It can be frustrating to devote time and money to Facebook advertising, only to find that your ads are not receiving impressions or conversions.
This is a common occurrence that sometimes happens to even experienced advertisers.
There is often no one single reason that your Facebook ads are not delivering.
In fact, there may be a combination of reasons. It can take some trial and error to determine what you are doing wrong. The good news is there’s usually a fix.
Are your Facebook ads not converting? Here’s why.
1. Your Ads Have Not Been Approved
When you create and publish an ad on Facebook, it is examined by the social media platform to ensure it meets all Facebook Advertising Policies.
If for some reason it does not, the ad will not be approved, meaning your target audience will not see it.
If Facebook does disapprove your ad, you will receive an email at the email address that you registered with them that states that, the ad was not approved and why.
You can also find this information inside Facebook’s ad manager.
There are multiple reasons why Facebook may not approve an ad, such as:
↣ The ad displays or promotes drugs, drug-related products, or tobacco.
↣ The ad features highly violent content or sells ammunition, weapons, or explosives.
↣ The ad promotes unsafe or unreliable diet supplements.
↣ The ad sells fake or counterfeit documents, such as passports or degrees.
↣ The ad uses unrealistic “before and after” images to promote weight loss products.
↣ The ad promotes a ‘get rich quick’ scheme.
↣ The ad features adult content.
↣ The ad contains malware or spyware.
By modifying your ad to meet Facebook’s Advertising Policies, you can usually get your ad approved fairly quickly.
For example, if the graphic you used in your ad was found to be inappropriate, simply switch out the graphic for one that meets their image regulations.
After making the necessary changes, your ad will be resubmitted for further review and likely approved.
If you believe that the disapproval was not warranted, you can also choose to appeal Facebook’s decision.
Simply fill out their appeal form and tell Facebook why your ad should be approved
2. You Have Reached Your Spending Limit
Another reason why your ads are not receiving any impressions involves your finances on Facebook.
You may not have noticed that your account has reached its spending limit. When this happens, your campaign will stop being delivered to your target audience.
Having a set spending limit can be irritating at times, but these limits are used to prevent you from going over your budget.
While your ad may have stopped delivering, there is a simple fix to this problem.
Go the Ads Manager Menu on Facebook and click on the tab that says Billing and Payment Methods.
On the right side of the screen, you will see the spending limit box where you can set your spending limit and see your current limit.
Under this, you can choose to change, remove, or reset your limit.
By clicking on one of these three links, you can modify your spending limit and get your campaign back on track.
3. Your Image Does Not Comply with the 20% Rule
Images are an important component of any good Facebook ad.
However, how you use images can make a difference in whether or not your ads are approved and delivered.
One of many Facebook rules states that the images in your ads cannot have more than a 20 percent image to text ratio.
Text can include slogans, logos, and watermarks.
Facebook generally assigns images a low, medium, or high rating based on the amount of text in an image.
If there is too much text in an image, the ad’s reach may be lower.
You may also reach fewer people if you receive a medium rating.
If the rating is high, your ad may not run at all due to having too much text in your image.
While your image may not be rejected if it contains too much text, the platform may limit your reach would affect your ability to get impressions and conversions.
There are some exceptions to this rule. Certain types of ads can contain more text, such as:
⤷ Book covers
⤷ Video games
⤷ Product images
⤷ Event posters
⤷ Magazine covers
⤷ Newspaper covers
⤷ TV show posters
⤷ Movie posters
⤷ Some legal text
To determine if your image meets Facebook’s 20 percent rule, use the platform’s Text Overlay Tool to determine your rating. If your image is found to be too text heavy, consider modifying it until you receive an adequate rating.
Back in the day if you violated the 20% rule your ad would simply be rejected, nowadays it might get approved but the reach will likely be less than desireable.
4. You’re Bidding Too Low
Facebook has more than 5 million advertisers, meaning your ad is competing against countless others.
How you bid can make a big difference in your ad’s overall performance.
There are a number of factors that Facebook looks at when choosing a winner for their “auctions.” First, the bid price comes into play.
This is the amount that you are willing to pay.
Next, the platform looks at estimated action rates, which is how likely your audience is to take action.
Finally, Facebook looks at quality and relevance to determine if your ads are of high quality and if they are relevant to your target audience.
After looking at these factors, Facebook determines a total value which tells the platform whether or not to show certain ads.
To ensure that your ad gets shown, you will have to maximize these factors.
Start by determining how much you want to pay.
On Facebook, you can choose to pay at the lowest cost or at the lowest cost with a bid cap.
For the majority of advertisers, choosing the lowest bid is the best option as this allows Facebook to pick the best price for your action and bid appropriately.
If you choose a bid cap, you are essentially telling Facebook how much you will pay for your action.
If your bid is too low, you may have trouble with ad delivery.
To fix this, be sure to bid the maximum amount possible which will increase the odds of your ad being shown.
5. Your Optimization Goal Is Not Clear
Facebook allows advertisers to choose an optimization goal that best meets their needs.
Using this information, the platform is better able to target your ideal audience.
However, certain optimization goals can be challenging to translate into results.
For example, optimizing for conversions can be difficult, resulting in problems with delivery.
To help Facebook better identify the type of people who are likely to click and make a purchase, change your conversion type.
Instead of having a ‘purchase’ button that leads directly to payment information input, create an ‘add to cart’ button that allows visitors to add a product or service to a cart without committing to buying.
Facebook can then more easily see what type of people are interested in your products which can benefit your ad campaign.
Once you start to receive more conversions, you can change your optimization goal back to conversions by going to the Ads Manager and modifying the optimization & delivery settings.
6. Your Relevance Score is Lacking
Relevancy is important when it comes to your Facebook ads.
You want your ads to be relevant to your target audience or you risk not getting the impressions and conversions you want.
Facebook can tell you how relevant your ads are through the 3 new relevance scores, which tunes you into whether your ads are engaging in a positive or negative way.
Positive engagement is evident through comments, likes, and shares.
When your ads are hidden from newsfeeds or reported as spam, that is considered negative engagement.
When your scores are better, your ads are more likely to be seen by your target audience and you will likely have to pay less for them.
You can see your relevancy scores by going to the Ads Manager and clicking on your campaign.
You can then edit your columns to see your relevance scores, in addition to your positive and negative feedback ratings.
If you find that you have low scores, know that there are ways to improve it, such as by split testing your images, refining your targeting, refreshing your creatives, or by simply making your ads more interesting.
7. Your Ads are Competing Against One Another
If you have an audience with the same interests across your ads, you may find that Facebook is preventing some of your ads from running.
This is because your ads are essentially competing against one another.
To prevent this, Facebook only runs the ads that it thinks performs the best based on historical data.
If you are not sure what you’re doing wrong, you can use Facebook’s Audience Overlap Tool to provide more insight.
To fix this problem, you’ll want to compare your audiences.
Choose up to five audiences on the Audience Page and choose “Show Audience Overlap” in the Actions dropdown menu.
This will show you where you are overlapping and why you might be having delivery problems.
By making a few changes, you can reduce the overlap and get all of your ads running successfully again.
8. Your Ad Is Rated as Low Quality
There may be times when your ad does not stand up to Facebook’s quality testing.
When this happens, your ad receives a low-quality score and may be disapproved or your reach may be diminished.
There are a number of factors that Facebook looks at when determining whether or not a Facebook ad meets their quality standards.
Engagement bait is frowned upon by Facebook as the platforms consider these tactics to be spammy.
Engagement bait occurs when an advertiser asks their audience to like, comment, or share their content.
You may also receive a low-quality score if your ad withholds information or forces the person to click a link to find out crucial information. If an ad uses an exaggerated headline, the delivery may also be reduced.
An easy fix for this problem involves avoiding any copy that could be considered spammy or a form of “in-your-face” advertising.
9. Your Ad Contains Certain Political Topics
While there is no rule that forbids political ads, there are some stringent rules that prevent advertisers from posting about certain political topics.
To stay in compliance with Facebook’s terms of service, you cannot run ads related to politics or issues of national importance without prior authorization.
To fix this problem, you need to complete a form that provides you with one-off authorization.
Only certain countries can be authorized, such as the United States, United Kingdom, Brazil, India, and Thailand, among others.
Each country has its own set of requirements that you must meet.
Getting Your Ads Delivered
There are many reasons why your Facebook ads may not be getting delivered.
It is important to carefully read and respond to Facebook’s reasoning for your ad being declined or your reach falling.
Once you know why your ads are not being delivered, you can make the necessary modifications to improve your campaign reach.
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