7 Reasons Your Facebook Ads Won’t Convert and How to Fix Them
The number of active social media users is increasing at a rapid rate. The statistic shows that the number of active users on Facebook has surpassed 1.9 billion. This shows that Facebook is a really great platform for all brands. There are many brands that have received a great return from their Facebook marketing campaigns.
However, there are also many brands that have not been able to get a desirable return on their investment on Facebook ads, despite all their efforts. The final goal of a brand is conversion, and if the brand is not being able to get a conversion from their ads, their campaign is not regarded as successful.
Facebook ads can significantly increase your reach and boost your engagement, but only if you launch the ad campaign in a strategic way. In the next section of this article, we will take a look at some of the reasons why your Facebook ads are not converting. And, we will also discuss the ways to fix the problem.
Why Are Your Ads Not Converting?
The key to success with Facebook Ads is to identify your mistakes and take action to correct them. Here are some of the reasons why your Facebook Ads are not converting.
1. Broad targeting
The Facebook Ad option allows you to target a specific audience; however, many marketers don’t bother to customize their audience. You must know your target market before you plan your social media marketing campaign. If you do not consider the age-group, gender, and other factors before launching your Facebook Ad, then you are not running an ad campaign correctly.
Suppose you target people in a 18-to-60 age group. Do you think that the content used for the 18-year-old will appeal to the 60-year old man? If no, then why did you target this age bracket?
2. Trying to make a sale to a cold audience
Another common reason behind a low conversion rate is when someone is trying to make a sale to a cold audience. In order to make a sale, you must first try to be familiar with the person. Just imagine trying to sell a car to a person with whom you’ve never met. Will they purchase a car right away? No. The first thing you need to do is offer something of value. You can slowly start promoting something that they will eventually be ready to pay for.
3. Small audience
Do not make the mistake of targeting everyone, and you should also not make the mistake of targeting a very small group of people. The average click through rate of a Facebook Ad hovers just around 1%. If you are targeting around 10,000 people with your ads, then you may get around 100 people to visit your website. Among those 100 people, only 5-10 people may purchase your product.
Make a sizable target. A reach of over 50,000 people will gain a substantial return from the ad. You can also make use of social media influencers to increase your reach.
4. Targeting with the wrong message
You need to know who you are targeting with your ads. If you promote a wrong message to the wrong people, they will probably ignore your posts. Let’s take an example from your regular followers who have been following you for many years. If you target them like you don’t even know them, then this won’t suffice. Another example would be targeting new people who have never heard about you with posts as if you have known them for years.
Think of an audience that you are targeting, and then craft the right message to resonate with them.
5. Your ad is not click-worthy
Americans are bombarded with lots of ads in a single day, and this study shows that over 25% of Americans use ad blockers. If you are not promoting anything valuable in your ad, the chances are that people who view it will probably ignore it. You might want to test your ad copy before actually promoting it to a sizable audience.
6. Crappy offer
It does not matter who you are promoting if the offer stinks. People may click your ad and go to your landing page, but they will not purchase your product without some kind of beneficial incentive.
7. No sales strategy
There are marketers who expect to get immediate results right after launching their Facebook Ad. However, this is not how things work. In order to be successful from your Facebook Ad campaign, you must know the position of your page and goals. You must have a clear objective, whether your goal is to increase awareness, increase subscription, or to boost product sales.
Are you making the same mistakes that are listed in the above section of this article? If yes, then you should take corrective measures. You will be surprised to see how much return you can get from Facebook ads if you promote your posts in the right way. According to this statistic, Facebook sends around 25% of the social referral traffic. Take corrective measures, develop your ad strategy, and start enjoying a desirable conversion rate from the Facebook Ads.