I love how Facebook Ads help create income for those of us who want to create a life that works for us, especially in a different way from the norm. Sometimes its a bit harder to use them, but for the most part, once you get in and get your hands dirty it gets easier, until they decide to “update” things a bit.
Anyway, I totally want to address something I've heard you ask time and time again. You've created ads, you know they're the best thing since sliced bread and they seem to be working because you're getting a ton of link clicks and people are interested in what you are offering. But and this but is a big one, you're not converting like you want to. Those clicks aren't turning into clients. What the hell?
I've had clients who have had the same issue when their Facebook Ads aren't converting. Let me tell a couple things to look for. Of course, there's more than this, but I'm talking about something that is super fresh on my mind at this time.
What To Look For When Facebook Ads Aren't Converting
Lead Page – Obviously, if you're sending traffic to a page, it is mostly likely a lead page where you're trying to get someone to opt in to your list or offer. There are blog posts that you can send people to for retargeting purposes but that is a different blog post. 90% of the time, if you are getting clicks and you aren't converting at a 20% or higher (I aim for 30% for my DFY Clients) then you need to adjust your landing page.
As long as you know your targeting (within your adset) is spot on and your landing page and ad copy are congruent, then you need to change your landing page. For example, if you had 100 clicks to your website, but you only got 15 signups, that's a 15% conversion rate, so something is missing. I tell my clients, I can bring you ALL the clicks in the world from your ideal audience, but it is your job to convert them. Your landing page, your offer, etc is a part of why your business will be successful.
- Are you appealing to your clients pain points?
- Is it a page that is just thrown together or did you take time to carefully think about the offering and the funnel they are going through once they sign up for your optin?
Click Through Rate – This is the number of clicks you received on your ad that direct people off Facebook, divided by the number of impressions. This should be over 1%. I'd love to have it over 2% but with some niches (especially if there are bigger launches going on) it can be a bit harder to do that.
Imagery – Does it match what's the on the landing or at least have similar colors? Make sure that the colors are congruent with what they are going to see on your landing page. You're setting them up to make sure they recognize you from the Facebook Ad. You want to make it as clear as possible to them when they click so they sign up. We know how attention spans are… short and ready to move on, so give them a reason to stay.
Tips on how to create a more appealing landing page:
- Use similar images and colors that are in the picture of the ad and on the landing page. If someone is coming to the landing page and it looks completely different from the ad, there is a higher chance that they won't convert. If the ad looks similar to the landing page, it makes more sense to your ideal follower!
- I always try to take at least one or two sentences from the landing page and use them in ads. When I do that, it increases conversions because the words are similar and it triggers something with your potential client.
- Test. It's not going to be perfect on the first go around, maybe not even the second go around. Be willing to get your hands dirty or hire someone who is willing to get their hands dirty to help you create a successful launch!
- Watch the Click Through Rate from the Facebook Ad. If it isn't above 1%, you need to change it up. It is important that you make sure you have enough eyes on your ad before you turn them off or else there was no real testing at all.
- Have a clear Call To Action but STOP selling so hard. Yes, we know you people to sign up for your product. Yes, we know you want the sales. Yes, we ALL want to do less work and make MORE money. BUT (you saw that coming, right?) no one wants to feel like they are being sold to. They want to feel like they need your services, not like you're forcing it down their throat. Turn it down, sunshine, turn it down a bit.
Your ads should feel like they are just another post in the newsfeed from a friend sharing something with them. It shouldn't be some big sales copy to push people to your site. It doesn't look natural.
If you are creating your own ads and you don't have a higher converting optin page, this is what I look at first (just to reiterate):
- Are we getting clicks? Yes!
- Are the clicks (click through rate) over 1% (I prefer 2%)? Yes!
- Are we targeting the right people? Yes!
And if you aren't getting a lower conversion rate or if your Facebook ads aren't converting, then you need to look at your landing page and change it. Maybe the images need to be match? Copy needs to match? Review, test and continue to tweak.
Those are a few tips I have if your Facebook Ads aren't converting. I'm sure there are more, but that is what is coming to me right now. What's going on with your Facebook Ads? What have you found that has worked with you? Share it below in the comments section.
Stay tuned, in a couple of weeks I'm going to have some great examples of ads that are working and converting really well (40% or higher).
PS – I'd love to connect with you on Facebook! Like my page for tips and tricks on how to grow your business and rock your mindset!