The Ultimate BFCM 2022 Guide
Download
Blog
9 Steps To Take When Facebook Ads Are Not Converting
Last Updated:  
November 3, 2022

9 Steps To Take When Facebook Ads Are Not Converting

Using Facebook Ads is a tried-and-true method of increasing traffic and sales for an ecommerce business. So, it can be frustrating when you invest the time, energy, and money into ads that do not yield the expected results.

The truth is, many business owners run into the problem of their Facebook ads not converting. And it can be one or more of many reasons, such as:

  • An ever-evolving Facebook Ads rulebook 
  • Your audience’s psychology and unpredictability
  • Having to create copy and graphics that engage your target market

Keep reading if you’re tired of your Facebook ads not working for your company. Triple Whale will show you some practical steps to improve your ads performance and provide other helpful information about the popular Facebook Ads platform. 

What Should I Do If My Facebook Ads Won’t Convert?

We’ve determined that you have Facebook ads that are not performing as you hoped they would. Now, it is time to right the ship. Here are nine ways to fix Facebook Ads that won’t convert:

1. Rethink Your Target Audience   

If you don’t put much thought into whom you are creating your ads for, your efforts are not going to take you very far. One of the most significant advantages of advertising on Facebook is that it allows you to target the ideal audience for your business. And no matter how good an ad is, it’s only good if the right people are engaging with it.

In other words, fine-tune your process of targeting and understanding your audience. You can use many demographics for your Facebook Ads, including age, location, preferences, and so forth. 

Moreover, leave some room when targeting an audience based on interest and behavior. You don’t want to suppress your audience size but instead allow the Facebook algorithm to determine which consumers in your audience are engaging. 

2. Make Your Ads More Appealing

Another practical way to improve your Facebook Ads conversions is to offer your audience eye-catching visuals. It takes approximately 2.6 seconds for a user’s eye to find its landing spot on a webpage, and you want to make sure the page is appealing. Remember that each ad will be the first impression that some of your target audience has of your business.

For example, you don’t want too much text in your images. A better approach is to create a separate text area and use Facebook’s Image Text Check tool to see how it rates. 

Also, don’t use any low-resolution images. Every visual should meet specific site specifications for your ads. And when possible, use videos or GIFs instead of photos. Movement is more engaging than static imagery.

3. Convey a Message

Your Facebook Ads messaging must be as straightforward as possible. Writing for ads is much different from writing creative prose or blog posts. The goal is to be as direct as possible. You have little room to work with, and you want to make the most of each ad.

For example, you could explain what your product is and how it solves a problem for the consumer. Then, you could explain how the consumer can get your product, followed by a call-to-action (CTA). The more concise your message, the better chance you have of conversions. 

4. Try a Different Approach

Like most ecommerce business owners, you are very involved in your product and online store. It may even be hard for you to separate yourself from your opinion of what you think can best reach your target audience.

While you may have a handle on creating a compelling ad, it sometimes doesn't hurt to take a step back and ask for a different perspective. Consider bringing on someone with a fresh set of eyes who can think objectively to steer your Facebook Ads in the right direction. 

You could even develop mock-up ads to show friends and relatives their opinions on which ones are impactful and which ones are not.

If your landing pages are not up to the task, you can lose potential customers, even if you're creating great ads. 

It can be even worse if you are not monitoring performance to recognize that consumers are dropping off of landing pages after clicking on your ad. 

5. Improve Your Landing Page

Every landing page must have a clean and attractive design and flow. Remember that the goal is to take users on a journey that builds trust, confidence, and desire for your product. 

Your landing page should convey who the product is for, what the product is, and why the user should choose the product.

Begin your landing page with a clear headline related to your ad, and make sure the page is not too busy. To create effective landing pages, you must also understand your audience and write messaging that addresses their pain points and desires. 

Your CTA must match the stage of the specific funnel.

6. Consider Your Objective

When creating your Facebook Ads campaign, you will select one of three objectives: Awareness, Consideration, and Conversion. 

Many ecommerce business owners are drawn to awareness ads because they are less expensive and can get your ads in front of many people. But this doesn’t necessarily mean that the ads will generate much traffic, leads, or sales.

When you choose an option under the Consideration or Conversion categories, Facebook will take a more targeted approach to deliver the ad to the users in your target audience who are most likely to act.

Typically, your goal will be to drive as much traffic or engagement through your ads and the beginning stages, which means you will generally start with a traffic objective. 

Then, you will hopefully have people visiting your site or engaging your content in other ways so that you can target those same individuals through remarketing campaigns. These people are more likely to convert. 

7. Make Ads Less Disruptive

There is a fine line between creating an eye-catching ad and a disruptive ad. Remember to keep each ad as clean and attractive as possible. Be conscious of designing your ads to be warm and inviting while clearly describing the product you are trying to sell without bombarding users with obnoxious and “salesy” content. In other words, you want your ad to pleasantly interrupt a consumer’s day rather than disrupting their day and giving them a wrong impression of your business.

8. Adjust Your Settings

Another practical way to increase conversions from your Facebook Ads is to look at the Ad Settings to learn about how your campaign is being conducted. 

For example, you can use click optimization to determine how many conversions you have had for each ad. 

Using this feature in the Ads Manager will show you how close you are to the goal of 50 conversions per ad in the first seven days, which is what Facebook needs to deliver the ad effectively.

You can also activate Facebook Analytics to monitor essential metrics for your social media marketing campaigns. This will allow you to track your performance and make the necessary adjustments.

9. Make It Short and Sweet

If the copy on your Facebook Ads is too lengthy or tries to convey too many ideas, users may not even try to read it. It’s essential to keep the copy crisp but personal. Writing in the second person (like “you” and “your”) can help create a connection between brand and audience.

Also, don’t use industry jargon; your message should be written in your audience’s language so that more people will understand it. And scrap any non-essential text to avoid intimidating your audience.

What Is a Good Conversion Rate for Facebook Ads?   

Conversion rate tells you the percentage of users that convert from your ad. Wordstream’s Facebook Ad benchmarks put the average Facebook Ads (paid) conversion rate at 9.11%. Therefore, if 10% or more visitors convert from your ad, it can be considered a “good” conversion rate.

With that said, the specific industry of your ecommerce business plays a role in whether or not your conversion rates are reasonable. For example, the travel industry averages only a 2.82% conversion rate while the fitness industry tops all others at 14.29%. 

Research your industry to get accurate benchmarks to which you judge the success of your ads.

How Long Does It Take for Facebook Ads To Convert?   

Not surprisingly, many business owners hope to see immediate results from their Facebook ads. In reality, however, those new to the game should not expect more than a 2 – 3% conversion rate in the early days.

You don’t want to allow the percentage to remain that low for too long, so you will need to make any necessary changes to optimize your campaigns and increase your conversion rate. 

This can take months to accomplish, and keep in mind that every time you change a vital component of your ad campaign, it takes Facebook 24 to 28 hours to deliver the changes. In other words, work hard but give it time.

What Types of Facebook Ads Perform Well?   

Ideally, your Facebook marketing style will use various ad types for cold traffic and retargeting campaigns. Many types of Facebook Ads can benefit your online store. Here are some of the most tried-and-true:

  • Dynamic ads
  • Collection ads
  • Messenger ads
  • Video ads
  • Lead ads
  • Carousel ads
  • Domain ads

The type of ad you use should depend on your specific goals. For example, collection, video, and domain ads are excellent options for building awareness for lookalike audiences and targeting competitors’ fans. 

On the other hand, dynamic, video, and messenger ads can work well for existing retargeting customers. 

How Do I Know If My Target Audience Needs To Be Adjusted?    

As discussed, understanding your target audience is one of the most critical principles of creating and delivering Facebook Ads. Focus on your potential customers' various needs and personalities and compare them to your company's offering. 

If your products do not provide an immediate solution to your audience's problems or give them what they desire, you know that you need to change your target audience.

Keep in mind that you also may need to adjust your target audience as overall consumer behavior evolves. Never get too comfortable with your target audience. Constantly seek to send your ads to the most likely to buy your products.

The Bottom Line      

Businesses across virtually every industry are experiencing success with Facebook Ads, and this platform can be precious for ecommerce businesses. The key is to learn as much as you can about it to create impactful ads that reach your target audience.

Keep researching how Facebook Ads works, and take time to develop a strategy that will drive more traffic, leads, and sales for your online store. 

Don’t keep doing the same thing over and over if your ads are not converting. And remember to try Triple Whale to keep all of your essential metrics organized. 

Sources: 

27 Facebook Demographics to Inform Your Strategy in 2021 | Hootsuite 

7 Website Design and Landing Page Fundamentals to Maximize Conversion Rates | WellnessLiving 

Facebook Ad Benchmarks for YOUR Industry | WordStream

 

About the Author

Rabah Rahil

Live in Austin. Ride a @BoostedBoards. CMO at @TryTripleWhale. Marketing, Tech, Outdoors, Photography, Webdev and Stoicism.

Rabah Rahil

Live in Austin. Ride a @BoostedBoards. CMO at @TryTripleWhale. Marketing, Tech, Outdoors, Photography, Webdev and Stoicism.

More Articles Like This

Whale Mail
Tools & Tips
5 min read
😎 Building A 10K Per Month Agency, 4 Ecom Mistakes, and More
Whale Mail
Tools & Tips
5 min read
📊 New BFCM Consumer Insights, Ad Creative Trends, and More
DTC
Tools & Tips
5 min read
Increase Your Holiday Checkout Conversions & More with Sustainability 🌳

One Tab
To Replace Them All

Supercharge your growth with a purpose-built ecomOS for brands and agencies.

Get Started
Start Making More Money
Start Making More Money
Start Making More Money
Start Making More Money
Book Demo
Before ...
Shopify
Ads Manager
Klaviyo
TikTok
Pinterest
Bliss
Triple Whale