I see lots of ads on Facebook and Instagram that make me stop scrolling and pay attention.
The image is shit hot and has done its job of grabbing my interest, the copy is good and conveying the message really well, but so many times I think to myself – ‘why am I seeing this? It’s not relevant to me and I am not their target market!’.
And that’s a real shame and a HUGE waste of time, money and opportunity. Because the ad works, and if was being shown to the right people it would smash it.
But as it stands, click-throughs will be low, CPMs will be high and the return on ad spend will bomb.
As a result, the creators of this ad will be thinking that advertising on Facebook and Instagram doesn’t work for their business and is a waste of money. When really, it could be the best investment they ever made. But they won’t see this, all because they haven’t targeted correctly .
Banging an ad out because it looks good is not enough to get good results. If you want to sell to your customers, you need to talk only to your customers. Not just people in the UK who are of a certain gender or age group and live in a certain location. Think harder:
- What are their other interests?
- What other pages do they like?
- What groups do they hang out in?
- What are their problems?
- Where do they go to for answers?
- Where do they shop?
- Are they mothers, fathers, retired?
The list goes on, and the more questions you ask, the more targeted you will be.
Then target these people using your answers, with the ninja targeting options in Facebook and Instagram ads – that’s how you should be advertising on social media.
So, stop wasting money because your ad looks good when there ain’t no-one in your target audience who is going to see it.
Brush up on your ad skills (I can help with that) or get an expert to run them for you (I can help with that too). If you need help, get in touch.