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The REAL Reason Your Facebook Ads Are Not Converting (…And How To Fix It)

The REAL Reason Your Facebook Ads Are Not Converting (…And How To Fix It)


– Facebook ads are still easily
one of the most effective forms of digital
marketing available today. But they also come with
their share of headaches and pains and frustrations, especially when you sink your
hard-earned time and money and energy into creating what you think is the perfect Facebook ad, only to watch it fall flat on its face. Annoying. That’s why in this video,
we’re talking all about the real reason your Facebook
ads aren’t converting. And I’m giving you my best advice on how to fix it once and for all. Let’s get to it. Hey there, my name is Adam Erhart, Modern Marketing Strategist, and welcome to the Modern Marketing Show, where we help you make
marketing that matters. So if you’re interested in learning about the latest and greatest
marketing strategies, tools, tips, tricks, and tactics, well, you may wanna consider subscribing and hitting that notification bell. All right, as great as Facebook
is, I also fully understand it can be equal parts annoying. Especially if you’ve got a
campaign that just won’t convert. Maybe you’re getting
impressions but no clicks. Or maybe you’re getting clicks, but they’re not sticking
around long enough to see your page load. Or maybe you’re getting all that and the page is loading
just fine, but they’re not sticking around long
enough to actually convert. Well, after seven years
of running a Facebook advertising agency,
having created, managed, and audited countless thousands of ads, I can confidently say
that there’s one quality that all the winning ads seem to have that the losing ones did not. But first, a shoutout and big
thank you to Charity Swipes for sponsoring this episode. You see, Charity Swipes has created a way for business owners to
help various charities without costing them a penny. They’re a credit card processing company and when they process your card, a portion of the fees
that normally goes to Visa or Mastercard is instead
transferred to a great cause. To learn more about how you can save money on credit card processing
while also helping out great charities, make sure
to check out their link in the description box below. Now before we get into the real reason that your Facebook ads aren’t converting, first we need to cover
a few potential causes or at least influencing factors that could be contributing
to your lack of conversions. First off, it’s likely not your image. Now the image is important, and in fact, if you’ve been following
me for any length of time, you know I’m a stickler for
a really, really good image. So if your ad is suffering
from say really low click-through rates, well
then the image is gonna be a great place to start. But it’s not necessarily the
key factor in conversions. It’s also unlikely to be the
placements that you’ve chosen. Whether you’ve chosen all placements and you’re letting
Facebook optimize across all of its different available options, or you’ve decided to focus
in on just the newsfeed or just Instagram, these
are influencing factors, but are unlikely to be make-or-break deals when it comes to increasing conversions. All right, now that we’ve
identified two factors that it probably isn’t, let’s talk about a couple more that potential could be. The first of which is your targeting. After all, if let’s say
you’re advertising dog toys and you’re putting these
in front of cat lovers, well, you’re obviously not
gonna get a lot of traction. The key here is to make
sure that your targeting is really on point, and
that you’re dialing in exactly who you’re trying to reach. Fortunately, Facebook gives you just incredibly sophisticated
targeting options, so there’s really no excuse
here for not dialing in on exactly who your
ideal target market is. The next factor is could
potentially be is your budget. After all, let’s say you’re
going for webinar leads and you’re hoping to get them for $10, or appointment leads and you’re
hoping to get them for $20, and you’ve set a daily budget of $5, well, you’re unlikely to get a lot
of conversions that day, right? It’s just simply math. So a key fix here is really
just upping the budget. All right, now that we’ve
got all those covered, let’s talk about the real reason your Facebook ads probably
aren’t converting. The single biggest reason that I see, and I’ve seen for years
across why Facebook ads just aren’t converting is the offer. In other words, the failing Facebook ad is making an offer that nobody wants. Now listen closely because
this part’s important. This does not mean that
nobody wants your business, or your product, or your service. It just means that the way it’s
being communicated in the ad is making it less
desirable than the needed Offer Desirability Quotient, in order to get them to take action. Basically, the offer you’re making isn’t worth the effort required
to get them to take action. I know this sounds overly simplistic, but far, far more often than not, I’ve gotten the best results
not by changing the image, or the budget, or the
targeting or the placements, but simply by reworking the
offer in order to make it more interesting, more appealing, and more desirable to the target market. So here’s how to fix this. The very first step in tweaking your offer for maximum conversion is to dive deep into the psyche of your
ideal customer or client. First off, what are their pains, their fears and their frustrations? We call these miseries, and
they’re a great starting point in order to identify, and really help move your ideal customer away
from these nightmares. Next, lay out their wants, their needs, their dreams, and their desires. These are called their miracles, and we wanna move them closer to here, and essentially lay out a
path to help get them there. Which leads us perfectly
into the next step to bridge the gap, and
essentially to lay out how your product, your service, your business helps them
get from where they are, to really where they wanna be, in as simple and straightforward
a way as possible. Make the pain of where they are real, and the benefits of where they could be, both tangible and emotional,
and you’ll be well on your way. The final step is to not
stop at just one offer, but rather to approach their problems and your unique solution from
a variety of different angles and with different hooks and messages. Even the best in the business, well, we don’t always know
which angle, which hook, and which message is gonna
knock it out of the park, right off the bat. That was like two
baseball analogies in one. That’s why we’re always
testing, creating new offers, and putting it in front
of our target markets in order to find out which
ones are gonna resonate, and which ones are gonna convert. If you put all these steps into play and focus on coming up with
a more irresistible offer, your Facebook ads conversions will have nowhere to go but up. All right, so thanks so much for watching. I hope you enjoyed the video. If so, make sure to give it a thumbs up, subscribe to the channel, and say hello in the
comments section below. Also, for more great content like this, make sure to head over to adamerhart.com, which is packed full of resources, videos, and more tips and tricks to
really help grow your business and marketing to the next
level, and way beyond that. So thanks so much for watching,
and I’ll catch ya next time on the Modern Marketing Show.

6 thoughts on “The REAL Reason Your Facebook Ads Are Not Converting (…And How To Fix It)

  1. Once again, dropping knowledge BOMBS!!! Great stuff Adam, thanks for sharing your expertise and experience.

  2. #1 Thumbs up on video. #2 Ok, so I basically get blocked or my ads get rejected on Facebook and Google, etc. the last time the entire ad on facebook from image to title to descriptions were all approved yet someone rejected the ad. I called in and after they investigated it, they told me it was because of the word Love. That the word Love was against Google Policy! I've ran into countless times Facebook has also banned my ads for just as ridiculous reasons. No matter what I do or change, they won't let them through. This has been going on for almost 2 years now… and as a Dating / Relationship / Communication coach is Facebook even a good place to advertise if they did ever let any ads through? Thanks, Great video!

  3. Amazing video, again I have a question do you have a video on how to write a good facebook or even website about? I browsed your channel and didn't see anything, maybe an idea for a future video?

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