Facebook advertising is one of the most effective approaches for branding operations. If you execute ad campaigns properly, the audience will stop and enter the targeted landing page. This eventually drives conversions. Now, as per the 2023 trends, there are certain things to keep in mind for boosting the results of Facebook ad campaigns.
Facebook campaigns are certainly money pits, but all you need is, the right way of drilling. Even if you opt for paid campaigns, it will take your branding to a specific level, but what’s after that? So, be careful always, as improper orchestration of campaigns can lead to failure of connection or financial remuneration. Sometimes, even seasoned digital marketing virtual assistants ran their campaigns into loads of issues. Therefore, save this information to implement and maintain the latest Facebook Ad Campaign practices.
Top 11 Facebook Ads Non-Conversion Reasons
1. You Don’t Have Enough Audience Data
So, you need to have proper and ample audience data to transform your ads into lead-generating points. Make judgment calls and conduct relevant research before starting a campaign. Remember, customers are not bound to come to your ads. So, you need to reach out to them. Usually, most businesses begin with inadequate and incomplete campaigns. Initially, if your business doesn’t have much information to share, start with a broad awareness campaign.
Learn industry insights and gather some much-required engagement data by creating impressions. Find out who clicks on the ads, the user background, and whether they are getting converted. The Ads Manager wizard helps you to create the perfect and detailed targeting. Define the ideal customer group, create a gist, and target accordingly. You can also take professional assistance from a skilled digital marketer experienced in social media management who works for the UK, the US, Australia, and global clients.
2. Impressions are Going Low
Impressions play a key role when it comes to Facebook ad campaigns. Impression calculation is based on how many times Facebook shows your ads. If the ads are not showing enough impressions, the viewers will not be able to see your posts. That means the conversion is not happening and you are lagging in the numbers game. Ensure a lot of people can view your ads to increase the effectiveness of the ad campaigns.
Keep a note that Facebook shows a relevancy score when an ad achieves a minimum of 500 impressions. So, anything below 500 will not work. The primary cause behind the lack of impression is budget. If your budget is low, consider increasing the same to get enough impressions. Also, the number of your audience matters a lot.
3. Facebook Users are Not Shoppers!
As mentioned before, your Facebook customers are not here to shop. Facebook ad campaigns are not similar to Google Ads. Facebook isn’t a platform to shop. So, the users are all centered on sharing memes, communicating, etc. Think from a user’s perspective – how many times have you clicked on a sponsored post while scrolling through Facebook? So, the same goes for your viewers. Maybe, the posts stay in the users’ minds and they may come back later. But you cannot wait till then to sell your services or products.
So, here comes the need to design attractive posts. Users on Facebook do not have the intent to buy anything especially when a sponsored ad is shown. It’s wise to change the value proposition when the conversions are low. A value proposition is a way through which businesses can show how their services or products can soothe pain points. Value targets, how your customers can benefit, and how the messages are conveyed.
4. Wrong Type of Facebook Ad
Posting is fun on Facebook but uploading wrong posts may result in fewer clicks. So, you must tailor the posts according to your selling points. Sometimes, marketers go too far to portray something about their products or services. This shouldn’t be the case when you post. Make sure to have and maintain relevancy. Remember, your posts connect the dots between your audiences and business.
Also, check out which form of content is getting the maximum clicks. If you notice that image content is getting the desired clicks, don’t switch to videos in a rush. Remember, there are different types of Facebook ads. You can post the content as a Carousel, Single Video, Collection of Image Ads and Slideshow. Each type has its conversion rate and brings traffic accordingly. Consider posting all types but stick to a specific category that generates maximum conversion. Use each smartly as per the users’ preference to improve conversion rates. If everything’s running smoothly, don’t mingle with the existing approach.
5. The Landing Page Is Not Optimized for Conversion
Facebook Ad Campaign is a game of achieving digital benchmarks. To achieve these, make sure to optimize your landing page. This is one of the primary reasons for Facebook ads not getting the desired conversion rates. Sometimes, businesses have the best Facebook ads on their page, but the landing page either doesn’t work properly or has issues while loading. So, what’s the point of laying a golden path to your store if customers need to cross barricades?
You should optimize the targeted landing page to achieve fruitful campaign results. Assume the same problem, when you notice that the ads are getting clicks but unable to generate conversion. Clear the transition between Facebook ads and your landing page to fulfil the buyer’s journey. Make sure all actions on the landing page are quick and easy. Conduct a mobile site test to understand the loading speed of the page. Cutting to chase, provide an optimal user experience across multiple devices to increase conversion rates.
6. Ad Fatigue
Does your business page show the same ad over and over again? If so, you’re probably making your ads fatigued. People will no more have interest in your ads regardless of how informational it is. So, don’t oversaturate your audience by posting the same ad at regular intervals. Ensure to check the frequency of advertising metrics to determine the posting rate. It will let you understand the number of times your audience has seen the ads. If the frequency cripples within 5 to 10, it’s time to post something new.
Keep the frequency of your Facebook ads boosted to achieve larger engagement. This is an essential part, especially when you are targeting a remarketing list. To avoid such a situation, you need to switch your Facebook ad topics as soon as you notice the frequency is declining. You can also take actions based on A/B testing ad copy, CTA buttons, etc. Another way to boost the frequency of engagement is to target new users on Facebook.
7. Your Ad Image is Not That Appealing
Gone is the craze of glittery gifs, super-neon texts, and colors that would instantly make our eyes watery. Yes, they ruled the market but things have changed a lot. Today, these types of designs are seen on fraudulent or low-quality sites. Most people steer clear of these even if they provide massive discounts.
Considering the new-age graphics, there is a noticeable difference in terms of emotions. The colors and designs are a lot different today. Therefore, you should take help from a professional graphic designer experienced in crafting modern graphics for various social media platforms. Also, phrases like “Don’t wait, call now!”, “Satisfaction guaranteed”, and “Start making money” will not work anymore. Modern thought processes do not accept such phrases and your ads will eventually get hurled from the competition.
8. Overcomplicating Your Ads
Social media users are known for their short attention spans. After all, they are here to catch up with the latest activities with their friends and share some videos. So, your ads may get skipped as users don’t tend to read every feature or line portrayed through an ad. Things get worse if you try to showcase all the technical details of your products or services.
People on Facebook focus on how your products will solve their pain points and add value to their lives. Make sure to conduct a performance analysis to understand the effectiveness rate of your ads. If you have multiple features or points to show, keep it simple and exhibit them one at a time. Discuss a pain point and how your product is going to solve it. An important note – make sure to include a CTA so that interested people can reach your website.
9. Not Figuring the Scope of Improvement
Businesses want to increase the conversion rate but often run into problems with so many variables. These can be challenging for many entrepreneurs and small-time business owners. To overcome this situation, you need to analyze the campaigns on Facebook to achieve a clear picture. This will help you to determine the scope of improvement in your ads and how to increase the connection. Learning about improvement will create better chances of engagement, website traffic, and eventually greater ROI.
Prioritize your:
- CTR (Click Through Rate)
- CPC (Cost per Click)
- Cost per Content View
- CPM (Cost per 1,000 Impression)
- Video Average Play Time
If any of these metrics underperform, you will be able to determine the drawbacks and work on them accordingly. It will be a lot easier to fix the conversion problems in the future.
10. You Haven’t Given Your Ads Enough Time to Convert
Online Marketing isn’t a quick game changer. It takes some time and you have to face it. Sometimes patience plays a significant role in ad campaigns. An ad campaign goes through a specific learning period before ensuring optimum performance. The learning period is the phase where the algorithm of Facebook ads tests your ads are going to serve. Therefore, the learning phase is important to make your campaign different from others and reap the maximum results.
Initially, the results may fluctuate but in the long run, patience will give you results. The length of the learning period may vary based on the campaign goals. It usually takes a couple of weeks to understand the goals and purpose. Ideally, it’s good to give your campaign at least a month to collect as much data as possible. This way you can conclude to a point where you can determine the drawbacks and boons of a campaign.
11. Targeting is Too Broad
Plan appropriate strategies for your PPC campaigns. If you are not careful, the campaigns may negatively impact your purpose. Facebook utilizes users’ tagging to let people from similar grounds reach your ad content. Well, sometimes, over-relying on this tagging system may take your ads to a wider reach.
A narrow audience works well for some service providers. A broader audience is only good if you want new customers to enter your selling zone. This approach can be best handled when paired with a professional digital marketing consulting firm. Based on the current trends, they can help your campaigns drive in the right direction. Consult your objectives if you want to run your campaign targeting the entire country. Initially, it’s good to stay narrower and gradually increase the room for expansion.
Takeaway
Improper Facebook ads conversion is never a fun story. However, using these tips can certainly pinpoint the scope of improvements.
Connect with Facebook Ads experts at MyTasker and avoid these mistakes for the best results. We not only help you with the best strategies but also ensure conversion.
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