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5 Reasons Why Your Facebook Ads Are Not Converting And How To Improve Them

5 Reasons Why Your Facebook Ads Are Not Converting And How To Improve Them

Is your Facebook advertising campaign not generating enough conversions? Here are some creative fixes that will significantly increase your conversion rate.

Facebook advertising is one of the best available tools for audience research and promotion of your brand.

But even experienced digital marketers can run into problems with their Facebook advertising campaigns; namely, to convert targeted traffic into conversions.

At my digital marketing company, we recently encountered a problem running a digital marketing campaign for a physiotherapist.

Despite creating highly targeted ads that led to the desired exposure share and clicks, our ads did not result in the conversions we wanted.

In this particular case, the client had adapted his business model to no longer lobby for referrals from local doctors in the area and instead rely entirely on digital marketing.

The biggest problem that our campaign soon ran into was informing the right customers at the right time for the little intention we might encounter.

Think about it, when you are suffering from an accident or chronic pain, you typically go to a doctor before going to a physiotherapist. Sure, we could inform customers and they could click, but how were we going to get them in the door?

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Fortunately, by changing our bid, value proposition, and even the very event we advertised for, we were finally able to drum up high-value foot traffic to our client’s physiotherapy firm.

The campaign itself was soon used as a nomination for several awards in the industry.

Facebook advertising related to PPC advertising is a powerful tool with a huge return on investment. But to generate a return, you need sales.

Here are five reasons why your Facebook advertising campaign is not generating enough conversions and some creative fixes to significantly increase your conversion rate.

1. You do not have enough audience data

Unlike Google Ads, Facebook audiences require you to make judgments about your customers and finish the research up front before creating a campaign.

Customers do not come to your ads; you come to them.

First, many companies start their campaigns too narrowly.

If your client has a new business and very little information to share with you, start with a broad awareness campaign optimized for the lowest available CPC.

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Here you can start with about half a million views for a modest consumption and gather some valuable engagement data, such as. Who clicks on your ads and what people, if any, convert.

Facebook is a great tool as it allows you to upload valuable data, such as all of your company’s customer email information and data on all your purchases from the last 30 days.

Some additional areas for collecting audience data include:

Google Ads and Microsoft Ads PPC Campaign Data (e.g. Contact Information). Competition analysis (all advertising channels). Census for local demographic information. Real-time analytics on your site and marketing channels. Surveys and questionnaires. Psychographic Information About People Who “Like” Your Business.

You can even use certain pixels for people who visit your site and click on your ads and do not convert.

As with all advertising, the best way to find your customers is to throw a wide web and see where you failed.

2. Your targeting parameters need more optimization

The most important part of any campaign is audience creation. Unfortunately, poorly optimized targeting parameters can mean wasting advertising costs.

Think about it; a poorly timed event match can mean the difference between someone buying new jewelry from your company close to their anniversary or just rolling past it on any other day of the year.

Worse, many companies go too far in their targeting and do not take proper account of device usage.

To cut down on targeting errors and hyperfocus your parameters, create a buyer persona and upload all the relevant details you can to your custom audiences.

Segment your buyer persona based on three boundaries:

Demographics (age, gender, race, income, location, etc.). Psychography (interests, likes and lifestyle). Behavior (stocks, comments, commitment and buying habits).

Facebook is also taking granularity to the next level.

For example, Facebook can help you target ads for baby gear to people who were recently pregnant or had a baby. It bases this on the personal information that users choose to share, and all of the above information, such as pages they have wanted and which posts they have been most involved with.

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With this, you can get your message on par with the people who are most likely to appeal to your business.

3. Facebook users are not customers

And yet, after all, your Facebook users do not convert above.

But unlike with Google Ads, Facebook users do not use the platform to shop. They use Facebook to interact with friends and family and share content.

You’ve probably dealt with a sponsored post, but not actually made a purchase many times. You may have purchased from the brand later, but most people are not necessarily interested in making a purchase when they click on your ad, especially from a mobile device.

In the example I gave at the beginning, my team used this knowledge to radically change our approach.

Instead, we changed our value proposition and lead form just to get people to attend a workshop hosted by our client before actually attending a consultation.

When conversions are low, consider using Facebook lead ads, video ads, or even dynamic ads for ways to get people into your funnel.

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4. You do not segment ad campaigns

Your advertising materials and messaging only apply to certain segments of your audience.

If your ads show a lot of impressions but few clicks and even fewer conversions, consider implementing A / B split testing.

Experiment with:

Messages. Advertising material.Images.Copy of landing page.Audience segments.

Creating separate audiences based on different conversion goals and past engagement can help you create hyper-targeted messages that resonate more.

5. Problems run deeper in your funnel

If people click on your ads and do not convert, there may be issues with your site or landing page running deeper than your ad copy.

Problems can arise from:

Inconsistent message. Poor UX and load times. Thin content. Non-appealing value proposition.

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Track your conversions using the conversion pixel and your bounce rate using Google Analytics.

Some landing page optimization methods to address a low conversion target rate include:

Inserting high-resolution images and interactive content to keep users engaged. Present a clear CTA with an offer (e.g. 50 percent discount now or 1st month free subscription) Removal of extra or unnecessary navigation.

How to Improve Conversion Rates for Facebook Ads

Target users based on past purchases. Use Lookalike Audiences to expand the reach of your campaign when you first convert. Leverage event targeting for special offers and events. Adjust your value proposition to appeal to different audiences. jumps from your landing page.Measuring targeting parameters for more detail. Keep learning more about your customers.

Sometimes it is helpful to look at your business model and determine if Facebook advertising is right for your business or your client’s business.

Using a combined approach of paid social, PPC advertising and remarketing can help you acquire leads and nurture them for conversions by reaching them across a variety of channels.

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Photo credits: Paulo Bobita

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