Facebook advertising, along with PPC advertising, is a powerful tool with huge ROI, which needs sales to generate a return. Often however, marketers can run into some significant problems related to Facebook advertising. While you may have created highly targeted Facebook ads and generated the desired impressions and clicks, conversions aren’t enough. You can get in touch with Facebook Ads Agency in Washington.
Here are five reasons why your Facebook ad campaign isn’t generating enough conversions, and some creative fixes to significantly increase your conversion rate.
1. You don’t have enough audience data
Unlike Google Ads, Facebook audiences require you to evaluate your customers and complete the search in advance before creating a campaign. Remember, customers don’t come casually to your ad – you get them to arrive!
First of all, many companies start their campaigns too narrowly.
If your customer has a new business and very little information to share with you, start with a large awareness campaign optimized for the lowest CPC available. This will allow you to start collecting data such as who is clicking on your ads and / or which people are converting.
Facebook is a fantastic tool that allows you to upload valuable data, such as your company’s customer email information and data on all your purchases from the last 30 days.
In addition, there are other tools to acquire data on the public:
- Through Google Ads and Microsoft Ads PPC campaigns .
- Competitive analysis (all advertising channels).
- Real-time analytics on your site and marketing channels.
- Site surveys and questionnaires.
- Psychographic information of people who “like” your business.
You can also create custom audiences for people who visit your site and click on your ads and don’t convert. As with all advertising, the best way to find your customers is to cast a large network and see where you have failed.
2. Your targeting parameters need more optimization
The most important step in creating a campaign is building the audience. In fact, if the targeting criteria are not optimized they could lead to wasted advertising spend. For example, there is a difference between someone buying new jewelry from your business on an anniversary or someone buying new jewelry on any other day of the year.Or worse still, many companies choose too broad a targeting and do not take into account the device used.
Therefore, to reduce targeting errors and focus your metrics, create a buyer personas and upload as many relevant details as you can into your custom audience.
Segment your buyer persona based on three limits:
- Demographic data (age, sex, city, income, location, etc.).
- Psychography (interests, likes and lifestyle).
- Behavior (shares, comments, engagement and buying habits).
Facebook also takes granularity to the next level. For example, Facebook can help you target baby product ads to people who have recently been pregnant or have had a baby. Everything is based on personal information that its users choose to share and information, such as the pages they liked and the posts they interacted with the most.
Therefore, once you have entered these parameters, your message will be addressed to people who are really interested.
3. Facebook users are not buyers
Yet despite all of the above, your Facebook users don’t convert. But unlike Google Ads, Facebook users don’t use the platform to shop. They use Facebook to interact with friends and family and share content. You’ve probably created a sponsored post but this didn’t actually lead to a lot of shopping. Or the purchase takes place at a later time or it may happen that a user clicks on an ad without actually completing the purchase. Especially on mobile. When conversions are low, it’s best to consider using Facebook lead ads, video ads, or even dynamic ads to attract people to your funnel.
4. You are not segmenting advertising campaigns
If your ads are generating a lot of impressions but few clicks and even fewer conversions, consider implementing the A / B split test.
We advise you to experiment:
- Creative ads.
- Copy of the landing page.
Creating separate audiences based on different conversion and engagement goals can help you create hyper-targeted, high-performance messages.
5. The problems run deeper in your funnel
If people are clicking on your ads and not converting, there may be more important issues affecting your website or landing page.
Problems could arise from:
- Inconsistent messages.
- Poor UX and load times.
- Sterile contents.
- Unappetizing offer.
Some landing page optimization tactics to address a low conversion goal rate include:
- Insert high-resolution images and interactive content to engage users.
- Submit a CTA with an offer (e.g. 50 percent off now or free subscription for the first month).
- Removing additional or unnecessary navigation.