Facebook Ads Not Delivering: 5 Easy Ways to Fix It
So you’ve spent some time crafting your new Facebook Ads campaign. Everything looks right and you decide to turn it on. Showtime!
And then you wait. You wait an hour. Nothing. You wait few more hours. Still nothing. Oh well, you realized your brand new campaign is not delivering, not spending any of the budget.
Or maybe an adset that was running smoothly is not delivering anymore?I’ve been there. And I know how annoying that can be. Now let’s see how you can easily fix this issue and get your ads up and running in minutes.
Why aren’t my ads delivering?
There could be several reasons why your ads are not delivering and there is no straightforward way to troubleshoot it. Fortunately, fixing it, should be pretty easy. Let’s look at the 5 ways to get your ads up and running.
1. Increase your daily budget
Running purchase optimized adsets with $5 daily budget is not a best practice anymore, especially if you’re targeting large audiences from prime countries such as United States, Canada or Germany. Because the Facebook algorithm will have a hard time finding buyers within a small budget (such as $5 daily), it could decide not spending the budget at all. That’s when your ads will not be delivering.
Recently, all our Facebook Business Account Managers recommended to use a daily budget of min. $10-$20 per adset, if we’re optimizing for purchase.
If you used to launch multiple small budget adsets, simply “compress” multiple adsets into a single one. Instead of having 5 x $5 adsets in a campaign, add all the audiences into one $25 adset. You will spend the same amount daily, but the Facebook algorithm will find conversions easier.
2. Check your audience size
Another common reason your ads are not delivering is because your audience size is too large or too small. Wait a minute, “This doesn’t make any sense!”, I hear you say. Let me explain.
2.1 Your audience is too large
If your target audience has 200.000.000 people and your daily budget is $10 a day, Facebook will have (again) a hard time figuring out which users to display your ad to first. This is especially true when your Pixel is new and does not contain a whole lot of informations that the algorithm can use.
Unless your Pixel has plenty of data (at least thousands events recorded), try working with audiences who reach 10.000.000 – 25.000.000 people. As your Pixel gathers more data, you may increase the size of your audiences.
2.2 Your audience is too small
If you target audience has 1000 people and your daily budget is $50, it’s quite possible Facebook will not deliver your ad at all. Why? Because if it did, the audience would see your ad too many times per day, which leads to unhappy Facebook users. More on ad frequency at the next point.
Simply adjust your budget as per the audience you’re targeting. Make sure it’s not too low for a large audience and it’s not to high for a small audience.
3. Check your ad performance
In the past years Facebook clearly stated that they are taking proactive measures, so the user experience on Facebook and Instagram is not being affected by bad ads.
For advertisers, it means we no longer can publish low quality ads and expect to work wonders. Since Facebook Ads is an auction based platform, it will favor quality ads and it will negatively impact low quality ads.
Fortunately, there’s an easy way to check the ranking of your ads:
- In Ads Manager click on an Adset, so a list of all containing Ads is shown.
- From the dropdown menu “Columns:…”, Select “Customize Columns”
- Select from the list of metrics: Relevance Score, Quality Ranking, Engagement Rate Ranking, Conversion Rate Ranking.
You should see something like this for your ads:
It goes without saying, you would want a relevance score close to 10 and ranking Above average on all 3 ranking metrics. If you see low Relevance Score and Below average ranking, you may want to further dig into your ads and try improving the quality of your ads.
4. Try target cost bidding strategy
I was running lowest cost (automatic) bidding for a while, when I suddenly noticed many of our ads have stopped delivering or never actually started delivering. I decided to convert some of the best adsets to target cost bidding strategy.
I was baffled. All of the sudden the converted adsets, started spending again.
Tip: target cost bidding strategy is an advanced bidding feature which works best with higher daily budgets, so it must be used with caution.
You can start with a $500-$1000 per day and set a target cost 50% lower than your average target cost. This way you’ll make sure you’re not overspending. Increase the bid with $1 every 24 hours, until your adsets starts spending. More on target cost here.
5. Duplicate the adsets
Facebook Ads platform can be random. Sometimes the solution to a complicated problem can be as simple as duplicating an item.
This has worked wonders for me and many of my friends, countless times. Give it a shot. Simply duplicate an adset which is not delivering then wait and see. You’ll be surprised how many times this strategy will actually work.
Facebook Ads not delivering is a common problem for many advertisers and fortunately it’s usually really easy to fix. Since there’s no way to troubleshoot a particular issue, you can start trying out each of the 5 strategies explained above.
How did you manage to fix the ads which were not delivering?
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