In this article I’ll dissect the top 3 reasons why people click on your Facebook Ads, but don’t convert. With that out of the way, I wish you a great rest of your day and hope that you will get that ROAS that you’ve always dreamt of! 13 Tips to Combat Facebook Ad Fatigue for Ecommerce Stores, Facebook Ads for Ecommerce Stores: A Beginner’s Guide (2021), Recover 10x More Abandoned Carts With SMS Than Email, SEO for Dropshipping Stores: 7 Ways to Increase Your Traffic. Here it is: 13 Facebook Ad Beginner Mistakes (2021). Another thing to look into is the time of day that your ads are running. When you’re seeing that your ads are driving traffic to your website but you’re not seeing conversions, it’s a good time to examine your landing pages. Usually, a landing page prevents a Facebook ad from converting because of the ad/landing page mismatch mentioned above. Make sure your content matches your audience. Learn how to close more deals in a virtual world. Kaitlyn Petro Jolie Higazi Best practices for Facebook pixel setup guide, has written a great article about attribution, 40% of people abandon a website that takes more than three seconds to load, Facebook tries to police against this per its advertising policies, How to generate even more leads from your landing pages, Tracking is off and not showing conversions, Converting is high friction or not possible, Driving traffic to a sub-optimal landing page. This is an opportunity for you to build trust with your prospects. For example, this advertiser talks about how you could get a nice massage at home after a long day at work and keeps their ad simple: To conclude, don’t think that you should include all your product’s features in your ad to win the audience for you. on January 28th, 2020, By “One of the 11 Marketing Books every CMO should read.” — Forbes. It just won’t happen. Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery. 6 Reasons Your Facebook Ads Are Not Converting The following troubleshooting tips may not apply to every ad type out there, but they’re basic enough that they should apply to most. Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization. © 2021 IMPACT, All Rights Reserved. We look forward to joining you on your journey to becoming a hero for your own company. Directing people to your homepage isn’t going to work. The main reason business owners and marketing directors struggle to see their Facebook ads’ conversion is poor targeting. That fancy new auto-apply discount code may have broken your cart, preventing users from checking out. Just like I said before; test, test, and test. The goal of Do Dropshipping is to put these “gurus” out of business by giving everyone access to the information that they need to start their own dropshipping business today. You can do … You will never be able to predict which combination of these factors will convert the best, so the only option left is to test them all out. For tips and tricks on making your landing pages the best they can be, check out our free guide: How to generate even more leads from your landing pages. Analyze what can be improved for your ads, 7. Check out this image again: Seems like there is traffic but no sales. Remember the ad for the neck massager that I showed you earlier? As you could read, there are quite a few possible reasons why your Facebook ads are not converting. Let me tell you that it’s normal for your ads to not work on your first few attempts. In the learning phase, your ads will often perform poorly. See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer. Copy link. You have to consider the ad platform itself, which has its own shifting rulebook. Shopping. Haven't edited any ads or ad sets and the ads aren't being spammed (less than 1.1). People are naturally more likely to act when they’re made aware of a possible benefit for doing so. on April 12th, 2021, By on April 8th, 2021, By Using it, Facebook will try to target people that are most likely to take valuable actions on your store, like making a purchase. Should You Use Facebook Ads for Your Dropshipping Store? The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. The quickest way to lose trust from a prospect is to use “gotcha” tactics — serving ads that offer one thing and bringing them to a landing page offering something else. Learn everything about dropshipping for beginners and beyond - for FREE! Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! Most people are guilty of this: They give up on Facebook ads right after their first ad failed to get conversions! Liz Moorehead We have to dig deeper to find the root of the problem. However, it can have other issues as well. So, edit it and resubmit. Your form may be malfunctioning or requiring a piece of information that your prospects are not willing to give out just yet. And how to fix each problem. There or on Facebook, you can find out what your audience’s favorite colors are, what their favorite foods are, and what they’re listening to. Part of the problem is that Facebook ad campaigns are a completely different animal compared with what you’re used to. What To Look For When Facebook Ads Aren't Converting Lead Page – Obviously, if you're sending traffic to a page, it is mostly likely a lead page where you're trying to get someone to opt in to your list or offer. If you leave your ads running for a long time (especially for smaller audiences), ad fatigue will occur, and your Facebook ads will stop converting. Want to learn more about digital sales and marketing? I will now give you the average value of each metric that I talked about above and tell you what you can do to improve them if they are underperforming: You have probably noticed that the tip above is focused on optimizing the part of the ecommerce purchase funnel that takes place on Facebook: However, by optimizing your website’s conversion rate, your Facebook ads will convert much better as well! In this ad, they talk about how you could use their product to get a relaxing massage after a long day at work. Taught by Carina Duffy, IMPACT’s lead HubSpot trainer. Some examples of mistakes that you will find in the article are: We are all humans, and we all make mistakes. However, be aware that some claim that deleting comments from your Facebook ads may negatively impact your ad’s performance. Taking a systematic approach to troubleshooting can help you stay organized as you continue to test. Of course you understand your audiences. When reviewing the speed of your landing pages, remember to check both desktop and mobile versions. on August 25th, 2020, By One of the biggest reasons for not converting is your landing page. It’s an article that will show you nine awesome Facebook ad examples. Being that the people clicking on your ad are already acquainted with your brand and ready to purchase, they now need to click several more times, navigating your website until they find the place to convert. If you want to see your Facebook ads convert, then you need to ask people to take action. But no one is converting on your landing page. Suffering from a stiff neck? If high CPMs are a problem for your Facebook ads, you should know that there are different strategies that you can use as well when it comes to choosing campaign objectives. Info. When you create your ad set An ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined., you may define the purchase event as a very specific conversion — like the purchase of one product. My name is Richard, and I created Do Dropshipping after I saw so many paid dropshipping courses popping up. Facebook ads are the most targeted traffic your money can buy. Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+. Well, a call-to-action is a statement in your ad that tells your customer exactly what you want them to do next. Spoiler alert: it’s rarely the ads themselves. So I'm running Facebook ads and having success with conversions across a few ad sets I have going. My name is Patryk and I've been dropshipping for 2+ years now! People often increase their spending on an ad campaign if it hasn’t been performing as expected. I am out of ideas and it's frustrating at times not … What I mean by that, is that you will most likely see an increase in your CPMs. Video Sales & Marketing World 2021 is in the works. And, to make it even more clear what you should do, the article is divided into multiple parts, what to do if you have: If you’re looking for even more solutions to improve your store’s conversion, check out these two articles as well: For ecommerce stores, I frequently recommend using the conversions campaign objective. Do Dropshipping is supported by our participation in affiliate programs. The more you test, the more you’ll be able to understand what works and what doesn’t. 1. Keep in mind that the quality of an ad goes beyond the creative — the strategy matters, too. You can’t fully control what Facebook is doing, but you can always make changes to your campaign to improve your results. on April 24th, 2021, By A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more. Facebook ads not delivering: Identify the problem & use these solutions! Another thing to note is your attribution model. If people are clicking on your ads and not converting, then there could be problems with your website or landing page that run deeper than your ad copy. Looking to reach out? If you’re running an omni-channel ad campaign — a campaign that uses multiple ad platforms throughout the customer journey — it can be difficult to pinpoint which ad platform gets the credit for the conversion. You can also use tools like Google Analytics to see where your audience is and what they’re interested in. Luckily, preventing and solving mistakes in your Facebook ad campaign isn’t that difficult. 7 most important videos for sales and marketing, What to include in your video marketing strategy, Video email marketing examples you'll want to copy, Everything you need to know about Vidyard, The ultimate guide to the HubSpot marketing hub, The ultimate HubSpot marketing migration checklist. Either way, keep an eye on the comments and try to spot your audience’s pain points. They may see and click on your ad during their lunch break, but they’ll put off the purchase until after they pick up the kids from soccer practice, make the family dinner, and get everyone put to bed. They are there to catch up with their friends’ activities and watch some funny cat videos. So, if you have an ecommerce store and your Facebook ads don’t convert, try out the conversion objective! Master digital sales and marketing when you join IMPACT+ for FREE. And you have to do your best to create ad graphics and copy that will resonate with your target market. Facebook ads can be complicated because there are many aspects to it – not to mention, technical aspects like targeting and bidding. If you’re selling furniture and targeting middle-of-funnel audiences at 1 pm on weekdays, chances are those people are close to choosing your product but still need to measure the space in their homes for that nice new couch. One reason your Facebook ads are not working is that you’re not using the correct bidding option. The main reason why Facebook Ads do not run is if, its pending approval, the Ad is set inactive, the Ad Set is inactive or the campaign is inactive. Thus, if you have noticed a dip in your campaign’s performance after running your ads for a few weeks, check out how to combat Facebook ad fatigue here! IMPACT teaches business leaders how to build high-performing teams that achieve extraordinary digital sales and marketing results through coaching, online training, and in-person experiences. New Haven, CT, "Working with this group has been one of my best business decisions.". Still narrowing down the audience but getting over $100 in review on an ad budget of less than $10. Zach Basner You’re getting a higher click-through-rate and lower CPM costs than you’ve ever had. You’re not seeing the full picture. Don’t like the cold? 6 Reasons Your Facebook Ads Are Not Converting. If you are unsure how to pick the best interests for Facebook interest targeting, then I recommend checking our guide about it here. So, remember to make your product and offer easy to understand. If you keep your ad copy too broad, Mr. and Mrs. Jones might click on your ad expecting to shop for a new home for their growing family, only to find themselves on a commercial real estate page that is of no interest to them at all, resulting in no conversion. Since Facebook offers so many options in their ad campaigns, making a mistake is easier than you might think. Hubspot pricing: your guide to everything HubSpot costs, Marketing automation mastery (with HubSpot workflows), Inbound lead generation and conversion optimization, The Ultimate Guide to Website Redesign for Businesses, The Website 6: Key Characteristics of the Perfect Inbound Website, Website Redesign: Inbound Marketing Agency vs Web Designer. What do I have to check if my Facebook and Google ads are not converting on a ecommerce store? Pratik Dholakiya How do I know which of these two is my problem? By Pratik Dholakiya One of the worst mistakes is to put the onus on your prospect to figure out the next steps to purchase. Is it a fluid experience? Facebook tries to police against this per its advertising policies, but it never hurts to step into your customers’ shoes and review your ad flow from their perspective. Too much copy and your audience may not want to stick around and read. Facebook is a powerful social media platform that has transformed the marketing landscape as we know it. Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Don’t be too quick with your decisions, 4. Google Ads. Test different images, colors, and headlines, 10. That’s because Facebook’s algorithm is still “testing out the waters” and trying to target different smaller audience groups within your target audience to find out which responds the best to your ad. This way, you can be sure the customer journey is a smooth one — and that your time and effort has been worth it. Zach Basner Poor, zero, or too many calls to action are often the culprit of why your Facebook ads don’t convert. on April 12th, 2021, By But conversions aren’t. For instance, you may be using an image ad, but if your target audience is more visual, then they might prefer a short video instead. We participate in programs from Shopify, CJ, Bluehost, Clickbank, and other sites. Tap to unmute. Targeting a bottom-of-funnel audience with a top-of-funnel ad could result in a campaign that drives ready-to-convert people to an intro-to-the-brand landing page. But, Facebook can be a confusing place, especially when it comes to Facebook Ads. Check if you don’t make one of the 13 Facebook Ads mistakes, 2. Don’t you think massages are expensive? The more you ask your viewers to take action, the more likely they are to do it. Don’t be afraid to include a call-to-action in your copy. And now Instagram, too. on January 28th, 2020. For example, before you tear apart the timing of your ads, make sure your pixel is properly installed and your CTA button is functioning properly. You have successfully launched a new Facebook campaign only to find that your Facebook ads are not delivering. The most common reason for your Facebook ads not reaching anyone is the poor targeting. Christine Austin Your guide to online selling & ecommerce business success. The 12 Best Dropshipping Suppliers in Canada (Free & Paid), The 8 Best Email Marketing Services for Ecommerce in 2021, AliExpress Dropshipping In 2021: The Pros and Cons of This Model, The 17 Best Winning Dropshipping Product Research Tools, Unique Dropshipping Store: 11 Amazing Tips to Create One, 23 Most Successful Shopify Dropshipping Store Examples | Inspiration, Push Notifications (Subscribe & Unsubscribe). Instead of using an automatic bid amount, try using a specific bid amount per click. Influencer Marketing and Your Dropshipping Store in 2021! But, be aware that the conversion objective does come with a price. Remember: Be sure you’re targeting the right people. Facebook runs a pretty tight ship when it comes to ad quality, which means that your ad creative is likely not causing the problem with your conversions. When advertising on Facebook, you’re playing a very layered game of variables. Instead: Users on Facebook have a very short attention span. What Is Dropshipping & How To Start Today? Similarly, targeting top-of-funnel audiences with bottom-of-funnel ads and web pages will drive people who are new to your brand and offerings to a page that is asking them to convert right off the bat. So, don’t skip this step, keep yourself on the safe side, and check your campaigns for any of these mistakes! New Haven, CT, When setting up a Facebook Ads campaign, you should know that your ads often need at least two days of running time to progress from the learning phase. However, you could also advertise this product using some different marketing angles like: Did you notice how I first reminded the user of their problem and then proposed a solution? If you are running Facebook ads, make sure to set some alerts and monitor the comments under your ads frequently. There’s nothing worse than wondering why you’re not getting conversions, when in fact you’re just not running any ads at all. Converting is high friction or not possible If your ads aren’t yielding conversions, definitely go through the user journey to make sure converting is even possible. Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery. My response is that, as a brand, you may not want your ads showing up on certain types of websites. It can happen that people write some negative comments about your product: When this happens a lot, people will get a bad first impression of your brand, and it’s likely that your Facebook ad won’t convert as well anymore. Loosen up your muscles! If your account is not set up properly that is the number one sign for why your ads may not be delivering nor performing. By digging into Facebook’s advertising reports. They may: But there’s more; people may have trouble with purchasing from your website or may not understand how your product works. Should we hire an agency or in source our marketing? If you’re still a beginner, you can compare them to the average metrics you find online. The more data that you have, the better your chances of optimizing your ads. After advertising on Facebook for some time, you will get a feeling for when a particular metric is under or overperforming. For example, if you can’t get someone to click on your call-to-action button, try changing the button to something that is more appealing. Conversion Rate Optimization: 12 Ways to Get More Sales! on August 18th, 2020, By business.com Member. For instance, you can use the engagement objective to quickly test out different products. Your ad may be going to a broken page. Get a nice and warm massage with our neck massager! So what’s the problem? Don’t forget that it works the other way around as well. The truth is, you’ll have to experiment with a few different options until you get it right. There is no other platform out there with 1.6 billion active users that offers the depth of granular targeting than Facebook. If you are struggling to improve your Facebook ad results, even after applying the tips in this article, don’t hesitate to ask us any questions. If your ad isn’t approved yet, it’s not showing up. Or, perhaps your enter-at-checkout code isn’t set up correctly and users aren’t able to use it. You're signed out. Mari Smith. When you publish an ad on Facebook, it uses the demographics that you have defined to select the audience to display your ad. Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you. Talk to Us, © 2021 IMPACT, All Rights Reserved Create Ads from Ads Manager. Virtual passes are free for IMPACT+ Pro members. Besides testing out different creatives, colors, and headlines, you should test out other ad types as well. That’s because if you make one of these mistakes in your campaigns, most tips in this article will have little effect on your ads. Here are three reasons why your ads may not be converting, and solutions on how to fix this problem. First of all, you might be asking yourself: “What is a call-to-action?“. To check this out, open Google Ads. Here’s a sneak preview of one of the Facebook ads that will be discussed there: When testing different ads, remember to try out different marketing angles. Thus, if you have noticed a dip in your campaign’s performance after running your ads for a few weeks, check out how to combat Facebook ad fatigue here ! Liz Moorehead Getting started with digital sales and marketing. Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services. Hey! on July 17th, 2020, By Jen Barrell It is essential that your landing pages offer copy and images that are aligned with your ads. How much should I budget for digital sales and marketing? Most businesses want to increase their Facebook Ads conversion rate, but with so many variables to consider, I understand that it may be challenging to do so. Why does They Ask, You Answer actually get results? Want to Contribute Content to impactplus.com? use the engagement objective to quickly test out different products, delete or hide that comment from your Facebook Ads Manager, 13 Facebook Ad Beginner Mistakes & How To Avoid Them. Don’t force, but lead your potential buyers to … While we can’t do anything about the latter two upfront, we can help you write strong, high-performing copy that significantly increases the likelihood of whatever specific conversions that you’re optimizing for.. From driving over $84.2 billion in ad revenue last year to getting almost 1.85 billion daily active users, you can’t afford to ignore using Facebook for your marketing strategy. Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Too little copy and they may not have enough information to convert. Kaitlyn Petro Typically, it is a failure to target ads properly. Confusion is always bad for business. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members. Your Facebook pixel is basically a custom tracking code that will track people that have visited and checked out on your site. It will go over everything that you can try to make as many of your store visitors become customers! If you’re interested in optimizing the conversion rate for your store, then check out this article: Why Is No One Buying From My Online Store? Research shows that users spend an average of just 1.7 seconds per news feed item on mobile. Facebook ads help: Why are my ads not converting? All registered. Before making any specific changes to your Facebook Ads, you should first check if you haven’t made any mistakes while setting up your ad campaign. Supposing your site performance is fine and you have killer landing page content that’s perfectly in line with your ad copy, and yet conversions still aren’t coming through. on March 12th, 2021, By However, if you have confirmed that all these are okay then the issue could be that your budget is too small or you are targeting too narrow. But before we dive into our Facebook ad optimization tips, let’s get clear on why your ads probably aren’t working right now. If someone posts a negative comment, try to resolve the issue with them as best as possible and try to improve your business so that it doesn’t happen anymore. (203) 265-4377, Director of Paid Media, 6+ Years of Digital Marketing and Project Management Experience, January 20th, 2020 Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself. Making sure your pixel is installed correctly on your site is crucial!!! I have run FB ads and also Google AdWords and already spend more than $400. I hope that this article will help you to find a possible issue in your campaign and improve your Facebook ads’ conversion rates. 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. We have written an article that outlines precisely what kinds of mistakes beginners make and how you should fix them. Dropshipping Startup Checklist: 10 Things to Do Before Starting, 23 Most Successful Shopify Dropshipping Store Examples, 6 Things That Dropshipping Gurus Do Not Tell You As Beginner, The 25 Best Dropshipping Niche Ideas for Your Store, Facebook Ads for Ecommerce Stores: A Beginner’s Guide, Use a strong call-to-action and engaging creatives, Focus on optimizing your video’s “hook” (first three seconds of the video), Not having your Facebook Pixel installed correctly, Not researching how your target audience looks like, Tell them how they can solve it (with your product), Say that they should go to your website to buy it (call to action), Many add to carts, but few initiate purchases, Many initiate purchases, but few purchases.