4 Reasons Your Facebook
Ads Don’t Convert
(and How to Fix Them)
Poor targeting
● To target your ads properly, you must first take a look at who your customer is.

● A buyer persona will map out an, ‘avatar,’ based on the traits, characteristics and
demographics of your ideal customer.

● Write down the following information when writing your buyer persona:

❏ Age and Gender ❏ Language

❏ Location ❏ Interests/Hobbies

❏ Who/What influences them

● In some cases, you might not know your customer as well as you’d like. In situations you
can use ​Audience Insights​ tool to research your ideal customer.

● When you visit Audience Insights, you will see a popup.

❏ Pick the, ‘Everyone on Facebook,’ option, if you’re new to the world of Facebook.

❏ If you have a Facebook Page that represents your target market, then you can click on,
‘People connected to your page.’

❏ In the left hand column, enter in the location of your ideal customer and one relevant
interest.

❏ When you know more about your customers, you can always enter additional
information in the ‘Advanced’ section.

❏ After you enter in a location and an interest, you will be presented with some data that
represents the traits, demographics and interests of our ideal customer.

Choosing the right bidding option and bidding the right amount
● When you’re building your ads, the section where you adjust the bidding settings for your
ads can be a little complex for a newbie.

● If you previously selected the ‘Automatic’ option, but failed to see any results, now select
the ‘Manual’ option.

● Upon clicking the Manual option, you’ll then be able to decide how much you’re willing to
bid, per click.

● You’ll get suggestions on both minimum and maximum bid amount.

 ● If you find that your ad isn’t getting any impressions, in spite of you bidding within these
numbers, you might want to go a little bit higher.

The second section that you need to review is the, ‘When you are charged’ section.

● If your campaign is not generating enough clicks, experimenting with being charged ‘per
impression.’

Create click worthy ads

● If you do not have a lot of experience in creating Facebook Ads, study what other advertisers
are doing.

● Keeping a Swipe File is a good way to keep a record of ads that have impressed you.

● Also use tools like ​Evernote​, to screenshot any ads that you come across that have
interested you or caused you to take action.

● When making an ad use different styles of ads, that you’ve studied. Make your ad more click
worthy by placing a call-to-action within the image.

● Use text in ad image, it will impact the reach of your ad. Don’t use lot of text.

Experimentation
● Experimentation is an important part of fixing a Facebook Ad campaign that isn’t producing
results.

● Experiment with creating multiple variations of the same ad.

● You should let ad variations run for a couple of days and then check in on the data. You’ll
find that one ad is performing better than the other.

● When you carry out split tests, it is essential that you try and make some radical changes to
your existing ads.