Philip Ashburne

Philip Ashburne

Philip Ashburne is the Founder & Chief Strategist for AD Assist Agency, a digital marketing boutique agency specializing in using Facebook Advertising to get small & medium sized ecommerce business amazing results.

Why Your Facebook Ads Aren’t Driving Site Traffic – What to Know

Why Your Facebook Ads Aren’t Driving Site Traffic – What to Know
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Social media trends have made brands and businesses set up shop on mediums such as Instagram, Twitter, and Facebook as an avenue for their digital marketing campaigns. Out of all these platforms, possibly the leading medium for social media platform advertising is Facebook.

With the presence of convenient analytics tools in business pages, it may seem like running ads on Facebook’s platform is relatively easy. However, though accessibility in social media marketing for Small to Medium Enterprises (SMEs) has been made more accessible, handling social media platform ads can be tricky to newcomers.

Why aren’t my Facebook ads working?

Dealing with social media platforms isn’t anything as simple as typing out Facebook tips and strategies in Google. An ad’s efficiency lies in the execution as well as the brand’s understanding of its customer base. In this article, here are three guide questions to help you make sure that you are creating Facebook advertising campaigns that work.

1. Who is your content speaking to?

The advantage that Facebook offers is that it can target specific demographics to view your posts, depending on hashtags and online behavior. One possible reason why your Facebook ads aren’t working is that you don’t have a specific audience in mind. It’s essential to create a “Buyer Persona” to help you in brainstorming content.

A Buyer Persona is a characterization of your target customer, which has a profiled age range, gender, occupation, place of residence, etc. Listing down these qualities allows you to hone in on the type of person that you want to speak to. With a Buyer Persona as your guide, retargeting your campaign in the right direction will help you make better marketing copies.

2. What is your content solving?

The next most important reason why your Facebook ads aren’t working is that your ads aren’t 

getting your customers’ questions answered. This can be due to a number of reasons.

You could have an inefficient or unresponsive customer hotline/help care service, for example. Or you could be creating a copy that doesn’t appeal to your specific Buyer Persona. You could be lacking in giving a sense of trust to your customers with your credibility.

Running an ad should let its viewers know what your brand is communicating, whether it’s a response to their personal problem or an answer to a specific need. Don’t be afraid to ask your customers directly on how you can improve your services. A smart consumer trusts a brand that listens to its clients, no matter how big or small the company may be.

3. What are your Key Performance Indicators (KPIs)?

Any solid Facebook advertising campaign needs to have a measurable goal throughout the project. Is it to increase brand awareness? Is it to get rid of products in a limited-time discount offer? Is it to get a survey of customer feedback? One of these questions should hopefully guide you in analyzing the numbers of your marketing campaign.

One challenging part of setting a goal for company owners is that they experience tunnel vision with their campaign’s goal. Sometimes, your campaign may be meant for a specific purpose, such as an increase in page likes and subscribers, but instead of reaching your goal in numbers, you received a lot of qualitative feedback on your services. Having a set initial goal in mind allows you to keep your campaign on track while recognizing other insights that you’ve learned along the way.


Using Facebook advertising is a time-bound investment. It’s not an all-in-one cure for a failing business. What matters more than the use of modern digital marketing practices is proper execution.

When handling a company, a  business owner needs to dedicate its full attention to addressing its customers’ needs while eyeing the opportunity for expansion. Not a lot of SMEs have the human resources, training, and experience to run a digital marketing campaign smoothly. That’s where digital marketing agencies come in. Contact us now to know more about how automated messenger marketing can help you optimize campaigns for your company.

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