Facebook continues to grow and has nearly 2.45 billion monthly active users (Sproutsocial). Not only are Facebook ads effective and affordable, but also allow you to reach new people. Implemented by over six million businesses today to remain competitive in the busy online world, Facebook ads is a popular advertising method with high reward if done correctly (Sproutsocial).
Despite many marketers using Facebook ads, there are still many who fail to generate positive results. To help increase your conversions, we’re listing 4 common reasons below why your Facebook ads aren’t converting.
1. You’re targeting the wrong people.
Ensuring Facebook ads are targeted to the right people is key for conversion. Take a look at who your customer is – what behaviors, interests and demographics they fall under. If you are not sure who you customer is, you can find this information in Google Analytics.
By making sure that your targeting is more fine-tuned, you’ll be able to spend less money on ads that reach the right people. If you’re in travel, for instance, you may want to target your ads only towards women since they tend to make the majority of purchasing decisions.
Not only can Facebook ads be targeted towards behaviors and interests, but there’s also the ability to create custom lists or look-alike audiences. Targeting can be even done through geo-targeting. For instance, if you are a restaurant trying to gain business locally, you would set your ads location to nearby towns.
2. You’re not A/B testing.
A/B testing is testing only one variable of your Facebook ad campaign. This variable can be creative, delivery optimization, audience, or placement. Doing various A/B testing in campaigns is a smart strategy to see what variable is produces better results. For instance, during the first test you could test a different image. During the second test, you could then take the winning image from test 1 and test two different audiences – such as detailed targeting, and one with a lookalike audience.
3. You haven’t set up the Facebook Pixel.
The Facebook Pixel is a piece of code you add to your website that helps you track conversions, optimize conversions, and creates re-targeting ads. By setting up the Facebook pixel, you are also able to see how many conversions you received, as well as the cost of each. Conversions can include someone making a purchase, subscribing to your email campaign, or a lead/inquiry.
Re-targeting ads allows you to target people based on visiting your website or taking specific actions across your website. This would include people who added an item to their cart but didn’t complete the purchase. By re-targeting them, they are more likely to complete the purchase in the future.
4. You aren’t adding a clear call-to-action on the landing page.
If you’re driving your Facebook ads to a page where there is no clear call-to-action, you are missing out on collecting key information. The easiest way to collect this information is by setting up a form on the webpage that your ads are driving to. For example, your ads could drive to a request a brochure page where there is a form that collects first name, last name, email, and interests.
By keeping your ads highly targeted as possible, Facebook will show your ads to more people and lower your cost per click. Traktek Partners is a Website Design and Digital Marketing Agency that can help create Facebook ads that convert. Take your social media marketing to the next level and Contact Us Today.
