FB ads are not performing well? Low conversion rate? That’s because you’re not running ads the right way! The following analyzes the five common factors that affect the effectiveness of Facebook ads and provides you with corresponding solutions.
1. Inaccurate FB ad population targeting
The Ads Manager wizard will guide you step by step to create ads. You can add a series of interests and behaviors and focus your mindset on new customers-those you have never met but at least meet the ideal persona. Define ideal users, create roles and target ads accordingly.
However, this targeting method is suitable for cold audiences, while your ad copy may target deeper people.
So how to solve this problem?
Target those who are interested in you. These people may be existing customers, users who have clicked on your Facebook ads or watched your videos, users who have clicked on your website or spent time on specific web pages, and they may also be your Facebook fans.
These people know who you are, they like what you do, and they will be open to offers.
2. Targeting the right users with the wrong message
One reason your Facebook ads aren’t converting could be that you’re putting the wrong ads in front of your potential customers.
How to fix this?
Use a funnel marketing approach. Segment your customers based on their different stages and serve them Facebook ads based on where they are.
The TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel) models are related. Funnel marketing theory is closely tied to the customer.
Top of the Funnel
At this stage, you want users to know that you exist and have interesting content that solves their pain points. This content is likely what attracted people to you in the first place. In terms of advertising, free guides, white papers, checklists, informative articles, and videos work well. Many of these products will be delivered through reading, which is likely to be found through advertising or search.
Middle of the Funnel
At this stage, you want to have a solution to the user’s pain point. Potential buyers are in the evaluation phase, thinking about how to solve their problems. They are interested in articles that share how to solve their pain points.
Your Facebook ads should build trust in your product while driving connection and commitment. Content types may include webinars, buying guides, and spec sheets.
Bottom of the Funnel
At the bottom of the funnel, people are ready to buy and are just one step away from a perfect offer, such as a free trial, webinar, or online consultation. At this point, ads should start to become more sales-oriented, offering limited-time discounts to add a sense of urgency to drive conversions.
Marketing communications is a process. Users rarely convert the first time they see an ad, but at the same time it’s rare to show them the same ad over and over again. The trick is to show them an ad that’s at the right stage of a customer’s journey to buying your product. Once they’ve been exposed to that content (watched a video, viewed a blog post, signed up, etc.), you can start engaging them with the next set of ads.
3. Targeting too broadly
Targeting too broadly is also one of the reasons for low conversion rates on Facebook ads.
How to fix this problem?
Rather than simply building interest lists, adding to them as each new interest is added, use the detailed targeting tool to narrow your target market. By doing this, you’ll reach fewer people, but they’ll be more likely to convert.
Let’s look at an example of how detailed targeting works. Let’s say you want to target women who like a combination of British fashion brands.
You could target women who like Joules, Monsoon, or Whitestuff. If you click Narrow Further, you can find women who like Boden, Mint Velvet, or Phase Eight. Set your targeting to match at least one brand from each list.
Just like that, your target market has been reduced from over 1 million people (who like any of those six brands) to just 99,000 people who like two of them. This audience segment is more likely to be in the target market for women who are likely to buy quality, fashionable, mid-range clothing.
4. Your FB ad relevance score is too low
Facebook really wants your ads to be as relevant to your target audience as possible. You need to target with a high relevance score.
How do you fix this?
Tighter targeting is a great way to improve your relevance score, like impactful images, a clear call to action in the copy, or a call to action button.
5. Your FB ad is not consistent with your landing page
You may have created a perfect ad, but if your landing page is off, you will lose conversions. The landing page needs to be fairly consistent with the ad, so the images, copy, look, feel, and tone need to be the same or similar.
How to fix this?
A well-designed landing page should use clear and concise headlines, make it easier to scan, and include friendly, error-free body copy.
If you’re not satisfied with the performance of your Facebook ads, take a look at the five factors above that may be negatively affecting your ad performance.