Here’s How to Run Facebook Ads that Convert
In our previous article, we provided a detailed guide on how to create a Facebook ad. For beginners, the process can be confusing and daunting, what with all the details you need to cover.
But the truth is, creating Facebook ads is the easy part. The hard part is actually driving customers—not just visitors—to your page and growing your revenue.
Fret not, however. While increasing conversion rates can be tough, it isn’t entirely impossible. In this post, we’ll share 3 proven strategies on how you can run irresistible Facebook ads that are sure to convert.
Strategy #1: Offer an irresistible lead magnet
The vast majority of your target audience may not be ready to buy your product or take advantage of your service yet. You’ll have to educate and entice them first—and one of the best ways to do that is by offering a compelling lead magnet.
A lead magnet is basically an incentive to convince people to provide you’re their email address and other contact information. It comes in many shapes and sizes—from free e-books, videos, email courses, webinars, checklists, or tools.
To create a compelling lead magnet, it’s important that you know your audience first and figure out what they want. For example, if your offering social media management services, your lead magnet could go like this:
Not only are you able to exchange valuable information, you also establish yourself as an authority in the field.
When creating a lead magnet, remember to make it specific. Lead magnets need not be lengthy or complex, otherwise it will convert poorly. The perfect lead magnet is one that is short and quick to consume that enables a specific segment of your market to solve a specific part of a greater problem.
Strategy #2: Target people based on their interest
No other platform features a precise and powerful ad targeting than Facebook. With Facebook Ads, you can select your audience based on their location, age, education, gender, relationship status, interest, and more.
Targeting users based on their interest is effective in increasing your Facebook fans, brand advocates and buyers. This is because these users are technically pre-qualified leads given that they have already expressed interest in your topic. An excellent example of interest-based targeting is the ad campaign by Adidas. In 2010, during the World Cup in South Africa, the sports brand launched a football-related campaign that aimed to connect with football fans around the world. Through Adidas’s Football Facebook page, fans were able to have access to highly engaging content, see behind-the-scenes content, donate to charities, and more.
The results? Over the course of the campaign, the sports giant’s Facebook page attracted over 1 million fans. The number of interactions also reached 863,000, and brand awareness grew by 8-21% in different countries.
These numbers are proof that there is a huge market on Facebook and that you’ve got a lot of potential when you run ads on the platform—of course, provided that you tap the right audience.
On the other hand, you could also choose to target other topics that are closely related to the specific interest of your customers. For example, if you’re launching a new clothing line, you could target Forever21 fans with your ads and maybe attract them to try out your products.
Interest-based targeting is a great way to reach out relevant people. It also keeps you from wasting your time and resources showing ads to people who don’t even have a slight interest in your product or service.
Strategy #3: Optimise your landing pages
Your landing pages are what greets your customers after they’ve seen your ad and clicked it. As such, it’s important that you structure your landing pages in a way that will convince customers to seal the deal.
But how exactly should you optimise your landing pages? And what makes for an effective landing page?
For starters, dig deep into what works and what doesn’t. Once you have the information you need, do more of what works and quit doing those that don’t give you the results you need.
- Remove every distraction from the landing page. If an element does not do something to make visitors do the desired action, then get rid of it. David Masters of Tutsplus suggests removing, in particular, escape routes such as links to other websites that will block your conversions.
- Keep your copy short and simple. Does your copy let customers know what your landing page is all about in 3-5 seconds? If the answer is a hesitant “yes” then it’s time to tweak it. Use an attention-grabbing headline, short sentences that hook the reader and keep them reading, and highlight benefits instead of features.
- Tweak the design. One technique that has worked for many brands, which improved the conversion rate of their landing pages, is removing navigations. Hubspot ran a test on whether a navigation-free page convert better, and their test revealed that removing links from landing pages actually increase conversion rates.
- Make your forms simple. Make your forms as short and simple as possible. The fewer the boxes the visitors need to fill in, the better.
- Insert directional cues. Guide users to your offer by using directional cues. Examples include using arrows that point to your call to action button, or images of people that look in the direction you want your site visitors to focus.
Simply posting on Facebook no longer works for many brands. Facebook advertising has become essential for most businesses. But like any aspect in business, it only works if you’re smart about it.
Following the three strategies we shared above could help you achieve the conversion rates you seek. Of course, don’t forget to set up a system to examine and analyse your ads. Once you have set up this system, you can effectively make the necessary tweaks to your campaign to ensure you succeed.
Over to you. What other strategies do you apply when running a Facebook ad campaign to lift your conversion rates?