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Facebook advertising results are very poor
Posted by on July 2, 2021 at 8:46 amHi we recently started advertising on FB/IG but we got only 8 orders despite spending 1000 euro. We work with an agency – so everything is properly done.
When we talked to Facebook’s marketing expert he told us that we are in a very competitive market (dog food) and it will take long time for us to see meaning ful results. Our digital agency also tells the same.
What would you recommend to do in this case?
Go ahead and burn through money or stop with it and explore other channels?
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8 Replies
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Finding your market fit is very expensive and depending on your company size can cost millions. Facebook and IG are great for push marketing but that is expensive in most cases. You should view these 8 customers as long time customers and calculate their lifetime value instead of just that one time order.
If you are on a tight budget maybe Google and Bing are more suitable for you.
I would also make sure that your conversion rate is acceptable, maybe your landing page just isn’t that good.
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My FB “marketing expert” told me the same. I ended up pausing my campaigns after weeks of frustration. It has been all downhill since their recent policy changes.
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Answer this question:
If my business stopped existing, what would my customers do?
If your dog food provides valuable benefits that can’t be found anywhere else, you should continue spending. But if your customers would just move on to the next brand, you have a problem.
That won’t change wherever you go.
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Just because you work with an agency…or even if you hired someone in-house or a freelancer… that doesn’t mean they know what they are doing. Anyone can set up a business tomorrow and call it an agency. This is not a hard industry to setup in and convince someone to give you money.
The agency should be testing either ad creative or audience targeting. Not enough information to know what you should be doing. Just ask the agency what their 60 day plan is for your ad account.
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From my perspective, there’s a lot wrong with this.
Others may disagree but I see Facebook as much more brand building & less intent based advertising.
For example, google is intent based advertising. Someone types in “buy dog food” and you can pop up and they click and buy.
In Facebook, they’re watching videos and reading drama. Then your ad pops up, interrupts them and says “buy dog food” … That’s a very different sale.
There are ways to do it right but it goes back to building brand. Which maybe you are doing, but you text makes it seem like you’re probably going for sales.
2ndly, how many emails did you get for your nurture campaign off that $1,000?
I doubt there was only 8 people who would’ve given you information. Just how conversions usually work, the people that close are a subset of the people who want to “learn more” … You need to be capturing that info and nurturing them over time to bring them back as customers one day.
3rdly, how many times do people repeat buy from your? Very few PPC campaigns (in competitive markets) aim to make a profit off their ppc campaign. That’s really hard to do.
You make your profit by having an LTV higher than you CAC.
Your CAC is like – $125. So how many times do they need to buy from you to make that $125 worth it? And now can you achieve that?
4thly, you should do all you can to reduce that CAC through creative testing, and CRO.
So hopefully your “agency” is talking you through all this. If not, then “everything is not properly done.”
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I think you also need to review your audience targeting. Run at least 2 different sets of ads for each buyer persona. Copies and content approaches must also match the type of audience and platform.
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You have to analyse the data and see what is working, its hard to say I don’t know your ad setup. What type of ads video ads, images or carousel? At the end of the day it’s just about the creative it needs to be eye catching and mention the key aspects that set your brand apart from others. Cheaper prices, free shipping, better nutrition etc. Tbh my campaigns are not performing that well either it is just my retargeting catalog that seems to be getting sales. Maybe try out influencer marketing on Instagram surely there’s pet owners on there that have a huge following. It’s a difficult one but don’t get caught up in thinking oh eventually the performance will turn good, wait a week and if performance is rubbish turn it off don’t blow through your budget.
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