The-J
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If you're getting traffic to your site and it's not converting, it's your website/product/offer.
More specifically, it's the lack of fit.
He could be running super broad for all we know and that doesn't work for most offers.
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If you're having trouble getting good traffic from FB/IG, here's some quick tips that should bring you in the right direction.
- Figure out who your biggest (by size) competitors are. Note them down. Come up with 10; if you can't, come up with as many as possible.
- Figure out who your biggest compliments (brands bought alongside products sold by competitors) are. Note those, too. Same thing: come up with 10.
- Go into Audience Insights and type those names in. Note the following: pages liked, pages liked by affinity, gender split, age split, and largest cities. You might not find patterns in all of these.
- If you find similarities in pages liked, take a look at those pages in Audience Insights, too. (especially by affinity; you're more likely to find better pages for interest targeting that way)
- Based on the information you've gleaned here, set up 3-5 different audiences that share important things in common. Aim for audiences with little overlap between them. Don't worry about audience size unless it's under 100k.
- Set up your ads. Focus on FB/IG feeds when starting out.
- Optimize for purchases. I don't care if your pixel is brand spanking new: do it anyway. This way, Facebook is helping you find the people who are most likely to be avid shoppers (most general) and/or most like to buy (most specific).
Ad testing is another animal but if you have a simple ad that clearly states the offer and why people should care, you should get some sort of an understanding of how people are receiving your offer.