10 Ways to Fix Facebook Ads that Are Struggling to Deliver

Your campaign is not even a week old and you’re down $500 with little to nothing to show for it. Your Facebook ads weren’t delivering and you’re racking your brain as to why.

Could it be due to ad quality?

Is it the amount of text?

Do ads need optimization?

Should you create a new campaign or edit your running one?

Or review your whole strategy?

In this post, I’m going to highlight 10 common reasons why your ads stopped delivering and how you can easily rectify them.

By the end of the article, you’ll know what you need to do to make sure your Facebook Ads stay effective.

Now, get your ads working!

1. Your ads are overgeneralized

Your ads aren’t delivering because they don’t target a particular interest. Each ad should be made for its desired audience.

This is especially important if you want to successfully retarget and increase your CTR.

How to fix:

You could try running ads within each ad set that adhere to different interests.

Facebook needs a minimum number of impressions to gain the momentum it needs to show your ads to audiences most likely to engage with it.

facebook-ad-impressions-1

Rack up a number of impressions to gain the momentum your Facebook ads need.

If your ad gets zero clicks on the first day, Facebook will not deliver it to anyone. Not even those who you might have been targeting in your campaign.

If Facebook doesn’t get enough impressions to gauge the interest of its audience, your ads are going nowhere fast.

If you run a retargeting campaign, the communication in your ad should also change:

  • This is not the first time this audience has seen your ad, so the ad should stand out
  • Set a different CTA, for example, “sign up” instead of “read more”
  • Make sure your landing page sets a clear objective and that the link is working

In Hunch, you can create a link checker so that you can receive notifications regarding broken links connected to your campaign.

link-checker-hunch-facebook-ads

Receive notifications of broken links with Hunch link checker.

2. CPM is too high for your budget

If your ad performance dropped because of the amount of money you were spending per your first thousand impressions, Facebook will cut the relevance of showing your ad.

This is why you see a reduction in some ads within an ad set and an increase in other ads.

Customers easily get annoyed with repetitive retargeting, and your campaign could easily suffer ad fatigue.

Facebook ad fatigue occurs when your audience sees the same ad too many times, they get bored and stop reacting to them.

High ad fatigue causes Facebook to severely limit your ad’s deliverability.

How to fix:

You can measure ad fatigue on Facebook with the frequency metric, or simply by noticing your ROAS dropping.

Ad Fatigue decreases ROAS

Turn boring DPAs into enhanced DPAs.

Businesses increasingly rely on Facebook dynamic product ads to battle the pain points of performance marketing like high frequency, ad fatigue, and low engagement.

The solution is to use owned data that helps you gain a huge ROAS increase on retargeting fast.

Some of the best practices for Facebook dynamic ads will give you the opportunity to retarget for better retention, to convert abandoned carts into purchases, to speed up A/B Testing, stay on-brand with personalization, and many more.

Enhanced_DPA

3. Your bid is too low

Another reason why your Facebook ads may not be delivering is that your bid is too low.

Whenever you’ve launched a campaign, your ads enter a competition with thousands of other ads, something like a digital auction.

Facebook takes into account 3 major factors when deciding which ad to show:

  • Relevance and quality – how interesting your ad may be to your audience and the quality of ads
  • Estimate action rates – how likely your audience is to engage your CTA
  • Bid price – the price you’re willing to pay for the completed CTA.
hunch-bidding-facebook-ads-1

Beware of setting bids that are too low. Try to outsmart the auction.

How to fix:

Maximize all three factors. Don't create a new bid.

Choose the lowest cost bidding. You are allowing Facebook to bid competitively and choose the best price by choosing the lowest cost bidding.

This is great because your bid price will never be too low whereas by setting a ‘bid cap’ you are risking your bid being too low.

This could affect targeting audiences.

Your ads will be shown to little to 0 people at all and have difficulty delivering if your bid is too low.

If you must keep the ‘bid cap’, adjust it to a high price.

4. You haven’t chosen the right optimization goal

Setting the proper optimization goal for your campaign objective could also be the reason for campaign quality and why your ads aren’t delivering.

Facebook selects audiences based on their history of engagement with similar ads.

If you optimize for conversions, you may find that your campaign stops running after a few days.

Facebook uses conversions as a means of finding targets for your campaign but it doesn’t know who could be interested because it doesn’t already have conversions to work with.

campaign-objectives-facebook-ads

Set the proper optimization goal for your campaign objective.

How to fix:

Build up your conversion rate and optimize for conversions that occur more frequently like add to cart instead of purchase.

Facebook recommends a minimum of 50 conversions per week to keep your ads delivering.

5. Create click-worthy ads

One of the reasons why your Facebook ads are not delivering is that you haven’t made click-worthy ads.

Using the same copy for each of your ads and not making a clear call to action are sure ways to get your target audience to scroll past your ad.

How to fix:

Define your target and create ads for them.

You can experiment with ad copy instead of paying a designer to come up with 30 different images for your ads.

It can cost a lot. You need to take quality spending into account.

Here’s what Topshop did:

prospecting-retargeting-topshop-facebook-ad-1-1

They tweaked the copy and kept the same image.

They tweaked the copy and kept the same image.

Having a clear call to action will increase CTR and enhance your ads’ deliverability.

Believe it or not, many advertisers don’t have a clear CTA and their ads are often scrolled past.

Implement it in the text and on a call to action button.

See how Garret Leight tells you what it wants you to do in both the copy and clear CTA button:

facebook-ads-delivering

Have a clear call to action and increase CTR.

6. Don’t edit your ads too frequently

It takes Facebook 24 hours to deliver your ad, and however tempting it may be to make tweaks - don’t.

Editing your Facebook ads within the first 24 hours of launching hours can inhibit you from getting the real image of your ad’s performance.

In fact, your ads can result in poor delivery.

editing-facebook-ad

Stop editing your ad every hour.

How to fix:

Hold fire on the editing and wait out the 24 hours to ensure that your ads have started delivering and get usable data before you start making changes.

The acquired data could later help in delivering the right ads to the right target audience.

7. Your ad set budget is too small

One critical mistake you can avoid is setting a tiny budget or limiting the spending for running numerous ad sets with multiple ads.

All these ads are sharing the same budget, so you should review your spending.

cbo-hunch-facebook-ads

You can set CBO in Hunch.

If you’re showing your ad in a market of high valued products, a campaign with a low budget won’t even be seen by its ideal target.

It's a cost you cannot afford to pay.

How to fix:

Simply, increase your budget.

If you must keep your budget low, edit the target by narrowing your audience.

Think of it like dropping a dime into a pond.

8. Your Audience is Overlapping

Similar audience targeting can increase costs and also reduce your Facebook ad’s deliverability.

This is a common mistake to take account of when creating multiple ad sets that target similar audiences.

How to fix:

Exclude audiences that you think might be similar to a previous ad set.targeting-audience-hunch-facebook-ads

Use Facebook Audience Overlap to see whether certain audiences share the same people.

audience-overlap-facebook-ads_1000x0-is

Similar audience targeting can increase costs.

9. Your images are Text-dense

The unwritten Facebook 20% rule stipulates that text shouldn’t take up more than 20% of your ad’s image.

Facebook used to outright reject ads that didn’t abide by the image-text rule. Now it simply reduces your ad’s reach or does not run it at all.

Which ad do you think followed the 20% text rule?

text-ok-example-facebook-ad

The text shouldn’t take up more than 20% of your ad’s image.

There are exceptions for images that are “naturally text-dense.”

Album covers, book covers, product images, games, event posters, and legal documents are among the exceptions.

How to fix:

You can check whether your ad is within the guidelines by using the Facebook text overlay tool.

You won’t always be alerted to the fact that you’ve exceeded the 20% text on the image.

You’ll just have an inkling when Facebook lowers your ad’s reach.

Remember, audiences love more engagement.

10. Struggles with the newest Apple iOS 14 Privacy Update

Amid the pandemic, Apple unveiled plans to release the Identifier For Advertisers (IDFA), the company’s latest mobile operating system update, iOS 14.

And for Facebook advertisers, it was considered quite a huge deal, especially with all motion being mainly online.

In the middle of spring, the new release slowly started crawling up on user’s devices. And now, there are still those who are bracing themselves for the iOS 14 Facebook tracking update.

4 Smart Steps to Brace for the iOS 14.5 Impact: 

For creating a better strategy for your campaigns, we encourage you to focus on these 4 initial steps, since you’ll have limited access to user data.

  • Personalize with Owned Brand Data   
  • Prioritize Specific Conversion Events
  • Unlock More Data with UTM 
  • Optimize Goals on Google Analytics 

Even though the update has already hit a lot of people, it may be quite some time until we see how much it’s going to affect businesses.

Conclusion:

Despite popular belief, Facebook ads can work well in delivering.

With over a billion active users each day, you have a real possibility of creating the right offer at the right time.

By understanding how these unwritten rules work you can prepare yourself for the next time your Facebook ads stop delivering.

Your ads are delivering now, but you must continue to maintain a good targeting strategy for optimal delivery.

Frequently Asked Questions

1. My Facebook ad is active but not spending?

The main reason why Facebook Ads do not run is if, its pending approval, the Ad has been disapproved or is no longer active on the network.

Additionally, it's important to make sure that you are following all of Facebook's terms and conditions which may include restrictions based on age.