5 Simple Ways to Create High-Converting Facebook AdsSeptember 29, 2017
Despite the large audience, competition is stiff.
As consumers’ newsfeeds get “noisier,” it’s increasingly challenging for brands to capture the audience’s attention.
To get the most out of your Facebook advertising budget, make sure you take the following steps to optimize your Facebook ads and to increase your conversion rate.
1. Define “Conversion”
Conversion can mean different things depending on your goals and objectives. It may mean building awareness, getting page likes, responding to your events, installing an app, joining your email list, signing up for a free trial, visiting your store, or buying your products.
Defining what you want your ads to achieve will help inform your target audience and messaging. If your goal is to build awareness by getting a cold lead to click through to your website, for example, then you may choose to boost an informative blog post. Meanwhile, if your objective is to generate sales, you may want to focus on serving retargeting ads to those who have already visited a product page.
In order to measure the effectiveness of your ads, you need to make sure you’re tracking the right action(s) in relation to your objectives, both on social media and across the web.
2. Craft Audience-Specific Messaging
One of the biggest advantages of using Facebook advertising is the ability to serve your ads to very specific audience segments.
If you do all the legwork to understand the demographics and psychographics of your ideal audience, only to serve up a one-size-fits-all marketing message, you’re not making the most out of the platform.
Start by defining your audience and making sure that the segmentation is neither too broad nor too narrow.
Too broad of an audience means that your ads will be served to those who aren’t highly targeted leads, and you’ll be paying for clicks that are unlikely to convert. On the other hand, if your audience is too narrow, you risk exhausting it too soon and driving up the cost per click (CPC).
After you’ve defined your audience, you can create copy and design images to match each segment. Consider the context in which they’ll see your ads, as well as any seasonal events or holidays that may inform the creation of relevant content.
3. Optimize Post-Click User Experience
If the objective of your ad is to capture leads or convert sales, you need to design a “funnel” after users click on your ad. This involves the user experience between the moment people land on the target URL, and the time when they reach the page where you placed the tracking pixel.
You should always direct visitors to a relevant URL when they click on your ad instead of to your homepage.
If you’re promoting a specific product, for example, send visitors to the product page. If you’re advertising a lead magnet, create dedicated landing pages. Each landing page should have variations in the copy, tailored to the specific audience to deliver a customized and relevant message that will help increase conversions.
Next, consider the user journey. There’s no one-size-fits-all answer to how short or long your funnel should be.
A funnel that is too short (e.g., expecting instant sales from an ad click) can create a jarring experience that will hurt your conversation rate. If a funnel is too long, you’ll risk losing visitors along the way.
It’s important to take into account your relationship with the audience segment and where they’re at in the customer journey when you design your funnel.
You’ll likely benefit from streamlining your funnel for visitors coming from a retargeting ad and have already viewed your products. On the other hand, if you’re selling high-end products or services and are targeting cold leads, you may need to design a longer funnel to build trust and relationships before asking for the sale.
4. Write Thumb-Stopping Copy
There’s not a whole lot of room for copy in a Facebook ad, so every word counts.
Imagine your ideal audience scrolling through her newsfeed…what would you say to make her stop scrolling and respond to your ad?
Your copy should:
- Be benefits driven, addressing both the emotional and rational gains of responding to your ad
- Be user-centric, telling your audience what’s in it for them
- Explain why the audience is reading that message
- Use social proof when appropriate
- Include a clear call-to-action to tell the audience what to do next
- Use words and phrases that resonate with your audience
You can look through your past email campaigns, landing pages, and social media posts that have achieved satisfactory results to identify keywords that work for your particular audience.
Along the same vein, you can create social listening feeds with tools like Zoomph to track trending content among your consumers, competitors, or industry influencers. Keyword and sentiment analytics can help you identify words that your audience uses to describe their challenges in relation to your products or services.
You can also evaluate conversations by location or brand affinity to hone in on the right messages for your ad campaign.
5. Use Impactful Images and Videos
It’s important to use high-quality images or videos in your ads to capture the attention of your ideal audience.
Besides the stock photos available for use through the Facebook Ad Manager, you can use your own pictures to depict your products in action. You can also show close-up details to emphasize the quality and craftsmanship of your merchandise.
Even though Facebook has recently changed the 20% rule on the amount of text an ad image can contain, the algorithm still favors creative with very few or no words.
Video is a great medium for storytelling. More and more marketers are tapping into the power of video ads, and studies have found that a combination of video and static image ads can increase the effectiveness of a campaign, depending on your objectives.
Besides videos and images, Facebook periodically introduces new features to help you deliver a rich and engaging experience. The latest ones include Facebook 360 and Canvas ads.
Facebook Advertising is an Ongoing Effort
Facebook allows you to track ad performance at a very granular level, giving you the opportunity to test and fine-tune your creative and messaging so that you can optimize results.
Always keep in mind that people are on Facebook to engage in conversations and connect with friends, so your ad should enhance that experience by being engaging and relevant.
To get the most out of your Facebook ad campaigns, make sure to analyze your metrics and run A/B tests (e.g., testing different ad copy or media if clicks are low, or testing different parts of your landing page if clicks are high but conversions are low) for finding new ways to boost your success. Define a benchmark, and strive to exceed it with every ad campaign or iteration you launch.
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