Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your ad campaign. It sounds like you're hitting a bit of a wall with your Zoom classes, but don't worry, it happens to the best of us. Let's see if we can figure out what's going on and what you could possibly do to turn things around.
We'll need to look at the time...
Right off the bat, I'd say two days is nowhere near enough time to make a call on whether a campaign is working or not. Advertising, especially on platforms like Facebook, needs time to gather data and for the algorithm to learn. Think of it like planting a seed – you don't dig it up after two days to see if it's growing, do you? You gotta give it time to sprout. Seriously, give it at least a week, maybe even ten days, before you start thinking about pulling the plug. You need enough data to make an informed decision. Making a judgement call after only two days may lead to you shutting down a potentially good ad that just needs a bit more time to find its feet.
I'd say you need a better video...
Now, let's talk about your video. The hook rate (30%) and hold rate (15.12%) are both flashing warning signs. These numbers are telling you that people aren't sticking around to see what you're offering. Basically, the start of your video needs work and your video needs some kind of improvement. Think about it from the viewer's perspective. What's going to make them stop scrolling and pay attention? What problem are you solving for them, and how can you communicate that in a way that's instantly engaging? Consider how the video is made, is it boring or does it have any fast action or excitement to engage the viewer? Test different intros and see what grabs people's attention, and make sure the video itself is visually appealing and easy to follow.
I remember working with a client selling courses, and we saw that switching up the video creative made a huge difference to campaign performance.
You probably should consider that "call me" is too direct...
Alright, so the call to action (CTA) is also important, and "Call me" might be a bit too direct for a first touch. People are generally hesitant to call a number they see in an ad, especially if they don't know anything about the service. It can feel a bit intrusive. Think about warming them up first. Offer something of value in exchange for their contact info, like a free class, a discount, or a helpful guide. Then, you can follow up with a phone call after they've had a chance to learn more about you. Alternatively, point them to a landing page where they can find more information and sign up for a class. This can create a less intimidating first touch.
You'll need to reach the right people...
Also think about your target audience (50+). Are you sure you're reaching them effectively on Facebook? While many older adults use Facebook, they may not be as receptive to direct-response ads as younger demographics. Consider testing other platforms or ad formats that might be more appealing to this age group. Could you advertise in online communities or groups where your target audience spends time? The main issue is reaching the right people and getting a message that appeals to them. It might even be worth talking to your customers and potential customers to understand what they look for and what kind of messages resonate with them and what channels they use.
I've detailed my main recommendations for you below:
| Recommendation | Actionable Steps | Expected Outcome |
|---|---|---|
| Give it More Time | Run the campaign for at least a week to gather sufficient data. | More accurate performance assessment. |
| Improve Video Engagement | Test different hooks and formats to increase hook and hold rates. | Higher audience retention and more callbacks. |
| Refine Call to Action | Consider alternatives to "Call me," such as a softer CTA or a landing page sign-up. | Less intimidating first touch and more leads. |
| Re-evaluate Audience Targeting | Explore alternative platforms or ad formats that appeal more to the 50+ demographic. | Better reach and more relevant leads. |
So, yeah, don't get discouraged too quickly. Paid advertising can be a bit of a slog when you're just starting out. Sometimes it's about testing different approaches, tweaking things, and seeing what works best. Remember, it's a process, and it takes time to get it right.
I've run quite a few campaigns on Meta Ads for different customers. I remember one campaign for a course where we drove a 447% ROAS in 1 week. What worked for them might not work for you as every customer and campaign are unique. I also recall working on a campaign where we generated 10 Million Views for a luxury product. But even those campaigns all took time to fine tune and test what works best. It's about always learning and testing out ideas.
I hope this is useful. It's difficult to give more in-depth advice without knowing more about your specific business and target audience and the exact video you're running. You're probably in a position now where you need expert help.
If you'd like a more personalised and in-depth review of your campaign, feel free to book a free consultation with us. We can take a look at your ad account, your video, your targeting, and your offer, and give you some tailored recommendations to help you get better results.
Regards, Team @ Lukas Holschuh
