Why Relevancy Can Make or Break The Success of Your Facebook Ad Campaigns

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If you’re like most business owners that experimented with Facebook advertising, chances are, you’ve been frustrated a few times when your ads are just sitting on the sidelines, not being shown to your market.

You wonder: you’ve got your ad approved – and yet it’s not being shown to your chosen target market!

You wait for hours and hours – and nothing! Zero clicks, zero likes, zero reach…

But you don’t give up… You try a number of different things.

You re-submit your ad to Facebook as if that had a “refresh browser” effect.

You up your bid on how much you’re willing to pay per click.

You increase your overall budget for the campaign.

And none of it works!

Why?

Because Facebook, as much as they want the money that you dedicated to your marketing efforts, they also wants to keep their users happy.

So… they ask for feedback – and use the data to decide what ads get shown.

In the past, it used to be that if an ad bothered you, you could just opt out by clicking “I don’t want to see this”.

Recently however, Facebook announced that they took this feedback into consideration at a new level…

Now, if someone clicks “I don’t want to see this”, Facebook will ask them why.

And depending on the answer they give, that ad may or may not be shown to your audience.

How is it possible?

Well, let me explain.

The potential answers to “why” a user may be opting out from an ad are presented in a multiple choice format:

  • It’s not relevant to me
  • I keep seeing this
  • It’s offensive or inappropriate
  • It’s spam
  • Something else

So now if someone clicks “It’s not relevant to me” or “It’s spam” – your ad won’t be shown.

And here’s the biggie:

Not only it won’t be shown to that person that opted out, it won’t be shown to others either – because presumably, others that fall in the same target group may also find it irrelevant.

(Facebook tested this and they’re finding that’s the case…)

Now that puts a whole new light on why your ads may not be showing up for your chosen audience, doesn’t it?

In our testing, we found that when we run ad campaigns for our clients, if the ad doesn’t get “picked up” (shown) to our chosen market within 24 hours, it likely will have a hard time being seen.

So in situations like that (although they’re rare when you craft your ad and target your market very carefully), it’s best to try a new approach instead of resubmitting your ad or upping your bids or budget.

And Facebook is always changing… there are new “rules” coming out pretty much on a weekly basis.

We’ve been able to generate $500 Million in sales for our clients and ourselves combined in the past few years – all directly from Facebook ads.

So I understand how frustrating the constant changes can be…

But regardless, you have to keep up with it if you want your ads to be successful.

The other option is, of course, to outsource it and hire an expert that can help you run your ad campaigns so that you can focus on things that really matter.

If you’d like help with evaluating your current Facebook advertising strategy and find out how to grow your business by at least 30 percent within the next 12 months, give us a call at 1300 680 223. We can help.