What should I do if my Facebook ads have a low conversion rate?

Facebook ads have always been one of the biggest sources of traffic for independent and platform sellers. However, when placing ads on Facebook, many people will encounter low conversion rates for ads, or when ads with good performance appear, the conversion rate drops again after a short time. Today, we will analyze the possible reasons for low ad conversion and the corresponding solutions from the following perspectives.
“1. Improve the quality of advertising copy and creatives. Advertising copy and material design are the primary factors affecting Facebook advertising conversion. Due to differences in industry and target population, advertising creativity needs to be targeted. You need to conduct A/B testing on advertising materials, and it is recommended to test a lot. The following are some tips based on our delivery experience: ① You can use some emoticons in the copy. In previous A/B tests of clients, we found that the conversion rate almost doubled after adding emoticons, increasing from 2.1% to 3.6% on average. ② Use the “Buy Now” CTA button, which can greatly improve conversion. ③ Simplify the advertising copy. After testing, the copy of less than 150 characters is more appropriate. ④ Adding “free shipping” to the advertisement can also improve the conversion rate to a certain extent. ⑤ Give a limited-time discount policy to the audience targeted by remarketing.
“2. Optimization of the homepage and landing page of the independent station A landing page with timely information updates and detailed content can stimulate visitors’ browsing interest. On the contrary, outdated and uncompetitive pages will reduce the advertising conversion effect. You need to do: ① Highlight the differentiated advantages of products to attract consumers’ attention. ② Collect user comments to improve website trust. ③ Optimize website visual design and user experience to convey brand value proposition.
“3. Accurately target the target audience. Even if the advertising creativity is excellent, if the audience positioning is inaccurate, the conversion rate will be difficult to improve. Therefore, choosing the right audience is the key to advertising positioning. ① Use machine learning algorithms to let Facebook automatically locate the best audience. ② Test similar audiences, start with a smaller audience, and gradually optimize the positioning. ③ Avoid overlapping audiences to reduce advertising waste. For this part of the operation, please refer to “One trick to teach you how to optimize Facebook audiences”
“4. Be patient in advertising delivery. In the early stage of advertising delivery, the data fluctuates greatly due to the review and learning stage. Advertisers should be patient and wait for the end of the machine learning stage. In the process of accumulating optimization events, avoid frequent changes in advertising settings to avoid affecting the progress of machine learning.
“5. Strengthen advertising testing. Facebook advertising is a process of continuous experimentation and optimization. You should conduct a large number of tests every month to find the best advertising ideas. In order to reduce the cost of testing, you can also learn from the data of other platforms and invite Internet celebrities to produce UGC content to form word-of-mouth communication. In terms of testing, it is recommended that you use tools that can deliver ads in batches. The most important thing is that you can directly see your advertising data analysis. Conventional FB advertising requires advertisers to open each advertising account separately and create and manage advertising activities in turn.

Check the status of the advertising account. Advertisers should promptly check whether the advertising activities are restricted and whether there are any illegal advertisements. If any illegal advertisements are found, they should be deleted immediately to avoid affecting the advertising effect. At the same time, advertisers should pay attention to the account status to ensure that the account has not been restricted or banned. If you have been troubled by account problems for a long time, and your advertising requires a large number of advertising accounts, especially corporate accounts, you can try to open an account in Yurigai. As a minimalist Facebook fully automatic delivery system, there is no need to prepare accounts, agents, or virtual cards to place advertisements in Yurigai. It has built-in cloak, and the advertising fees recharged in the system can be used as needed, and can be refunded at any time. Dead accounts can be replaced, including BM and homepages, and supports various projects.

When advertising on Facebook, you need to constantly improve your creatives and your audience, and constantly test them. If you want to grow quickly and steadily, you must choose the right tools.