facebook ad TROUBLESHOOTING CHECKLIST PROBLEM: You have zero conversions in your campaign. CHECK YOUR PIXELS Make sure there is a Facebook pixel on every page. Also make sure it’s placed in the right spot and that it’s firing correctly. CHECK ALL OF YOUR URLS IN THE FUNNEL Double check all of your URLs to make sure there isn’t anything broken. CHECK CONVERSION PIXEL Make sure the correct conversion pixel is the one you have set up on the specific ad set. CONNECT WITH CORRECT ACCOUNT Make sure the FB Pixel that’s on the pages you’re running traffic to is associated with your FB ad account. If you have multiple ad accounts or affiliates, you may have a pixel on your pages but it’s not yours. There is a section in the Ads Manager under “all tools” which lets you see the pixel ID number and you can double check to make sure the correct one is in there. USE THE FACEBOOK PIXEL HELPER TOOL The tool we use for this is a Google Chrome extension called the FB Pixel Helper. D O M I N AT E W E B M E D I A MORE TRAFFIC MORE LEADS MORE SALES Visit us at dominatewebmedia.com PROBLEM: Your click through rate is high and your CPC is low, but you’re still not getting conversions. We set a benchmark of anything over a 1% click through rate is great. Depending on your market, any cost per click under a dollar is really good. The issue here is usually your landing page or your ad set. Your ad has done a great job at getting them interested and having them click to your page, but then once they get to your landing page something is throwing them off. LOOK INTO YOUR “AD SCENT” There are a few things you can look into when it comes to your “ad scent”. If you are telling a totally different story than what made them want to click on your ad then it’ll throw them off. SOME POSSIBILITIES: • Design from ad to landing page is too different • Offer from ad to landing page is too different • Copy from ad to landing page is too different LISTEN TO EP. 41 OF PERPETUAL TRAFFIC If you want to learn ways to improve your landing page conversion rate, listen to EP 41 with Justin Rondeau. EP 41: 9 Ways to Increase Landing Page Conversion Rate LISTEN TO EP. 12 OF PERPETUAL TRAFFIC This episode covers what “ad scent” is and why it’s crucial to getting conversions AFTER the click. EP 12: The Perfect Cold Traffic Ad: “Ad Scent”, the One-two Punch, and the Guard Down Trick MAKE SURE YOUR BUTTONS ARE WORKING Sometimes the issue may be as easy as there may be a broken link on one or more of your buttons. D O M I N AT E W E B M E D I A MORE TRAFFIC MORE LEADS MORE SALES Visit us at dominatewebmedia.com PROBLEM: Your click through rate and CPC is high. RE-EVALUATE YOUR “HOOK” Your hook is the reason why you’re wanting someone to click. For example the title of your blog post or your lead magnet. It’s the reason why you want them to take action. LISTEN TO EP. 43 OF PERPETUAL TRAFFIC This episode, with special guest Ryan Deiss, covers the 4-step process you can use to to create an offer that people actually want to buy. EP 43: Ryan Deiss Shares 4 Steps to Crafting and Optimizing the Perfect Offer DO SOME ADDITIONAL INTEREST RESEARCH Your message in your ad is not matching the audience you’re putting it in front of, so you may need to dive a little deeper into your interest research to figure out to structure it better. A great tool we use for this is Audience Insights. There are even greater dropdown interests that you can get inside Power Editor that are super targeted. CHECK YOUR AD COPY AND IMAGES Is your ad copy and images matching what your market would be interested in and offer is trying to relay? SEE WHAT YOU CAN “FACEBOOK-IZE” You can use e-mails, videos, talks, etc. that you have that you know works well with your audience. EXERCISE: Don’t think about conversions. Try to get an ad that will get people to share your ad. Once you find a message that resonates with your audience, you can use this for your messaging and just ad in some teaching and call to actions. D O M I N AT E W E B M E D I A MORE TRAFFIC MORE LEADS MORE SALES Visit us at dominatewebmedia.com PROBLEM: You have a campaign and ads that have high social shares, relevance scores, and engagement, but conversions are low. The first thing we ask when we see this is, “is that the goal of this ad?” Let those ads with high engagement just do what they do best and interact and engage with your audience. Let your re-targeting ads do the work with sales. However, if you do have an ad with high social shares, engagement etc. and your goal is conversions; there are some things you can do. ADD IN A CALL-TO-ACTION Put a specific call to action in your ad that’s related to your message. SWAP OUT YOUR AD COPY Change your ad copy with one that you know converts well. LOOK AT YOUR CAMPAIGN OBJECTIVE You could have one that you have as page post engagement or video views, and it may not be getting a lot of conversions because you’re not telling Facebook that’s what you want. USE IT FOR A NEW CAMPAIGN Take that same ad that has all of those shares and likes etc. and create a new campaign where you’re optimizing for clicks or conversions. You know people like the message, but you’re telling Facebook you want to optimize for sales. LISTEN TO EP 37 OF PERPETUAL TRAFFIC This episode covers the biggest mistakes they see people making while running paid traffic… and their solutions for not falling into the same traps. EP 37: The 5 Biggest Facebook Ad Campaign Mistakes “Once you get your messaging and offer right, then everything else will fall into place.” – Keith Krance D O M I N AT E W E B M E D I A MORE TRAFFIC MORE LEADS MORE SALES Visit us at dominatewebmedia.com
