reputation
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This EXTREMELY important factor is often neglected.
It is not a secret that Facebook loves to make money, so if you are a business that sends them a larger amount of $ consistently comparing to your competitors, you are likely to get prioritized.
Moreover, it considers many safety details. For instance, Facebook does not trust the PayPal payment method, which makes companies that use it be at the bottom of the auction list most of the time.
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But how do you fight this inconsistency?
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1. Build a โValue Ladderโ for your business
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This is probably the most effective method to deal with the inconsistency in your sales and avoid significant losses.
In essence, a proper โvalue ladderโ helps you get an offer for any of your potential buyers disregarding their financial capabilities.
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2. Add a subscription offer to get constant payments from your buyers every month.
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EACH of your customers can bring in even more value if you make them subscribe for your course/product delivery/consultation โ anything whatever you sell can be used for subscription.
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3. Continuously test new creatives, new audiences, and new targeting strategies.
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You should always be in the search for new audiences that no one else or only few have found. More so, you should look for audiences or successful ads that your competitors have discovered and try to mimic their strategy.
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4. Try to change the angle of your approach towards creating ads
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Say you are a company that sells sportswear and you tried hard to create videos where handsome athletes would look very nice in your merch. BUT for some reason, it didnโt work out.
Change the angle โ talk about versatility โ show how big your collection is in terms of different sizes or colors so that everyone, not only athletes, should wear your products.
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It sounds a little complicated but don't worry, we have your back and are here to help you beat these and many other challenges.
