Facebook boasts nearly 2.45 billion monthly active users, with those users spending an average of 1hr 14 mins (2019) on the platform, every single day! For advertisers and businesses, this is a prime real estate and a huge opportunity for catching the attention of their desired customers. No wonder there was $1.57 billion spent on Facebook Advertising throughout the year of 2019.
In this blog post, we are going to be providing you with 5 tips to improve your Facebook ads conversions. Since conversions are what lead to customers, optimizing for conversion success is crucial when looking to create a successful advertising campaign and grow your business further.
Armed with these tips, you will hopefully be able to convert more of those “browsers” into “buyers”!
It is important to remember that conversions are not limited to just purchases alone. They are also about driving actions- providing an email, signing up to a newsletter, downloading a free resource etc. All of those examples can be considered as conversion events. So, when we think about conversions, remember that they are not always of monetary value.
Follow these next 5 tips to help make your next Facebook advertising campaign a success (or even more of a success!)
#1: Define Your Conversion Events
Before you even begin to create your ad campaign, you must know exactly what action you want people to take after they have seen your ad. Since Facebook will optimise for the exact events you have chosen, this is a crucial step in creating a successful campaign.
Conversion events include:
- View Content
- Add To Cart
- Initiate Checkout
Each of these events focuses on a different part of the buyer's journey. If you are finding that your adverts are not converting well because you are optimizing for the purchase conversion event straight away, then try starting with view content, then encouraging those people to add to cart and so on. Remember, customers need a sense of direction in order to purchase from you. It is important to provide them with that and make it a clear cut and easy for them to convert as possible.
#2: Keep The Destination In Mind
We like to think of Facebook Advertising as the bridge between where the customers “are” and where you want them to “go”, and with that being said, an advert is only as good as the web page at which it leads to.
It doesn't matter how well your ad is performing if the webpage/website at which the viewer lands on is not well optimised to continue their journey, they will simply bounce and you will lose a potential conversion.
Here are a few steps you can take to make sure the destination is just as good as the ad itself:
- You should already have a Facebook pixel installed, however, if you do not, make sure to implement it within your website immediately. This pixel allows you to retarget your website visitors, so if for whatever reason, a potential buyer does not convert into a paying customer, you can retarget them to get them to come back to the website.
- Continuity is key. If your advert promises one thing, then so should the web page that it leads to. It would be not only a waste of money, but also a waste of time if you were advertising your new product collection within the Facebook advert, and then the call to action directs the visitor to a FAQ page. Make sure that what your advert says, your web page says also.
- Integrate a heatmap within your website. A heatmap allows you to see where people are clicking and viewing, as it records the screen of each visitor. This is incredibly helpful in knowing what needs to be tweaked and improved, and also at which point a visitor clicks out of the website. Great software that we recommend is Hotjar.
#3: Ad Creatives Play A Critical Role
Eye-catching visuals play a very important role in advertising. A visually pleasing and eye-catching visual will increase the chances of more eyeballs landing on your advert, thus impacting your overall conversions because more eyeballs equal more clicks, which equals an increased chance of a conversion.
We recommend the following:
- Do not include too much text within the creative. Not only is this because it crowds the visuals, but because Facebook's policy states that only 20% of an ad creative can include text, meaning the other 80% of the ad creative must be simply visual.
- Use high-quality imagery. Low-resolution visuals will reflect poorly on your brand and also reduce the chances of people viewing your ad. In regards to sizing, the best-recommended size is 1200 x 628 pixels.
- Incorporate motion within your ad creatives, through the use of GIFs or videos. Motion helps to capture attention and encourage the viewer to stop and learn more about what the advert offers.
#4: Keep Ad Copy Clear & Concise
After ad creative, the copy can be seen as the second strongest element of an advert. After all, is how you are able to expand on what your ad is offering and encourage viewers to click on the call to action. However, there are some best practices to follow when it comes to crafting the perfect ad copy.
- Keep the ad copy relatively short and sweet. Too short and you risk not providing enough of a reason to learn more. Too long and you may lose the viewers attention in a sea of words and propositions. Keep the ad copy straight to the point, but with enough information to peak the readers' interest and want to find out more.
- Avoid the use of “buzzwords” or “jargon”. Remember, those who are viewing your advert may not be familiar with the industry lingo, therefore keep your ad copy simple, yet interesting, all whilst using a vocabulary that is easy to understand and interpret.
- Try getting personal and create a storyline. It is critical to note that Facebook is a social media platform and that people are expected to either be informed or entertained. If your ad copy can appeal to one of those motives, you are well on your way to creating that successful campaign.
#5: Use Your Analytics
In the advertising world, analytics are everything. Without monitoring your analytics, how will you know which age range responds best to your ad? How will you know which areas offering the best cost to conversion ratio? What about which targeted interests perform best?
Knowing what works and what doesn’t will have one of the biggest impacts on improving your Facebook ad conversions, because it will give you the ability to fine-tune your adverts, getting rid of the underperformers and replicate the successors!
So, now that you know how to optimise your Facebook ads for improving conversions, how about reading our other blog post on 7 Critical Features Your Website Homepage Should Include, so you can rest assured that your website is optimised for increasing conversions.
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If you are interested in finding out how VEVS and our team of experts can help your business when it comes to marketing, please visit our digital marketing page for more information.