lead results doesn't show facebook ads

Facebook Ads Not Converting? Here's How to Fix itif you're trying to generate leads with,facebook ad

Andrew Hubbard

Updated on Jan 21,2023

Facebook Ads Not Converting? Here's How to Fix it

if you're trying to generate leads with,facebook ads whether it's sending people,to a free opt-in like a cheat sheet or a,checklist maybe it's to a webinar or,even a quiz if you're trying to get,people to sign up to an email list from,facebook ads and you're getting lots of,clicks but not many conversions then,this video is going to help you fix that,i'm going to walk you through the five,main reasons why clicks don't turn into,conversions or leads and what you can do,to fix it we'll start with the most,common problems and then we'll work,through to the ones that are less common,but still just as capable of completely,derailing a conversions campaign so not,only will this video be helpful to you,right now but it's also a great,checklist to work through every time you,start a new conversions campaign or a,campaign where you want to generate,leads and for that reason i've created a,downloadable version for you which you,can grab in the description below so,make sure you go grab that after you,watch the video now let's talk about the,first reason why clicks might not be,turning into conversions and that's,because you might have chosen the wrong,campaign objective the campaign,objective that we choose actually tells,facebook what we want to get from our,advertising campaign so if you were to,for example choose a website traffic,campaign then facebook is going to send,you website traffic it is not,necessarily going to send you,conversions so by choosing the traffic,objective you tell facebook hey i want,people to click my ad and visit my,website facebook will then go and show,your ad to people that it knows are,likely to click it will not show your ad,to people who are necessarily likely to,convert so by choosing the traffic,objective what ends up happening is you,get exactly what you've told facebook,you want you get traffic,you don't get what you really want in,this case which is conversions or leads,so the way to solve this is simply by,choosing the conversions objective when,you set up your campaign as soon as you,do this if you're running traffic,campaigns you are going to notice a big,jump in the number of conversions that,you are getting from your ads simply,because facebook now knows that you,actually want conversions and that is,what it's going to get for you now that,said one thing you're going to notice is,your cost per click will increase but,your cost per conversion which is the,most important metric in this case is,going to go down significantly and that,is what you want now in order to use a,conversions campaign you're going to,need to track those conversions and for,that you need to make sure that,conversion tracking is set up properly,and if you're not sending all of that,conversion information back to facebook,then it's not going to be optimizing,your campaigns as well as it otherwise,could so this is really important and,there are actually four things you need,to get right if you want your conversion,tracking to be as good as it can,possibly be the first thing is probably,the one you've heard of and it's the,facebook pixel you need to make sure you,have the pixel set up on every single,page across your website and every page,you're running ads to and you need to,make sure that you have conversion,tracking set up on the pixel as well i,prefer to use standard events to do this,now everything i'm going through in this,video so from mentioning the pixel just,now to all of the other things i'm going,to mention as we go through some of them,are bigger topics like setting,conversion tracking up and the pixel and,everything else now i'll include links,in the description to other videos that,go in depth into each of these topics,because otherwise this would end up,being an hour long video unnecessarily,so if you need to go into any of these,topics in depth simply go down to the,description find the video you need and,away you go okay so the next thing after,the pixel and your conversion tracking,is the conversions api now the,conversions api is actually another way,to send your conversion events back to,facebook so the pixel is one way to send,that back but there are some problems,with that including things like ad,blockers being used in browsers and some,cookie tracking being blocked by,particular browsers and settings as well,so if that pixel gets blocked then the,pixel is ineffective the conversions api,helps you still send those conversion,events back to facebook because it does,it via a server instead of via the,facebook pixel and facebook actually,recommend always using the conversions,api alongside the pixel now i recommend,it as well so make sure as part number,two of conversion tracking you set up,the conversions api step number three,for your conversion tracking is to make,sure you have aggregated event,measurement set up or aem basically what,that means is for the domain where your,conversions are happening you need to go,in and prioritize all of your conversion,events on that domain so go into aem,make sure you've got that all set up and,you've got your conversions prioritized,from highest all the way down to lowest,and then on top of that when you set up,your ads make sure you go down to the,bottom inside the ad setup and you've,chosen the domain where you expect your,conversions to occur if you don't do,this again it's not going to track your,conversions properly so make sure,whenever you set up an ad you scroll to,the bottom you check that the domain is,where the conversions are actually,occurring and then the final piece of,this conversion tracking puzzle which i,know is a mess now with ios 14.5 and the,privacy changes but the last bit is to,make sure you use offline events so,offline events again it's another way of,sending conversion events back to,facebook so there are a few ways to set,up offline events my preferred way is,through zapier or zapier i never know,how to say that but setting that up,gives you another way to push that,conversion data back to facebook so,moving on to number three which is a,lack of congruence between your ad and,your landing page basically what it,means is your ad and your landing page,don't actually match and that could be,either the copy so what you're saying in,the ad doesn't match what it says on the,landing page it could be the look and,feel or the design of the adverse the,landing page so if the ad has a,particular look and a feel let's say it,uses a particular color palette,particular fonts and particular design,style but then the landing page is,totally different then that's not,congruent either and what happens in,that situation is obviously the user,sees the ad they click and then they,feel like they're in the wrong place,because now all of a sudden the whole,look and feel in the aesthetic is,completely different and you don't want,that because what happens then is people,simply close that browser window and,they move on to the next thing the same,happens as i said with the ad copy if,they read an ad and it promises them,something in particular and then they,get to the landing page and what's there,doesn't match what was in the ad then of,course what are they going to do they're,going to close that window move on keep,scrolling through facebook you need to,make sure that what you're promising and,what you're saying you're going to give,them or deliver matches what the landing,page says they're going to get as well i,know it seems pretty obvious but you,would be surprised how often i see ads,and landing pages that just don't gel in,terms of what they're saying in one,place versus the other and the other,piece of this is that the contents or,the expectations set by the ad needs to,then be delivered upon on the landing,page so here's a quick example let's say,you have an ad and the ad says click the,link and watch the video for free well,when the user reads that the expectation,is that they'll click the ad and they'll,be able to watch the video whatever,video that is immediately but if they,get to the landing page and find out,that it's a webinar registration page,and it actually asks them to enter their,name and email and click sign up before,they're able to watch the video,well that's a mismatch in expectation,they thought they were going to click,the ad and watch a video but instead,they have to click the ad sign up and,then watch the video and that mismatch,is going to result in most people simply,closing that window and leaving you need,to make sure that you say in the ad if,it's a webinar sign up click here and,sign up now or if it's a quiz click here,to take the quiz for example so that the,expectation matches what's on the,landing page speaking of landing pages,the fourth reason for getting lots of,clicks but not many conversions is poor,landing page design and that could be,many different factors and depending on,all those different factors well that,kind of determines how big of an impact,the poor design has on your overall,conversion rate specifically a few,things to really check for number one,you need to make sure that the,copywriting on your landing page is,really good you want short sharp,effective copy on that landing page it,has to read really well it has to get,directly to what it is the user is going,to get and it has to have a clear call,to action explaining what they need to,do in order to get that thing if you,can't do a good job of explaining to the,user what the benefit is to them of,opting into this thing and what they,need to do in order to get the thing,then it's going to be hard to convert,people the next thing you need to check,with your landing page is that it's,visually compelling it's not 1993,anymore people have certain expectations,on the internet if it looks terrible,then people again they're not going to,convert so you need to make sure it's,visually appealing a couple of quick,questions to ask yourself in order to,determine what is visually appealing,because i know this is subjective but,one question to ask is does the design,of this page make it easy for the user,to read and digest the information,that's on there because a pretty design,is one thing but a functional design is,a whole other kettle of fish and it's,actually more important you want a,design that looks good but more,importantly actually allows for easy,readability and easy usability of the,page,and then secondly is your call to action,clear and easy to see you'd be surprised,how often i see pages where the call to,action button itself is buried away it's,hard to see it's difficult to know where,to actually click so make sure that is,clear and easy as well another thing you,should really make sure on these landing,pages is your call to action is above,the fold meaning people don't have to,scroll down to find the button to click,to opt into your email list you do not,want that buried halfway down your big,long landing page you want it right at,the top so people can read the headline,they read the sub headline the copy is,so good that those two things convince,them to then click the button that's,directly below them and opt in make it,easy and the next thing i'll say about,your landing page is you really need to,make sure that page speed is good so,what i like to do is go to,run the url through that tool and it,will give me an analysis of how good my,page speed is but even more importantly,it will tell me what i need to improve,on so will tell me what needs fixing and,how to fix that but look at a minimum,the best thing you can do is one resize,all of your images down to the minimum,size that you actually need so if you've,got images on your page that are 2000,pixels by 2000 pixels then the browser,is going to load those big images and,then shrink them down to whatever size,it is displaying them as you need to,reduce the actual size of the images to,the size that they're displayed at which,is going to be much much smaller in most,cases and then upload them that way,because that's going to make the image,size much smaller then you need to,compress the images so i like to go to a,tool called tinypng upload the images it,will compress them for you and then take,that and upload it to your site just by,doing those two things you're going to,make your site a lot smaller in terms of,size and that's going to make it load,faster the third thing you can do to,speed up your site is just remove,unnecessary content if you've got,unnecessary stuff and it's a big long,landing page remove it and if you're on,wordpress make sure you're using a,caching plugin or caching however you,decide to say it and a cdn as well,because that's going to dramatically,improve your page now just on the,wordpress topic of conversation there my,preferred option is actually to use a,dedicated page builder i prefer unbounce,because it's just really quick and easy,to use and the pages load super fast,wordpress because it's such a big,platform there's a lot of overhead there,their pages tend to load slower than,something like unbounce because it's,dedicated and it's clean and that's,their number one thing they're focused,on is good fast landing pages and i'll,link to them below in the description if,you want to check out unbounce2 and then,on the topic of landing pages this one,kind of surprises me that i still see it,but it does come up surprisingly often,and that is landing pages that aren't,optimized for mobile devices so because,you're advertising on facebook and or,instagram most of the users there are,accessing the platform via mobile the,vast majority in fact so if you're,running ads on facebook or instagram,most of the traffic is going to be,coming from mobile devices and what that,means is from a landing page perspective,you should be designing your landing,page for mobile first,but most people still design for desktop,and they make sure their landing page,looks really pretty on a desktop and,then the mobile side of things is kind,of secondary and they don't really pay,much attention to it it should be the,opposite and so the way to cater for,mobile first is one make sure that at a,minimum when somebody loads your page on,a mobile device they can see the,headline and the sub headline right,there very clearly they're not wrapped,awkwardly or they're not cut off and,then they've got the call to action,button right there above the fold that,is really really important another thing,that you really should check is that,when people click that button and the,pop-up appears to enter their name and,email that that pop-up actually looks,great on the mobile device it's not cut,off it's not running over the edge they,don't have to scroll across to read it,all,that is surprisingly common and you need,to make sure that that works correctly,and i just went over this so i won't,dive into it in detail again but of,course being on a mobile device people,could be out and about not on wifi so,those fast loading pages are really,important here as well now i know i've,been talking about landing pages a lot,because they are a massive component of,this and if you want to learn more about,how to put together a great landing page,including the copy and everything i've,got a video right here you can check out,that will show you how to put together a,really good high converting landing page,so make sure you check that one out next,thanks for watching i'll see you next,time bye

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How to Fix Facebook Ads - Process to Troubleshoot Facebook Ads That Aren't Performing

How to Fix Facebook Ads - Process to Troubleshoot Facebook Ads That Aren't Performing

- If your Facebook ad performance is declining,,maybe your ROAS is going down,,your lead costs are going up, or maybe both,,then this video is exactly what you need.,I'm gonna show you what's causing the dip in performance,,in your Facebook ads,and exactly how to identify what you need to do to fix it.,Now, this video actually came about,because we had our own campaign,that was performing really well,doing over 200% ROAS every single day.,And then suddenly it just took a complete dive off a cliff,,particularly on the weekends.,We noticed that one weekend,our performance just dropped right off,and then things got okay during the week,,and then it happened again the next weekend.,Now I did manage to fix it once I found the problem,and identified what was causing this drop,on the weekends,,managed to fix it in less than an hour.,So this is how I identify problems,and how I fix them.,Let's get into it.,Right, The first thing you need to identify,is what's changed.,When your cost per result changes,,meaning your cost per lead or your cost per purchase,is because of one of the three core metrics.,Either your CPM has gone up,,meaning Facebook is charging you more to show your ads.,Your link click-through rate has gone down,,meaning fewer people who see your ads,are actually clicking them,or your landing page conversion rate has gone down.,Meaning fewer of the people who actually click your ads,and go to your landing page,are then converting into leads or customers.,Here's an example of how that works with CPM.,If your CPM was $20,,your link click-through rate was 2%,and your landing page conversion rate was 40%,,then that means that for every 1000 impressions,,you're paying $20.,For that $20 or 1000 impressions,,you're going to get 20 clicks on your ad.,And from those 20 clicks,,you're going to get eight leads.,That gives you a cost per lead of $2.50.,Now, what happens if your CPM suddenly jumps to $25,,meaning it now costs $25 to get 1000 impressions.,Well that bump in CPMs is going to flow through,and suddenly cause your lead cost to jump to $3.12,,which could then have a huge impact,on your overall return on ad spend,because you're paying so much more per lead.,And the same thing happens,if your click-through rate goes down,,or if your landing page conversion rate drops.,Each of those metrics have a flow-through effect,,that are going to affect your cost per lead,and your return on ad spend.,So to answer that question of what's changed,,look at your CPM, your link click-through rate,and your landing page conversion rate,over the last 30 days.,I like to bring that data up on charts,so I can see the exact trend,over that 30 day period.,Either you'll see a rising CPM,that correlates with your increasing lead costs,and your lower return on ad spend,,or you'll see a decline in click-through rate,or a declining landing page conversion rate,,or it could be a combination.,And if it's none of them,,I'll talk about that later in the video as well.,So the next thing to do is smash that like button,,if you're enjoying this video,,really does help me get these videos,in front of more people,,helps with the YouTube algorithm.,And I really, really appreciate it if you do that.,So if your CPM is going up,,it could be for a few different reasons.,One of the most common reasons are weekends,,public holidays and different seasons.,So on the weekends and public holidays,,our CPMs always tend to rise.,And that's because fewer people are looking at Facebook,,meaning there is less ad inventory out there.,So costs naturally go up because of supply and demand.,The other thing is seasonally.,The fourth quarter of every year,is the most expensive time to run ads,because everybody is starting to run ads,in the lead up to Christmas.,So again, because demand for ads is increasing,,it pushes overall CPMs up,and things get more expensive.,So that's the first thing to check.,When your CPMs rose,,was it because of a weekend, a public holiday,,or because there's a particular season,like Christmas coming up,or Black Friday, Cyber Monday is coming up,or something like that?,Also consider particular events or seasons,that affect your target audience only.,Maybe you're targeting parents,,and at different times of year,,advertisers like you spend more money,to get in front of them like at school holidays,or something else.,And so those audiences get more expensive,at different times of year.,So think about how your audience could be affected,by seasonality as well.,Now, the good news is,if you do notice that your CPMs rise on the weekends,,public holidays or in different seasons,,then don't panic.,You know that you can either ride this out,and it's not something to do with your ads.,It's simply a supply and demand issue with Facebook,and they will return to normal after this period,,or you can choose to pause and come back later,,depending on your business,and your particular situation.,The key here is you understand what the reason is,,and you can make smart decisions,,not rash decisions.,The second factor that can cause higher CPMs,is negative feedback on your ads.,So Facebook wants to provide a positive experience,for their users,and ads that aren't creating a positive experience,have to pay more to get on the newsfeed.,And that is done by raising CPMs.,So negative feedback comes in the form of people,hiding your ad, hiding all of your ads,or marketing posts as spam and things like that.,If a lot of your users are doing this,,your CPMs will be rising.,Now the good news is you can actually see,if you are getting negative feedback on your ads.,The way to do this is to go to the ad,inside the Facebook Ad Manager.,Click View Facebook Post With Comments,,and then you can click See Insights.,And that is going to show you,whether anyone has clicked Hide This Ad,or Hide All Ads From This Advertiser.,If your ads are getting negative feedback,,then you need to stop those ads and start new ones.,Don't just start clones,,start new ads that resonate better with your audience.,Read the comments on your ads.,See if you can figure out why people are hiding them.,Maybe you have an audience mismatch.,If you're showing ads to the wrong audience,that just aren't interested,,then they're going to hide those ads.,If you are showing ads that trigger your audience,in some particular way,,then they're going to hide them as well.,So you need to try to create ads,that better resonate with your audience,,and they actually want to see in the newsfeed.,All right, the third reason you might be seeing high CPMs,is because of low quality scores.,So every ad that you run gets a quality score.,It could be below average,,average or above average.,If you run a lot of ads that are below average,,then Facebook starts to see you,as a low-quality advertiser.,And if they see you as a lower quality advertiser,,they raise your CPMs.,You pay more because Facebook is going to assume,that the ads that you are showing,are not something that the audience are enjoying.,Good news here again,,is you can check your quality scores.,You can go into the Ad Manager,,click on the dropdown,,customize your columns,,and view the different quality scores.,Now, if you have a lot of ads,that are below average in the ad quality ranking,,then what you need to do is again,,create ads that your audience actually want to see.,So I would stop running those ads,,try to create new ads that get more engagement,,more positive engagement,,and that your audience are actually enjoying.,The second thing you want to do,is start to run specific ads,with the goal of just providing value to your audience.,So creating video ads that give value,that your audience enjoy,are naturally going to get higher quality scores,,and that can raise,the overall quality score of your ad account as well.,Now, if your CPMs weren't rising,,if that wasn't your problem,,then maybe it was your link click-through rate.,If so, this is what to keep an eye out for.,Perhaps you've exhausted your audience.,Now, this means that most of the people in your audience,who are going to click your ad,have already done so,,and you're going out to parts of the audience,who just aren't interested.,So you notice a consistent decline,in your click-through rate.,Another way to check for this,is by looking at your frequency.,Frequency tells us how many times on average,each person has seen an ad.,If you notice that your click-through rate is declining,and your frequency is increasing in conjunction with that,,then that often means that you are exhausting your audience.,This is particularly common with warm audiences,,like email lists, Facebook page fans,,retargeting page visitors, and website visitors,,and things like that,,because those audiences are relatively small.,So if audience exhaustion is your problem,,then the way to fix it,is with brand new ad creatives and copy.,And by testing new audiences.,See if you can find bigger audiences,or different audiences that you can actually target,in order to put those same ads that were working,in front of brand new people.,Now, the other thing that could be causing,a lower click-through rate,is that you've started testing new audiences,or new creatives that just aren't working,as well as the previous ones.,If that's the case,,you need to analyze your new ad performance,versus your previous successful ads.,And if the new ones aren't performing up,to where they need to be,,you need to start new tests,and see if you can beat those originals,that had the better click-through rate.,Now, neither of those were the problem for us.,So maybe they weren't for you either.,If the problem for you,is a declining landing page conversion rate,,which is what we were experiencing.,Then this is how you identify it and fix it.,So common reasons for a landing page,suddenly not converting as well as it used to,is that you've started new ads,that aren't as congruent with the new landing page,as your previous ads were.,Congruency meaning that the ads don't match the message,on the landing page,,or maybe the look and feel of the ads,,doesn't match the landing page.,So people click the ad,and they're expecting one thing,,and then they get to the landing page,,and it's not exactly what they expect.,That can lead to a decline in landing page conversion rate.,So the way to fix that,is to go and create ads that are again,,more congruent with your landing page,or update the landing page to match those new ads,,if those new ads are performing really well,in terms of click-through rate,and your other key metrics.,Another reason that the landing page conversion rate,might have dropped is page speed.,So if your page speed drops,,meaning the page takes longer to load,,you are going to see a decrease,in landing page conversion rate.,So make sure you use a tool like GT Metrics or Pingdom,to check your landing page speed,and make sure that it is as fast,as you can possibly get it.,Now, the reason that our landing page conversion rate,was dropping on the weekends only,was an external factor.,So that's what we'll talk about now.,Now in our case, we're running a webinar.,And what we noticed was on the weekend,,the same number of people were hitting our landing page,,but far fewer, in fact,,half of the number of people on weekdays,were actually signing up,for one of the automated webinars.,Now that made it immediately obvious,that the time of the week was a factor.,I also realized that it was summertime in the US,,which is where most of our audience resides,,and it's school holidays.,And add on top of that,,a lot of people have experienced lockdowns this year,,and most of those have been lifted.,So with all of those external factors combined,,it means that more people than usual,are out and about on the weekends.,And the last thing they wanna do is sit down,and watch a webinar.,So when I looked at our webinar,,what I realized was that,we were only showing available times for the current day,,and then the next day,,meaning on a Friday,,people could only watch the webinar on the Friday,,or they could only see times for Saturday.,And on a Saturday, they could only watch on Saturday,or see times for Sunday.,So that meant that people were going to our landing page,,but then they were seeing that their only option,was to watch the webinar on the weekend,,which wasn't appealing.,And so they were leaving.,So all I did was make a change to make it,so that people could see further in advance,in terms of selecting a date and time for their webinar.,By doing that on a Saturday,,people could now see times on a Monday,,and on a Sunday, they could see Monday and Tuesday as well.,And just like that,,our landing page conversion rates increased dramatically,again on the weekends,and everything went back to normal.,So the key there is to make sure you're factoring in,externalities as well.,And I would never have come to this conclusion,if I didn't go through the process,that I've just walked you through in this video,and find what the cause for the problem was,,and then work down until I found out,exactly what I needed to change in order to fix it.,But we're not done yet.,What if none of those metrics,have actually changed for you,,but your return on ad spend is still down?,Well, in that case it means it's not an ads problem,,it's a sales funnel problem.,And what you need to do is check every single metric,inside your particular sales funnel.,So let's use a webinar, for example, again.,I would go and check my webinar attendance rate,,my replay view rate, my email open rates,,my email click-through rates,,because maybe my email deliverability has gone down.,I'd checked my sales page conversion rate,,my checkout conversion rate,,all of those different metrics,to find exactly where inside by sales funnel,things have started to drop off.,Once you find that, you can fix it.,But because it's not an ad problem,,that is a topic for another video.,Now, if you've enjoyed this,,remember, please smash that like button for me,,it makes a huge difference to the channel,,even though it only takes you half a second to tap it.,And if you wanna hear more from me,,hit subscribe, hit that little bell,and you will get notified every time I release a new video,on Facebook Ads Digital Marketing,for online course creators, coaches and consultants.,All right, I'm popping up a couple of videos onscreen now,that I think will really help you as well.,Until next time,,I'll talk to you seen. Bye.,(gentle upbeat music)

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