Social Media Ads: Overcoming Low Impressions


Published: July 13, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
Social Media Ads: Overcoming Low Impressions

 Photo credit: Chinnapong -

Social media marketing strategies often include at least a few paid posts. Advertising on sites like Facebook and Twitter is inexpensive when compared to other channels, especially when considering how vast a social media audience can potentially be. On the other hand, some marketers are having trouble getting those ads and boosted posts viewed. This post will cover some common errors that lead to low impressions so you can get better results from your social media marketing strategy.

Your Ad Was Rejected

If you’re only running a couple of ad campaigns, it’s unlikely that one that wasn’t approved will go unnoticed. However, running several simultaneous campaigns is a common way to reach different audience segments and to test different ad types. Facebook, Instagram, Twitter, and other platforms all have terms of use that your ads must comply with, so content involving drugs, tobacco, unsafe supplements, weapons, or violence will be rejected. Most platforms also work to reduce exaggerated claims, “fake news,” and other false promises.

Each platform will also have specific guidelines for the creative of the ad. For example, Facebook will reject ads that have too much text and reduce the visibility of ads they consider to have more than the ideal amount of text. The quality of the text matters, too, so make sure that the grammar, punctuation, and capitalization are all correct. Lastly, if the landing page—or a web page you’ve linked to from your ad—has a problem such as appearing to be misleading or otherwise seems suspicious, the ad may get rejected.

Ads can also get stuck in review, especially when an ad has been flagged with a problem and needs further review or when the demand for ads is high. To prevent this, it’s best to schedule your ads as far ahead of time as possible and avoid making any edits once the ad has been sent for approval as this will restart the process.

Money Problems

The most straightforward issue is either an account that’s run out of cash or a campaign that’s reached its spending limit. It’s important to budget enough money for each ad if you are to see an effective number of impressions. Make sure your ad’s financials are one of the first stops on your troubleshooting checklist for your social media marketing strategies.

If there’s enough cash in the account and the spending limit hasn’t been reached, the problem may be that your bid is too low. Remember that your ads could potentially be competing with thousands of others, and viewer slots are typically chosen with an auction-style method. Along with sorting for how likely your audience is to take action and how relevant your ads are to your target audience, the highest bidder will come first.

Lofty Goals

It’s one thing to have high hopes for your social media marketing strategies, but it can be a problem for social media platforms to comply with the goals you’ve set for your ads, especially on Facebook. When choosing an optimization goal for Facebook, be careful about optimizing for conversions. Facebook’s algorithm selects an audience that is more likely to result in a conversion and uses prior conversions to broaden that audience by matching up similar people. If your ad isn’t converting, then Facebook won’t have enough data to choose new people to show your ad to, and it will stop showing it.

Speaking of audiences, it’s also important to choose an audience that will be interested in your content. Over time, the engagement scores of your ads will be used to determine whether additional people will be interested in your ad. Negative engagements such as hiding the ad or reporting it as spam will reduce the relevance score and prevent the ad from reaching more people.

Test and Repeat

If you’ve spent a great deal of time developing social media marketing strategies based on what you know about your target audience and using the best efforts of your creative team, it can be frustrating to see poor impression numbers after so much work. However, a low number of impressions is often due to mistakes that are simple to fix by adjusting some settings or by making small changes to the ad itself. As you’re working to solve the problem, remember to make one change at a time so you’ll know what’s working and what to avoid in the future.

If you’re still having trouble with low impressions or you need help getting your social media marketing strategies on track, we can help!

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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