Are you getting lower conversions through Facebook Ads?

Then you must look after this 𝐢𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐭 Facebook Ads metric!

𝐂𝐥𝐢𝐜𝐤-𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐑𝐚𝐭𝐞 (𝐂𝐓𝐑)

The Click-through rate is counted in percentage and is the number of clicks you receive per hundred impressions.

For example, if you receive 3 clicks behind 100 impressions then the CTR (click-through rate ) will be 3%.

And ideally, it should be

• 🟢greater than 𝟏% 𝐟𝐨𝐫 𝐜𝐨𝐥𝐝 𝐚𝐝𝐬 and
• 🟢greater than 𝟑 % 𝐟𝐨𝐫 𝐫𝐞𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 𝐚𝐝𝐬

It is different for both because cold audiences and warm audiences react differently to your Facebook ads.

If in case you are getting good conversions and CTR is less than these ideal numbers then you don’t need to worry about it much.

But if you are not getting the results the way you want then this is a serious concern.

And there could be 2 reasons that you are not getting a good click-through rate.

❌ Either it is not getting served to the ideal audiences

❌ Or the ads are not appealing enough that the people are not taking any action even if they are interested in your product or services.

That means either you need to change copies, images, or videos that you are using for your ads or you need to change the target audiences.

And this is the way you are going to 𝐨𝐩𝐭𝐢𝐦𝐢𝐳𝐞 𝐲𝐨𝐮𝐫 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐚𝐝𝐬 for better performance based on his important metric.

6 reasons your Facebook ads is not converting

Your target audience is too specific or too broad.

The first reason why your FB ads may not be converting is because of the targeting. Your targeting could be too specific or too broad. 

Before launching any campaign on Facebook, spend quality time researching your audience.

 

Your audience is cold.

Another reason why your Facebook campaign may not be converting is that your audience is “cold”. In other words, they don’t know, like, or trust you yet. 

If the people you are targeting most likely don’t know you, it can be very tricky to convert them into a lead let alone a sale.

Your audience is too diverse.

Another reason why your Facebook campaign may not convert could be because your targeting is too diverse. When your targeting is too diverse, it’s going to be hard for your FB advertising copy to speak to all the different pain points the people you’re targeting have.

Impressions are too low

Without enough impressions, your Pad won’t be able to convert because it’s a numbers game. A lot of people have to see your FB advertising before you change anything else in your Facebook campaign.

Not enough clicks

One good reason your Facebook campaign is not generating results could be because your FB ad is not getting enough clicks. When you don’t have enough clicks, it makes it tricky for your ad to convert because it’s a numbers game. 

Lack of conversions

If you’ve looked at your Facebook advertising account and you’ve concluded you’re getting enough impressions and clicks, the problem is most probably a lack of conversions. In other words, you’re not making sales or not generating leads.

The reason behind a lack of conversion could be because your landing page doesn’t match your ad. In other words, people have a different experience when they reach your landing page because what is on the landing page looks too different from the ppc ad (FB, IG, or Google) making them leave the landing page. If this is the case, adjust the landing page so it looks similar to the PPC ad they’re clicking on.