5 reasons why your Facebook ads are not working

You want to increase the conversions of your Facebook ads, but you don’t know how? We highlight five common ad creation mistakes.

Facebook has become one of the platform for advertisers. On the one hand because the company can reach an extremely large number of people via Facebook, Instagram and WhatsApp, and on the other hand because more and more opportunities are being offered that help precisely here. But therein lies the difficulty, because many digital marketers are unsure how exactly they can get the most out of their Facebook ads. Converting traffic into conversions in particular is often difficult. Many advertisers make five mistakes Kristopher Jones from Search Engine Journal has revealed.

1. You don’t have enough data about your audience

Without the right Facebook audience, it is extremely difficult to create well-functioning ads on Facebook. So before you start a campaign, work on collecting more data about your audience. Facebook offers some interesting options here. So you can upload and use various data that you already have. This includes, for example, email data and information about purchases made in the last 30 days.

Jones gives the tip to start campaigns as extensive as possible and gradually find out who exactly your customers are. Start with half a million impressions without planning a lot of budget and first observe who is interacting or even converting with your ad.

2. You are not optimizing the targeting parameters

If your ads aren’t getting to the right audience, you’re throwing your budget out of the window. To avoid this, you should create a buyer persona, which can be divided into three areas:

  • Demography (age, gender, origin, income, location, etc.)
  • Psychographic data (interests, likes, lifestyle)
  • Behavior (shares, comments, interactions, buying behavior)

3. Facebook users are not on the platform for shopping

Although Facebook is working hard to change this fact, most users are not on the platform to buy products. Instead, they want to stay in touch with friends there, visit some groups and share their own content. Although ads can perform well in the sense that many users click, very few will buy something. Perhaps this is why it is worthwhile for you to think about adjusting the goals of your ads accordingly. Instead, you could, for example, place ads so that users can take part in an event or simply to make your brand better known.

4. You don’t segment your ad campaigns

If your ads generate a lot of impressions but hardly any clicks, it will be worthwhile for you to start A / B tests. There are several levers here that you can and should include in your tests:

  • Die Message
  • The illustration
  • Die Landingpage
  • The target group segmentation

Test yourself here little by little. In time, you’ll know where A / B testing is worthwhile and where it isn’t.

5. You have problems later in the funnel

If your ads aren’t converting, chances are it’s not because of the ads, but because of problems later in the funnel. In this case, check

  • whether your message in the ads and your landing page plus website is consistent.
  • like the UX and loading times of the website.
  • how good your content is.
  • whether you can offer your visitors what you promise.

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Source: OnlineMarketing.de by onlinemarketing.de.

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