How To Improve Your Marketing ROI With Facebook Ads


Do you ever feel like your marketing campaign is being ignored by your audience?

Are you sick and tired of creating marketing campaigns that are not converting?

The truth is:

It is not only you.

Millions of marketers like you are creating campaigns every day. They wonder if they should continue to spend hundreds of dollars on marketing that is not converting.

Unless you know the reasons why your marketing stinks and find ways to rectify it, you will not generate tangible results.

And you know what that means,

No. Sales !!

In this post, you will learn about the five reasons why your marketing stinks and how to improve your ROI using Facebook Ads.

1. You’re Not Showing Your Ads To The Right Audience  

Marketing your business is one of the best ways to get leads and sales.  If however, you are not getting the right result, chances are, you are not targeting your ads to the right audience.

This is a serious problem that can adversely affect your conversions.

If you are always displaying your ads in front of people who do not give a damn about your product or service, it doesn't matter how good your ad is, they will not click it.

When there is little or no click on your ad, it will produce a low click-through-rate (CTR).  With this, you will earn little to no money from your ads.

The Solution:

If you want to target the right audience, start by marketing your product or service with Facebook Ads.

How do you create a target audience for your product or service?

There is a plug and play tool you can use to create a custom audience for your campaign.  It is called Pixel.

This Facebook's  feature will help you to create custom audiences that you can target with your ads.

2. You Have No Brand

Have you ever wondered why big brands spend millions of dollars to advertise their products on Television, Billboards or Radio?

Are they wasting their money?

Far from it!

They have an understanding of how brand advertising generates better results.

The truth is:

Consumers are not going to buy from you if they have never heard of you before. They will not search for your product.

If they do search, they won't click on your ad, because they don't know your brand.

They have probably never heard of you.

A research carried out by Search Engine Land and SurveyMonkey revealed that 70 percent of consumers will click on a retailer they know.

If you take the time to build a brand people know and love, they are more likely to click on your ad.

The best way is not to start selling your product. You need to create enough brand awareness before you start selling. This way, you would have started brand awareness long before people are ready to buy. Then when they are ready, they will click on your ads to buy.

The Solution:

Use Facebook ads to create awareness for your product or service.

With Facebook ads, you can promote your brand to your target audience cheaply.

Facebook ads are centered on three stages: the awareness, consideration and conversion stages.  The awareness stage includes local awareness, brand awareness and Reach.

Using Facebook brand awareness ads will expose your product or service to people who are going to be interested in your offerings.

3. Your Landing Pages Are Not Mobile Optimized

Could it be that your marketing campaign landing pages are not optimized for mobile?

That may be the reason why it stinks so much.

Hear this:

We are in mobile marketing era.

According to a research carried out by eMarketer,  over 8 in 10 internet users will use a smartphone to access the web regularly in 2017.

If your landing page is not mobile optimized, you are leaving money on the table.

Do you know that users are 5x more likely to leave your landing page if it is not mobile friendly?

If your landing page is not optimized accordingly, you will lose customers.

The non-intuitive layout of your landing page will frustrate your users and they will quickly run away.

An optimized landing page is easy to view and navigate by users on their mobile devices.


Design a Facebook ad with mobile friendly landing page.

Your landing page should be designed with mobile users in mind.  This will make it easy for people to carry out your desired action.

It should load quickly on mobile devices, be easy to navigate and click and be compelling. These elements make it easy for users to carry out your intended call to action while on the page.

Creating an ad that will help you generate leads on Facebook with an optimized landing page is good.  But you can't store these leads anywhere except in a simple CSV provided by Facebook.

What if I tell you there is a way to import your leads directly to your CRM or Autoresponder?

Yes, there is a way! There are different software nowadays, on the market that will help you to connect your leads ad to your CRM tool or Autoresponder. Then from there, you can import them instantly.  You can also run lead ads campaigns and send subscribers your opt-in offer instantly.

4. You Don’t Use Retargeting

If you are not regularly retargeting your audience, you will not get a good ROI on your marketing campaign.  This is because customers need “multiple approaches” before they make a purchase.

Retargeting helps you to advertise your products or services to previously identified people.  This includes people who abandon the sales funnels due to one reason or the other, website visitors, etc.

Look at it this way:

You visit a landing page with an ad on Home purchase.  You left the page and went to another website. On the website, you saw an ad about the same home purchase. It keeps following you around the web.  This means that the advertiser is using retargeting.

According to Wordstream. on average, retargeting ads are 76% more likely to be clicked on than a regular old display ad.

Retargeting is a necessary tool for marketers. It helps you to increase the effectiveness of your marketing efforts, increases your brand awareness and helps to drive customers through the funnel until they convert.

It gives you a second chance to convert your audience.

Recently Appsumo spent $4,168.19 and made $9,365.00 from a retargeting campaign.


There are several ways to reinforce the whole advertising efforts you sustain through Facebook Retargeting.

For example, you can create specific campaigns for people who come from other advertising platforms. You can do this, while they are browsing on Facebook.

In fact, thanks to the Facebook Pixel you can build audiences from all your website visitors, also if they came originally from Adword’s, Linkedin, Twitter ads or Youtube. By doing this, you will maximize your marketing efforts, which is one of the most powerful features of retargeting.

5. Lack Of Tracking

“If you can’t measure it, you can’t improve it” – Peter Drucker.

When you don't track your campaigns, how will you know what works and what is not working?

Tracking your ads will help you to know the number of conversions you are getting, the ads that are generating the most clicks and the amount of money you are making per each conversion.

Without tracking your campaign, you are throwing money at ads with the hope that one day, you will stumble on what works.


Actually, Facebook already came up with a smart answer to this problem:

The offline events on Facebook.The Offline events has  been something a huge stone for every marketer giving to us a great opportunity to track purchase made offline after a user was shown a Facebook ad.

With offline events it is now possible to upload an offline purchase file (E.g.: customer contact info and product purchase) and Facebook will automatically match that up with the users who were shown your ad to add offline events to your conversion picture.


If your marketing campaign stinks, it is probably because you are not targeting the right audience, creating brand awareness, creating mobile optimized landing pages, retargeting visitors, and tracking your results.

The solutions provided in this article will help you to generate unbelievable ROI from your marketing campaigns.

Do you want to know the one solution that rises above all the ones mentioned above?

Sorry, there is none!

You have to target the right audience, create brand awareness, create mobile optimized landing pages, retarget your visitors and track your results.  Doing all these things will enable you to succeed exceedingly in marketing.

What have you done in the past to fix your marketing problems?

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* Adapted lead image: Public Domain Dedication (CC0) Public Domain, via

Posted in PPC

About the Author: Stefan Des

CEO and co-founder at LeadsBridge. A suite of automation tools for Facebook Advertisers.  Social Advertising and Marketing Automation enthusiast. Download my Facebook Ads Insider's Hacks here.


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