Conversion isn’t something that can be produced overnight, but it can be possible if done the right way. People are bombarded with online ads daily and because of that, it’s important to be active on advertising your products and services across different platforms while creating value and staying relevant to your target audiences’ preferences.
How many times have you clicked on an online ad? Whether it’s the email sign-up with a free PDF, an app install in exchange for a limited discount, or maybe a link to an event e-invite, you clicked. Whatever that looks unnecessary, is totally irrelevant, or has appeared more than a few times is something you’d likely skip… or even report if it looks like spam.
Today, we’ll be talking about Facebook ads, specifically conversion-driven ad campaigns.
Brands and social media agencies find Facebook as one of the most significant conversion marketing channels, with over 6 million businesses using Facebook Ads to attract consumers and promote their products and services, knowing that this platform encompasses an all-diverse consumer base. That being said, it’s quite a tight race, especially for local businesses to get their brand noticed.
If you’ve had your Facebook ads up for quite a few months now and it isn’t converting at all, Contevo, a Melbourne based digital marketing agency has compiled the most common mistakes entrepreneurs make on Facebook conversion ads and how you can improve them.
Targeting the wrong audience or broadening audience to non-fans
“But I want to figure out if other people will like my products or services.” Targeting them all is not a wise move. Yes, Facebook’s targeting option is incredible but such happens when you only have a good social media marketing strategy.
For startups and local businesses doing a conversion-driven campaign, it’s ideal to narrow down to a specific targeting based on their location, gender, and interests and not targeting everyone at once.
What you can do instead: If you want to target existing customers, you can try uploading a customer list in Facebook Custom Audience and if you want to target new customers based on your existing customers via Lookalike Audience. You can also take a look at people who have recently interacted on your Facebook page or posts when targeting a new type of audience.
Having too many ad sets within a campaign with insufficient ad spend
Too many ad sets within a campaign and too many ads within ad sets are considered a red flag, especially if you only have a limited ad budget since this can compromise your ads’ performance which will lead to your ads not being optimised to deliver to as many relevant audiences as it should.
What you can do instead: Try creating at least only 2-3 ad sets with a certain type of audience per ad set and containing at least 3 ads, 5 at most. A/B or split testing is also strongly recommended in order to find out the specific ads that best work for your target audience. You can also check out Facebook’s guidelines for Ad Delivery & Optimisation to be updated about the most recent method on optimising your ads to reach a maximum level without compromising over large ad spend.
Creative imbalance and poorly executed ad visual and/or copy
It’s easy to launch an ad, but how “enticing” does it look? Perhaps the visual looks too pixelated, irrelevant to your ad, and only using plain images instead of exploring other types like videos and GIFs or perhaps it contains too much ad copy or might have “banned” words or phrases in it. Facebook is a visual platform and the first few seconds when seeing the ad matters, that’s why it’s important to get the right visuals and convey the right message.
What you can do instead: It’s easy to keep it creative and straightforward, but it all depends on who your ads will be talking to. Figure out what kind of ad they’ll most likely respond to by putting yourself in your customer’s perspective. Try experimenting on different types of visual content to see which works best for your tailored audience.
Using Facebook’s “Boost Post” option instead of setting up a specific campaign
Did your organic posts garner several engagements? Good for you -- until you decide to press on that Boost Post button. Yes, it may be more convenient to make an organic ad increase awareness or engagement within a specific budget and period of time, but this will actually cost you more in general.
What you can do instead: Boost post is specifically made to run organic posts that have been already published on your page and most likely does not align with your ad objective which is conversion, whereas if you manage to curate posts to use for ads via Facebook Ads Manager, it will help you narrow down to where you want your ads to show up or to whom it will be shown.