Your Facebook ads don't convert, and it's likely that these 7 common factors are making a fuss

Did your Facebook ads underperform? Do you want to know how to solve this problem? This article describes the seven common factors that are blocking Facebook's ad conversion and explains how to address them.

Target Facebook ads to the wrong audience

The Ads Manager wizard guides you through the creation of ads, part of the process, which is to complete the Detailed Targeting box. You can add a range of interests and behaviors to target your audience, create and target your ads accordingly:


But this targeting applies only to audiences who don't know anything about your brand, and your ad copy may be aimed at the audience at the bottom of the sales funnel.

How to solve this problem: Your target audience should be the first to those who are interested in you. These audiences include:

Your existing customers;

Potential users recently responded to your content;

E-mail subscribers;

Click on Facebook ads or watch videos;

Users who click on a website or on a specific page and spend a certain amount of time.

They may also be your Facebook fans, but there's often a lot of zombie powder.


The audience in the list above knows who you are, likes what you do, and will be open to what you're offering.

Targeted target audience is correct, but uses the wrong ad content

Another reason Facebook ads can't be converted is that they're targeting the right audience, but they're using the wrong ad content. In fact, the ad copy is more suitable for the audience at the bottom of the marketing funnel.

How to fix this problem: Use the marketing funnel to segment users and provide a range of Facebook ads based on where they are selling.

Facebook campaign targeting can be divided into three different categories:

Know: To audiences who don't know who you are or who haven't been in touch for a long time;

Considerations: To an audience that already knows something about you but may need more information to be confident in purchasing the product;

Transformation: Give those who will respond positively and are ready to buy products.


Facebook ads designed by businesses to people who don't know your audience at all and who know your product are certainly completely different. This is related to the TOFU (top of the funnel), MOFU (middle of the funnel) and BOFU (bottom of the funnel) model. Funnel marketing theory is closely linked to user behavior, and businesses can get people to the bottom of the funnel and transform it.


Sales Funnel Top

At this stage, you want to let your audience know that you exist and that you have interesting content that addresses the pain. But it's something that users can index, direct them to blog posts, or pop up interest-targeted ads on Facebook at the right time on the News Feed. Your content should be educational and entertaining, and emphasize your expertise in addressing your target audience.

In advertising, sellers now sell brands, not products. Free guides, white papers, product brochures, informative articles, and videos are all effective, many of which will be spread through shared reading and lead magnets (premium content or free goodstuffies) and found through advertising or search.


Middle of the sales funnel

At this stage, you have a solution that addresses the pain points of the target audience, but it's hard to sell it to them. Potential buyers are still in the evaluation phase to figure out how to deal with their problems. Audiences are interested in people and stories that share their suffering (and have overcome it), and are interested in articles that study the problems they are trying to solve and teach them how to choose solutions.

Your Facebook ads should drive users to take the next step while building brand trust. The content types may include webinars, shopping guides, and product details tables.

Sales funnel bottom

At the bottom of the sales funnel, audiences are ready to buy products, and you only need to provide the perfect service, such as a free trial, webinar or online consultation. Then ads should start to become more marketable and more like ads. You can offer time-limited discounts and exclusive information to drive conversions, and you can use case studies and customer reviews to prove the value of your product.


Marketing is a gradual process. Users rarely buy directly at the first sight of an ad, but solutions rarely show them the same ad again and again. Instead, use the right content for the right audience. Once they're involved in the content (watching videos, viewing blog posts, registering an account), they can start using the next set of ads.

Target audience is right, but uses the wrong Facebook ad type

There's some great video content on your site or Facebook page, and your audience will respond to it. You decide to use ad resusd, but you use static images or target your site ads in your ads. If you know that the target audience has responded to the video once, why don't you advertise them?


How to fix this problem: Use the type of Facebook ad your audience likes.


Target audience is too broad

Although the above recommendations are for audiences at the top of the sales funnel, the target audience is too broad to start repositioning, and you'll still use interests and behaviors to target your target audience, but at least use the Detailed Targeting tool.

How to fix this problem: Use detailed targeting tools to narrow the market and segment your audience, and those people are more likely to be converted.

Let's take a look at an example of how detailed positioning works. Suppose you want to target women from many british fashion brands at the same time:


Facebook's detailed location feature allows you to use Boolean logic to target women who like Joules, Monsoon or Whitestuff. If you click Narrow More, you'll find women who like Boden, Mint Velvet or Phase Eight at the same time. You can also find audiences that like at least one brand:


That reduces your target audience from more than a million (people who like at least one of the six brands) to just 99,000 who like only two of them. For women who are likely to buy high-quality fashion mid-range clothing, this segment makes it more likely that companies will make a big splash in the target market.


Use marketing pitches to audiences who don't know your brand at all

Check your News Feed today to see which Facebook ads are selling as soon as they come on, many of which may be brands you've never heard of or interacted with.

How to fix this problem: Save sales pitches for re-targeted ads and show specific ads to specific people, such as ads about one of your products to people who have visited a product page, or an ad that has clicked to analyze the product or the product issues associated with it.

Redirecting ads does nuns at no cost, and the cost of re-targeting is much lower.


Facebook Ad Relevance Score Is Too Low

Facebook is eager for your ads to be as relevant to your target audience as possible. It rewards good advertisers by increasing ad exposure and reducing ad costs. Your goal is to increase your relevance score. AdEspresso tried to run the same ads to different audiences and found that they had spent:

An ad with a relevance score of 2.9, with a website costing $0.142 per click;

The same ad, which was redirected, earned a relevance score of 8, and its website cost only $0.03 per click.

How to fix this problem: Tighter positioning is a great way to improve relevance scores, and it's also effective with influential images, explicit CTA content, or CTA buttons. Lower ad impressions and ads designed for target markets also help, and Facebook rewards conversion ads.

Facebook ads don't match landing pages

You may have created the perfect ad, but if your landing page fails, you'll lose the conversion. Landing pages need to be consistent with ads, so images, copy, appearance, impressions, and tones need to be the same or similar.

How to fix this problem: A well-designed landing page should contain social evidence, respond to any objections, and use concise titles and copydocuments.


The landing page also adds a trust sign and makes ctA highly visible and repeats it throughout the page, in fact, the conversion is the only goal of the page.

It is also important to reduce the chain. Instead of clicking on other external chains on the site, you want users to click the CTA button.


If you find that your Ads aren't working well, you can look at the seven factors that might negatively affect your ad performance and troubleshoot and fix them one by one.