Why are you clicking on Facebook ads

4 Reasons Your Facebook Ads Won't Convert (And How To Fix It)

Facebook ads are one of the most popular forms of advertising among newcomers to online marketing.

Although 92% of marketers say they use Facebook ads, there are still many who try Facebook ads but fail.

In this article, we're going to look at some of the common mistakes made when marketers run a Facebook campaign.

We look at why most ads go wrong and what to do to fix a campaign that is not producing results.

By the end of this article, you will have a good sense of what to do if you want to fix your unsuccessful Facebook campaign.

Let's start!

Bad targeting

One of the main reasons marketers fail with Facebook ads is because they fail to target the ads to the right audience.

Over 1.09 billion people use Facebook every day - so your ad won't fail because your target audience isn't on the page.

The biggest advantage of Facebook ads is that they allow you to define an exact target so that the ads are displayed to a precisely worded audience that is interested in your offer.

That's why the number of advertisers increased by 50% between 2015 and 2016.

But there is also a downside. If your ads are badly targeted, they'll be shown to people who don't care.

So, you need to know how to properly target your ads.

Ultimately, you may be doing everything right. But if you're wrong about targeting, everything else won't work either.

How good is a great looking ad when it's shown to people who don't care?

Think about it - if you don't want to buy dog ​​food and a badly targeted ad tries to sell you dog food, you won't change your mind even if the ad looks great.

Of course, you might click on the ad - out of curiosity.

But as a marketer, that's one of the worst things that can happen to you.

Clicks out of sheer curiosity only lead to uninterested people who never buy anything from you, but still click on your ads and cost money.

So what can you do to avoid such a situation?

If you want to target your ads properly, you need to know your customers.

If you know the traits and character traits of your ideal customer, you can set up your ads so that they are shown to the right people.

You should take some time to create a buyer persona.

A buyer persona is a kind of “avatar” based on the traits, characteristics and demographic data of your ideal customer.

Ideally, you should find the following information when formulating your buyer persona:

  • Age and gender
  • Location
  • Who / what influences them
  • language
  • Interests / hobbies

On the picture below you can see which targeting options are available to you on Facebook.

You should be able to fill out this form.

In some cases, you may not know your customer as well as you would like.

Fortunately, Facebook offers a tool for such cases that you can use to research your ideal customer.

The tool is called Audience Insights.

When you visit Audience Insights you will see this pop-up:

Select the “Everyone on Facebook” option if you're new to Facebook.

Notice: If you have a Facebook page that represents your target audience, you can click on “People connected to your page”.

Keep that in mind. But first we'll take a look at what to do if you're new to Facebook.

Enter the location of your ideal customer, as well as a relevant interest, in the left column.

I entered USA as the location and “Facebook ads” as the interest.

If you already know more about your customers, you can enter additional information in the “Extension” section.

When we have entered a location and an interest, we are shown data that shows the character traits, demographics and interests of our ideal customer.

Below you can see the information about age and gender that results from the data entered.

After reviewing this information, we may have wanted to exclude ages 18-24, 55-64, and 65+.

That's because the majority of our audience is in other age groups.

The picture below shows the pages that were liked by our target group.

This area shows the “interests” of our target group.

After reviewing the information, we will know what to enter under “Interests” when we set up our ads.

The image below (on the same page) shows which pages are best for targeting if you want to reach your target audience.

That's because this area shows us the most relevant Facebook pages for your target audience.

Choose the sites with the highest affinity if you want precise targeting of your ads.

This will help you target your ads more efficiently. If you do everything right, like Chronex, you can achieve 14 times the ROI.

Now let's see what else you can do to fix Facebook ads that are not working.

Select the right bid option and bid the right amount

Another reason Facebook ads sometimes don't work is because they're not bidding properly.

If your ads aren't getting enough views or clicks, you might need to make a few changes to the bid.

When you're creating your ads, bidding settings can be tricky for beginners.

You only need to focus on two specific areas here.

The first is the "amount of the bid".

If you previously selected the “automatic” option but didn't see any results, you might want to try the “manual” option now.

If you choose manually, you can decide how much you want to pay per click.

Often a bid will be suggested to you, both minimum and maximum.

However, if you think your ad is not getting enough views, you might want to offer a little more.

Of course, it all depends on how much you can afford. Your customer's lifetime value can help you make this decision if you want to stay profitable.

If you bid more and then find that your ads are still generating fewer views, you should take another look at targeting. Maybe it's too precise.

The second area you need to look at is the “when to be billed” section.

As you can see, you can pay “per click” or “per impression”.

If you are of the opinion that your campaign is not generating enough clicks, it might be worthwhile to try “per impression”.

But if after making this change, you still think your ads are not getting enough clicks, you may need to make a few more changes to targeting.

It could also be that your ad just doesn't deserve a click, i.e. your audience doesn't want to click on it. We'll deal with the problem next.

Notice: If you have a campaign that targets the right audience and generates lots of clicks and results, you may want to bill per impression. This way, you can potentially reduce the cost of the campaign.

Create ads that get clicked

If you've dealt with all sorts of issues but still feel like something is wrong, then it's time to change the look of your ad.

Often times, your ad's look and feel will result in poor performance because your ad has a low CTR.

The average CTR on Facebook is 0.9%.

However, if you've run a news feed ad, it should be above 5% and above 1% for a sidebar ad.

Facebook is a visual platform, so you need to make sure that your ad attracts the attention of your target audience.

If you don't have a lot of experience creating Facebook ads, check out what other marketers are doing.

A swipe file is great for collecting ads that impressed you.

You can use Evernote to screenshot any ads that interest you or stimulate action.

Remember, you can also analyze audiences that don't belong to your niche.

If you find something that works in another niche, it might be transferable to your niche.

Changing the style of your ad can be invigorating to your audience. It can make your ad even more engaging.

Sometimes you can make your ad more “clickable” by adding a call-to-action to the image.

If you use text in the picture, it can have a positive effect on the reach of your ad.

Using a lot of text can also reduce the chances of your ad's success, as shown below.

As with many types of online marketing, it is important to write compelling articles. That's because you have to convince people to click your ad.

You can write better articles if you know your customers' fears and wants. It is also helpful to know what objections they might have about your offer.

If you have this information available, you can write an article that speaks directly to your target audience and assures them that it is worthwhile to take a closer look at your offer.

It's important to always include a call-to-action in your ad so people know what to do next.

Try out

Trying it out is an important part of your Facebook campaign. Especially when it comes to fixing it when it doesn't get any results.

Many traffic experts around the world often fail to create an ad that pays off the first time.

Many need to go through a few tests to find an ad that produces the best results.

So it might be worthwhile to run multiple executions of the same ad for your campaign.

Below is an example of how you can split test your campaign.

You should run different versions of the same ad for a few days and then compare the data.

Then you can identify the ad that works best.

Images aren't the only item that can be tested. You can also experiment with targeting and copywriting.

You can also test different ad formats - e.g. Instagram ads, or ads in the right sidebar.

When doing split testing, it is important that you are open to making radical changes to your existing ads.

There is a good chance that radical changes will lead to a dramatic boost in results.



Facebook ads are great for driving more traffic to your website.

However, if you don't get the expected ROI, it may be because you're making some of the most common mistakes.

In this article, we've talked about some of the best solutions when trying to fix a Facebook campaign that isn't working.

We also looked at how you can make changes to targeting and ad yourself. We touched on the importance of trying different versions of the same ad to see which one works best.

Put what you've learned into action right now and see if you can fix those Facebook ads that have low ROI.

Do you have a few tips for improving Facebook campaigns that aren't working as intended? Let us know your ideas in the comments!