Why Your Facebook Ads Are Not Working

Why Your Facebook Ads Are Not Working featured image

You need to make sure your ad campaigns are effective for the money you are spending. 

And now that Facebook has changed the ad process, any companies that use it for marketing need to spend more money to get the same reach.

There are many factors that could be affecting the ROI of your Facebook Ad Campaigns. 

Sometimes it’s the copy and sometimes it can be technical issues regarding Facebook’s terms of service. 

The best way to increase your conversion rates with your Facebook Ads is to troubleshoot and measure the results. Randomly starting new campaigns or trying everything at once will not help you get the results you need.

Thankfully, we have created a list of possible reasons why your Facebook Ads aren’t working: 

Your Ads Are Not Relevant 

Before you even set up your Facebook Ads, you need to know who you are targeting. Make sure your ads are not generic or you won’t receive any response on your ad campaign. If people click and aren’t converted, this will also drive up the price you are paying for clicks. 

One of the best ways to know you are reaching your right audience is by looking at your ‘Relevance Score’ on Facebook. Though often overlooked, your relevance score is crucial to creating successful Facebook ads. You can find the relevance score in the ‘Ads Manager’ section under your campaign. You will receive your score in addition to a positive or negative feedback response. One of the best ways to increase your relevance score is by making your ads interesting, which you can do by using captivating images. Why not use your own images instead of using stock photos that everyone has seen before?  

The Ad Image To Text Ratio is Incorrect

This is one of those ‘unwritten’ rules, which states that your Facebook ads cannot go beyond the image to text ratio of 20%. Basically, don’t put an image for your ad that has an excessive amount of text. If your image violates this rule, Facebook will limit the reach you can get on your campaign. Previously, they told you to replace the graphic, but nowadays you need to keep an eye on your marketing yourself. There are some exceptions to the rule, such as book covers, products, games and posters. If you are unsure, use Facebook’s Ad Overlay Checker Tool. 

You Have Reached Your Spending Limit 

This is a practical issue that can be resolved very simply. Each ad account has a separate spending limit to protect you from running over your budget in your ad campaigns. Too often, people set this and completely forget about it! It is so easy to forget. To find out if you have reached your spending limit, go to your billing and payment methods sections and edit the budget.

It’s Against Facebook’s Advertising Policies 

There is now a list of things that Facebook could disapprove of in relation to your ad. 

Here are the few main ones to check and the rest can be found on Facebook

  • Illegal products or services 
  • Discriminatory practices
  • Tobacco, drugs and drug-related products 
  • Low-quality or disruptive content
  • Weapons, ammunition or explosives 
  • Adult products, services or content
  • Personal attributes 
  • Misinformation
  • Bad grammar or profanity 
  • Multi-level marketing
  • Non-functional landing page 


If your ad has been rejected, you need to make the appropriate changes and appeal to Facebook directly. 

Audience Overlap 

Facebook has a digital auction method that will stop your ads competing with each other if they have similar interests and audiences. This is supposed to help you, but Facebook will stop some of your ads from running and simultaneously push the ones that are performing better. (This is based on your previous ad history.) If this is occurring, click onto ‘Show Audience Overlap’ in the ‘Actions’ dropdown menu. Ad Expresso uses the example of changes in the ads when the audiences ‘Cats USA’ and ‘Cats Worldwide’ had a 100% overlap:

You Aren’t Measuring

There isn’t one way to solve your ads and get you full-proof campaigns. The best way to improve them is to simply measure your results. If you change something, wait and test it to see what results it has on your campaigns. There is no point randomly pushing buttons and trying the list above without measuring it. This can also be done in split testing (A/B), which compares two ads on one or two specific changes.

If you are still stuck, we offer 1:2:1 support that will get your ads rolling. Get in touch at [email protected]

How To Get An Email to Busy/important People

How To Get An Email to Busy/important People header

The great thing about email is the ability to contact anyone about absolutely anything. 

You can use it to grow your network, find clients, get advice or a mentor, show your gratitude or find a business partner. 

But the problem is that busy or important people are, well, busy. 

How are you supposed to email them and get a reply? 

According to MailChimp, the business and finance industry, for example, has only a 21.56% open rate for email campaigns. For consulting, it has a 0.79% soft bounce rate. Soft bounces occur for a number of different reasons, but predominantly when someone’s inbox is full, the message was too large or their server has gone down. 

You can spend ages worrying about how to phrase an email to an MD or Social Media Influencer etc… and end up wasting your day. 

Here are 4 ways to improve your ability to get a response from that important person: 

Make Them Short 

Like content, short emails make great reading. If you are trying to contact someone who is low on time, you shouldn’t send them an excessive amount of text. They will either switch off half-way through or, send you a yes/no answer or most likely, say to themselves ‘I do not have the time to read or answer this’. Why should they bother to spend time reading someone from someone they don’t know? It will just be ignored. 

Simpletivity suggests an email body between 50-125 words is best. But, make sure it’s not too short. If it is only a sentence or two they will wonder why this could not have been mentioned on a phone call or a social media message.

Show the Purpose 

If there is not a clear purpose in your email, get ready to be ignored. First, you need to work on your subject line. Like the body of the text, don’t write too much and also keep it relevant to the email. Shockingly, some people still send emails with no subject line! When we get emails like this they go straight in the bin. 

In the email body, you need to get the purpose across quickly. Do it in the first few sentences and think about placing your question at the beginning and above the other text. By communicating a clear purpose for the email, you are doing the work for them and it makes it easy for them to respond to you. 

Regarding your purpose, do not be one of those annoying people who ask for stuff for free. If you wouldn’t ask in person, why do it over email? This goes for anything from requesting a website audit or a design consultation. It is rude and it will ruin your first impression. The recipient will see your name again in the future and either ignore you forever or make a decision to send you to the junk folder without even blinking. 

Timing is Everything 

When you send an email can have a massive effect on it being opened and replied to. 

Coschedule, who was influenced by 14 email studies, states that the best time to send is Tuesday to Thursday. In rank order it goes Tuesday, Thursday, Wednesday. Regarding specific times, they note that 6 am, 10 am, 2 pm and 8 pm were the best times. Though sending emails in the late-morning were overall the most favoured time, 

50% of people begin the day by emailing in bed as Campaign Monitor states. 

Follow Up 

Following up to a previous email is an important step that people forget. They either take the lack of a response as a no or are too scared to connect again. But, persistence pays off and the person may just have not got back to you yet. Leave it a few days to contact them. Anywhere between 3-7 days is a good rule, which depends on how busy you think they are. 

Don’t Only Use Only Email

Is email the best choice for connecting with this person? Our emails are filled with spam, short, long and random emails. If it’s a short one or two-liner, could you put it in a text or phone call? Phone calls can be a great way to get an urgent response if you are short on time. But, it can also be seen as pushy to the wrong person. However, if you are already in contact and working together on an important project there is no point waiting around. 

The Takeaway…  

Busy or ‘important’ people are just people. Sometimes, you can get caught up in worrying about how to craft the perfect message, but in reality, the recipient is just like you. They have lives at work and home, and simply want to get to the point with email communication. 

Why not make life easier for them (and you), by sending shorter emails of value at the right time? Also, never forget to follow-up. 

If you are still stuck, we offer quick Get Help sessions that can really set you back on the path to real success with Email Marketing. Just email our team at [email protected]

Is There a Way to Make Real Money on YouTube?

Can You Generate Business from YouTube? camera

Youtube is one of the biggest social media platforms. 

It also beats every other website in users (except for search engines like Google or Facebook). 

Over 4 billion videos are viewed on a daily basis according to We Are Grow and 100 hours of video are added every minute to the platform.

Think about the opportunities for marketing your business through this platform.  

Here 5 ways to utilize YouTube into your marketing strategy: 

1 ) Keywords are Key 

Think about it. Whenever you need to find out how to do something, you will search for a video on Youtube or ask a search engine. Youtube gives you that massive audience at your fingertips! 

For example, if you specialise in creating Pay-Per-Click ads, why not create a video that goes over the benefits of using ads or the basics of how to set them up? This will build a reputation of expertise for your company and, when people get stuck, they will come to you for help. 

You can utilise the keywords that people are searching for to get visibility of your content. 

Extensions such as Tube Buddy enable you to see how certain keywords are performing and help you know what content to create. This can also be used to create written blogs or other forms of content beyond YouTube videos. 

2 ) An International Audience 

On the topic of visibility, YouTube gives you access to a worldwide audience. 

Anything you post can be watched anywhere in the world. Your brand could be reaching new customers and all you have to do is create content from your office or home computer!

3 ) Ever-green Content

Videos on Youtube are a great source of ever-green content. Evergreen refers to content that is always relevant to your audience. For example, an article with outdated stats or a focus on a particular season, like Christmas, is not evergreen content. 

Videos can be repurposed and can stay relevant for years to come. 

You can also repurpose a video into: 

  • A podcast
  • Some infographics 
  • A social media post
  • A presentation
  • A blog article

You now have at least 5 other forms of content from 1 great idea. Evergreen content is also great for increasing your SEO ranking. 

4 ) More People Are Visual Learners

Photos and videos do so well on social media feeds, so why not promote your business on YouTube? 

Did you know that according to We Are Grow, 65% of people are visual learners, with the other 30% being aural and 5% kinesthetic. You will be able to build your business by creating engaging visual aspects to your brand through YouTube. 

5 ) Sponsors and Ads

You have probably noticed how some of your top YouTube videos are either sponsored or include an ad to another company or service. If your video gains traction, you can be paid to fund your video content, which will increase your visibility. The company advertising will also be able to link their clients to your video.  

You can also use AdWords or AdSense for your own videos. The best thing is that you only pay when someone clicks on your ad. Regarding AdSense, you can earn money from producing regular video content. It’s a win-win situation as you are earning money for your content as well as engaging more people through visual content. 

So, the short answer is yes, you can generate business from Youtube. YouTube is a massive platform in which you can increase the visibility of your business and create content that will build trust from your potential customers. People engage with people, and videos are one of the best ways to connect with your audience.

6 Mistakes That Are Stunting Your Productivity

6 Mistakes That Are Stunting Your Productivity flower

We all want to be more productive in our work or in other areas of our lives. Productive people get tasks completed efficiently. They seem to create more time in the day. But, how can you be like the top % who are harnessing all their time?  Here are 6 Mistakes that are Stunting your Productivity.

1 ) Stop Multitasking 

It is tempting to do more things at the same time, but don’t. If you take the time to complete one task well, you will be able to quickly move on to another task afterwards. We have all been there, trying to do too much and ending up procrastinating as our brains can’t cope. Studies have shown that multitasking wrecks your performance and could even damage your brain. According to Entrepreneur, Stanford University found that multitasking kills your performance as the people who were given excessive amounts of information at one time could not jump between tasks, remember information or stay focused.

Here’s something you didn’t expect, multitasking also lowers your IQ and EQ. In a University of London study, that was mentioned on Entrepreneur, multitasking lowered the participants IQ by 15 points. This drop has an average range of an 8-year-old. Your EQ (emotional intelligence) is also severely affected by multitasking since using other technology in meetings, for example, expresses low social awareness. More research is being carried out to find out if multitasking can damage your brain in the long-term, but it is clear that it has negative effects on your ability to complete tasks or connect with others. 

2 ) Quit Being Reactive 

Your inbox is crammed with emails and your phone is receiving copious notifications. Your first incinite is to answer the notifications and start ploughing through your inbox. But think: how many of those messages can wait? Glance through them and decide which ones can be dealt with later in the day. The best way to be productive is to schedule time in your day for answering emails or returning calls in one go. Look to be proactive in your day’s work instead of being only reactive. This will help you manage your day better and get more done in the morning.

3 ) Prioritising the Unimportant Over the Urgent

One of the best ways to manage your time better is using the ‘Eisenhower matrix’. The image above was first created by the American president Eisenhower to prioritise work. It shows how you can split your to-do list into 4 sections, which each has a response. If it is urgent and important, do it now and if it’s important but not urgent, plan to do it later in the day/week. Everything else can either be delegated to someone else or simply deleted. 

On the point of delegation, can you delegate the majority of your tasks to someone else? The companies you see scaling up have one thing in common… They have harnessed the possibilities of growing their business by delegating work to employees or outsourcing to others. You need to trust others to do work and this will free up so much more of your time. 

Another tool that will improve your productivity is the ‘80/20 Pareto rule. This rule was first created by Vilfredo Pareto and was then turned into a principle by Joseph M. Juran. It basically says that 20% of your work drives 80% of your outcomes. As a business, you can’t deal with everything that is thrown at you. Pick the things that will have the best outcomes on your business. Focus on the 20% of your highest paying and best clients to get 80% of your results for example. 

4 ) Not Using Self-automated Technology 

Now we do not advocate using automated services on your social media marketing. Though these can save time, they are against the terms of service for LinkedIn and other platforms. This could even end you losing your account! 

However, management apps for organisation or social media are great to use! Apps such as Hootsuite, Buffer and Sprout are useful to help you stay on track.

5 ) Not Having Enough Downtime

Beyond sleep, your body needs time to chill-out to be productive. Could those emails last another day, so you can get that overdue early night? Maybe you could set yourself a shorter, but more productive timeframe to achieve that work deadline? Studies have shown that assigning less time to something will help you optimise your tasks. (Just make sure your timing is realistic for the task at hand.) The Business Roundtable published a study, which is found on Medium, called ‘Scheduled Overtime Effect on Construction Projects’. It showed that when the employees worked a 50 hour week instead of 60, their productivity was significantly higher over the 12-week job schedule.

Scheduling in downtime sounds counterproductive, but we often get breakthrough ideas when we are not actively focused on a task. Think about all those ideas you have had in the shower or when you are letting your mind run a blank on holiday. 

Similarly, too many people don’t get enough sleep, which is terrible for your productivity. 

As referenced from The Secret World of Sleep, your ability to function will be significantly decreased if you don’t get enough sleep. Your ability to control impulse decisions, communicate with others and your general emotional intelligence and positivity will be hit if you miss out on this natural staple. 

6 ) Not Making The Most Of NOW 

Perfectionism and procrastination are not your friends. Perfectionism stops you looking at the bigger picture and procrastination will make small tasks even bigger. Take advantage of the now. There is no point in wasting time waiting around for something to be perfect when you could just start it now. Think about drafting a publication for example. It is easier to complete a task if you have already jotted notes down in a document to go over later. To fight procrastination and make the most of your time, use the 2 minute rule. If it can be completed in 2 minutes, do it now and delegate/delete longer tasks. 

Your productivity can be significantly increased by implementing these tips. We all have 24 hours in the day but learning how to manage your time and energy are the keys to successful productivity. 

Maverrik’s Linkedin training course is now available online!

Maverrik's Linkedin training course is now available online! image header

Maverrik is pleased to announce that our Win your next client on Linkedin course is now available online. This course has been compiled by Maverrik Founder, Dean Seddon, who has specifically designed the course to help business owners, sales professionals and marketeers leverage Linkedin for their business.

This course contains more than the obvious optimisation strategies. It contains practical tutorials of profile optimisation, how to maximise post/page views and guides on writing the best content to attract your target audience. 

With the course being made available online, we can ensure every business across the UK and beyond has the know-how to grow their business through Linkedin. 

Including a 30-day sales roadmap that will help even the most reluctant of sales people to build relationships and connect with potential clients.

Dean Seddon, Maverrik founder delivering Win Your Next Client on Linkedin Training

The course keeps up-to-date with Linkedin’s changes and updates, to keep up-to-date with the platforms algorithm, trends and tools. This is one of the UK’s most highly rated courses for marketing and sales training on Linkedin.

The course contains over 4 hours of tutorials; from writing content to winning clients. The modules include:

·        How to go viral on Linkedin

·        Building your Company Page

·        Optimising your profile to increase view from your target clients.

·        How to generate leads and clients without getting banned.

·        How to get thousands of views of your content without Paid Ads.

The course is fully comprehensive and highly rated by the thousands of attendees over the past two years.

“We’re pleased to offer this course online so that anyone who wants to dive into the course and not wait to attend a live event can start instantly. There are lots of Linkedin training courses but only a few that are delivered by people who practice what they preach. We’ve filled this training with a full course as well as tutorials of individual elements and how-to’s” – Dean Seddon

Maverrik’s Linkedin course has been delivered in the UK, Europe, USA & UAE

Many businesses see the potential opportunity of Linkedin, even so they struggle to understand how to get consistent results. Maverrik produced this course with those folk in mind. Understanding that the priority for many businesses is investing their time into work which can yield clearly demonstrable results.

The course itself has been reviewed across the Internet, with “Win your next client on Linkedin” becoming the highest rated course on Trustpilot. With many of the verified reviews boasting results, in the first 30-days.

One such review from Richard in London boasts he closed £28,000 of new business in the days following the course. Of the 89 reviews the vast majority are positive reviews with the company itself boasting a five-star rating.

The course is available from Maverriks online learning platform, where you can join the course here

When Social Media Automation Goes Wrong

When Social Media Automation Goes Wrong robot

Should you be using automated services on your social media accounts? The short answer is no. The long answer is still no, but comes it comes with a “don’t despair”. Throughout this article, I’ll guide you through the dangers of social media automation, time-saving techniques and how you can avoid making some fatal mistakes. 

Automation Gone Wrong

So what’s the big deal with saving some time? Getting a robot to do the heavy lifting? Well for one, is against the terms of service for many social media platforms. 

LinkedIn has a strict policy concerning prohibited software including using “bots or other automated methods to access the Services, add or download contacts, send or redirect messages”. 

Twitter has its own ground rules for automated activity, which are generally to limit spam. “You may not send unsolicited Direct Messages in a bulk or automated manner, and should be thoughtful about the frequency with which you contact users via Direct Message.”

Facebook’s stance tackles the use of data collection services, stating that you “may not access or collect data from our Products using automated means”. 

The one thing all these platforms have in common is the limitations on accounts that fail to comply with the terms of service. This can be anything from a slap on the wrist to full account removal. If you are browsing for auto-likers, auto-followers or auto-messengers, which boasts quick results, be cautious. It’s more than likely that these services exploit the platforms and using them is a quick way to land yourself in social media jail! 

What You CAN Do 

The appealing nature of using automation services is the time that it opens up for you. You can move along with your day without having to worry about interacting with your audience. A few techniques you can use to save time include: 

  • Using a scheduler – Apps such as Hootsuite, Buffer or Sprout can help manage your content output and save you a lot of time. You can simply construct your marketing materials, copy and set a time and date to release them for your target audience. 
  • Employ a Social Media Manager – A whole new hire in the workplace may seem a little excessive, but with the opportunities that come with social media marketing and sales has its benefits. Having an extra person on hand that deals with output, input and communications would save a tremendous amount of time for you and your team. 
  • Set a time – If you’re running a small business, it’s understandable that you have to be the business development, marketing and sales team all rolled into one. If you’re struggling to update your social media presence alongside all the hustle and bustle, set a time in stone for posting and messaging. Wake up early, create, write and post then move on with your day. 

You can’t cut corners when it comes to business, and the same can be said for social media. You need to be dedicated to making it work and avoid falling for quick wins. Instead, invest in strategies that advise on the best practices to generate your own results. As much as you are managing your presence you have to manage yourself. 

What Is Content Marketing and Why is it Important?

What is Content Marketing? phone

Content marketing is a way to promote your business over social media or blogging. 

The ultimate goal is to convert leads into paying clients. 

Unlike most forms of marketing, content marketing is much cheaper because you are either using free platforms for blogging on your website. Specifically, it costs 62% less than other forms of marketing. 

70% of people would choose learning about a company through a blog article than an advert.  

So why aren’t you using it?

Here are the 6 types of content marketing to get you started: 

1 ) Text 

A text is a post made up of writing and doesn’t include any links. This can range between a few sentences and long forms of text up to three paragraphs. This is great for short updates and should include a photo to enhance what you are saying. Think about how you can add value to your audience. What do they want to read? It doesn’t have to be just sales marketing. 

2 ) Images

Images should always have a caption, so your audience understands what it is about. Preferably, adding more text will help bring out your brand. Images are a good way to visually get someone’s attention as they are scrolling through their social media feed. The best images are your own ones that communicate your personal branding. 

3 ) Articles

You can create an article on your own blog or through LinkedIn’s hosted blog. Articles are great as you can both inform your readers on a topic you are an expert in, which will build thought leadership. (This is because your audience will trust your voice.)

4 ) Videos

Videos work so well on social media. People will watch these and look at images more readily than skim read a long text post. It all depends on your audience though, so make sure you have them in mind when you are thinking about what type of content marketing to post. Have a variety of different formats to keep your audience interested in your content. LinkedIn for example will inform you when the video has been uploaded. 

5 ) Shared Posts 

This kind of post is when you share someone else’s post so it appears on your feed. It will include the original poster’s name and you should make sure you add a caption to also promote your own take on the post.

6 ) PDF   

Uploading a PDF is a great format for a recent press release or an example of your business’s work. Like the video upload, LinkedIn will tell you “success” when it has been uploaded to the platform. Think of your social media profile as an opportunity to showcase your work in a portfolio style. 

A regular posting schedule will build:

  •  Attention and visibility to your profile/company page. 
  •  Build engagement. 
  •  Make you a voice of thought leadership, which will encourage trust in your network.

All three of these outcomes will result in more revenue for your business. 

When and How Often Should You Post? 

It depends on your audience, but we suggest posting everyday. This way you can build up your audience and increase your visibility.

Make sure it is at a consistent time and day throughout the week. This is because your audience will start to look forward to and expect your content if it is done well. 

Why Content Marketing is Vital to Your Business…

Content marketing is a great way to convert people into clients. 

91% of B2B marketers and 86% of B2C marketing use it in their marketing strategy.

The marketing arena is growing and social media is the forerunner for businesses who want to access more work. If you are looking to scale your business, social media is a great way to keep in contact with your clients and grow visibility for your brand.