The digital landscape of the world is now a lot more accepting of ad campaigns and ad management. The reason is that marketers have grown in the process of creating compelling advertisements. They have identified the issues of the customers and rectified them from their implementations.
When we talk about ads on the internet, we cannot leave the various social media platforms out. Amongst all social media platforms, Facebook’s Ad management has improved the most in recent years.
As we have established the significance of the inclusion of ads on Facebook, we must also take into consideration that it holds great importance for marketers. An ad is supposed to attract and engage the audience. As a result, marketers expect conversions.
For most marketers, conversion rates are their foremost priority. It is a strong metric to gauge the success of a campaign and helps in determining a convincing ROI.
However, there is a fundamental mistake that leads most marketers astray. Conversions are not just about driving purchases for the advertised product. It is about the actions that you want the user to perform and deal with the procedure one-step-at-a-time. These actions can also be called conversion events.
In order to help the current social media marketers, here’s a guide to optimize Facebook ads for conversions.
Optimize Facebook Ads
In recent times, Facebook has been making major changes in the structure of its social media platform. According to many people, the most important and meaningful changes have happened in the Facebook monetization sector.
With changes in the News Feed algorithm, Social media marketers are forced to improve their skills to make even more compelling ads. Furthermore, social media teams with small budgets have been seen complaining about a decline in organic growth due to the recent changes.
However, there still are strategies that can help marketers to attain a better conversion rate.
Keep your conversion event well-defined
Conversions are all about attracting the want or need of a customer and directing it toward the execution of a certain action. Now it is up to you to devise a strategy on how to do it.
For starters, the conversion should be well-defined. The event should be self-explanatory and complete in its nature.
Facebook supports a number of different types of conversions:
- Add to wishlist,
- Initiate checkout,
- View content, and
You also have the liberty to create custom conversion events, they should just be meaningful enough to help your cause.
There is no need to stuff excessive info in an ad expecting multiple kinds of results from it. Try to create separate ads for individual targets and approach them accordingly.
Focus on the destination of the process
If you even have a remote interest in advertising, you might have come across a word landing page. It is the destination of an advertising campaign. This page is where you expect the conversion to happen and it will consist of the conversion events.
Follow these steps to make sure you have a compelling landing page:
- Implement Pixel – When you finish planning to identify your landing page, add the Facebook Pixel code to track the events that take place on the page.
- Aim for continuity – Maintenance of fluency and continuity is the key here. You need to ensure that if your ad promises something, it needs to have a mention and/or implementation on the landing page.
- Optimize for Apps – Since smartphones are getting an unusual amount of accessibility throughout the world, make sure the page is optimized for mobile users.
Attract the audience via pleasant visuals
According to a study, it takes only 2.6 seconds for a user to choose where to land on a webpage. In such a precise game of discretion and swiftness, you need to have compelling visuals to attract the attention of your customers. Think of these visuals as a handshake.
According to Facebook, you should never overdose on your images with text. If there is a necessity to add texts, you are suggested to run it through Facebook’s Image Text Check tool to get a rating.
Furthermore, the usage of GIFs or videos has proven to be extremely helpful in grabbing the attention of a user faster than a textual passage.
Make sure your copy is concise and entertaining
Your copy needs to be concise and should have a piece of content that is both engaging and entertaining. You should not:
- Hesitate in opting for personal pronouns to interact with the user. This helps in the creation of a relationship between brand and audience.
- Use so much technical jargon that the audience fails to relate with the context and gets tired. Interact with them in the language that matches their comfort level.
Keep a direct call-to-action
As per our earlier discussion, conversions are all about certain actions. In order to execute these actions, there needs to be a strong call-to-action.
According to experts, the usage of verbs such as start, discover, explore has a considerable effect if you want the users to learn about the company or product. Similarly, phrases like buy now or sign up serve their purpose well if the call-to-action is direct.
Envision and work to broaden your audience
In order to optimize Facebook ads for conversions, you need to consistently work to expand your audience. Facebook offers a simple toggle of “targeting expansion” when creating an ad that allows you to reach more users of your desired category.
Furthermore, you can even create Custom Audiences. You can create these audiences by providing data sets such as an email subscriber list etc.
Moreover, Facebook even offers an option of Lookalike Audiences that helps you find new users that match the category of your existing users.
Convert your analytics into insights
Lastly, let’s talk about the importance of analytics and its conversion into insights. Every social media campaign is only successful if you can administer and monitor its analytical aspect and build on it to adjust accordingly.
Facebook analytics provides an in-depth analysis of how the users are perceiving your ads and what do they expect from them.
Now, your responsibility to analyze these results and try to single out the point of issues that are hurting your campaign. After the identification of issues, the procedure becomes fairly simple as you can take necessary measures to improve the shortcomings and perform better.
So, this is how by following very simple yet defining steps, you can easily optimize Facebook ads for conversions that are underperforming for whatever reasons.
I hope this guide was helpful to you.
Please let me know how do you feel about this article in the comments section below.
Have a nice day!