If you want to make sales, you need to drive traffic to your website. And, as you might already know, Facebook advertising campaigns are one of the best ways to get potential customers to visit your online store.

But Facebook ads are complex – there’s a lot to learn, and there’s always ways to optimize your campaigns.

So, we’ve put together a checklist that you can use to troubleshoot common issues that entrepreneurs encounter when they’re running Facebook ads.

Note: Before you try to optimize your Facebook ads you should always try to get at least 10,000 impressions from your ads. You want a decent amount data to work with before you start optimizing your ads.

What to do if your ‘Cost per click’ (CPC) is too high.
  • First off, check your click-through-rate (CTR). If you notice that your CTR is under 1% then it’s a good idea to review your ad creatives and the audiences that you’re targeting.
  • Check if you’ve received any negative feedback for your ads, as that could be damaging their performance.
  • Take a look at your Facebook ads ‘relevance score’. If you notice that it’s below 7, then you might need to rethink your ads. You can check this under the ‘Performance and Clicks’ standard report.
  • Try to duplicate the ads that you’re running and test them with higher budgets.
  • Don’t be afraid to test out new audiences if all else fails.
What to do if you have a low click-through rate (CTR).
  • Review your Facebook ad creatives. You might need to try completely new creatives if they’re hampering your CTR.
  • Check the placements of your Facebook ads. If you’re using mobile ads, you could try running some desktop ones, or vice versa.
  • Remember to test out your ads using different audiences.
  • Try adding different steps into your ad funnels to try and warm up your audience to your brand.
Getting lots of clicks but few conversions?
  • Check your bounce rate – essentially, the number of clicks you receive vs the number of views your ads get.
  • Check your traffic placements. Audience Network and Instant Article ads, for example, are notoriously bad for ‘top of the funnel’ campaigns.
  • Check your website UX. It might actually be a problem with navigating your website that is causing the drop off. Go through the experience yourself and see if anything could be improved.
Still not converting? Try these tips.
  • Using custom audiences for your Facebook ads? Make sure that they’re populated correctly. Sometimes there are issues with this.
  • Double check that you don’t have another Facebook ad account driving traffic to the same page.
  • Take a look and see if you have any negative feedback on your ads.
  • Pivot and focus any Facebook ads that are aimed at getting conversions to get more impressions instead. Then, you can try using retargeting ads.
  • Try using higher budgets for your campaigns. You might have everything lined up to succeed, but you just haven’t hit the right people yet.
  • If all else fails, switch your campaigns to use the ‘Post Engagement’ objective.


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