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Facebook Ads: The Complete Resource On How To Fix Failed Campaigns

Facebook Ads: The Complete Resource On How To Fix Failed Campaigns

Are you frustrated with your Facebook Ad campaigns?

Do you feel like you aren’t getting conversions no matter what you do?

Well, you’re certainly not alone.

Many business owners and marketers that have tried using Facebook ads haven’t been too excited with its performance.

However, this doesn’t mean that Facebook ads don’t work. Because they do!

With over 1.39 billion active users worldwide, over 6 million active users in Kenya, Facebook is the only platform that will give you the opportunity to potentially market your business to the right person at the right time.

But just creating an ad is not enough.

The whole Facebook advertising world can be very confusing.

There are so many advanced strategies, tips and tactics that you need to implement before you see any tangible results in your campaigns.

I’m going to be highlighting some of these tactics in this article while showing you how you can spend less while increasing your profitability.

So first let’s start with some of the common reasons why you could be losing money with your Facebook Ad campaigns:

You’re not patient with your ads

Okay, you’ve published your ad(s), it been over 24 hours, and nobody is engaging with it.

At this point, there is no reason why you shouldn’t panic.

You’re almost certain that something isn’t working.  Everything inside you is telling you to edit the ad and republish it once again.

Well, you’ll be surprised to learn that if you do this, it probably won’t work either.

[pullquote]Facebook’s Delivery Algorithm doesn’t work overnight, therefore 24 hours is a very short time to make a judgment on whether your ad is working or not.[/pullquote]

I’d say let your ad run for about 72 hours before you can edit.

That means practicing a bit of patience on your part.

Important To Note: Do not under any circumstances now or in future edit your Facebook Ad(s) while they’re still running. It’s advisable to stop the campaign then proceed to make changes on the ad.

By doing this you’ll be giving Facebook Delivery Algorithm new instructions on what to do with your Ad.

You’re not choosing the right objectives

All Facebook Ads fall under any of these three objectives: Awareness, Consideration, and Conversions.

A lot of people don’t get the results they desire because they choose the wrong objectives.

I’ll give you an example,

You’re the new owner of an e-commerce website and your Facebook campaign objective is Conversions and you hope it will lead to sales.

You’ve already set up three conversion pixels on your website that include “ViewContent”, “Add To Cart”IntiatePayment” and all are active.

Which of these three conversion pixels should you as a new e-commerce store owner use for your first Facebook Ad campaign?

The answer would be “ViewContent.”


Here we would be telling Facebook’s algorithm to get as many people as possible to perform the action of viewing my content/page/product page.

It’s not only the cheaper option for our e-commerce store owner but they can always retarget this group later based on the actions that they take on the website.

An example of one such action is “Add to Cart.”

It’s also very likely that you will receive higher engagements when you select the right campaign objectives.

Choosing the right objectives can make the difference between you making or losing money.

You’re not measuring the Right Objectives for your ads.

This is where its’ gets confusing for a lot of people.

The most common question I see online is, “what is the number that is most relevant to my campaign objective?”

I’ll assume you’re struggling with this question too.

Troubleshooting the scores can be tricky because they vary for every niche.

Personally, in my own campaigns, these are the numbers I’d be aiming for:

  • Costs Per Lead Should be under $8 dollars
  • Cost Per Click Should be under $ 1 dollar
  • Click Through Rate Aim for 1%
  • Relevancy Score: This metric measures the number of shares, likes and comments your ad receives. The closer you are to 10 the better for you
  • Frequency: This metric means the number of times people are seeing your ad. Aim for the 1– 4 Range, beyond 4 people start to tune your ad out

Based on your numbers for these metrics, you’ll be certain if your ads are doing well or not.

You’re not split testing your ads

It’s important to test different variables for your ads. This includes your ad copy, images, videos, and offers.

Split testing is probably the most overlooked strategy. I’m sometimes guilty of this too.

The reason why, is it takes time, effort and money on your part to split test different ads.

It will mean creating up to ten different ads for one single campaign. Sounds daunting.  And it is.

But if done correctly split testing will allow you to show your ads to the right people that are RELEVANT to them. The result?

You’ll end up spending less but most importantly your Facebook Ads will receive higher conversions.


Proven Facebook Ad Strategies That Work

There is no training or certification course that could teach you about Facebook Ads.

It’s a trial and error.

When people go on Facebook they are not looking for your ads, it’s our work as marketers and business owners to disrupt their pattern.

I like to compare Facebook Ad Management to the controls in the cockpit of an airplane. Each dial switches to create a smooth ride. But, one wrong move you can mess up the entire flight.

Now that I’ve highlighted some of the things you could be doing wrong with your ads, let’s explore strategies that have been proven to work.

1. Start With Educating Yourself

Don’t go in blind.

Just like everything else in life, it takes hard work and practice before you’ll be any good.

Same goes for Facebook Ads.

Before you launch your ad spend a couple of weeks reading and understanding all the options available to you.

Remember Facebook’s aim is to take your money, so it’s your business to make sure you get a return on your investment.

Like did you know turning off some of Facebook’s default settings could actually save you money?

An example is Instagram placements are set to default by Facebook.

If you don’t turn off this default option you will spend a large chunk of your budget on Instagram without knowing it. And then you’ll start thinking your Facebook Ads are not working.

2. Target Specific Audiences

The reason I love Facebook Ads is you can target interests, location, demographics, city with such close precision.

Targeting can be very impactful.

The more specific your target group, the more likely you’ll have a higher CTR (Click Through Rate)

Facebook’s targeting options include:

  • Location
  • Age
  • Gender
  • Languages
  • Interests
  • Behaviors
  • Connections

For the age and gender category it’s advisable to look at the demographics of top customers, the narrower the better.

An example is instead of targeting “18 – 65+” year old female why not try “25-40″ year old female.

Focus for countries should be to target one country/city/county at a time.

As for languages and connections my advice is to leave this alone especially if you’re just starting out with Facebook Ads.

Interests are by far the most POWERFUL targeting option available on Facebook.

The “Interest” feature enables you to advertise to people within your target demographics based on their interests (activity on Facebook, Pages they like, and closely related topics)

Your goal should be to target less than 10,000 people in total, if your audience is too broad you might want to narrow geographically or with interests.

3. Call Out Your Audience

No matter how specific your targeting is, it helps if you call out your audience in your ads.

Example of a Headline: “Digital Marketing Agency Owner”

Not only do these ads reach the right people but you’ll find friends who are tagging their friends who are digital marketing agency owners!

Facebook’s tagging feature allows you to get your ads in front of as many right people without costing you anything.

4. Avoid Traditional Ad Copy

These types of questions tend to do really well with Facebooks Ads.

Examples are: “Are you feeling…” “Do you struggle…”

Avoid using: “Click here…”  “Grab yours…”

Your ad copy must offer something of value and most importantly it MUST resonate with your audience.

It also must be directed towards solving a clear pain point in their lives.

Whenever I talk and write about ad copy I refer to a famous quote by Zig Ziglar “You can have everything in life you want if you will just help other people get what they want”

The key word in that quote is HELP.

5. Use a Combination of Video & Still Image Ads

Video is a trend that is never going away and we as advertisers need to start using it.

People prefer videos over text, and you’ll probably experience higher conversions with video ads.

The best way to identify if your ads are converting is if people are sharing your content. That means they are actually reading or watching your content and they find it valuable.

You know your ads are doing really well when you have 1 Like:1 Share ratio. Ideally, this is what you should be aiming for.

The more “Shares” you have for your ads the less you’ll pay for them.

Again you need to balance out your Videos and Still images.

Don’t just do all videos ads all the time.

[pullquote]When you’re starting out with Facebook ads, its best you test with a fairly small budget then gradually increase over time.[/pullquote]

My background is not in marketing and I remember the very first time I started experimenting with Facebook Ads, my total budget for that first month was just $50.

As my strategies and approaches advanced, the more confident I became to investing more into my ad campaigns.

I’d encourage you to take the same approach especially if you’re just starting out with Facebook Ads.

How It All Works Out: Step by Step Approach

Step 1: Open Facebook Ads Manager

Open up Facebook Ads Manager to get started with creating your ad.

Facebook Ads

Step 2: Choose Your Objective

Like I mentioned above, this is the part you’ll need to be really careful.

As you can see below Facebook offers 11 options across three main objectives: Awareness, Consideration and Conversion

Next, you’ll need to give your campaign a name.

Next, Choose your conversion pixel from the ones you’ve already created

Step 3: Choose Your Audience

Next, you will need to create a custom audience based on location, gender and interests.

When it comes to targeting your interest be as specific as possible. You could even search for your competitor’s page and look for people who like it.

Facebook Ads Image 1

Important to Note: Facebook’s goal is to show your ads to people who are most likely to click it. DO NOT let Facebook recommend broad interest categories

Next: Make sure you narrow down your audience to “defined” that means your dial should be right in the middle. 

Step 4: Choose Your Placements

Here you have two options:

  • Automatically Placements: Facebook Automatically puts your ads where it feels they’ll work best.
  • Edit Placements: You choose where you’d like to reach people

I recommend that you always “select Edit Placements”.

Facebook Ads Image 2

Over time I’ve discovered that my mobile ads drive more impressions and clicks, so I always edit out desktop placements.

If you’re a business owner in Africa specifically Kenya mobile ads make sense for your business.


Step 5: Set Up Your Budget

Like I mentioned earlier start small, scale gradually.

Budgets vary depending on your niche or industry. So here it’s totally up to you, you can go as high as you want.

Just be careful not to place a bid that is too low because your ad may not get the exposure it needs to help you reach your goals.

Facebook Ads Image 3

Step 6: Choose Your Format

Facebook offers six different formats.

I recommend you always go with “Single Image”

I’ve found that they tend to have higher engagement rates as compared to the others.

Step 7: Choose Your Image(s)

Even though Facebook allows you to test six different variations of images I would recommend you don’t go beyond two.

Hire a professional designer to help you with your ad.

If you don’t have the budget for a designer use tools like Canva to help you design simple beautiful looking images.

You can also find Stock Images online you could use for your ad. Searching online for stock images websites?

Facebook Ads Image 4

Screenshot of my Dashboard

Facebook Ads Image 6

Upload Image to your Facebook Ads account.

Step 8: Add Your Copy

Here are the four key pieces of copy you need to include in your advert:

  • Headline: Call your ideal audience through your headline.
  • Text: Appears about your ad. Keep it short!
  • Call to Action (CTA): “Learn More” has been found to convert better.
  • News Feed Link Description: This appears below the headline. Use this space to add additional text to reinforce your CTA.
Facebook Ads Image 5

Example of my Final Facebook Ad

Step 9: Review & Publish Your Ad

Now that you’re pretty much done setting up your ad it’s time your review and publish your ad.

Facebook approves all the ads it runs.

You must make sure your ads are in accordance with the social network’s ad practices.

Usually you’ll get a response within 15 minutes, but it could take up to 24 hours for Facebook to respond.

Bonus Tip: Monitor Your Ads for At least 72 hours

Like I mentioned earlier be patient with your ads give it about 72 hours before you could go in and make changes.

The metrics will vary for each industry so it’s important to understand what each number means.

Over To You

Facebook offers so much value to business owners, marketers and advertisers all over the world.

When all is said and done the most successful Facebook ads are a combination of eye-catching design, attention-grabbing headlines, and laser-focused targeting.

If you’ve got this nailed down to a tee, then you really don’t have anything to worry about.

Facebook ads work, but only under the right conditions.

It’s your job to set up those right conditions.

Good luck advertising!

About The Author


Catherine is the Founder and CEO of E-Technology Africa, a digital marketing agency based in Nairobi, Kenya offering social media, S.E.O, website, and app development services. She works closely with B2C and B2B businesses providing digital marketing content that gains social media attention and increases your search visibility.

1 Comment

  1. pvirravi1116

    Good way to describe but you can insert image related steps, your post make more fantastic and easily user read and follow..

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