With 2.45 billion monthly users, Facebook is perhaps the most appealing advertising platform for both small and big business owners. Not only that it has a massive audience, but its demographic is quite diverse too. If you think that advertising on Facebook works only if your prospects are Millennials and Gen Xers, then you should note that Baby Boomers, meaning users 65 years and older, are now the fastest-growing demographic on the social media network.
But, just because your audience is likely on Facebook, it doesn’t mean that reaching it is easy.
The average Facebook click-through rate (CTR) for all industries is 0.90% while the average cost per click is $ 1.72. By comparison, the average CPC for Google Ads is between $1 and $2.
When it comes to Facebook ad conversion rates, the industry you’re in can really make a difference. Real estate, education, healthcare, and training are among the industries with high conversion rates. Surprisingly, industrial services, retail, and travel don’t benefit from Facebook’s lead generation ads that much and have an average conversion rate percentage of 2.82%. Overall, the average conversion rate for Facebook ads across all industries is 9.21%.
Of course, these numbers are greatly influenced by how you set up your ad campaigns and the targeting options you are using. You could probably get higher conversion rates if you create a buyer persona and customise your audience carefully.
Now, imagine you’ve crunched all the numbers and went through a lot of trouble to ensure your ads will get a good conversion rate without breaking the bank only to be greeted by a message that says there’s an error with your Facebook Ads account. As frustrating as it may be, there’s usually a quick fix for these issues.
Here’s what you need to know.
You might also be interested in WHY YOUR FACEBOOK ADS ARE NOT DELIVERING
Your Account Has Been Disabled
“Your account has been disabled. Your ads have been stopped and should not be run again.”
This message is one of the worst nightmares for any marketer. The problem is that Facebook doesn’t always tell you why your account has been disabled, so you will need to go through their Advertising Policies carefully to figure out what’s wrong.
Here are a few possibilities.
Reasons For Facebook Ads Error
1. Unsettled or Pending Settlement
More often than not, an account error appears when there is an Unsettled or Pending Settlement. That means that Facebook wasn’t able to process the payment for an outstanding payment. Check your payment and billing information and always make sure that it’s up to date and that the form of payment you are using is an accepted one. For example, if you’ve issued a new credit card from your bank, make sure to update the information on your Facebook Ads account too to avoid future problems.
Once you’ve updated your account, it shouldn’t take more than a few days for your ads to be up and running again.
2. Branded Content
According to one survey, businesses make $5.20 for every dollar spent on influencer marketing. With such a big ROI, it’s not surprising that more and more businesses are using influencer marketing in their online advertising.
When it comes to branded content on Facebook, both the influencers and publishers must tag the company they are collaborating with on a sponsored content. Facebook even has a special tool that makes it easier for advertisers to mark paid partnerships and sponsored content appropriately. Moreover, the advertising platform also offers insightful information regarding cost-per-click, engagement, reach, and so on.
If you recently created branded content but didn’t mark it correctly, then that may be the reason for your account error.
3. Adult Content
You may think that avoiding sexually explicit content on your Facebook ads isn’t that hard, but the social media platform has very strict policies. For example, you are not permitted to use images that focus on a specific body part even if the content is not explicitly sexual. So, if you are a company that sells women’s lingerie or body care products, then you may be violating these policies without even realising.
4. Personal Attributes
Facebook has made it clear that ads must not use content that assets or even suggests personal attributes. The list of personal attributes is quite long and implies a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name.
Granted, if you want to boost the conversion rate for your Facebook ads, then your copy must stand out in a way. However, there is a big difference between enticing as copy and content that is too personal, intrusive, or offensive. For example, saying that dandruff may be the reason why you are not able to get a date, might be too insensitive and personal and get your ads flagged and account disabled.
How about If Your Facebook Ads Are Not Delivering?
Facebook account error issues are not that difficult to identify and fix. More often than not, you just need to check the billing information and make sure that the name and address on your credit card match the data you provided on your ad account.
The real problem occurs when your ads are not working or are not delivering, and your rates for Facebook ads conversion are plummeting. There may be many reasons why your ads are not getting the result you are hoping for. Maybe there is a mismatch between your ad copy and your landing page, your target audience may be too broad or too narrow or maybe you need to take your call to action.
We Can Help
If you need help creating Facebook ads that actually generate good conversion rates, then take a look at what Australian Internet Advertising can do for you.
