Launching a social media campaign can be exciting, particularly if you start to see great results along the way. But, as with so many things in the digital advertising world, things can change fast. Anyone of those factors can derail your social media campaign.

All of a sudden performance starts to go down the drain, with no obvious reason in sight.

Cost per lead starts to go up. Or maybe click-throughs and conversions fall right off a cliff for no apparent reason.

I’ve been through this so many times, not only with social media advertising (Facebook / Instagram), but also through other channels as well (Paid Search, Dynamic Display to name a couple).

Here are the 4 most common problems that I see pop up, specifically with social media:

1. Ad Fatigue

Ad FatigueIf you’re a digital marketer, you’ve seen this before. If you’re a business owner, this can drive you crazy if not dealt with quickly & properly.

Here’s what it is: You launch a new ad, it starts to drive great results and leads, and then for no reason just starts to die off after a couple weeks. The answer is almost always one of the following,

ProblemYour ad has been shown to the same audience for a few weeks now, but the percentage of that audience that resonated with the ad has run it’s course.
Here’s what you need to do: Write a new ad and refresh it with new creative. Watch closely for performance improvement and be ready to repeat the process if things don’t improve.

Problem: Your target audience is too small to properly scale.
Here’s what you need to do: Look for ways to expand your audience targeting.

ProblemFacebook has slowed delivery of your ad OR stopped it altogether due to an advertising guideline issue. (i.e. Too much text in image, Misleading copywriting)
Here’s what you need to do: If the ad is still running, Check delivery insights, see if Facebook will explain what the problem is and simply address it. If the ad is not running, simply check Business Manager – Facebook will almost always display an alert explaining what the problem is (albeit they may do it vaguely).

Problem: No concrete explanation why the ad just tailed off. Yep, this is very possible.
Here’s what you need to doAs with problem #1 above, write a new ad with new creative. Adjust/Improve copywriting and targeting wherever possible.

2. Audience Overlap

Audience OverlapIf you’re running multiple campaigns and ad sets, it’s critical that someone is ensuring there is no audience overlap. This happens when you target multiple audiences that actually overlap one another.

For example, if one adset is targeting those who are interested in Nascar, and another is targeting those (within the same geographical area) interested in F1 Racing, it’s very possible there are people in those audiences interested in BOTH.

So, what will happen here is that your ads will potentially compete with each other and all of a sudden you’ll start to see performance indicators (cost per click, cost per lead, etc) start to rise.

Here’s what you need to do: Ensure your campaign manager(s) are using Facebook’s Audience Overlap tool to ensure audiences are properly segmented.

3. Poor Sales / Lead Handling Processes

The Lead ProcessWith great results comes great responsibility, right?

What I mean by this is that once great results are seen through campaigns, it’s absolutely critical that the right processes outside of digital efforts are in place. Some questions that we ask our clients, that you should also consider when launching social efforts:

Who will be receiving these leads?

What’s the best method to receive leads?

How quickly will your sales team respond to customer inquiries?

How often will sales follow up with leads that don’t turn in to an immediate sale? Will they be persistent?

This is all critical to consider, specifically because potential customers on social media aren’t necessarily in the right ‘buying’ frame of mind even if they submit their information or show buying intent. I’ve found social audiences to be wildly different in nature depending on copywriting used, offer given, and even time of day.

For lead generation: Driving results through social takes great execution in the digital world, but the equal execution in the outside world.

For direct to sale campaigns: Driving results takes excellent technical acumen/optimization, and digital processes to ‘nurture’ clients along if they weren’t ready to buy yet. This can include retargeting, email campaigns and other efforts.

What will your social media strategy look like this year?

Would it be valuable to have someone working on this sort of thing in your business to drive growth?

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