Why your Facebook ads may be under-performing
As an artist, Facebook ads will be an integral aspect of your marketing strategy. Reaching a large number of people through Facebook is now near impossible unless you conduct paid advertising unless one of your posts goes viral. Many underestimate the value of advertising on the platform, but it is one of the best ways to expand your following. With each campaign, it is important to look back and see if your advert performed effectively though browsing analytics. You may find that some of your adverts are not performing as well as you had hoped, leading you to question where you went wrong. Therefore, in this article, we’ll take a closer look at a few of the reasons why your adverts may not be performing effectively.
Firstly, you might be targeting your content towards the wrong audience. If the right people aren’t seeing your advert, you’re very unlikely to get the results you were hoping for. The audience you want to target will totally depend on the content of your advert and details about your listeners. If most of your listeners are under the age of 25, you’ll want to target this demographic in order to see the best results. If you’re trying to sell an item of merchandise that is extremely expensive, you will want to target high-income individuals. Determining who to target is not an activity that can be rushed. You may not even know who you want to target when you run your first advert, but may find that this data comes with time. The more you advertise, the better you will be at understanding how to connect with your key audience. When you finish a campaign and look back at the results it should be obvious whether you have selected the right demographic.
You may also be targeting an audience that is too broad. For example, if you simply target people under the age of 25, you’ll also be targeting rock fans, classical fans and hip-hop fans too. Though some of this audience may be interested in your content, they are far less likely to connect with you than those who are already into electronic music. Often, the smaller the portion of people you target, the more likely you are to achieve a much higher level of engagement. The truth is, everyone you target who isn’t interested in your content is actually wasting your money. Why pay to reach people who aren’t even slightly interested in your style?
Another potential mistake that you may be making is giving off the wrong message. Consider whether you are using the right tone of voice in your posts. For example, if you’re writing a post and targeting it at young fans but using a very formal tone of voice, this won’t create the kind of results you’re hoping for. If you’re unsure about how to address your fans, take inspiration from fellow artists who receive a lot of engagement. Without copying them, look at their tone of voice and consider methods for replicating it for your own content. Your tone of voice is something that you can gradually hone over time as you gather results from previous campaigns.
If your adverts aren’t relevant to your audience your relevance score will suffer. This will always result in you spending more money for less engagement. In order to improve your relevancy score, make sure to keep your targeting as specific as possible. Make sure that your advert is really something that your target audience will want to see, this will make sure that your relevancy score is as high as possible. For this reason, it is important to plan your adverts in advance and decide exactly what your message is and who you would really like to target.
If your advert includes a link, make sure that the text is relevant to it. For example, don’t write an advert describing yourself as an artist and randomly attach a link to your online merchandise store. Your audience should be absolutely clear about what your advert is trying to do and this should link in with the link attached. A poor method for driving clicks is the use of misleading adverts that encourage clicks through false promises. This could include telling people to click the link to enter a competition when actually it simply a link to your website. Even if you receive a huge volume of clicks it doesn’t necessarily make your advert successful. What makes your advert successful is the volume of people who stick around as a result. One person clicking on your website and never engaging again is completely useless to you as an artist. But, someone who clicks on your website, subscribes to your newsletter and like’s your page is hugely valuable to your brand.
Making sure that your adverts are performing effectively is an integral aspect of being an artist. Advertising can be extremely costly, which is why getting your adverts right is so important. Regardless of the stage you’ve reached in your career, wasting money is counterproductive, especially when you could be spending it on a new campaign instead. Simply by putting extra time into research and analysis, you could save yourself a great deal of money in the long run. An effective advertising campaign can offer limitless benefits for you as an artist. Don’t miss the opportunity to introduce more people to your brand, and gain fans as a result.
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