So you created your first ad, but things aren’t going well.
You get a few clicks, but not a single sale. What could the problem be? Are you running the ad on the wrong platform? Is the copy not compelling enough? Or maybe the picture isn’t good? Could the headline be too boring to grab someone’s attention? Or is it something else?
People usually blame the platform: “I tried running ads on Facebook, but it wasn’t successful” or “I tried Adwords, but I just threw my money out the window”.
Well, it’s not this simple. There are typically other reasons why your ad doesn’t convert. Let’s see the most common ones:
Are there enough impressions?
People usually run an ad for a day or two, and if it doesn’t convert, they stop it. They think it’s not working.
It’s very possible that just not enough people saw your ad! How big is the audience you chose? If it’s too small, you won’t get enough prospects. If it’s too big, you will reach people who don’t care about your product. 100,000-1,000,000 is a good audience number, depending on your business size and goals.
If you set the cost per click too low, that can be a problem too. You won’t get many impressions.
How many is enough? Let’s say you have 10,000 impressions, and an average of 1% clicks. That’s 100 people on your website. Statistics says that 2-3% buy, so you have 2 or 3 sales. If you sell low-cost products, your conversion rate may be a little higher, but your profit might not even cover the cost of the ad.
So you have to show your ad to thousands, even tens of thousands, of people to test and get helpful numbers about conversions and costs. From there, you can calculate and plan your next ad better.
Are people clicking?
Take a look at your CTR (click-through-rate). It shows how many people actually clicked on your ad from those who saw it.
What is a good number? That’s hard to tell, because it depends of a variety of things.
For example, let’s say your target customers are Bill and David. They are at the beach, drinking a few beers, and talking. They check out their phones to see funny Facebook pictures their friends posted, and they see your ad. The situation and the mood are not ideal for making a purchase, even if they are your ideal customers. They might click your ad and buy your product on the next night, browsing the internet on their laptop.
But the question is: will they see your ad again, or did you stop after their first impression (because it didn’t work)?
So if you run an ad, run it for several days at least to get the most out of it.
If you have enough clicks, does your website convert well enough?
Let’s say 10,000 people saw your ad, 5% clicked on it, that is 500 people, and nobody made a purchase. What could the problem be?
- Your website doesn’t deliver what you stated in your ad. Be careful with the “Too good to be true” messages in your ad. Promise only what you can deliver. Maybe you will earn a few clicks with the marketing message, but they will be disappointed if you don’t deliver what you promised.
- Your site confuses them. A common mistake is when advertisers send visitors to the wrong page, and they can’t find the product what they were reading about. For example you are advertising a specific product, but the link takes them to your home page.
- Too soon. How many times have you bought something online as soon as you saw it? Not too many, right? People are the same. If you run your ad only for a couple days, don’t expect people to buy, because they just getting to know you and your offer.
- Is your offer compelling enough? Studies say that if you have a time limit, or quantity limit that makes the offer seem urgent, you will have greater volume of sales from first time visitors than if your product is available always and forever.
- Does your sales page contain all the information necessary for a purchase decision? If your page is too short, and doesn’t answer every single question in your prospect’s mind, you might lose sales. Make it easy to read. Break up the text, use bolds and italics, H1 and H2, pictures, graphics. The more expensive your product is, the longer the product page should be.
Your ad converts, but costs too much
You can generate better conversion with these tips:
- How difficult is the purchasing process? If you have a 5-step purchase path, or a long and difficult form to fill out, that’s not good for conversions. This is especially true if people can buy your product from your competitor, because if their purchase process is simpler, or their offer is more compelling, potential customers will chose that one over yours.
- How much is shipping? If you have a $20 product and shipping is $10 that’s not a good deal. Consider putting more products in a bundle, or offer free shipping above a specific purchase amount. Send a free shipping offer to people who put something in their shopping cart, but didn’t make it to the purchase to find out if that’s their reason for not buying.
- Do you have a FAQ? Sometimes there is only one small particular information that makes or breaks the deal. Collect all the important questions and answers to make sure that you have addressed any potential questions or concerns. Consider using a chat box where they can connect with your customer service instantly.
- How much time do they spend on your website? Do you want people to spend more time with your offer? Give them things to consume. Videos, product galleries, testimonials, graphics, infographics, and downloadable samples can give your prospect enough stimulation to spend more time on your website and discover your product deeper.
- Is your offer compelling? A lot of people just list the price. You have to be sure that you listed all the benefits and features on your product’s page. Be sure you talk about your guarantee, extra products or services if they are included with the offer, and everything else that makes your product compelling.
Related articles: How to write a strong guarantee?