This Is Why Your Facebook Ad ROI Sucks

You keep frowning over why your creatives don’t bring the results you’re expecting for them to bring. 

Most probably here’s what you’re doing wrong and how you can fix it:

1. You don’t test enough

Let me guess, you have less than 6-7 live ads in your ad library?

That’s the common mistake: you should test different types of content, 6-7 is a minimum.

2. You test only one type of content

That’s what you should do: test static, video and carousel. Testing only one type won’t bring you the real results.

3. You don’t show how the product gets job done

People don’t buy stuff because of some incredible features, they buy it to get things done. Don’t list how many speeds the lawnmower has, who cares! Show them the lawn before and after the lawnmower! Any type of explainer videos, UGC videos will work just fine. The goal is to show clearly and thoroughly how this product will solve a user’s pain point right now.

4. There are no people on your creatives

Yes, text is cool, but people don’t trust texts anymore, they trust emotions. And emotions are brought only by other people. So bring that in! Real people, lifestyle images – use them at least on some of your creatives.

5. You lack emotions

I mean your creatives do. As already mentioned before, people trust emotions, so get it all set up – whether it’s a message, storytelling or just music.

6. You don’t follow “first person experience” trend

Brought to us by social media, so love it or hate, but it works miracles. Personal touch sells it like hot pies. Show how a customer learnt about the product/service, how they use it in real life.

7. You don’t use storytelling at the most

Old but good and never fails you: “I was struggling with A, then I found B, and my life has never been the same”, etc.

8. You don’t include testimonials

You think that social proof is outdated? You’re wrong. Press quotes, reviews, videos with happy people saying how they loved the product/service are still a symbol of trust for users. Don’t underestimate them!

9. Your creatives don’t make a user stop and click

This is the whole point of creatives – catch attention and make them stop scrolling. Try to be out of the blue with your creatives and use cliché as least as possible. It’s not easy, but this is the only way to stand out and encourage people to act. 

10. You don’t use scarcity&FOMO effect anymore or you use it not to the maximum

Why should your user buy this product right now? Why is it a good offer for them? What if other people will jump on this opportunity before they do?

Make this message clear and sound, otherwise people won’t act immediately.

11. You don’t use loss aversion strategy

Loss aversion is the tendency of people to strongly prefer avoiding losses to acquiring gains.

So instead of focusing on gains, focus on losses, e.g. instead of saying “gain $50 in profits by using service B” use “you’re losing $50 just because you stick to service A” or “save $50 by using service B”.

Btw, making your audience feel like the product/service is already theirs is also a part of loss aversion language. Free trial/sample, videos/photos showing a product/service being used by somebody similar to the demographics of your target market, will bring that feeling in. 

12. You don’t apply Von Restorff Effect

The Von Restorff Effect describes people’s tendency to remember things that stand out or, in other words, that we are more likely to remember the unusual. Use a distinct tone of your message, such as these expressions: “the best deal”, “recommended by professionals”, “most popular”, also special visuals, etc. 

13. You forgot about Zeigarnik Effect

Another killer psychological trick: it’s an unconscious urge to finish what we’ve started, even if we’re not particularly interested in the work.

Ask customers to “fill in the blanks” by leaving something to the imagination, it hooks users as they want to figure out a message. 

Another way: create a click-bait headline, as that drives curiosity.

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Wrapping It Up

The mistakes we’ve listed are all relatively easy to get fixed right now. Don’t underestimate the power of oldies: these strategies still work, you just need to level up your game a little bit. And one more, whether you’re an affiliate marketer or a business owner  – in today’s world a big portion of marketing trends come from social media, so keep an eye on what’s getting viral there, what kind of videos get views and comments – this is the future. 

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