Semalt: Here Is How To Make Your Facebook Ads Convert
Facebook advertising is one of the most effective tools available to any marketer today. While this is great, even experienced digital marketers run into issues every now and then.
Do you have a Facebook ads account? Are your campaigns looking ineffective?
In this context, we will show you some likely reasons why this may be happening to you as well as some tips on how to solve them.
The primary aim of Facebook ads is to create awareness and convert viewers into customers.
What Causes Facebook Ads To Fail?
At Semalt, there was a case where we couldn't identify what was wrong with a client's ad campaign. We were using carefully and highly targeted ads, there was an increase in the desire impression and clicks, but they still didn't result in our target audience buying the product.
Later on, we noticed that the biggest problem our ads faced was informing the right customers at the right time. It was always a case of "if only I saw this earlier." Since the product was designed for a specific situation, we didn't know how to get the ads in front of the audience when they needed them most.
Fortunately, we switched up our bids, value proposition and the events we hoped to catch and eventually, our ads started converting. The campaign was a success, and everyone went home happy.
Facebook and PPC advertising is a powerful tool with the potential for a great ROI. But to enjoy its benefits, you need to make sales.
Here are some reasons why Facebook ads fail to convert and how to fix those issues.
Insufficient Audience Data
Unlike Google Ads, you must make judgment calls with your Facebook ads. You need to have sufficient information about your customers before creating your campaign. You design your ads to find your audience, and you shouldn't expect your audience to come looking for these ads.
The first mistake most businesses make is they think too little. Their target audience scope is too narrow, and they end up losing out on a lot of opportunities. When a client comes to us with very little information on their audience, we start off by running a broad awareness campaign that is optimized to the lowest CPC available.
With this, we can earn about half a million impressions and some valuable engagement data. Impressions tell us who is clicking the ads and what demographic of your audience converts.
Other sources of audience data include:
- Google Ads and Microsoft Ads PPC campaign data
- Competitive analysis
- Real-time analysis of your site and its marketing channels
- Census of the local demographic information
- Using questionnaires and surveys
- Psychographic info of people who are interested in your business
To win at advertising, you must be able to cast your net wide so you can identify areas where you succeed and fail.
Do A Better Job At Optimizing Your Targeting Parameters
Audience creation is an important part of any ad campaign. When you have poorly optimized targeting parameters, you make your ads highly ineffective.
Consider this for a moment; you have poorly timed an event match which means you may have just lost a client. Rather than stopping to buy a Christmas present, they scroll past it every other time of the year. Christmas gifts are targeted for the end of the year events, so having a Christmas ad showing too early or too late makes it irrelevant.
On the other hand, some businesses go too broad in casting their net, and they fail to account for device usage.
To cut down the errors common with targeting an audience, create a buyer persona. Doing this draws the border around a hyper-focused audience parameter so you can now upload all the relevant details to a custom audience that would love it.
To create the perfect buyer persona, think of these three subdivisions:
Since Facebook observers and consider granular details, you want to dive as deep as you can.
Facebook is an amazing app when it comes to finding the right buyer for your products. Facebook can help your ads find the perfect match. Why don't we imagine that your business manufactures baby beds? Facebook can target your ads to parents who newly had a child or got pregnant. It uses the information users choose to share to know who is pregnant. And of course, these are the people you want coming across your ads because they need your products the most.
Facebook Users Aren't On The App Just To Shop
Do not forget that Facebook is a social media app. Unlike Google, ads Facebook users didn't create an account to shop. Facebook was designed and is used to connect with friends and family.
Many times, its users engage with a post, but they wouldn't patronize it. However, we may return after a while to make a purchase from that brand. This is because the first time we came across the ad, we knew it was relevant, but we weren't ready to make the decision to purchase just yet. However, when we return, we can then make a purchase because, at that point, we've made up our minds.
When creating your ads, you must understand that it isn't every time your ads get seen that you get an order. Be patient, and as long as you're doing everything right, you will soon enjoy ROI.
If your conversions are low, consider video ads, dynamic ads or Facebook lead ads. These are some interesting ways to catch the attention of an audience and get them into your funnel.
Segmenting Your Ad Campaign
If your ads are driving a lot of impressions but low conversions and few clicks, consider running the A / B split testing. Since your ad's creativity and messaging only apply to certain segments of your audience, you want to make sure you get the right one.
By creating separate audience groups based on your different conversion goals and previous engagements, you can create laser-guided targeted messages that resonate better with your target audience.
Some Problems Exist In Your Funnel
When people fail to convert after clicking your ads, there is a chance that the problem lies within your website or the landing page linked to the ad. Sometimes, the problem is on the main website and not the ad.
Several factors that can stop visitors from converting include:
- Poor UX
- Slow loading time
- Inconsistent messaging
- Thin content
- Unreasonable value offer
To track your conversions, you can use Pixel and for your bounce rate, use Google Analytics.
Here are some tips on how to improve your landing pages:
- Use high-quality images and engaging content to keep your users interested.
- At the end of the content, use a clear CTA with an offer.
- Remove unnecessary or additional navigation.
How To Improve Facebook Ads Conversion Rates
Taking note of the tips mentioned above is a great way to start. There are; however other methods you can use to improve your Facebook ads conversions:
- Target users using data of their previous purchase.
- Once you begin converting, use lookalike audiences to expand the scope of your campaign.
- Leverage remarketing for users who bounced from your landing page.
- Continue to learn more about your audience.
Sometimes, Facebook ads may not just be the solution for your business. With a combined approach of PPC and remarketing, you can nurture conversions gotten from a wide variety of sources.
Nevertheless, if you plan on using Facebook ads to take your business to a new level, we have a management package that is perfect for you. Our team of experts will set your ads campaign on the right path. With the top class design, audience research, content creation, etc.
Contact us today.