After months of analysis, strategies, and hard work, your Facebook ads are finally ready to be uploaded. Once you’ve clicked publish, it’s all a matter of time and patience for leads to get converted. But what if something went wrong and you were left unaware of a Facebook ad that hasn’t even being shown to your audience. Or what if your Facebook ads were disapproved and rejected? But, all of these are subjective reasons for ads to fail. What if your ad has been uploaded and yet not performing as expected?
Facebook ads are highly optimizable and require a precise audience to target with pictures that speak in volumes. It is one of the biggest and best tools for promoting your brand. But, even the experienced digital marketers can come across issues with their Facebook ads especially, when it comes to turning the target audience into conversions.
Here are a few reasons why your Facebook ads are not performing as expected in generating enough conversions and some fixes that will significantly increase your conversion rate.
Not Enough Audience Data
For Facebook ads, one needs to have do comprehensive research before creating their advertising campaigns. With a large number of monthly active users, Facebook ads have become a competitive and lucrative element of digital advertising strategies for many businesses.
If you’re a startup and have very little information to share, initialize a broad awareness campaign that is optimized with the lowest cost-per-click (CPC) available. With such campaigns, you can obtain certain engagement data about your audience such as which sector of the audience is clicking on your Facebook ads and how many are converting. Some additional areas to acquire audience data include:
Your Google Adwords PPC campaign data
Census for local demographic information
Surveys and Site questionnaires
Real-time analytics on your site
Psychographic info of the audience who “like” your business page
You can even create Facebook ads with Website Custom Audiences that target the users that have previously visited your website. It’s another way to reach an incredibly relevant audience.
Targeting Parameters Need Optimization
The most important factor in creating Facebook ads is audience creation. Unfortunately, poorly optimized targeting parameters lead to wastage of advertising expenditure. There’s been a lot of speculations about the best time for brands and businesses to post Facebook ads. For instance, if you have a jewellery business and you have posted Facebook ads about the same, you may have customers that purchase jewellery from your business close to their anniversary or wedding date while some customers may scroll past it on any other day of the year.
Some businesses cater to a more broader targeting and fail to consider ad designs that sync with all mobile devices. Your customers spend most of their time, almost daily, checking their Facebook profiles. Facebook uses a machine learning tool called Lookalike audiences to help you find valuable potential customers that are similar to those customers that have visited your business site.
To reduce targeting errors and to focus on your objectives, you must create buyer personas and later upload all of your relevant details into your custom audiences on your Facebook page. By creating specific personas for the different customer sectors, you can enhance your Facebook ad design that directly addresses their needs. Buyer personas help in creating effective Facebook ads that give you better results. Segment your buyer’s persona based on these three boundaries:
Before you start designing your Facebook ads, your goals need to be clearly defined. Should your Facebook ads generate more web traffic, boost visibility, or extend your social reach? Are your Facebook ads designed to receive more views on the videos about your product or just want more followers in your list? With a specific goal in mind, you can create Facebook ads that cater to specific audience sectors. Your marketing objective should be the core of your Facebook advertising process. Unlike Google Ads, Facebook users are not using the social media platform to shop. Most Facebook users don’t intend making a purchase when they click on your Facebook ad, especially the users on mobile devices.
When your customer conversions are low, consider having Facebook lead ads, video ads, or dynamic ads. Facebook lead ads solve two specific advertising problems:
Low conversion rates from mobile devices
Featuring ads to customers who login daily
The Facebook lead ads consist of ad copy and a lead form that is hosted on Facebook or Instagram. This lead form enables advertisers to obtain email addresses and other personal information which can be used for remarketing.
Facebook Ads are Not Tested Before Launching
It is essential for businesses to adapt to market expectations where customers are constantly looking for unique products and services. It’s always advisable to test multiple designs before launching your Facebook ads. Non-tested Facebook ads don’t perform well as expected to be. If the ads are creating impressions but have few clicks and fewer conversions, you may want to consider A/B split testing.
A/B split testing is technically an experiment carried out using two or more variants of a page (ad campaign or web design) that are shown to users randomly. Its statistical analysis determines which variation of the page was more effective for a given conversion goal. By not testing your Facebook ads, you are left unaware of the positive and negative attributes of your advertising campaign. Experiment variations of Facebook ads with:
Landing page copy
If your A/B split testing results for your Facebook ad turns out to be negative, use this experiment as a learning experience and develop a new hypothesis to retest. With such tested Facebook ads, the final output or result would be an effective advertising variation that gives you insights of what kind of designs and content you must advertise.
To help you dodge through the tribulations of Facebook advertising, the points below are the most common reasons why your Facebook ads are considerably weak and how you can fix them.
Your Ads Have Been Disapproved
Facebook sends you a notification to your registered email address if your Facebook ads have been disapproved. The email also contains the reasons for disapproval. If you fail to find the email that Facebook sent, you can always check your ad’s status inside the Facebook ad manager. Disapproved Facebook ads have been denoted as shown in the image below:
The reason behind your disapproved or rejected ads could be any of the following:
The ad features or promotes tobacco, drugs and drug-related products (this includes pharmaceuticals)
The ad promotes unreliable and unsafe dietary supplements (unfortunately, what qualifies as unreliable and unsafe is decided by Facebook and their discretion criteria)
The ad is retailing weapons, ammunition, and explosives
The ad features stimulating, excessively violent content
The ad promises forged or fake documents, such as degrees, passports, or immigration papers
The ad markets malware and spyware, surveillance equipment (spy cams and cell phone trackers, for example)
The ad flashes unlikely or exaggerated before-after images to promote weight loss (Facebook ads for health and weight loss products should be targeted to individuals over 18 years of age)
The ad features “Adult Content”
Unrealistic claims or get ‘get rich quick’ schemes
By making the required changes to fit Facebook’s standards of advertising can be one way to avoid rejection of your Facebook ads. You could simply change the image if Facebook disapproved and cited your graphic as inappropriate. Once these changes are made and the ads are saved, it automatically gets re-submitted to Facebook for a review and a hopeful approval.
Your Image Violates the 20% Rule
Advertising on Facebook has a lot of rules and criteria involved, which they mention some of them on their Facebook Business page and some are emailed to your registered email address. Among these hundreds of rules and regulations, one of the most forgettable but vitally important is the 20% text rule.
According to the standards of Facebook, your advertising image should not contain text that exceeds the image-text ratio of 20%. This 20% text rule includes text from logos, watermarks, slogans, or any other quotes that your image may contain. Facebook gives a rating to your image during the approval process. If the rating is either low, medium, or high, Facebook suggests that your image has a lot of text and its audience reach will be lower.
Your Advertising Goal isn’t Rightly Set
Facebook has specific parameters to choose advertising goals to provide a clear understanding of Facebook’s traffic objectives. When you select a particular advertising goal, you are informing Facebook about the exact audience action you are looking for in your Facebook campaign results. This selection allows Facebook to target the ideal audience with precision.
For instance, if you have chosen ‘link clicks’ as an advertising objective, Facebook is instantly notified that you wish to target people who are more likely to click on the links based on their engagement history with ads that are similar to yours. This is how Facebook factorises Estimated Action Rates.
Setting the right advertising optimization goal for your campaign objective is essential in narrowing your audience to be more specific. However, the problem arises for conversion optimizations. The ‘conversions’ objective within Facebook Offer Ads helps you promote your website by using a conversion pixel. Conversion tracking pixels can benefit your business by measuring the return on investment of Facebook ads by reviewing and reporting to you about your audience’s reactions to your ads.
Your Ads are Not Relevant to Your Audience
Relevance score is often overlooked as a part of the delivery equation of advertisements. The relevance score is Facebook’s way of conveying the interest levels of your audience for your Facebook ads. The score ranges from 1-10 determining the engagement levels both positive and negative.
This score pertains to only direct Facebook ads and not campaigns, and is shown only after your ad receives more than 500 impressions. If a large number of your target audience respond to Facebook ads, your ad receives a higher relevance score. And the higher the score, the more it gets features to newer audiences and helps you generate new leads. The relevance score is estimated by Facebook based on three factors which are ad performance, positive feedback, and negative feedback.
Here are few things to consider to improve your relevance score:
Specific targeting– Narrow your audience to a specific location, age, interest, and other demographics. You can also create ‘custom audiences’ for each Facebook ad.
Image and Text considerations– An image or a video is more noticeable than text. Relate your captions to what you’re promoting. And keep the Facebook ad videos as short as 15 seconds.
Fresh ads– Even if your audience once responded well to your ads, they will eventually get tired of it once the ad turns repetitive. As soon as the relevance score drops, create another Facebook ad that is completely different from the previous one.
Tested ads– Test different ads to the same target audience to see which ad has a higher score.
Non-offensive content– Avoid offensive content in your posts as it leads to a poor score and ad rejection from Facebook. For example, Facebook takes down ads that are racially unethical.
While creating campaigns, you need to have more than one ad. These ads may have different or same targeted audiences. When you have audiences that are identically targeted across your campaign ad sets, Facebook will prevent your ads from competing against each other. The Audience Overlap Tool helps in identifying the exact % of overlapped audience among your ad sets. Like these, there are many more tools that Facebook Business has to offer to understand how Facebook ads can perform well and generate better leads. When you are able to recognize these common reasons for poor performing Facebook ads, the Facebook ad has already become 50% effective. If you are still aren’t able to troubleshoot the reasons why your Facebook ad isn’t doing well, you probably need a professional marketing agency to look at your ad campaigns. Our social media experts can help you establish the right business objectives and create engaging and click-worthy content for your social media marketing advertisements.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.