So, you have had an awesome run with one magical Facebook Advert and things are working the way you want them too and then…
One day, you wake up and everything has changed.
The cost has risen…
No one seems to be responding and frankly, you are ready to shake your fist at the Facebook powers that be because they always seem to suck the joy right out of you!
OK, before you lose your rag and also lose one of the best places to get customers, clients, recruits, here are a few ideas for you…
Get Used To Changing The Audience
One of the things you must do as a FB advertiser is recognize that people get fed up and blind to your adverts after a while so if an ad stops working in one audience, try another one. Be that person who makes a note of different pages you can target as they pop up in your feed (particularly if you are your ideal client). Otherwise, take the time to find out where your prospects are spending time and target those people. Use Audience insights in the Ads manager.
Do not expect one audience to work forever so keep that list and change things from time to time.
2. Get used to changing the Advert Image
For the same reason, people on FB will get fed up of seeing the same thing over and over again and they will then start to hide your ad which does affect how much it costs for it to be delivered to the same people.
So, every so often change that advert image. What else will your people like to see? What will grab their attention? Go check out what other pages in your niche are doing and see what grabs the attention of your people and use something similar and restart your ad. You may think you have lost all the likes, comments, shares that were working for you in your old advert but hey, you are just putting that to one side for now until people forget it and then you can revive it, if you wish. Though, you may find that something new is working better for you.
3. Get Used to Deleting The Whole Ad & Starting Again
Do not be worried about the fact that you have to start your FB advert campaign from scratch over and over again. Get used to it. OF course, you can find someone else to do it for you at some stage of the journey – That can work if you are finding the whole thing too frustrating to do.
However, while you are doing it yourself, get rid of the emotional reaction to everything that FB does because it just frustrates you and stops you thinking clearly.
Instead, get used to changing things on practically a daily basis when it comes to your adverts.
4. Test them out on your page
Before putting money into it, why not try it out on your business page and see what reaction it gets…
You may not have that many likes and comments when you are taking people off Facebook to sign up to your list or buy your product but check what the clicks are like. Do lots of people click on the post? Then boost it!
5. What is a customer worth to you?
Try to base your FB ad decision on how much a customer is worth to you. Just because the cost per click is going up is not a reason to throw the baby out with the bathwater! Of course, we want to generate leads at as small a cost as possible but it is not a cost if those leads are generating you a whole lot more in revenue. So, figure out how much a customer is worth to you so that you make more practical decisions rather than emotional ones.
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