1. Refine Your Targeting
When an ad isn’t generating clicks, the creative components may not be at fault; your campaign could just be targeted to the wrong people. After all, a young college student would likely have no reason to click on an ad promoting mortgages, and a parent taking care of many young kids doesn’t have much use for an ad showcasing a small, two-door sports car.
A couple things to try:
- Ensure that your ads get in front of people who are more likely to click. Zeroing in on interests, age, location, gender, and relationship status are all ways you can boost ad relevance through improved audience targeting
- Use Website Custom Audiences to advertise to people who have already researched your products or services on your site, or abandoned shopping cart items
2. Run A Creative Test
Sometimes a campaign flops because the creative fails to resonate with audiences. Running a creative test will help you determine which ads attract the most clicks and conversions. Best of all, a creative tester tool will automatically pause down ads that fail to meet performance thresholds, so you won’t be paying to serve weaker, less successful ads as you figure out what works.
This approach is also helpful for identifying what elements you should continue to use. For example, a creative test may reveal that ads featuring your logo get more attention than ads without one, or that a CTA button reading “shop now” nets more conversions than “learn more.” Armed with this knowledge, you’ll know what to do when crafting creative for your next campaign.
3. Try A Different Ad Type Or Channel
Facebook and Instagram offer many different ad types, which means there are a variety of ad units to test out. What may not have worked as a photo ad may perform better when repackaged as a link ad or carousel ad. The important thing is to experiment with ad types until you find one that works for you.
Expanding your range doesn’t necessarily mean a lot of extra work. For example:
- Carousel ads can be assembled from several photo ads, or comprised of video ad stills
- Video ads can consist of photo ad images that have been spliced together to form a slideshow
- Existing Facebook ad campaigns can easily be repurposed on Instagram
Take control of your digital advertising. Download your guide to the advertising automation software powering today’s most successful in-house marketing teams.
Download the Guide