Facebook Ad Not Delivering? Here’s Why
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Facebook ad not delivering? We understand it can be disheartening, especially after all your hard work!
There are a number of reasons as to why this could be happening, but finding the right answer can be like trying to find a needle in a haystack.
In this article, we’ll discuss some of the most common reasons why your Facebook ad might not be delivering, and the solutions to solve these issues so you can start to see results.
However, if you feel like you need more help, why not take advantage of our award-winning Paid Social team?
At Embryo, Paid Social forms an important part of our digital marketing strategy and we understand the difference it can make to business success.
To learn more about how we can transform your business, feel free to get in touch with our team by phone at 0161 327 2635 or email info@embryo.com.
‘Facebook Ad Not Delivering’: Defined
When your Facebook ad is not delivering it means that your ad is not being seen by your audience.
This can happen to all types of ads – not just those that are newly posted!
You’ll know your Facebook ad isn’t delivering as you’ll get a message in Facebook Ads Manager with a delivery status, such as:
- Error – The ad can’t run as it there’s a problem that needs solving
- Warning – The ad is being limited in its delivery
- Inactive – Your ad isn’t running, usually because it has been completed or a campaign, ad set, or ad it is related to has been turned off
To figure out why you may have received this message – as well as how to remedy the situation – keep reading!
Reasons Why Your Facebook Ad Is Not Delivering
These are some of the most common reasons as to why your Facebook ad isn’t delivering, and how to rectify them so you can start seeing success.
Reason One: Your Ad Has Been Rejected
It’s no secret that over the past few years, Meta has been adding more and more entries to its list of restricted or prohibited content.
Therefore, it is imperative that you ensure your content adheres to its advertising standards to give your ad the best chance at performing well.
Some of the most common prohibited content reasons are:
- Discriminatory practices
- Misinformation
- Drug-related content
- Misleading claims
- Violating community standards
- Sensational content
- Third-party infringement
- Unsafe supplements
- Adult products, services, or content
When you receive your message that your ad has been rejected, you should be given the reason as to why this has happened.
Solution: Once you know why your ad is not delivering, you can edit your copy to make sure it adheres to the guidelines.
Or, if you feel like the reason Meta has given for your rejection does not apply to your content, you can ask for a manual review of your ad – although, it’s worth noting this does not guarantee it will be accepted.
Reason Two: You Have a High Auction Overlap
If you are new to Facebook ads, when you create an ad campaign your ads are in competition with other advertisers in the hope that your ad will be the one that reaches your specific audience.
If you have numerous ads that have the same target audience, you may find you are competing with yourself!
This can have detrimental effects on the delivery of your ads as during the auction process, Facebook attempts to stop your ads competing against each other.
The ads with the highest total value will, naturally, win the auction, and any of your lesser performing ads will be paused. This occurs to reduce costs and maximise your budget on the best performing ad.
Although this is great in theory, it can actually make your ad sets either under perform or just not deliver entirely!
Solution: Facebook now has a specific Audience Overlap tool that shows you your percentage of ads that are not being delivered due to this common Facebook ad mistake.
If the results show that your undelivered Facebook ads percentage is high, you can then decide if you want to cancel the ad sets that target the same audience but have poor results, or combine your ad sets in the hopes of achieving even greater performance.
Reason Three: Your Ad Post Is Not Available
Another reason why your Facebook ad may not be delivering is that the post associated with your ad is no longer available.
There are a number of reasons why your post no longer be accessible, such as:
- Meta has removed your post for violating its advertising guidelines
- You don’t have permission to view the post
- The product you are promoting cannot be found
- The post has been removed from the client’s side
- The offer on your post may be expired
Solution: The most simple and easy way to fix this is to select a different post or ask the page admin or editor to give permission for the post to be used in the ad.
If the product you are promoting is no longer available, you will have to choose a new item or simply remove the ad.
Reason Four: You’ve Hit Your Spending Limit
Occasionally, Facebook will stop your ad from delivering if you’ve hit your maximum cap spend – this is the Facebook ads budget you set for the spend of your campaigns within your Ads Manager account.
Although this seems like a simple answer, realising this is the exact reason and not something much more complicated is something people often tend to look over.
Solution: Fortunately, this is an easy problem to solve! All you have to do is head into your account settings, click on ‘Billing and Payment Methods’, and update your spending limits.
Once the changes have been confirmed, the ad will hopefully start to gain positive results again.
Reason Five: Your Ad Has Low Engagement
Facebook is always assessing how relevant and engaging ads are to its users. Therefore, if it deems that your ads are not appropriate for your target audience, they will not be delivered – making your engagement rates low.
Its relevance diagnostics include:
- Quality ranking – How your ad’s quality is perceived to others competing for the same audience
- Ranking for engagement rates – What your ad’s expected engagement rate is when compared to others hoping to reach the same audience
- Conversion rate ranking – How others with the same conversion goal and audience compare to the expected conversion rate of your ad
Solution: One way to improve your ad’s engagement rates is to start from scratch with more compelling copy and improved visuals. If you’re unsure how to do this, why not take advantage of Embryo’s Creative team?
We work with a variety of clients offering user experience design services that not only meet the needs of the user but capture their attention – improving engagement rates and generating results.
Ready to Say Goodbye to Your Facebook Ads Not Delivering? Get In Touch with Us Today!
We hope this blog post has shown you that there are many simple solutions to ensuring your ads are successful.
As we mentioned, these are just some of the most common reasons why Facebook ads don’t deliver. There’s a multitude of other explanations – rather than wasting your time trying to solve these problems, why not get someone else to do so?
Embryo’s Paid Social team is award-winning and can help you achieve incredible results that will benefit your business immensely.
If you are ready to start seeing success with your Facebook ads, please get in touch! We’d love to hear from you and get you the results you deserve.
