5 Reasons Your Paid Social Ads Don't Convert

5 Reasons Your Paid Social Ads Don't Convert

Paid social ads are one of the most effective tools businesses of all sizes have at their disposal to boost brand recognition, connect with a specific target audience, encourage click-throughs and secure those all-important conversions.

However, driving success from a paid social ads strategy is not as simple as creating ad content and uploading it to your chosen platforms. So, if your paid social ads aren't securing the conversion rate you had hoped to achieve, here are just a few reasons why.

1. You aren't leveraging data

Social platforms, particularly Facebook, require advertisers to make very specific audience judgements before a campaign can be created. For new businesses that don't have access to much audience data, this can be an issue and running a very broad campaign designed to increase brand awareness is often required to generate that important audience information.

There are numerous ways to build audience data, including looking at real-time analytics across your marketing channels as well as your website.

2. You need to optimise your targeting process

If your ad isn't reaching the right people, you aren't going to drive clicks or conversions. The easiest way to determine whether this is the issue is to look at how your click-through and conversion rates compare to the number of impressions your ad has received. If clicks are low and impressions are high throughout your middle and bottom funnel campaigns, it's likely that your targeting parameters need some additional optimisation.

3. Your ad copy isn't refined

Social audiences are extremely selective and they will ignore vague copy that doesn't present any real value. Similarly, copy that over-promises is also likely to be ignored. After all, if it sounds too good to be true, it probably is.

Every social ad you run should clearly state what you're advertising and what your audience will get from making a purchase. This information should be spread across headlines, concise body copy, and a call-to-action (CTA) to ensure that it is easily digestible and eye-catching.

4. Your imagery is off-putting

Although the internet was once filled with comic sans text, wordart, gaudy colours and flashing gifs, this type of design is now the preserve of low-quality websites and ads that simply don't seem trustworthy. You need to ensure that your social ads make your audience feel immediately at ease, and your chosen imagery can play a significant role in how successful you are at achieving this goal.?

Firstly, the image you select must be relevant to your ad. Secondly, you must ensure that it is the correct size for your target social platform, as blurry images will negatively impact trust and brand perception. Crucially, however, don't be afraid to use bold design or colour elements to capture the attention of your target audience. After all, social platforms are busy, fast-moving spaces and you don't want your ads to become lost in a sea of other content.

5. There are bigger issues involved

While there may be some problems with your ad design itself, there is also the potential for there to be bigger issues at hand within your funnel. For example, your landing page may not be functioning properly, your on-site content may not be informative enough, and your site may have a poor user experience (UX) or take too long to load.

If you suspect that any of these elements are taking a toll on the value of your paid social ads, it's worth carefully tracking click-throughs and your bounce rate in order to get to the bottom of your issues.

It will likely be worthwhile starting by looking at your audience targeting parameters and potentially taking a more granular approach to ensure you're reaching the right people. But if that doesn't seem to be the issue, then there are many other approaches available to you that should help you to drive success from your social ads in no time.

Nini Weerasekara - Performance Marketing Specialist at TIDAL

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