Sellers who are doing Facebook's running and promoting are sometimes wondering why their Facebook advertising benefits are not always good. Even if the comment likes of the post are good, the site clicks can also, that is, the conversion volume is not much better.

Depending on the effectiveness of Facebook ads, here are the adjustments that marketing consultants point to with high clicks, more interactions, but low conversions, and list solutions with low relevance scores.

24-48 hours after the ad went on display, the ad still has a 0 conversion rate, don't panic, maybe there's something wrong with the Facebook pixel.

First, you should check the URL of each 0 conversion rate to confirm the pixel presence and confirm the correctness of the pixel ID in the ad management system.

If this is all done, check the page to which the Call to Action button is connected to make sure that the connection is correct and that the page is working.

The so-called click-through rate refers to the percentage of people who click on a link after seeing an ad, and in general, a click-through rate of more than 1% is considered to be excellent. On the other hand, there is a corresponding indicator in advertising, which is the so-called cost per click (CPC). In B2C ads, CPC is mostly less than $0.50, while in ads aimed at corporate audiences, CPC is less than $1.

On the face of it, advertising with high clicks or low CPC may seem like a good thing, but if the page conversion rate is very low, it does not achieve the real benefits of advertising.

To improve this, advertisers should start by converting pages, ad consistency, and audience targeting:

When an ad interaction rate is very high, the post has a lot of messages and sharing, according to reason, the post conversion rate should also have a certain level, but in fact high participation but low conversion of advertising posts often appear, and this is not a good phenomenon. In the face of such situations, the first step is to examine whether the advertising text, call to action sentences are not conspicuous enough, or there is no incentive to attract users to click.

Again from the user's point of view to look at your advertising theme, can cause high participation in advertising, there must be attraction, and the point of attracting users is not necessarily what advertisers expect, perhaps because users focus on the wrong place to help ignore links, and lead to low conversion rate, if so, the business must reset and look for creatives。

There's a very special indicator of "relevance scores" in Facebook ads. The so-called relevance score represents the degree of relevance between the ad and the target audience, and Facebook gives a rating of 1-10 based on the ad audience's response to the ad. If people click like or leave a message and share an ad after they see it, the relevance score will increase on behalf of them who like the ad. Conversely, when a user chooses to hide or even report the ad, which means that the audience is not happy to see the post, the relevance score will naturally decrease.

Relevance scores are certainly not the only basis for judging the effectiveness of an ad, but when correlation scores are low (normally, correlation scores should be higher than 7), the number of people touched decreases in the number of people touched, which can affect the conversion rate of the ad and the cost of a single conversion.

To improve relevance scores, you should first reposition your ad audience, perhaps because the original audience was too broad to match exactly to your target audience. On the other hand, you can also adjust from the ad's text and images, so that the content is closer to the consumer's usual grammar or life situation, thereby improving the interaction of the target audience.

（Source: SmartM/Bobhan）

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