Common Facebook Ads Conversion Problems And How To Treat It
Facebook advertising is one of the best tools out there in audience research and brand promotion and is trusted by most brands and businesses currently. But even the most experienced marketers run into problems and issues with their Facebook ads campaigns. What are these problems?
Those problems can range from not getting enough clicks to turning targeted traffic into conversions.
Mixing up Facebook advertising with pay per click advertising can indeed be a powerful combination towards a high-yielding ROI. But of course, it needs an adequate amount of sales generated to see those returns.
What could be the problems that prevent your Facebook ad campaign from cashing in a ton of engagements and probable conversions? Are there possible creative remedies that can fix it and significantly turn the conversion rates around? Here are five reasons why.
Your audience data is not enough for Facebook Ads.
In comparison to its counterpart Google Ads, Facebook Ads require you to make calls about your customers and complete the target market research right away, even before the campaign gets to roll.
If a client has just recently set up a business and has very little information to share with you, you have to begin wide with a broad awareness campaign optimised to the lowest CPC available. The good thing about this initial targeting strategy is it will allow you to see valuable engagement data, such as who is clicking in your ads and if they are converting. That can already gather up to half a million impressions at least, all at a minimum spend.
Audience data can also be acquired through the following techniques:
- Competitive analysis for all advertising channels
- Conduct of surveys and site questionnaires
- Census for local demographic information
- Google Ads and Microsoft Ads PPC campaign data
- Real-time analytics on your site and other marketing channels
- Psychographic information of people who ‘like’ your business
These remedies should bring you to clearance about the audience data and what market/s you should be targeting.
More optimisation is needed for your targeting parameters.
Audience creation is crucial for any kind of campaign, but if it is done with poorly optimised targeting parameters, it could only go down as a wasted ad spend.
Some marketers even go too far with the targeting approach and go too broad that they forget to take into account the device usage.
To resolve this, create a buyer persona and upload the relevant details you can into your custom audiences. These can cut down misses on targeting and can make your parameters hyper focused.
Segment the buyer persona based on the following criteria - demographics (age, gender, location, income, etc.), psychographics (likes, lifestyle, and interests), and behaviour (shares, comments, and purchasing habits).
Getting the ad targets to be narrowed down brings you closer to your ideal audience, to those that appeal to your business the best.
Not all Facebook users are shoppers.
Despite your most valiant efforts for your Facebook ad campaigns, it still has not come close to your expected targets. Truly disappointing. But why is that?
To begin with, Facebook is not a marketplace where people look for products to buy or services to avail. They are on Facebook to share their thoughts before the world and communicate with their family members, peers, or some influential images.
Most people can engage with a sponsored post but do not end up purchasing the product. Ad clicks won’t necessarily result in conversions straightaway.
When conversions don’t turn out as high as you expect, consider switching to some other forms of ads, such as Facebook lead ads, video ads, or dynamic ads. That way, you can carry people to your funnel.
You are not segmenting ad campaigns.
Not all your techniques to drive people to your funnel will work all the time. For example, your ad creatives and messaging will only appeal to a certain demographic.
Split testing is the solution if you want to see optimum results for your ad campaign approaches. Here, you can experiment testing a certain group of audience with ad strategies such as images, ad creatives, messaging, and landing page copies. Creating separate audiences based on your different conversion goals will enable you to see more possibilities for your ad campaigns.
The problems run deeper in your funnel.
If you think everything is nearly perfect with your ad campaigns but it still comes up short of your calculations, the problems might not actually appear within the campaign itself.
Issues like that might come from your website’s UI/UX, thin page content, inconsistent messaging, and value offers that are not appealing. Your website’s speed could also be a culprit to downtime in conversions.
Speeding up your website by putting optimised high-resolution images on it, presenting a clear CTA with valuable offers, and removing unnecessary navigations are just some ways you can minimise the out-of-campaign factors in affecting the campaign.
But maybe, the best technique that you must think about first is to check if Facebook ads are the most appropriate campaign for your business. That way, you can save a lot from needless spending on ads that can’t bring in people to your funnel.
By this point, you might have considered the fixing needed by your Facebook ad campaigns. We hope this has helped you a lot, and remember, trying out your campaign in all channels possible can give you the advantage you need.
And speaking of ad campaigns, Elephant in the Boardroom, the leading website and digital marketing agency in Melbourne, Australia, has got you covered for results-driven web solutions guaranteed to deliver. We offer expertise and trusted services from web design, web development, email marketing, and IT helpdesk to name a few. See for yourself how we can turn your idle campaigns around at www.elephantintheboardroom.com.au
