If you’ve been experiencing poor results from your ads since about December 2020 into January 2021 you’re not alone…
There are lots of reasons why your ad results may not be as good as they once were, and I’m going to mention some of them as well as give some tips for what you can do about it.
The first reason this might be happening is that in December each year more people start advertising for the xmas rush, and then again into the start of the new year… so because more people are advertising than usual, it might be harder to get your ad seen if a lot of other people are targeting the same audience you are targeting.
So what I would do in this case is try changing the targeting and test different interests and audience settings until you find your ad starts performing better again.
Secondly, more and more people are starting their own businesses right now due to the changes COVID-19 made to so many people’s jobs and employment in 2020. All of a sudden there are a lot of new entrepreneurs in the world and while that is a good thing it could also mean more competition for you.
What you should do if you think this is the case is have a think about how you can differentiate your brand and make sure your business stands out from others in your industry. It would be good to make sure that you have a unique offer that you know your market really wants, and that stands out from what everyone else is doing.
Sometimes your ad just doesn’t get the attention you want it to get because it’s easy for your target market to scroll past and not engage with. Make sure your ads are specifically talking to your ideal clients and include an image that shows them the result they want and a call to action that makes it easy for them to get the info they want from you.
Thirdly, there have been the changes to apple meaning users of apple devices now have the option to stop seeing ads. If a lot of your target market are using this option, you may be finding you have a lower reach or a smaller audience size now.
This isn’t necessarily a bad thing, it just means that you will need to get more specific with who your ideal client is and to make sure you are promoting things that you know they actually want to buy (and in a way that makes them stop and pay attention).
The 4 keys to successful advertising are:
1. making sure you know who you are talking to and you have a specific target customer.
2. That you have an offer you are promoting that you KNOW they want.
3. That you have written the ad in a way that makes them actually want to read it (it needs to be interesting to them).
4. And use a call to action that is something they actually want to do, or that is easy for them and that meets them at their current awareness level.
(Not everyone is ready to buy now or book now, some people want prices or more information first)! It’s your job as the marketer to meet them where they are at and take them on the journey they need to go on to help them decide to buy!
Make sure to test different call to actions on your ads until you find out what your market responds best to.
And most importantly, don’t give up just because things change.
Things are ALWAYS CHANGING in business and marketing, and often things that used to work just don’t work anymore, which is why it is important to always continue to educate yourself and continually keep learning about what is working right now.
The businesses that survive long term are the ones who are prepared to keep adapting to change, and this is yet another great opportunity for you to work on developing a mindset of acceptance and an attitude of resilience.
This might mean that you need to spend more on ads than you were previously used to doing. As long as you are making a return from your investment, that’s OK.
It might mean that you need to focus more heavily on client retention, so that you know for every one new client you do gain from your ads, you will keep them coming back, and they will be worth thousands to your business throughout the year.
It might mean you need to stop and take a look at your profit margins, and make sure you are actually making a profit in your business, and decide on an “advertising & education budget” that you are prepared to spend each week on growing your mind and your brand.
And it might be a great opportunity for you to up-level yourself as an entrepreneur and start taking business more seriously, which is never a bad thing.
P.S. And if you are ready to start going all in on your marketing, advertising and sales this year so you can DOUBLE OR TRIPLE YOUR BUSINESS in 2021, come over and check out my VISIONARY MASTERMIND.