Facebook Ads | Top 6 Reasons Why Your FB Ads Are Not Converting
There were only 3 million active users on Facebook 4 years before; and as of 2018 there are more than 5 million brands using Facebook Ads. The growth graph is unimaginable impressive and why not Facebook ad campaigns are one of the most affordable marketing campaigns that businesses from all over the world using today.
It clearly shows how important Facebook marketing has become for businesses today – not to mention all the other popular social networks that each boasting billions of users.
“Facebook Ads Don’t Work” – The truth, Facebook ads work. You just aren’t using them properly.
Facebook ads are one of the most popular and profitable ways to promote an e-commerce business. The problem is, it’s tough to get them right. And if you lack the patience, you’ll give up too soon.
Top 6 Reasons Why Your Facebook Ads Not Converting
1.You don’t understand your targeted audience (customers)
This could sting. But you probably don’t understand your customers well enough.
Targeting is by far the easiest area to mess up on.Facebook has over 1.4 BILLION active users on the platform and you can virtually reach every single one of them via Facebook ads.
The problem is, you don’t want to do that. You only want to reach the people who are interesting in your product or services.Accurate targeting starts with understanding your customers. SME Network always recommend social media marketers to start with retargeting to drive more sales and build up audiences, but aside from that, you should know your customers.
How much income do they generate? What kinds of TV shows do they watch? What devices do they most use? These are all questions you should know about your customers.
Facebook Ads gives you all of the targeting options you need to reach your customers, you just need to use them accurately.
2. You don’t have enough “Audience Data”
Customers don’t come to your ads, you come to them.
If your client has a new business and not very little information to share with you, start off with a broad awareness campaign optimized to the lowest CPC available.
Here, you can start off with about half a million impressions at a modest spend and gather some valuable engagement data, such as who is clicking on your ads and what people, if any, are converting.
Facebook is a very awesome tool, in that it allows you to upload valuable data, such as all your business’s customer email information and data on all of your purchases from the last 30 days.
3. You need to optimize in detail your Facebook Ad
What do you want from Facebook ads? Purchases or Clicks? Or Video Views or Add To Carts?
The way Facebook serves ads is hugely misunderstood by most people. There is so much complexity and detail that goes into how their ads get served that even the smallest mistake could cost you big time.
When you ad gets served in the feed, it’s main focus is listening to the rules (targeting, placements, etc) while matching it to the most relevant users.
If you want purchases, but are optimizing for link clicks, you’re ad will not be shown to the most relevant audience.
Facebook will show the ad to people who are likely to click. But not necessarily be interesting in purchasing. But if you were optimizing for purchases, Facebook advertisement may not serve your to any other people who have no historical purchasing behavior.
So make sure you “tell them” what you’re trying to achieve by optimizing your ads for the proper event.
4. Not all Facebook users are shoppers
Unlike Google Ads, Facebook users are not using the platform to shop. They are using Facebook to interact with friends and family and share content.
There’s probably been plenty of times when you’ve engaged with a sponsored post, but not actually made a purchase.
Maybe you purchased from the brand later, but most people aren’t necessarily intent on making a purchase when they click on your ad, especially from a mobile device.
When conversions are low, consider using Facebook lead ads, video ads, or even dynamic ads for ways to get people into your funnel.
5. You aren’t segmenting Facebook Ad campaigns
You are designing your Facebook ad with all creativity and appropriate messaging will only apply to certain segments of your audience.
If your ads are driving a lot of impressions but few clicks and even fewer conversions, consider implementing A/B split testing.
Try experimenting with:
- Landing page copy
- Audience segments
- Creating separate audiences based on different conversion goals and previous engagement
6. There could be other problems in your funnel
If people are clicking on your ads and not converting, then there could be problems with your website or landing page that run deeper than your ad copy.
Issues could be:
- Inconsistent messaging
- Poor UX and loading times
- Thin content
- Unappealing value offer
Track your conversions using the conversion pixel and your bounce rate using Google Analytics
Be clear on what you want to achieve with your Facebook Post Ad.
Many marketers are using the boost post option because it’s easy and accessible. It’s located right on your page’s timeline and can be done with two clicks. But it’s not always the best option to reach the perfect audience.
What about you? How often do you post stories to Facebook? Do you need assistance with your Facebook Post; we can help you with that.
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