Social media has tremendously changed the way brands interact with their audiences. As businesses rushed into turning these platforms into their profitable channels, many of them skipped the first step of educating themselves on how to actually make money from social media.
It might look simple to set up a Facebook ad as you’re going through a tutorial video and following each step of the video, however, that doesn’t guarantee you will earn money from your Facebook ad campaigns.
That’s why many businesses have given up on Facebook already without even considering changing a few things in their approach. Not understanding why your Facebook ad campaigns are not converting your visitors into clients will create other marketing troubles for you as well.
To avoid the damage this might cause to your company, we bring you seven reasons that could be the obstacle of your successful Facebook game.
Recommended: The Basic Advantage and Disadvantage of Facebook Ads
1. Insufficient Amount of Audience Data
To create a successful Facebook ad campaign, you will be required to make several decisions about your customers. If you haven’t conducted your research to find out more about your target audience, you will be left to guessing. The idea of a Facebook advertisement is that your ad reaches your customer.
Don’t expect your customers to search for your ideas as things on social media don’t work that way. Instead, try to learn as much as you can about your customers and use that valuable data to craft a successful Facebook ad campaign.
2. Not Optimizing Your Targeting Parameters Enough
Audience creation is a vital part of any campaign. Unfortunately, many businesses will have poorly optimized targeting parameters which will result in money loss. The aspect of time is also crucial. If you’re selling a product that is related to your customer’s time in any way, are you targeting it the right way?
Keep in mind that device usage is also an important factor. The best way to ensure you’re optimizing your targeting parameters the right way is by creating a buyer persona and uploading these details into your custom audiences.
3. Creating Ads With The Wrong Goal In Mind
There’s one thing you need to understand when it comes to Facebook users – they are not shoppers. Users don’t utilize Facebook to shop for products, they use it to interact with their friends and family and share content they consider interesting.
So, what can you do if you can’t sell your product on Facebook? Well, you will need to rethink your value proposition and engage people in discussions and events. Also, video ads will help you a lot with low conversion rates so start posting more of them.
4. Problems With Your Website or Guest Articles
A problem with your Facebook ad campaign doesn’t have to be necessarily located on Facebook. If your audience is clicking on your ads but they are not converting, you could be having a problem with your website or landing page.
For instance, if the guest article you’re promoting takes too long to load, a lot of people will simply exit the website. If your landing page content is thin or unauthentic, you will also have trouble with converting your visitors.
5. Failing to Segment Your Ad Campaigns
The aspects of your ad will only apply to particular segments of your Facebook audience. If you notice that your ads have a high impression rate but low conversion rate, it’s time for A/B split testing.
Start experimenting with your messaging, images, landing page copy, audience segments, and everything else. Also, have separated audiences and create different conversion goals to increase your chances of success.
6. Using the Wrong Messaging
This could be one of the worst mistakes you can make when it comes to a Facebook advertisement. You’ve found the right group of people who are highly interested in your products and enthusiastic to learn more about your business, but you’re communicating terribly.
Using the messages that don’t correspond with the communication style of your target audience will immediately lead to a drop in your conversion rates. Think of your ad content as something that needs to engage your prospects and customers into further action.
7. Skipping Testing Phase
All of your Facebook ad campaigns need to be tested first. As the majority of businesses find it time-consuming, they will skip this practice and simply publish their ad without the split testing. As much as you don’t want to waste your time, not testing your ads will lead to wasting your money.
Without testing, you can’t be certain if your images, descriptions, headlines, call-to-action messages truly are effective. If even one of these elements is not right for your audience, it will harm your conversion rates.
These are some of the most common reasons for not being able to enjoy high conversion rates of your Facebook ad campaigns. Start determining what issues are you running into and fix them because there is always something you can do to improve your conversion rates!
Melissa Burns is a marketing consultant and provides workshops for start-ups and small businesses. She writes about digital marketing to share her 6 years of experience.