I recently decided to stop using an ad blocker in my browser.
I did this for a few reasons. One of them was that I was tired of having to add exceptions in order to view websites. I’m looking at you Forbes.
But, the other reason was that I actually wanted to see more ads. Wait what?
That’s right. I want to see more ads while I browse the internet. Before you accuse me of being some sort of psychopath, let me explain why.
I did this mainly so that I can learn from companies that are trying to get me to buy their products.
I’ve seen some really great ad campaigns. But, I’ve also seen way too many bad campaigns. I literally have to resist the urge to comment on them.
Don’t get me wrong, I’m happy that more companies and local businesses are using Facebook ads.
However, on the other hand I know that most of the people behind these ads are going to give up because their ads are bad. Let’s take a look at a couple of their mistakes.
Ad 1: Car Dealership Promoting Service Department
One of the ads that I saw was a car dealership in my city trying to promote their service department. The ad copy wasn’t anything special, but they had a great offer and it said to click on the link to schedule an appointment. I can’t remember the exact details of the offer, but it was good enough to where it should have been an effective campaign.
However, it had one glaring problem.
When you clicked on their link it took you to the dealership’s homepage. From there you had to search through the website to actually find where to go to schedule the appointment. Instead of making it as simple as possible for their potential customer, they made it very difficult.
It took 4 clicks and about 60 seconds to figure out where to schedule an appointment on their website. The majority of people are going to give up after the initial click because the savings benefit is now outweighed by the extra effort they have to take.
Changing the link to point directly to an appointment form would have made the campaign much more effective. Which, as long as the targeting was well thought out, should have resulted in a positive ROI.
Ads 2-4: Real Estate Agents All Doing The Same Thing
I’ve also had a ton of ads from local real estate agents. And by a ton, I mean 3 in the past week.
One of the ads was really well done. It was a video ad that was entertaining and caught my attention. Albeit, it was mainly because of the ridiculously oversized cup in his hand. I watched about 30 seconds of the ad and was impressed.
Then I read the call to action.
He listed his number and asked people to call or text him. This one is a more subtle mistake, but it’s still a big miss. In order to take the next step, I now have to close the app that I’m currently in, open up my messages, look back at Facebook because I forgot the number, switch back to messages, and then send a text where I don’t even know what to say. Sounds like the making of a bad infomercial, right?
I had two more ads from real estate agents using the exact same strategy, but with a much less engaging campaign to start with. One of the ads featured a personal picture where the agent looked mad or upset. Instead of building brand trust it actually achieved the opposite effect on me.
But, let’s get back to the call to action. There is a much better way to get people to call or message you using Facebook ads. If you set up a local awareness ad, you can choose to have people call or send you a message in one click.
This will result in more actions taken. However, I think it’s still ineffective. An even better way to reach potential clients would be to use a Lead Ad that featured a free PDF called, “7 Ways To Get Top Dollar When Selling Your Home.” Doing this gives your audience something valuable while you get the email address of a warm lead.
Facebook Ads Aren’t Magic
Just because you pay to have your content introduced to a bigger audience doesn’t mean that it is automatically going to work. Paying to have your post appear to someone who doesn’t like your page will not transform it into something that it is not.
If your copy is bad, it will remain bad. If your image is uninviting, it will still be uninviting.
Just because it is easy to create Facebook ads yourself, doesn’t mean that you have the skills necessary to create compelling campaigns that will drive leads and increase your revenue.
You either need to invest your time and energy into learning how to create successful campaigns or you need to hire someone who can do it for you.