4 Reasons why your Facebook ads are not converting and How you can fix them

? You’re getting more Likes.

? You’re getting more views.

? You’re getting more comments.

But you’re not generating more Sales.??

This is one of the most common challenges faced by most eCommerce Businesses while running Facebook ads.

With ad types, Objectives, and targeting options, Facebook ads are growing increasingly challenging to navigate.

Other than compelling copy, there are other factors too which are responsible for your conversion rate.

Though there are various such factors, we’ll only cover those factors which play a major role in your conversion rate.

Whether it is due to poor targeting or poorly written ad copy, whatever the reason for your lower conversion rates, we’ll discuss them and try to find out the solution to them so that you can boost your conversion rates.

1. Poor targeting

With over 2.96 billion monthly active users, Facebook is among the best platforms for marketers. Therefore you have a huge opportunity to reach your audience if you target the right set of audiences.

A study shows that every month around 160 million businesses use Facebook ads to reach their audience but only a few of them reach their target audience. If you are reaching thousands of people but still not making any sales then you need to optimize your marketing campaign.

Here are some tips you can use to target the right audience:

Custom Audience: Instead of targeting a broader audience who will not make any sales from you, create a custom audience that engages with your audience, who are interested in what you’re offering. In this way, you’re targeting a potential audience that can be converted into sales.

Lookalike audience: It is one of the best Facebook features that can help to reach people similar to your current audience. In this way, you can boost your sales as only interested people are seeing your ads.

You can also leverage other Facebook features that can help you to reach your targeted audience.

2. Not segmenting your Audience

This is one of the most ignored parts of Facebook ads. There are different types of ads for different people.

Ads meant for hot audiences will not be the right fit for cold audiences and warmer audiences. You might be showing the “Limited time offer” type of Facebook ad to someone who has seen your ads for the first time.

Therefore, it’s very necessary to segment your audience so your message reaches the right audience. Below we are sharing the steps you can take to reach the right audience at the right time.

While running your Facebook ads, use a funnel marketing approach that will segment people by different stages in the customer journey and serve them Facebook ads according to where they’re in the customer journey.

There are three stages of the customer journey, namely Awareness, Consideration, and Conversion. You can segment your audience based on these stages to reach the right audience at the right time with the right message.

Awareness: If your audience is in the awareness stage, you should create more educational and informative content, your main goal should be to make people aware of your brand and not about your product.

Consideration: At this stage, people know about the problem, they are just evaluating the right option. It’s the time when you can show your product or solution. Since they are new to your business, you should share testimonials to build trust among your audience.

Conversion: The last stage of the customer journey is Conversion, it is the stage where your audience knows about your brand and product, and they even want to buy from you. In this stage, you just need to give them an offer with a limited time.?

Other than poor segmentation of your audience, There is another major factor that is responsible for your lower conversion rate which is ad Fatigue which will be discussed in the next section.

3. Ad Fatigue

Have you ever received the same ad again and again? If yes then I don’t need to tell you how frustrating it is. The same happens with your audience when they get the same type of ads again and again.

If you are constantly creating the same ads then your audience will stop paying attention to your ad which makes your marketing campaign less effective.?

If you’ve received a negative response on your Facebook ads then it’s time to switch up your ads and refresh the visuals.

There are various things you can do to avoid fatigue, Some of them are:

1. Use multiple ads within the ad set
2. Keep updating your copy
3. Redesign your creative?

You need to understand the fact that people are not on Facebook for making a purchase, people are there to relax, enjoy, etc. They are on Facebook to engage with their friends and family and they hate those ads which come between all this.

If you want to get their attention when they are most likely to ignore you, you need to put effort to come up with creative ideas to steal their attention.

4. Poorly Written Ad copy

Let's say you know your audience very well and you have targeted the right set of audience who are more likely to swipe their cards. But all these make no sense if you have a poorly written copy.

Words have to persuade and if you are not using this power then you’re leaving money on the table. While writing an ad copy, you should have a clear objective, you should have clarity of your targeted audience.

For eg. If you're writing for a non-technical audience then you should avoid industrial jargon and if you’re writing for people older than 60 years then you should avoid words like Explore, adventurous, etc.

Another important thing to consider while writing ad copy is your call to action. Your headlines and visuals grab the attention, and your copy takes them through your message but all this does nothing without a clear call to action.

Your CTA is a phrase that motivates your target audience to take action. Use simple language and create a sense of urgency. While writing CTA, avoid common CTA such as “Click here” as they don’t tell the users what they actually need to do. You can use various options such as Join Us, Subscribe, Shop Now, Sign Up, etc.

These were the major factors that are responsible for the conversion rate of Facebook ads. Optimizing these 4 factors can help you to reach your targeted audience and improve your conversion rates.

Among all of these factors, Poor targeting contributes the highest to your low conversions, if you’re still facing issues with targeting the right set of audiences, I can help you to optimize your marketing campaign.

Let’s Connect

Sachin Yadav