So, the first reason why your Facebook Ad is not working could be because the person who’s managing the ads is simply boosting your posts. Now Facebook makes it really easy for you to spend money and run ads. Sometimes you could be running an ad and you didn’t even realise you’ve done it just by pressing a few buttons. One of them is just simply boosting, which means getting more visibility and eyeballs and reach for your post.

Just because you’re getting more visibility to a post, it doesn’t necessarily mean that you’re going to get more leads and more enquiries.

The second reason why your Facebook ads are not working could be because you are showing the ad to cold traffic. When I say cold traffic, what I mean is, people who’s never heard of you, never seen you, don’t know you from a bar of soap. And you’re running ads, like free Invisalign consultation, which is a really common ad that we see often by a lot of dental practices, where they’re offering these free consultations. But the thing is, if people don’t know you, there’s no connection. There’s no relationship. There is no trust. So, what is the likelihood of them actually taking up your offer?

The other thing is, yes, those ads will convert, but you will need to go through a lot of volumes to get that one conversion. As a result, your cost per acquisition is actually going to be very high. In addition, when people do actually convert, like they enquire, they’re less likely to show up because it’s a free consult. At that moment they thought it was a good idea, and then they changed their mind. They can’t be bothered travelling, and then they just don’t show up, which is the case in this particular sample with Dr. Sam, is that people are filling in the form, but they’re just not showing up, or they’re not picking up the phone when the receptionist was trying to call them to book them in.

So are you running what we call the bottom of funnel ads to cold traffic? When you look at a funnel, where the top of the funnel is generally you using those ads to warm people up, so they get familiar with you. Then the middle of funnel ads is the type of content that to validate your capability. Then at the bottom of the funnel, those are the ads to actually get people to take action, to do the booking.
Liza:
So are you running the bottom of funnel ad to cold traffic? That can get very expensive, and then the conversion rate tends to be lower.

The third reason why your ads may not be working is that maybe it’s too easy for them to complete the form. So one of the objectives, when you go into the Facebook Ad Manager account is, lead generation objective, which means that Facebook will actually pop up a form that people fill in, when they click a button from your ad. Then they capture those details.

Now, because Facebook already has your name, your phone number, your email, you don’t actually need to fill them in, they are auto-populated. This actually makes it very smooth and very easy for people to complete a form and submit their details. But the problem with that and what we have found, even for ads that we ran for our clients, is that we can generate a lot of leads with the prospect’s details. But the quality is lower because it is so frictionless for them to fill in the enquiry form, and as a result, those prospects don’t answer the phone or show up to the appointment.

Sometimes it’s actually a good idea to get your prospect to do a bit more work, put a bit of friction in there. If they still go through the process and complete the form, they’re more likely to know what they’re doing and the quality of the lead will be better. So instead of using the Facebook lead gen form, you might want to drive them to a landing page on the website where you can put a few more fields, and people actually need to fill in their details. So that can improve the quality of the leads that you’re getting.

The next reason could be, you don’t have an integrated approach. I just touched on that before, where you are driving cold traffic to bottom of funnel offer. You could be only boosting your posts to get people to see you, but there’s no call to action. So when we run Facebook ads for our clients, we do take an integrated approach where we run multiple campaigns.

Some campaigns are top of the funnel campaigns, where we are showing to coldl audience, to get people to warm up to our clients and get used to them. We tend to use a lot of videos for that.

Then we go into the middle funnel campaigns where we showcase and validate the capability of our clients, to validate their ability.

Then we have the bottom of funnel campaigns where we actually get people to take action. To get them to make bookings, to fill in the enquiry form, or to call from the website.

So do you have an integrated approach to lead people down a funnel and keep warming and warming and warming them up, so that when they do need a provider for the service that you’re offering, that they will come to you?

Then finally, another reason to consider is what’s your offer? Maybe your offer is actually not that enticing for your target audience. So Facebook ads are great and you can drive a lot of traffic to an offer, but what you perceive to be a great offer might not be what your market thinks.

That is where you need to test the offer. In our case, we actually don’t run a lot of offers or incentives for our clients. We want them to be evergreen. We don’t want to run campaigns like free whitening for this or free consultations, because that just makes our clients like everyone else. This can get very exhausting, and you always need to come up with new campaigns. You want to pay attention to what is the call to action that you want people to take, and the quality of the leads that you’re going to get with the offer that you are providing, free giveaways will attract very different kinds of leads compared to people who are willing to pay full price, because they trust you.