Now, we’ll be the first to admit. Facebook Ads Manager is a fickle friend.
One day the algorithm is on your side, the next day the ol’ Zuck has decided what you’re doing is a Big Bad No Go for Facebook ads.
It can be a real pain, and while we really appreciate Facebook’s commitment to always improving user experience for your audiences, it can really suck when you don’t know what you’re doing wrong.
Which is why we thought we’d put together a little checklist for you to go through to check why your ads aren’t converting. This list isn’t exhaustive by any means (we’d be here all day team), but it should be your first port of call when a Facebook ad is underperforming.
1. You’re optimising for the wrong conversion
If you’ve ever run a campaign on Facebook, you’ll know that you can choose from a wide number of “objectives”, or actions that you’d like your audience to make. Now, if your end goal is sales, there is no point in you clicking “boost post” or “optimise for engagement”, because that means Facebook is going to push your ad to people who are most likely going to engage with your content – but go no further.
But at the same time, if you aren’t getting any sales online (or very few), it’s also no good clicking the campaign objective “conversions” and then selecting “purchases” as your conversion goal. It might sound contradicting to what we said in the paragraph above, but ultimately if Facebook has no idea what a purchase looks like on your website, then it’s going to be hard pressed to find other users who will take the same action. Instead, optimise for landing page views, and try and get as many people onto your website as possible.
2. There is something wrong with your ad
Wow, kind of general way for us to put it. Obviously if your ads are underperforming there is something wrong, but sometimes it’s something obvious that Facebook is trying to tell you. You just haven’t checked it.
Embarrassingly, there have been a number of times we haven’t clicked into ‘Ad Set’ or ‘Ad’ in Ads Manager, and as a result we’ve missed the warning symbol from Facebook, telling us they think we’re trying to sell a house (when we’re not), or that our audience is wrong for some reason or another. These are perfect reasons why you should be checking your ads daily when you first set them up, just to make sure you haven’t hit any obvious snags.
3. Your audience is all wrong
This could honestly be a blog post in itself, because audiences are – in our opinion – the most complicated but important part of Facebook ads. You need to be targeting the right people, but sometimes it can be hard to find them.
We always recommend testing out a few different audiences at first to find the ones that work the best. Try playing with different lookalike audiences, as well as interest based ones, and see what works – it could really make all the difference for your campaign.
4. Your budget is too high or too low
It could be either, but it’s usually easy to find out the answer. If your audience is really small, then you should use less budget. However, just because your audience is big, doesn’t mean you should use more. If an audiences just isn’t working, it’s going to suck up a whole bunch of ad spend any way, so take a look and see how many conversions you’re getting, and what your cost per conversion is, and make a call.
If you’re unsure, run two separate ads, one with more budget and one with less.
5. Your ad sucks.
Sorry mate, but some ads just suck. If it’s high in text, or isn’t relevant to your audience, or the image or video sucks, or a whole host of other things, no matter how good your audience is, or your budget or conversions or anything else, your ad is still going to underperform.
It can be hard to know if your ad sucks, so sometimes it pays to get a second pair of eyes on it. Get your family, friends, coworkers, or employees to glance over it and give you honest feedback. Or if you’d really like to go for it, send us a link to it and we’ll give you our brutally honest feedback – free of charge.
At the end of the day, Facebook Ads is a mammoth of a task, and there could be any number of things going wrong with your ads at any given time, but if you look over these 5 potential issues, and make a call on what’s going wrong, you’ll soon start to get the hang of it.
Practice makes perfect, right?
However, if you’d really like to go into the nitty gritty of how to create good Facebook ads that really sell, then we think our course, ‘Facebook Ads that Sell’ is perfect for you! It’s a lifetime access course that teaches you the in’s and out’s of Facebook advertising, and gives you one-on-one access to us, so we can give you feedback, tips, and answer any burning questions you might have.