So many people using online advertising tools face similar issues. As many said here, setting the right success metrics + using the right tools to measure them is key for a Facebook Ads campaign to work well.
The first thing to understand is how different Facebook metrics are from your metrics.
Clicks on Facebook Ads are not visits, for instance, and the drop-off you're seeing is just normal.
Then, Facebook allows to track many events that can help you acquire the right people, including the one who stick, whether your product is B2B or C. There are 1.7bn people on Facebook, meaning getting the right ones is more than possible.
Experience is key, I work in the field and I can already tell you that your ad and bidding options were probably not good enough to get the right users. You basically asked Facebook to drive traffic to your website, never to generate long lasting customers... so to me, Facebook did what you asked for.
If you want to be successful on Facebook, you must use their Pixel, and optimize towards events that define success for you.
Place the Pixel on your site now, even if you don't plan to buy ads on Facebook right away. Set some standard events on key pages (e.g. purchasing a subscription or similar). This will help you for the next time, as you will be able to create lookalike audiences based on your best users. This audience, ANDed with some interests will allow you to target your ads to the right people. Combining this with a good ad, and a good bidding option (e.g. oCPM optimized towards subscriptions) will probably lead you to posting much better results on your blog next time.
The first thing to understand is how different Facebook metrics are from your metrics.
Clicks on Facebook Ads are not visits, for instance, and the drop-off you're seeing is just normal.
Then, Facebook allows to track many events that can help you acquire the right people, including the one who stick, whether your product is B2B or C. There are 1.7bn people on Facebook, meaning getting the right ones is more than possible.
Experience is key, I work in the field and I can already tell you that your ad and bidding options were probably not good enough to get the right users. You basically asked Facebook to drive traffic to your website, never to generate long lasting customers... so to me, Facebook did what you asked for.
If you want to be successful on Facebook, you must use their Pixel, and optimize towards events that define success for you.
Place the Pixel on your site now, even if you don't plan to buy ads on Facebook right away. Set some standard events on key pages (e.g. purchasing a subscription or similar). This will help you for the next time, as you will be able to create lookalike audiences based on your best users. This audience, ANDed with some interests will allow you to target your ads to the right people. Combining this with a good ad, and a good bidding option (e.g. oCPM optimized towards subscriptions) will probably lead you to posting much better results on your blog next time.
Lookalike Audiences: https://www.facebook.com/business/help/164749007013531
oCPM: https://www.facebook.com/business/help/494633817315490