Is your Facebook ad campaign not producing enough results? Here are some ad fixes to help you significantly increase your conversion rate.

Facebook advertising is one of the best tools available for audience research and brand promotion.

But even experienced digital marketers can run into their Facebook advertising campaigns; namely, converting targeted traffic into conversions.

In a digital marketing company, we recently came across a digital therapist campaign for a physical therapist.

Despite the fact that we created highly targeted ads that increased our desired impression share and clicks, our ads didn’t deliver the results we wanted.

In this particular case, the customer had modified his business model so that it no longer lobbied for referrals to local doctors in the area and instead relied entirely on digital marketing.

The biggest problem with our campaign was soon to inform the right customers at the right time about that little intention we might meet.

Think about it, when you suffer from an accident or chronic pain, you usually go to the doctor before going to a physiotherapist. Sure we can tell customers and they can click, but how were we supposed to get them to the door?

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Fortunately, by exchanging our quotes, value quotes, and even the event we advertised, we were finally able to raise valuable pedestrian traffic for our client’s physiotherapy company.

The campaign itself was soon used as a nominee for several awards in the industry.

Facebook advertising along with PPC advertising is a powerful tool with a huge ROI. But to generate revenue, you need sales.

Here are five reasons why your Facebook ad campaign isn’t delivering enough results, and some creative fixes to significantly increase your conversion rate.

1. You don’t have enough audience information

Unlike Google Ads, Facebook audiences requires that you make evaluation requests from your customers and conduct a survey in advance before creating a campaign.

Customers don’t come to your ads; you come to them.

First, many companies start a campaign far too narrow.

If your customer has a new business and very little information with you, start with an extensive awareness campaign optimized for the lowest CPC available.

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Here, you can start with about half a million impressions at a low cost and gather valuable engagement data like who clicks on your ads and what people, if any, generate.

Facebook is a great tool because it allows you to download valuable information such as all the email information of your business customers and information about all your purchases in the last 30 days.

Some other areas for obtaining audience information include:

  • Google Ads and Microsoft Ads PPC campaign information (e.g. contact information).
  • Competitive analysis (all ad channels).
  • Calculation of local population data.
  • Real-time analysis on your site and marketing channels.
  • Surveys and questionnaires.
  • Psychographic information about people who “like” your business.

You can even use certain pixels for people who visit your site and click on your ads and don’t produce results.

As with all advertising, the best way to find your customers is to throw in a wide network and see where you fail.

2. Targeting parameters need more optimization

The most important part of any campaign is audience building. Unfortunately, poorly optimized targeting parameters can mean wasted spending.

Think about it; A poorly timed event match can mean the difference between having someone buy new jewelry from your company near the anniversary or just scrolling past any other day of the year.

What’s worse, many companies have too broad a focus and don’t take proper account of device usage.

To reduce alignment errors and align parameters by hypercreating, create a the person of the buyer and upload all the necessary information to your own audiences.

Segment the buyer’s personality based on three boundaries:

  • Demographics (age, sex, race, income, location, etc.).
  • Psychography (interests, likes and lifestyle).
  • Behavior (shares, comments, commitment, and buying habits).

Facebook also takes accuracy to the next level.

For example, Facebook can help target baby supplies ads to people who were recently pregnant or had a child. It bases this on the personal information that its users choose to share, and on all of the information above, such as the pages they have liked and which posts they have been most exposed to.

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This will get your message on the same level with the people who are most likely to appeal to your business.

3. Facebook users are not buyers

And yet despite all of the above, Facebook users don’t change.

But unlike Google Ads, Facebook users don’t use the platform for shopping. They use Facebook to interact with friends and family and share content.

You’re probably committed to a sponsored post, but you haven’t actually bought in many times. Maybe you bought from the brand later, but most people may not plan to shop when they click on your ad, especially on a mobile device.

In the example I originally gave, my team used this information to radically change the approach.

Instead, we changed the value statement and lead format to get people to just attend a workshop hosted by our client before they actually participate in the consulting.

When results are limited, consider use Facebook lead ads, video ads, or even dynamic ads to get people to the funnel.

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4. You are not sharing ad campaigns

Your advertising material and messages only apply to certain segments of your audience.

If your ads are receiving a lot of impressions but few clicks and even fewer conversions, consider enabling A / B split testing.

Try:

  • Messages.
  • Advertising.
  • Pictures.
  • A copy of the landing page.
  • Audience segments.

Creating different audiences based on different conversion goals and past engagement can help create more resonant hyper-targeted messages.

5. Problems run in the funnel

If people click on your ads and don’t get results, there may be issues with your website or landing page that go deeper than the ad copy.

Problems can arise:

  • Inconsistent communication.
  • Poor operating and charging time.
  • Thin content.
  • Not an attractive value proposition.

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Track conversions with a conversion pixel and immediate bounce rate with Google Analytics.

Some landing page optimization techniques for solving a low conversion goal level include:

  • Increase high resolution images and interactive content to attract users.
  • Presenting a clear CTA with a quote (e.g. 50% off now or free order for the first month).
  • Remove extra or unnecessary navigation.

How to improve conversion rates for Facebook ads

  • Target users based on previous purchases.
  • Use Absolute audiences expand the scope of your campaign after conversion.
  • Take advantage of targeting special offers and events.
  • Adjust your value combination to appeal to different pain points in your audience.
  • Lever remarketing for people who leave your landing page.
  • Level alignment parameters to increase accuracy.
  • Keep learning more about your customers.

Sometimes it’s helpful to look at your business model and find out if Facebook advertising is right for your business or your client’s business.

Using a combined approach to paid social, PPC advertising, and remarketing can help you get referrals and nurture them for conversions by reaching them across multiple channels.

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Image credits: Paulo Bobita

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