How to Fix Common Facebook Ad Delivery Issues
— March 8, 2019
Have you ever experienced ads that had low delivery? I compiled a list with the most common reason why this happens and what you can do to fix it!
Troubleshooting ad delivery issues at the campaign’s level
1) You’ve reached your campaign’s spending limit: If you are working with set budgets per campaign setting a cap as not to exceed your budget is a logical thing to do. Once that spend is met, then Facebook stops showing your ads.
Try this: Choose the campaign whose spending cap you need to edit and click on edit. You can reset or change it in the “Campaign spending limit” field by removing the limit or making the necessary increase.
2) You are using campaign budget optimisation: To use this feature, you need to ensure that all the ad sets can be delivered. If there’s any Ad Set that cannot be delivered, then Facebook can not distribute budget to it since the algorithm is designed to help distribute higher budget to the high-performing Ad Sets in your campaign.
Try this: Make sure that your Ad Sets can be delivered. Check the next section to see what could hurt your ad’s delivery.
Troubleshooting ad delivery issues at the ad set’s level
1) You are targeting a very narrow audience: When targeting a very narrow audience, say, people who purchased in the last three days, this might result in very few people (depends on the size of your e-shop). It might also mean that you have applied too many targeting criteria that narrowed your audience dramatically. In both cases, you need to make some adjustments.
Try this: 1. You can edit the Ad Set targeting to make the necessary exclusions to avoid any overlap. 2. In the case that overlapping isn’t the problem, you can target this audience via the Reach Campaign objective. This will help you show your ads to the people in your chosen audience.
2) Some of your Ad Sets have overlapping audiences: When audiences between Ad Sets overlap, this means that you are competing against yourself. Usually, Facebook’s algorithm will choose the ad set with the best performance and prevent the others from competing to get shown (it helps lower costs and make good use of your budget).
Try this: Make sure that your audiences aren’t overlapping. To ensure that this is the case, you should use Facebook’s Audience Overlap Tool. Head over to the Audiences Tab and choose the audiences you think may overlap. Then select “Show audience overlap” under “Actions”.
3) Your bids or budget are very low: Every Facebook Ad you create enters the auction to be able to display your ads to your audience. When using low bids your ad isn’t competitive, so you end up losing to other advertisers leaving you no place in the bidding auction.
Try this: Try increasing your bids and or changing your bidding strategy. Make sure that you know how much a conversion is worth to you and use this as a guide. If you are unsure, you may want to use the lowest cost with no cap for some days to get data and then adjust your bidding strategy accordingly.
4) You are using discriminatory targeting: If you are advertising any housing, employment or financial service be sure you comply with Facebook’s non-discrimination policy when targeting or excluding specific groups of people based on race, ethnicity, marital status, etc. By utilising discriminatory targeting in your Facebook ad sets, you will experience low to none ad delivery or get your ads rejected.
Try this: Remove the targeting that may be flagged as discriminatory and be sure to review and accept the terms of their non-discrimination policy.
Troubleshooting ad delivery issues at the ad’s level
1) There is more than 20% text in your creatives: Although it has been some time since Facebook doesn’t require advertisers to adhere to the 20% text restriction having more than that will hurt your chances showing your ads to your target audience.
Try this:: Use the “In review” filter to find the ads affected by this restriction. Next, use Facebook’s “Image Text Check” tool to ensure that the next set of creatives won’t contain text more than 20%.
2) You have a low relevance score: Relevance score shows you how relevant your ad offer is to your target audience. A high relevance score means that it will cost you less to reach your target audience. When your score is low (in combination with high negative feedback) this may not only cost you more but, hurt your chances of delivering your ads too.
Try this: One thing you should consider is whether you are targeting the right audience or not. If you are, you might need to craft more engaging copy to help your audience convert or update your creatives, if you have been using them for some time now. If you are, indeed, targeting the wrong audience, you should consider tweaking your targeting.
3) Your Customer Satisfaction Score is low: Customer Satisfaction Score is assigned to all Facebook Pages running ads and ranges from zero to five. A low number is associated with poor customer feedback which can impact a page’s ad delivery performance and subsequently, costs.
Try this: Be sure to improve your score to be able to deliver your ads to your target audience.
There you have it! A list with the most common issues why you are experiencing limited ad delivery and how to fix them.
For more common problems that affect ad delivery be sure to check the original article on Newsfeed.org