5 Reasons Why Your Facebook Ads Aren’t Converting

Do you use Facebook ads to increase sales or generate new leads? 

With the recent IOS updates, decrease in organic reach, and rise of Tiktok,  are you wondering if Facebook is still the best social media platform to advertise your products and services? 

To put your mind at ease, the answer is: Yes. 

Why?

It is still the largest social media platform to promote and scale your business, with more than 1.9 billion users daily

In this article, we’ll uncover 5 reasons why your Facebook ads aren’t working and what you can do to resolve the problem: 

You’re targeting the wrong audience

One of the biggest reasons Facebook ads don’t work is because of poor audience targeting. Your business can do everything else right, but when you make the mistake of showing your ads to overly broad audiences, you won’t reap the benefits of Facebook advertising.

Don’t get me wrong. Choosing a broad audience is not a bad way to start. However, the disadvantage of using this strategy over and over again is that you’re not maximizing the potential of your ads to gain visibility with the right target market.

Instead, use the power of Facebook’s free, easy-to-use Ads Manager tool to your advantage and narrow your broad audience based on demographics, behaviors, and interests.

BUT DON’T STOP THERE.

Once you’ve collected data from video views, clicks to your landing page, post engagements, event responses, or messages from your previous ads, use it to create a custom audience. 

This is an audience where you re-target those who showed interest in your previous ad. Doing this will narrow your audience even further and create specific ads for them depending on the stage of their buyer’s journey.    

If the custom audience you’ve created has grown stale or doesn’t meet Facebook’s minimum requirements, you can also create a lookalike audience. 

This is an auto-generated audience from Facebook where they do all the dirty work of finding people similar to your custom audience. 

You’re using the wrong ad objective

Before you create an ad, think about your target audience and the actions you want to achieve from them. 

A mistake people make while advertising on Facebook is promoting their offer or incentive to cold audiences immediately. This violates the basic ‘give before you get’ rule in marketing. 

As producer and entrepreneur Paul Brunson once said: “The most successful relationships I have built are with people I do more for than they do for me. I give, give, give, give, give, then ask.”

Facebook has multiple campaign objectives. When on ads manager, the campaign objectives you can run are categorized as: Awareness, consideration, and conversion. 

From those 3, they are further subdivided to:

Awareness

  • Brand awareness
  • Reach

Consideration

  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages

Conversion

  • Conversions
  • Catalog sales
  • Store traffic

If you want to learn more about each objective, here’s a well explained article on choosing the right objective by Facebook themselves. 

You’re not giving ads enough time to run

You want to go big on your next ad. So, you make sure it’s perfect by hiring the best graphic designer and writer available to help you out. 

After running the ad for 2 days, the cost per result is relatively high and you make changes to your audience, headline, or worse, turn it off and start planning on the next ad. 

See anything wrong with the situation above? If not, then you probably have a better idea now why your Facebook ads aren’t converting.

We get it. We’re all human. When things don’t happen as expected, we panic.

Editing an ad after a day or two is a mistake far too many marketers make when it comes to Facebook advertising. 

Why wait?

Facebook’s algorithm goes through a ‘learning phase’ and needs time to find the right people to match your ad objective. When you make changes too early in your campaign, it will affect the delivery of your ad and cause you to lose out on relevant data.

Here’s what Facebook considers as a significant edit that will reset the learning phase:

  • Changing the target audience
  • Changing ad creative
  • Changes to optimization event
  • Adding a new ad to the ad set
  • Pausing the ad set for 7 days or longer (the ad set re-enters the learning phase once you unpause the ad set)
  • Changing bid strategy 

You’re not mixing up your ad creative

You’ve probably heard all the chatter on the magic of video ads.

You make one yourself but still see no improvement in click-through rate (CTR) or cost per result. 

Although Facebook’s algorithm does favor showing video compared to images, it’s not a guarantee it will translate better to your audience. 

Aside from video and image ads, here are other ad creatives you should consider:

  • Carousel
  • Slideshow
  • Gif
  • Placement specific
  • Customer testimonial
  • Facebook instant experience
  • Dynamic product

Another common mistake when creating ads is copying the ad creative of your competitors. 

There’s nothing wrong with doing a little competitive research, but make sure your ad is unique and creative enough to stand out from the rest of the competition. Test out the different ad creatives mentioned above and check data to see which give the best results.

You’re not testing enough

Anyone can shoot a basketball. But even LeBron James has had his share of bad games. 

The same goes for running ads - not all of them will be an easy slam dunk. 

If you’ve been testing different ads to see which ones work best, you’re on the path to success. Make sure when you split test two different ads, you only change one thing.

This can be through a change in headline, ad copy, creative, audience, scheduling, or color scheme.  

Marketers make the mistake of testing too many factors at the same time. Doing this won’t pinpoint the exact problem inherent in your ads.    

Final thoughts

With Facebook’s large number of daily users, the potential for success in this platform to communicate effectively with your audience to increase leads or sales is endless.

If you’ve made these mistakes in the past, don’t worry. The beauty of Facebook advertising is it continues to change and there’s always time to fix yours as long as you: analyze data, test one different factor at a time, and target the right audience. 

This won’t immediately guarantee results, but if you avoid making the mistakes shown above, you’ll give yourself a much better chance of making money through Facebook ads.

“Social media is about the people. Not about your business. Provide for the people and the people will provide for you.” - Matt Goulart

Author:

@Derick Quinanola

Date:

11-04-2021

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