- Audience targeting may be too narrow
- Bid strategy may not be competitive enough
- Imagery and copy may not capture attention
- The conversion may not happen often enough
Audience targeting
Audience targeting helps you show your ads to the people you care about. Learn how to use Facebook’s ad targeting options and get your Facebook ads in front of the right people. Define an audience based on criteria such as age, interests, geography and more. Get back in touch with people who have engaged with your business, online or off. Reach new people whose interests are similar to those of your best customers.
Bid strategy
An uncompetitive bid strategy can prevent you from winning auctions, which prevents your ad from being shown, which means you can’t get any conversions. If you’re using the highest value bid strategy without a bid cap, it’s unlikely that your bid strategy is the reason for 0 conversions, because our system will bid higher as needed to spend your budget. If you’re using either a bid cap or a cost per result goal as your bid strategy, you may need to increase these amounts to win more auctions.
Imagery and copy
The carousel ad is one of the most effective Facebook ad formats for product positioning via remarketing in your sales funnel. Carousel ads are more interactive than the single image or single video format, and typically create more engagement and increase time spent on the ad.
Your ads are meant to reach people who want to take action with your business — like buying from your website. If you’re not getting the results you want, look out for the following factors that could be limiting your conversions.
Is the conversion you’re optimizing for happening frequently enough?
When optimizing for Facebook conversions, we recommend choosing one that happens about 50 times per week at a minimum. Our system needs that many conversions to learn from. Our system needs to learn so it can deliver your ad to the right people at the right time in order to get you the best results.
Important: In order for a conversion to count towards your 50, it has to happen within your chosen attribution setting. For example, if you have a 1-day click attribution setting for purchase conversions and someone clicks your ad and completes a purchase 3 days later, that doesn’t count towards the 50.
If your ad set is predicted to get zero conversions, you may not have chosen to optimize for one that happens frequently enough. To figure out the right one, check your pixel data. See how many times each event happens per week. If you’re not seeing enough of any single pixel event, you may want to first focus on building up website traffic and a customer base.
Could your targeting, creative, bid strategy and/or budget be holding you back?
If you’ve tried changing the conversion you’re optimizing for and are still predicted to get zero conversions, it’s likely that a combination of factors is causing the issue. Because of this, you may have to experiment with different combinations of adjustments.
Creative
Because we consider user value in addition to advertiser value when deciding which ads to show, having creativity that resonates with your target audience is an important aspect of ad performance.
Budget
Budget is not likely to be a major factor in your ad set being predicted to get zero conversions, except in one case: If you’re using a cost per result goal or bid cap and your budget isn’t at least 5 times as high as your cap, you’re unlikely to get conversions.