Facebook has become a powerful tool for businesses and marketers. With a strategic Facebook Ad, you’ll be able to reach thousands and thousands of people, and hopefully, generate more sales for your business. But, you know this. It’s why you decided to start using Facebook Ads in the first place. However, there’s something wrong with your Ads right now that needs fixing. You’re here for an answer to the question “Why is my Facebook Ad not delivering?”
Keep reading to learn more…
Facebook ads statistics
Facebook is the most popular social network in the world. It’s estimated that 2.7 billion people across the world use it. With Facebook Ads, you’ll have the opportunity to reach these individuals. Facebook is the third-most visited website in the world and it’s in the top 5 most downloaded free app (can you guess what the rest are?). These stats prove that Facebook is a good marketing tool for consumers.
But… That’s not why we’re here.
Why is my Facebook ad not delivering?
Let’s get started with our 13 reasons why your Facebook Ad isn’t delivering…
When creating your first few Facebook Ads, there’s a good chance that you’re going to skim through the Ad’s settings. You may rush to launch the Ad in the hope of generating profits quickly. This isn’t a good way to approach it. You may end up targeting people who aren’t interested in your products or services, therefore costing you money without the results you’d like to see.
Trust us. Your target audience is on Facebook.
But inaccurate targeting means that you may not be reaching them correctly. For example, if you’re trying to target a whole country with a limited budget, your audience is likely to be too big and diverse. This means the number of clicks you receive may be fewer than what you should be receiving. This increases the cost per click.
You need to work to narrow your audience and target people who could actually be interested in the products or services you’re selling. Otherwise, even if your Ad is effective, your conversion rate will be slim to none.
Let’s give you an example of how this works in practice. Your company sells gaming chairs. You have the best chairs in the world but you’ve found that the audience you’re targetting isn’t buying them. Well, you need to start targeting your Facebook Ads to people interested in gaming chairs. Sounds obvious, huh? This could lead to a dramatic conversion rate increase.
When identifying your target audience, you need to consider the following factors:
- Buying habits
If you know very little about your customers, you can use Facebook’s tools to help. The Audience Insights tool can help you narrow down your audience quickly and conveniently, as well as give you ideas on who to target based on certain demographics.
Wrong bidding option or amount
Facebook Ads are not expensive (well, at least compared to other forms of advertising!). However, you might not be spending enough. This is common when it comes to business owners starting off with Facebook Ads. And then they wonder: “Why is my Facebook Ad not delivering?” As the saying goes, spend more to get more.
Choosing the correct bidding option and amount can be difficult for newbies. For instance, you’ll need to figure out what your daily budget will be and how much you’re willing to pay for each click. You also have the option of paying for impressions or paying for link clicks.
Also, if you’ve been using the automatic bid amount option, switching to the manual option could prove to be useful. Facebook will provide you with a minimum and maximum suggested bid amount.
As you can see, there’s a lot to consider when it comes to bidding options or amounts. It could certainly be a reason why your Facebook Ad isn’t delivering, though!
Creating an effective Facebook Ad is not easy. It can take many months or years to master the craft so you’ll need to experiment often and continue improving your skills. It’s one of the main reasons why marketing agencies, such as Rockstar Marketing, exist.
Unfortunately, poor Ads can ruin your Facebook Ad campaign. Developing eye-catching Ads with effective copy is key to convince your audience to click the link, and/or take the relevant action.
You can confirm that your Ad is performing badly by checking its click-through rate. If this number is low, you have problems with your Ads. A good number to aim for in terms of click-through rate is 1% (this number varies by industry and other factors, but 1% is a good benchmark).
Visual Ads tend to perform much better on the Facebook platform. With that being said, you need to make sure that your Ads grab attention. If you don’t have much experience in doing this, you can solve this problem by studying other Facebook advertisers.
What is working for these people? When trying to develop effective Ads, you should take note of Ads that interest you. You can use Evernote or another tool to save screenshots of these. Look at Ads both inside and outside of your niche for inspiration.
Don’t be afraid to experiment with your Ads. Trying a different Ad style might be the solution to increasing your click-through-rate. For instance, you might be able to enhance your Ad’s effectiveness by adjusting the image, copy, or text on your call to action.
Failing to experiment
If your Facebook Ad isn’t delivering, it can be difficult to know what’s gone wrong. You may never fully understand it, but you can try your best. One way to do this is by experimenting more often. At the end of the day, you never know whether something is or isn’t going to work until you put it out to the market.
Don’t feel bad if your Ads don’t work out. But if you’re spending money, you’ll want to fix the problem as quickly as possible. Experiment with a variety of formats and content. Experimenting regularly is the best way to find out what’s going to give you the best results.
Usually, it’s wise to create several Ad variations. Then, you’ll want to run those ads for a few days. Now, analyse the results. Which Ad worked best? Can you expand upon that Ad and make it even better?
Keep experimenting to find the Facebook Ads that get you the best results.
Optimisation goal is too difficult
When creating a Facebook Ad, you’re able to choose an optimisation goal. This is important since it lets Facebook know what you want your audience to do. This ensures that Facebook can more accurately identify and target your audience. If you choose to optimise your Ads for more link clicks, this means that you’re trying to target people who will likely click on the link in your Ad.
Facebook will help you achieve this goal by targeting people who have a history of engaging with comparable Ads in the past. It’s essential to choose the right optimisation goal for your needs.
If you try to optimise for conversions from the beginning, you may do well. However, this also increases the likelihood that you’re going to experience issues. If you aren’t getting enough conversions, you might’ve selected the wrong option. One of the best ways to fix this problem is by adjusting your goal.
With this example, you’ll want to switch from conversions to link clicks. This will help Facebook narrow your options and find people who will be genuinely interested in your Ads. You can quickly change this setting by visiting the Ads Manager section of Facebook and editing the Ad, or duplicating the Ad based on the new objective.
Your ad lacks inspiration
Unfortunately, some people don’t achieve success from Facebook Ads. There are many reasons why. But, one particular factor that comes to mind is a dull Ad.
if your Ad is inspirational, it’s more likely to do well. It’s that simple.
Another key characteristic of a successful Facebook advertising campaign is uniqueness. When you combine uniqueness and inspiration, it creates a powerful Facebook Ad that consumers will find difficult to ignore.
Exceeded spending threshold
When you purchase a Facebook Ad, you set a daily or lifetime spending limit.
One reason why your Ad may not be delivering is because Facebook has already spent the amount you’ve allocated.
Once you exceed your spending threshold, there will be an interruption in your campaign. This interruption, whether short or long, can sometimes negatively impact the results you see.
If you’re getting good results from your Ad, consider increasing your spending limit.
Your budget is too low
Linked to the above, your budget for Facebook Ads may be too low. Spending too little is a surefire way to decrease the effectiveness of your Ads. If your Facebook Ad isn’t delivering, your campaign budget may not be high enough.
You can fix this problem by increasing your budget.
One of the biggest problems people make is creating multiple Ad sets and using a small budget for all Ad sets. This strategy works well with higher budgets, but when your budget is too low, it usually doesn’t. If you have a small budget, let’s say £5 a day, stick to one Ad set at a time.
The ad image doesn’t follow the 20% rule
Until recently, Facebook advertisers could cover their Ad images with no more than 20% text. If it did, your Ad wouldn’t run at all. Yes, you read that right. Even though Facebook has recently lifted these restrictions, reach is likely to be limited if you have more than 20% text on your images.
Facebook will give your Ad a rating depending on the use of your image. It could be low, medium, or high. If you’re given an image text rating of low, this means that you have too much text. This will negatively impact your results. There are some exceptions to this rule. If you’re creating Ads for books or games, you may get away with more text in the image.
Always ensure you have less than 20% text on your images to get the best results.
Your ad was disapproved
Is your Facebook Ad not delivering and you can’t find out why? Well, there is a chance that your Ad was rejected. In general, Facebook will notify you via email when your advert is disapproved, but you may not get the message. If you haven’t received any results or a message about your Ad starting, you need to start looking closer at your Ad.
Your Ad may have been disapproved for one reason or another. The best way to find out is by checking Facebook’s Ad manager. There are numerous reasons that your Ad could be rejected, including:
- Your Ad promotes drugs or tobacco
- The Ad displays potentially unsafe and unreliable supplements
- You’re advertising weapons or ammunition
- Your Ad content is violent or sensational
- Your Ad is offering counterfeit documents
- You’ve been accused of using exaggerated before and after images
- The Ad is considered adult content
Furthermore, Facebook has been known to reject Ads that offer unrealistic claims. If you’re trying to run an Ad for a get rich quick scheme, it might get rejected. Before you can fix this problem, you need to find out why your Ad was rejected.
Not tracking the results
How do you know if your Facebook Ads are delivering or not? You simply don’t without knowing the numbers. Knowing which audiences your Ads are working with and which audiences they’re not working with is important.
Luckily, Facebook makes it simple for you to keep track of what’s going on with your account, as long as you take the time to do so. All you have to do in order to review your Facebook Ad campaign is use Ads Manager and select which metrics are important to your business, and keep track of them.
If things start to go wrong, you can then go ahead and make the necessary changes!
Not following up with your audience
Most Ads won’t lead to a customer converting the first time around. Recent data shows that it takes 6 to 8 touches to generate a viable lead.
It’s important to follow up with all people who have shown some kind of interest. This could be a data capture on your website, or in most cases, re-targeting. Set up custom audiences for people who have shown some interest, and keep following up with your audience until they take action!
You’re not taking advantage of videos
Is it possible to use videos with your Ads, and if so, should you be? Yes, yes, and yes again! Anytime you can take advantage of videos in today’s content-laden world, you should. This is because they have been proven an effective marketing tool over the last couple of years.
More and more people are starting to search for videos or look for content that is live. Videos can be more appealing for the customer, and can help your Ad to deliver better.
If you haven’t already, give them a go!
To summarise, below are the 13 reasons why your Facebook Ad may not be delivering:
- Inaccurate Targeting
- Wrong Bidding Option Or Amount
- Poor Ads
- Failing To Experiment
- Optimisation Goal Is Too Difficult
- Your Ad Lacks Inspiration
- Exceeded Spending Threshold
- Your Budget Is Too Low
- The Ad Image Doesn’t Follow The 20% Rule
- Your Ad Was Disapproved
- Not Tracking The Results
- Not Following Up With Your Audience
- You’re Not Taking Advantage Of Videos
We hope you enjoyed this article on “Why Is My Facebook Ad Not Delivering?” If you’ve been having issues with your Facebook Ads, it’s likely that the solution will be covered in this article. We’ve been through a lot, but we hope it’s been useful!
Pro Tip: There could be various factors as to why your Facebook Ad isn’t delivering. If you’ve tried everything and you’re still unsure, reach out to a professional.
If you want help with your Facebook Ads, book a no-obligation Discovery Call with Rockstar Marketing to see if we’re a good fit to work together.