14 reasons why Facebook ads are not effective

How to Facebook ads? By taking advantage of the huge data warehouse, Facebook continuously collects information from 2 billion users, updating daily and hourly according to their activity, marketers can easily find customers and reach the right customers to make attractive offers.

But if you do not take advantage of the massive data warehouse properly, you will be very likely to make mistakes. If your clicks and conversion rate are not as expected, you should try looking at 14 errors why Facebook ads are not effective below that I think you maybe have.

Facebook ads

Choose the wrong target

Every time you start creating an advertising campaign on Facebook, you are always asked to choose a target for it. And maybe, sometimes you still choose them without calculating or thinking much.

However, do you know the goals you declare play a very important role in helping Facebook choose the specific settings and features that it considers appropriate, to help you achieve the goals you have chosen earlier.

Choosing the wrong target, there are chances you will miss some features that might be helpful in helping you accomplish your goals.

For example, when you select the target “Brand Awareness”, you will have a choice of call-to-action buttons such as “Learn More” …, to appear on your ad. But if you start by choosing a different target such as “Access number”, the CTA that you receive will be completely different.

You can hover your mouse over the information icon (the i) on each target for more details and see the Advertising Guide there to learn about how the target works completely differently.

Facebook ads – Reaching the wrong object

While Facebook is a huge data warehouse that you can leverage to reach your desired audience, it does not mean that it will be 100% accurate.

When we like certain content, check in at locations, or re-share someone’s post, based on those activities, Facebook makes assumptions about what we care about, thereby considering that is a factor to find the right audience for ads.

So how accurate is it? Try looking at the ads that are showing to you. Those are topics that Facebook thinks you care about and is highly likely that other marketers are using that information to show you ads.

At the same time, you might be targeting an audience that Facebook thinks will like a topic, but is actually the exact opposite.

If you find that one of them is not right for you, you should understand that Facebook can’t understand us as much as we do ourselves, right?

The object file is too wide

If your target audience file is too large, there exists a large number of other competitors competing with you trying to reach those individuals.

And often it also means that you pay more per click and even get fewer impressions and a lower conversion rate.

Not stopping, this also affects ensuring the level of interest of your audience to reach your ads.

However, there are certain cases where the audience file is large enough and less focused, such as when the goal is to increase brand awareness and not drive a conversion goal. But even in those cases, you should still try to filter out the subjects that are outside the demographic scope of your target.

Facebook ads – The object file is too narrow

On the other hand, targeting very small audience files can also limit your results. You know, targeting by topics and interests can’t be 100% accurate, so everyone when setting up ads needs to be careful not to target too many people that are not suitable. However, if the file is too small, the ad is not strong enough to pull.

The opponent is imitating your programs

It is increasingly simple to follow Facebook competitors’ offers thanks to tools like AdEspresso or simply by learning about rival keywords targeting Google.

Based on that, your opponent will give their audience a more attractive and marginal offer than yours just a little bit.

If they find you are on a 10% discount, they may launch a 15% discount campaign.

Do not perform retargeting

One of the most effective advertising methods is to target individuals who have taken actions previously to show interest in your business, also known as retargeting.

Running Retargeting ads on Facebook allows you to filter out anyone who was previously not interested in your offers and only focuses on those who are interested.

Facebook ads – Do not use Video

The use of videos is increasingly needed especially on Facebook. As you surf the newsfeed, you will notice that most posts are video.

If one of your goals is effective both for advertising and for free content, a post with a static image can have a negative effect on you.

Use generic stock images

Leads often surf Facebook and find something fun to entertain. They skim through videos and updates from family members, at which point a stock photo will appear very misplaced. It makes users immediately realize that they are viewing an ad, which negatively affects their response to your ad.

CTA in an unattractive way

Although Facebook has prepared CTA buttons available to choose, that does not mean you cannot equip a CTA in your ad content. One reason that makes your ads may not be clicked a lot is because the current CTA is not attractive enough.

Having a clear CTA, urging people to take action and also communicating urgency will help advertise excessively.

Facebook ads – Content that is not focused on users

Read the contents of your ad carefully and look for words like “our”, “us” or “me” …

Subconsciously, readers often respond more to content that speaks to their needs and can be applied to their true pain.

Requesting too much

Each buyer must go through a series of stages to make the final purchase decision, and that is called the buyer’s journey, including the stages: Awareness, consideration and making specific decisions.

Marketers often skip aligning their ads to fit each audience at every stage of the buyer journey and resulting in low performance.

Skip the first two stages and it is unrealistic to expect users to convert right after your offer.

The first ad is a prime example of an ad with too many requests from too early. Little is known about who the company is as well as what they are doing, and of course, advertisers receive low conversions.

By contrast, the second example requires the reader to do something smaller – download the Ebook. This helps users initially be aware of what their problem is, before finding a solution.

Facebook ads – Do not use Landing Page

Have you ever clicked on a link (including on search results, social media posts or a certain advertisement) and had to find the promised offer yourself? It is frustrating, right? This will reduce user experience.

People expect to see the same term, CTA and images on the website they visit will be consistent with what they saw on the ad they clicked on earlier.

If you are leading customers to the homepage, this may cause these things to no longer agree with the promises on the ad. This can also affect Relevance Score, which is a scale of 1 to 10 that helps Facebook determine the level of user interaction with ads.

If Facebook notices that people are clicking on your ad and exits right after that, you will get lower Relevance scores and more impressions.

Creating a landing page for your campaign gives you more control, provides clear conversion opportunities, the content on the ad matches the content on the landing page and gets a higher Relevance score.

Facebook ads – Not spending enough money

Running advertising campaigns on Facebook often costs less than on other social networking platforms like LinkedIn, but if the budget is too low it can lead to poor final performance.

One indicator that you are spending too little is the number of impressions that are too low or which is reduced when Facebook displays your ad in a flattering way.

No A / B testing

You can use the A / B testing method with all marketing and advertising campaigns but it will be especially useful for you on Facebook. A / B testing allows running multiple ads with small differences to each other at the same time and is randomly distributed to your audience.

This helps you determine which ones are working better, run faster and thereby improve your campaigns.

Facebook ads


Hopefully the above 14 errors can help you improve your advertising strategy, target the right audience and communicate effectively. From there you can find out your potential customers and turn them into loyal customers in the long term.

Be sure to create the right goals, make sure to analyze daily, weekly ad performance, and collect meaningful data to apply to other campaigns.

14 reasons why Facebook ads are not effective

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