to do if your Facebook ads aren’t converting?
You can’t beat the feeling you get when your Facebook ads go live. Sit back, relax and watch as the conversions come in. What if this isn’t true? What if you only see a few conversions?
What it’s like to have your Facebook ads fail to convert.
You’re not the only one who’s having trouble with Facebook ads. It happens more often than you think to businesses who advertise on Facebook.
Meta Business Manager is a complex tool. Finding the cause of your low conversions is not easy. From your audience lists to your Meta pixels to your creative ad, and everything between, it can be like searching for a needle among a haystack.
You don’t have to beat yourself up for wondering “Why aren’t my Facebook Ads converting?” instead, take a look at this list of possible reasons and steps that you can follow to fix the problem.
How to fix your Facebook ads that aren’t working
Facebook Ads Not Converting for Your Business? Here are a few reasons and ways to fix them.
1. You haven’t optimized your landing page for conversions
When your Facebook ads don’t convert, the first thing to check is your Landing Page. If your website is not optimized for conversions you will struggle to see the results of your campaigns. If you notice that your Facebook ads generate clicks but not conversions, then you know something is wrong with your buyer journey.
How do you fix it?
Put yourself in your ideal client’s shoes. Comparing your ad with your landing page will help you maintain consistency. Use a site grader, a mobile site test or a page-speed test to make sure your site loads quickly and provides an optimal experience on all devices.
Check that all conversion actions are clearly stated on the page. All actions should also be simple and quick to complete. You’ll need a short, simple form even if you are using Facebook Lead Ads where the viewer does not have to go to a landing site to convert.
This Facebook advertisement and the landing page that it is linked to both promote the same offer:
Download the free guide>> Learn more Facebook advertising tips that every business needs to know.
2. Meta pixels are not set up correctly
The Meta pixel, formerly known as Facebook pixels, is the hub of all tracking and report for Facebook ads. Your Meta pixel is what links your Facebook ads with your data sources such as your website so that your campaigns can track the actions.
How do you fix it?
You can check your Facebook Ads conversion tracking by visiting the Events Manager section in your Meta business manager account. You can view the “events”, also known as conversion actions, that you have set up. You can see what “events” (also known as conversion actions) have been set up. You will then be asked to fix any conversion tracking problems.
3. You have a confusing ad.
It’s crucial to include a call-to-action in every Facebook ad that you create. Your audience might not know what to do next after seeing your Facebook ad if you don’t use clear calls-to-action phrases. This can easily result in a lack of Facebook ads conversions.
How do you fix it?
Try including powerful words in your Facebook ads to encourage users to act.
Do not be afraid to state the exact conversion goal that your ad aims to achieve. It may be necessary to rethink your Facebook ad goals to refocus the purpose of your ad. For more inspiration, you could look at other Facebook ads copy.
A Facebook ad example using strong copy in all parts of the ad.
4. You’re not targeting the right audience
It’s possible that the people you believe will convert from your Facebook ads are not necessarily the same people who become your customers. To drive more conversions, it’s crucial to know your audience and what they like.
How do you fix it?
You may have already done some research into your audience. However, you should dig deeper to use a more innovative Facebook ads audience targeting strategy.
If you are marketing a higher education program on Facebook, you might want to target those who enjoy entertainment, such as live events. Although this interest may not directly relate to higher education, many young adults who are interested in continuing their education enjoy attending sporting events or concerts.
5. Ad fatigue
We can probably all understand why fatigue could be a reason for your Facebook ads not converting. You may have seen the same advertisement over and over until you became sick of it. You don’t want to overwhelm your audience with the exact same Facebook ad.
How do you fix it?
Check to see if it is the case by looking at your Facebook Ads campaign report or ad sets. You can view your frequency metrics by selecting the column for delivery. The frequency is the number of times that your average audience has seen your advertisement. Your Facebook ads frequency will increase the number of times your audience has seen your ad.
It’s time to refresh your ads when the frequency of your ads reaches 5-10. In situations where targeting is more limited, such as if you are targeting the remarketing list a higher frequency for your ads is more common.
You can make small changes, such as A/B testing ad copy or creatives. You can make small changes like A/B-testing creative or buttons for CTA.
You can also avoid high ad frequencies by changing your targeting to ensure that your ads are seen by new users. You should have several Facebook ads-targeting strategies on your account. You could, for example, serve ads to different audiences based on their behavior or interests. You can then serve different ads to different audiences.
6. Your campaign objectives don’t match your goals
Facebook’s algorithm for ads can convert your campaigns, whether you believe it or not. It’s up to you to tell it how to proceed. Facebook’s machine-learning algorithm will use your campaign objective to determine how best to serve your ad.
How do you fix it?
You can think about your campaign objectives as you would Google Ads campaign goals or Google Ads bid strategy. You tell Facebook what you’re optimizing for when you choose your campaign objective. The Facebook ads manager states, “Your campaign objective should align to your overall goals for business“.
You can choose from a wide range of campaign objectives. There is no correct or incorrect answer. It may take a little trial and error to find the Facebook campaign objective that brings in the most conversions.
7. You have set your budget or spending limit too low
Facebook ads are no exception to the saying, “you must spend money to earn money”. You want to control your ad cost, but you don’t want your campaign to be limited by a tight budget or spending limits.
How do you fix it?
You could be wasting money too fast if you use Facebook Ads daily budgets that have a campaign budget limit. This will reduce your chances of conversion.
Facebook’s lifetime budgets may cause your campaign budget to be exhausted before you have maximized your conversion chances within a given timeframe.
If you only have $10 per day to spend and your Facebook ads cost $2 per click, you are giving yourself very few opportunities for people to click and convert.
It’s okay if you don’t have a huge budget for Facebook ads. It’s important to be flexible with your Facebook Ads campaign budgets.
8. Your ads haven’t had enough time to convert
I often joke that PPC requires patience. As Facebook ads campaigns begin to perform, they go through a learning period. Facebook’s algorithm tests different ways to deliver your ad during the learning phase. This may cause your results to fluctuate at first.
How do you fix it?
Your learning period will vary depending on the goals you have for your campaign. The typical learning period can last up to two week. I give campaigns at least 30 days in order to gather as much information as possible.
You may also find that your sales cycle is longer than you expected. It is possible that your conversion rate will drop as your audience may need to be exposed to an ad several times before becoming a lead. On top of this, we know that people need to see something from your business at least seven times before they commit to a purchasing decision.
9. Your Facebook ads are converting…indirectly
It can be difficult to fix this last reason for your Facebook ads not converting, but it is important to know. It’s possible that your Facebook ads are effective at moving customers through your funnel. However, they may end up converting from another touchpoint later on.
It’s likely that your Facebook ads will be seen by many viewers, but they may then move on to Google or YouTube in order to find out more about your company and convert.
How do you fix it?
Tracking conversions across different platforms is not an easy task. If you regularly check your reporting on all platforms, you can see if there are any conversions coming from other marketing channels. You can infer that your Facebook ads have influenced your customers if the increase coincides with dates from your most recent Facebook ads campaign.
You can also set up tracking to track offline conversions, as well as other types of conversions that are relevant to your business.
Why are Facebook ads not working? It’s fixable!
It’s never fun to discover that your Facebook ads don’t convert. This list can help you identify opportunities to improve your strategy, promote your business using Facebook and Social Ads.
Here are the nine most common reasons why your Facebook ads might not be converting.
- You haven’t optimized your landing page for conversions
- Meta pixels are not set up correctly
- You have a confusing ad.
- You’re not targeting the right audience
- Ad fatigue is a problem for your audience
- Your campaign objectives don’t match your goals
- You have a low budget or spending limit
- Your ads haven’t had enough time to convert
- Your Facebook ads are converting...indirectly
The post 9 Reasons Why Your Facebook Ads Don’t Convert (And What to Do About It) first appeared on WordStream.