For people who are new to online marketing, Facebook ads are one of the most popular advertising options. Despite the fact that 92 percent of marketers claim to use Facebook ads, many still try Facebook ads and fail to generate positive conversion rate results. Perhaps your Facebook ads are active but not producing the exceptional results you want or not producing any results at all. There are a few reasons listed below that may help you better understand the problem.
- Your advertisement is not relevant to your intended audience
Customers aren’t drawn to your ads; you are drawn to them. Use custom audiences to reach out to the right people. The main advantage of Facebook ads is it allows you to target your precise audience. Nothing else will work if your targeting is off. Create a buyer persona and upload all relevant details into your custom audiences to reduce targeting errors and hyper-focus your parameters. What is the use of a great-looking ad if it’s shown to people who aren’t interested in it? If you want to properly target your ads, you must first understand who your customer is and create a custom audience profile. Knowing the traits and characteristics of your ideal customer will allow you to target your advertisements to the right people.
Divide your buyer persona into three categories:
- Demographics (age, gender, race, income, location, etc.).
- Psychographics (interests, likes, and lifestyle).
- Behavior (shares, comments, engagement, and purchasing habits).
Using a funnel marketing strategy to segment people based on where they are in their customer journey can increase the overall conversion rate to create Facebook ads.
2. Your Funnel’s Issues Run Deeper
If people click on your ads but do not convert, there could be issues with your website or landing page that go beyond your ad copy. Your Facebook ads might be slowing down and the problems could arise from:
- Messaging that is inconsistent.
- Poor user experience and loading times.
- Content is relatively limited
- Unappealing value proposition
For more clarity you can track your conversions with the conversion pixel and your bounce rate with Google Analytics. Some landing page optimization strategies for increasing conversion rates are: High-resolution images and interactive content which keeps the users engaged. Thus Including a clear CTA and an offer (e.g., 50 percent off now or 1st-month free subscription) helps in capturing the potential target audience. Removing extraneous or unnecessary navigation, will make your ad presence more explicit. Facebook ads with high CTR but low conversion can effectively slow down the entire process.
3. Choosing the appropriate bidding option and bidding the appropriate amount
If your Facebook ads are not generating leads or enough impressions, you may need to make some changes in the bidding section. However, if your ad isn’t getting any impressions to your landing page despite bidding within specified ranges, you may want to increase your bid.
Of course, this is all dependent on your financial situation. If you want to stay profitable, you should calculate the lifetime value of a customer. If you find that even after increasing your bid, your ads are still generating low impressions, you may need to reconsider your custom audience targeting. The best Facebook ads bid strategy for you is determined by your budget, timeframe, and campaign objective. Different bid strategies can and should be used for different campaigns, or even different ads and ad sets within a campaign.
Few other reasons we could look at are:
- Weak call to action
- Improper use of creatives
- Targeting a specific audience
- Your advertisements do not correspond to your landing page.
It’s easy to become fixated on the prospect of finding brand-new customers through Facebook ads rather than working with what you’ve got and maximizing the potential of those warm leads.“You can’t always control how your campaigns turn out, but you can always improve them.” Although you cannot completely control what Facebook does, you can always make changes to your campaign to improve your results.