Sound familiar? If you’re having trouble getting your Meta ads to convert, it might not be down to the intricacies of the platform itself. We’ve compiled a list of the 4 most common mistakes you might be making when actually creating your ads, and the simple solutions that will make your advertising a success. 

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1. You’re Not Leveraging Content

Still sticking with that one amazing product shot you captured three years ago? Chances are, you have a lot more to offer than just that static image. Content variations are key when it comes to fresh, engaging ads that are going to spark interest and pull in the sales. Think videos over static images, lifestyle shots over a studio setup. 

If you have user generated content (UGC) on your side, this is the place to use it. Seeing your products being used in real life is what can build trust with your audience and build your brand identity. Don’t have this kind of social proof at your fingertips? Something as simple as a product review will also give browsers a real-life insight into your products that a stand-alone image sometimes can’t.

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2. You’re Not Adapting To Your Audience

Still trying to make Fetch happen? If your fashion ads are tailored to teens in high school when your data clearly shows your audience as being women in their fifties, we’ve got news for you: you’re doing it wrong. Very wrong. Not adapting your ads to appeal to the people who are actually interested in your product can be detrimental to their success. Is the overall look of your ads attracting who they need to be? Does the copy relate to (or even make sense to) your targeted audience? Even particular emojis and language will spark different reactions between generations. Your Gen Z audience are much more likely to relate to a brand that uses emojis such as:

🫠 💀 👁👄👁

over

😍 😂 😮

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If you’re still not sure who or how you need to be targeting, A/B testing is paramount. It’s pivotal on Meta that you test different set ups - different audiences, different objectives, different creatives, even static images vs videos. 

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3. You’re Not Retargeting

A potential customer is much more likely to convert if they’ve seen your brand multiple times before, visited your website, or even added a product to their cart in the past. Although brand awareness campaigns are important, use retargeting ads with an enticing offer to get people to actually start buying from you. Turn interest into investment with discounts and offers that will encourage conversion and break through barriers that may have held people back from buying from you in the first place.

To understand more about the different types of Meta ads and how they can work best for your brand, read our blog here.

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4. You’re Setting Unrealistic Goals

If you’re trying to achieve the success of Mr Kipling with the reach of your local independent bakery, you’re going to be sorely disappointed. Consider how you measure success. By setting unrealistic goals, you are setting yourself up for failure before you’ve even begun. Give your ads the time they need to bring in sales and don’t expect instant results. Wait two to three weeks before you start tweaking your strategy. Your audience still needs to get to know you as a brand so make sure that you keep engaging with them, even on your ads. Respond to comments, answer questions and let your brand personality shine through. 

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It’s true that getting your Meta ads right can mean more sales for your business. But if you’ve made these changes and you’re still hitting a brick wall, you need to consider what potential customers are being met with once they land on your online store. If your product, pricing, or website isn’t what it needs to be, this can be another reason you are not making sales. Find out more here.

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Ready to make Meta work for you? If you’re looking to up your ad game and sky rocket your sales, our PPC experts are here to help.

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