One of the best tools for audience research and brand promotion is Facebook ads.
Though, even the most seasoned digital marketers might run into problems with their Facebook advertising strategies particularly when it comes to converting targeted traffic into sales.
Here are five reasons why your Facebook advertising campaign isn’t converting well, as well as some innovative solutions to boost your conversion rate.
1. You Don’t Have Enough Audience Data
Unlike Google Ads, Facebook Audiences require you to make judgment calls about your customers and to complete the research upfront, before creating a campaign. Here, you can start with about half a million impressions at a modest spend and gather some valuable engagement data, such as who is clicking on your ads and what people, if any, are converting.
2. Your Targeting Parameters Need More Optimization
The most important part of any campaign is audience creation. Unfortunately, poorly optimized targeting parameters could mean wasted ad spend. Many businesses go too broad in their targeting and don’t properly account for device usage. To cut down on targeting errors and hyper-focus your parameters, create a buyer persona and upload all of the relevant details you can into your custom audiences.
3. Facebook Users Aren’t Shoppers
Unlike with Google Ads, Facebook users are not using the platform to shop. They are using Facebook to interact with friends and family and share content. You’ve probably engaged with a sponsored post but not made purchase plenty of times.
Maybe you purchased from the brand later, but most people aren’t necessarily intent on making a purchase when they click on your ad, especially from a mobile device. When conversions are low, consider using Facebook lead ads, video ads, or even dynamic ads for ways to get people into your funnel.
4. You Aren’t Segmenting Ad Campaigns
Your ad creativity and messaging will only apply to certain segments of your audience. If your ads are driving a lot of impressions but few clicks and even fewer conversions, consider implementing A/B split testing. Creating separate audiences based on different conversion goals and previous engagement can help you create hyper-targeted messages that resonate more.
5. The Problems Run Deeper in Your Funnel
If people are clicking on your ads and not converting, there could be problems with your website or landing page that run deeper than your ad copy. Issues could arise from inconsistent messaging, poor UX and loading times, thin content, or unappealing value offer. Track your conversions using the conversion pixel and your bounce rate using Google Analytics.
It’s all too easy to get caught up in the allure of discovering brand-new consumers through Facebook ads rather than focusing on what you already have and maximizing the value of those warm leads. If you’re not content with the results of your Facebook ads, one or more of the seven criteria listed above may be to blame. Try out these troubleshooting tips to see if they help your campaigns.
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Until next time, cheers!