6 Reasons Your Facebook Ads Are Not Converting

When running FB ads, it is very important to know how to troubleshoot campaigns and be able to quickly optimize them when they’re not converting.

In fact, if your FB ads are not making people respond, it can actually cause a lot of damage for you because FB adverts are interactive.

When people see your FB ad, they can provide feedback by clicking on “hide ad” or “report ad”. And the more negative feedback your FB ads receive, the lower your relevance score is, and Facebook will stop prioritizing your FB ads among other advertisers.

A relevance score on Facebook is a number from 1 to 10 which says how relevant your FB ad is to the people you’re showing it to. The higher the number, the better, as it means it’s very relevant to your audience and likely to convert.

So if your FB adverts are not converting, here are the 6 main reasons.

Reason 1: Impressions are too low

When troubleshooting your Facebook campaign, the first element to look at is how many impressions your FB ads are getting. In other words, impressions are how many times your ad is being shown.

It’s important that the first element you check in your Facebook campaign is that your FB adverts are being shown enough times in the first place. Without enough impressions, your FB ad won’t be able to convert because it’s a numbers game. A lot of people have to see your FB advertising before you change anything else in your Facebook campaign.

Facebook starts displaying a relevance score when an ad gets at least 500 impressions, therefore anything below 500 is not enough. If you’re not getting enough impressions it’s either because your FB advertising budget is too small or your audience is too small. If you’ve concluded you’re getting enough impressions, move on to checking the second element.

Reason 2: Not enough clicks

The second reason your Facebook campaign is not generating results could be because your FB ad is not getting enough clicks. When you don’t have enough clicks, it makes it tricky for your ad to convert because it’s a numbers game. You need enough clicks to get conversions.

Plus, if you’re paying for your FB ads per click instead of per impressions, if you’re not getting enough clicks, Facebook stops showing your FB ads because they’re not generating revenue from them.

If you’d like to take your Facebook marketing to the next level, and increase the results you’re getting from your current Facebook marketing efforts by 10, click here to download my FREE Facebook marketing report. Simply enter your name and email and I’ll instantly send you the report.

So checking you’re getting enough clicks is really key. If you’re not getting enough clicks, it’s because your FB ad is not compelling enough. You either have to change your image or your copy.

Remember, when using Facebook ads and creating ads, you sell the click not the product or service. Your FB advertising needs to entice people to click, not convert into a lead or sale.

Reason 3: Lack of conversions

If you’ve looked at your Facebook advertising account and you’ve concluded you’re getting enough impressions and clicks, the problem is most probably a lack of conversions. In other words, you’re not making sales or not generating leads.

The reason behind a lack of conversion could be because your landing page doesn’t match your ad. In other words, people have a different experience when they reach your landing page because what is on the landing page looks too different from the FB ad, making them leave the landing page. If this is the case, adjust the landing page so it looks similar to the FB ad they’re clicking on.

Another reason why you’re not getting conversions could be because your offer is not compelling. In other words, what you are giving people is not valuable enough to them. If that’s the case, change your offer and make it more irresistible.

Another reason could be that there is no clear call-to-action on your page or there are too many things to click on. A landing page should have just one clickable tab and one simple, straightforward call-to-action. Don’t include other tabs such as social media tabs, or “about” tabs, etc…

Another reason could be the copy on the landing page is not enticing enough. If that’s the case, re-write the sales copy to make it more compelling for people to click on the call-to-action.

Reason 4: Your target audience is too specific or too broad

Another reason why your FB ads may not be converting is because of the targeting. Your targeting could be too specific or too broad. This is why when using Facebook ads and choosing your targeting, make sure the gauge is in the middle, not too much to the left and not too much to the right.

If you notice in your Facebook advertising account that your audience is too specific, target more people until the gauge is in the middle. If your audience is too broad, remove some of the people you’re targeting until the gauge is in the middle.

For example, if you’re advertising tennis training tutorials for beginners and you target under interests “tennis” it is way too broad because people who have “tennis” as interests might just be people who watch tennis games.

Reason 5: Your audience is cold

Another reason why your Facebook campaign may not be converting is because your audience is “cold”. In other words, they don’t know, like or trust you yet. If the people you are targeting most likely don’t know you, it can be very tricky to convert them into a lead let alone a sale.

If you’ve looked at your Facebook advertising account and noticed this is the case, your offer should be a low commitment offer, such as a free offer that is of very high value instead of trying to make them commit to buying something because a cold audience usually never buys.

If you’d like to take your Facebook marketing to the next level, and increase the results you’re getting from your current Facebook marketing efforts by 10, click here to download my FREE Facebook marketing report. Simply enter your name and email and I’ll instantly send you the report.

Or, if you want your FB ad to convert into sales, target people who already know like and trust you, such as your existing email subscribers or your existing Facebook fans.

Reason 6: Your audience is too diverse

Lastly, the other reason why your Facebook campaign may not convert could be because your targeting is too diverse. When your targeting is too diverse, it’s going to be hard for your FB advertising copy to speak to all the different pain points the people you’re targeting have.

For example, when using Facebook ads to advertise a forex trading course, and you decide to target business owners, traders and readers of the Financial Times newspaper, trying to create an ad to appeal to all these different people is impossible. Instead, create an ad for each different vertical market.

One ad that speaks to the pain point of business owners, another ad that speaks to the pain point of traders, etc…

If you’d like to take your Facebook marketing to the next level, and increase the results you’re getting from your current Facebook marketing efforts by 10, click here to download my FREE Facebook marketing report. Simply enter your name and email and I’ll instantly send you the report.

About the Author