Facebook advertising, in conjunction with PPC advertising, is a powerful tool with a tremendous ROI. But to generate a return, you need sales.
Here are five possible reasons why your Facebook advertising campaign isn't generating enough conversions and some creative fixes to significantly increase your conversion rate:
<p><h2><b>You don't have enough audience data</p></h2></b>
Unlike Google Ads, Facebook Audiences require you to make judgment calls about your customers and to complete the research up front, before creating a campaign.
Here, you can start off with about half a million impressions at a modest spend and gather some valuable engagement data, such as who is clicking on your ads and what people, if any, are converting.
<p><h2><b>Your targeting parameters need more optimization</p></h2></b>
The most important part of any campaign is audience creation. Unfortunately, poorly optimized targeting parameters could mean wasted ad spend.
Many businesses go too broad in their targeting and don't properly account for device usage. To cut down on targeting errors and hyper-focus your parameters, create a buyer persona and upload all of the relevant details you can into your custom audiences.
<p><h2><b>Facebook users aren't shoppers</p></h2></b>
Unlike with Google Ads, Facebook users are not using the platform to shop. They are using Facebook to interact with friends and family and share content.
You've probably engaged with a sponsored post but not actually made a purchase plenty of times. Maybe you purchased from the brand later, but most people aren't necessarily intent on making a purchase when they click on your ad, especially from a mobile device.
When conversions are low, consider using Facebook lead ads, video ads, or even dynamic ads for ways to get people into your funnel.