digital marketing
By Carrie-ann | Apr 10, 2022 | Uncategorized

Reasons why your Facebook ads are not converting

“My Facebook ads are not converting” , “Facebook ads don’t work for me”.  This is something I hear from business owners every day. The theory that you can chuck up a social advert and get easy conversions just isn’t true.

Let’s look logically at social ads. You are giving people virtual flyers and you are expecting them to take that flyer and do what it says, my questions to you are:

  1. Is that ‘virtual flyer’ designed to strike an emotional connection with the recipient?
  2. Is the advert setup to go to the right audience?
  3. When they click on the advert, is it clear what you want the prospect to you? You will be surprised to know this is the biggest mistake people make with complicated landing pages, often giving the visitor too many options.
  4. Are you capturing those that have seen the flyer before?

Now for some more tips.

Facebook advertising is one of the most powerful tools available to small businesses, however, it isn’t always easy to create and maintain campaigns that drive conversions and deliver a strong return on investment (ROI). The internet is awash with Facebook ads tips, but how do you know which ones to really pay attention to?

When it comes to driving the most value from your investment in Facebook ads, conversion metrics are one of the most important pieces of data to keep an eye on. Sometimes even the most experienced digital marketers can find the issue of improving conversion rates to be challenging, but don’t be disheartened because there are plenty of strategies that can be used to generate the results you want to see.

So, if you’re looking for straightforward Facebook ads tips, you’re in the right place. Let’s explore a few reasons why your Facebook ads conversion rate isn’t where you want it to be.

1. You’re lacking audience data

Facebook works differently to Google Ads because it requires advertisers to undertake audience research before a campaign is created. It is often best to begin with a broad campaign with the lowest possible cost-per-click (CPC), particularly if you don’t have an abundance of easily accessible audience data.

2. You need to further optimise your targeting

If you aren’t connecting with the right people, you will almost certainly be wasting a significant percentage of your advertising budget. Start by creating a buyer persona and use all relevant details to create custom audiences. From here, you can work on segmenting your persona in three ways; by demographics like age and location, by psychographics like lifestyle and interests, and by behaviours like purchasing habits.

3. You aren’t segmenting enough

Your ad messaging will only ever apply to parts of your audience. If you are securing plenty of impressions but clicks are low and conversions are even lower then you may benefit from conducting A/B testing to enhance everything from your messaging to your imagery and landing copy.

4. Remember that Facebook users often aren’t looking to shop

Let’s not forget that Facebook is primarily a social network and users are therefore there to share content and engage with their friends. For this reason, you may need to alter your proposition and/or use dynamic, video or lead ads to channel your audience into your funnel.

5. There’s a deeper issue

If your ads still aren’t converting, there may be problems with your landing page or your website. Thin on-site content, slow page loading times and inconsistent messaging can all impact your conversions. There are a variety of on-page optimisation strategies that you could employ, including optimising your call-to-action (CTA) with an irresistible offer, incorporating an interactive element into your content, and fine-tuning the navigational actions required to reach additional information.

Now, let’s finish with a few specific Facebook ads tips that may improve your conversions.

– Amend your value proposition to cover a selection of pain points felt by your audience
– Use multiple targeting parameters to connect with the right people at the right times
– Consistently strive to understand your customers and frequently update your targeting strategy
– Focus on remarketing to potential customers who have bounced from landing pages