There are a million and one blog posts on tips and tricks to get users to click your Facebook Ads. It makes sense—we all want the clicks, and we all want those conversions.
But what about the things that actually keep users from clicking on the ads? Those factors that will override those handy tips and tricks? The reasons that your otherwise successful campaign came up short?
I’m sure we’ve all stared at our screens in frustration, wondering why on earth what you thought was a strong campaign fell flat with underwhelming results. Not only were there not a lot of conversions, but few people even clicked to begin with. We’ve all wondered why users aren’t clicking.
When your otherwise strong campaign doesn’t produce the results you want, it’s almost always because of one of 4 reasons that keeps users from clicking. Avoid these 4 common mistakes and watch your click-thru rates soar.
You Lack a Call to Action
If you either don’t have a call to action, or you have one but it’s muddled or not to-the-point, your ad will almost always come up short.
You don’t have a lot of room for text underneath your ad, especially for ads in the side column, and you definitely don’t have a lot of time to grab the users’ attention. In order to capture their interest—and their click—it’s essential to have a concise call to action that tells them exactly what you what them to do.
It’s important to have a call to action both on your ad and your landing page if you have one.
One way to make sure you get that call to action across is by putting a call to action button directly on your ad. You can choose from options like “Shop Now” and “Learn More,” making it easy for users to click that button with a concise call to action on it. Research has actually proven than these CTA buttons have increased click-thru rates; it’s worth a shot to at least test it on your own ads.
You Targeted the Wrong Audience
No one is going to click if you don’t put your ad in front of the right people.
You can have an otherwise perfect ad campaign, complete with the perfect image and text, and it will still fail if your targeting is wrong. On the off chance you get a few clicks due this seemingly perfect campaign, it’s likely that you still won’t get conversions.
Facebook targeting can be tricky, even once you’ve mastered the rest of the system. Fortunately, there are a lot of great resources to help you get the hang of it.
It’s also important to remember that you can target sub-niches even within your own audience. You can run an ad just for the women in your audience, or just for a certain age group, or those with a set interest. You can use this highly specific targeting to deliver highly targeted messages, which can often lead to higher conversion rates.
Facebook keeps releasing new tools and features that gives the targeting of the ad system the ability to be much more accurate. One of these new tools is the new relevance score, which you can use to evaluate whether your targeting for your ad is as strong as it could be.
If you’re unsure (and even if you aren’t), split testing audiences is a good way to assess whether or not your targeting is as accurate as it should be. Split testing is an important aspect for all factors when it comes to your ad, and even if you think your targeting is spot on, split testing is a good practice to take.
Facebook has also recently announced a new service that will allow advertisers spending a certain amount of money on ads to get personalized help from a Facebook Ads specialist. This includes help with targeting for your unique brand. The service is called Facebook Go, and you can read more about it on Facebook’s site here.
Your Offer Lacks Value
While some users will randomly click on everything they see on a computer (and these aren’t the users you want), most users will only click on a Facebook Ad if they find it worth their time to do so. You have to offer enough value to make them think it’s worth their time.
If they’re going to like your Page, will they be getting anything of value from your site? Entertainment? Knowledge? A free e-book?
If they’re going to click on an ad to an external website, what’s making that worth their time? A superior product? A great sale?
You don’t need to offer up your first born to get clicks, but keeping in mind that the user will always be wondering “What’s in it for me?” will help you give them something to make them want to click.
Understanding your niche and target audience can help you decide what will offer enough value for those particular users to click. I, as a knowledge junkie, would be easily swayed by a free e-book on almost anything. One of my college roommates would click for a sale on anything clothing related, but would never touch an e-book offer.
Knowing your target audience and what they want—and what they value– matters.
Making sure your text (and even call to action) features something of value will help you get more clicks on more ads.
The Text Isn’t Effective
A lot of emphasis has been given on finding the perfect image, but a big reason why users aren’t clicking on your Facebook Ad often has more to do with the text.
Aside from not having a clear CTA, sometimes the text under ads is badly written, confusing, or lacks proper grammar. It’s easy to understand why since there’s a limited amount of space, particularly for ads appearing in the sidebar. It’s why it’s one of the more common reasons users don’t click.
Aside from not representing your brand well, these ads often look like spam, and you can lose a lot of credibility. Make sure your copy– like your CTA– is sharp and to the point, and users will start clicking a whole lot more.
What do you think? What keeps you from clicking on an Ad? What tips do you use to make sure they do click? Share your knowledge and experiences and let us know!