Facebook made some changes to its News Feed algorithm recently, which means that social media marketers need to up their ad game on the platform. The same holds especially true for social media teams with small budgets who have likely seen organic reach figures declining.
One of the most crucial metrics social media marketers track on Facebook are conversion rates. Typically, a conversion refers to the point at which a user converts from being a browser to a buyer.
For marketers, conversions are a top priority. A good conversion rate is one of the best measures of success, and is key to delivering a strong ROI.
Conversions are not only about driving purchases. They are also about driving actions. Perhaps the goal of a campaign is to increase newsletter subscriptions or for shoppers to add products to a wish list. All of these actions can be considered conversion events.
Facebook ranks as the number one social media site for driving conversions, which makes creating effective Facebook ads all the more important.
Follow these tips to convert your next Facebook campaign into a success.
1. Define your conversion event
Before you try to convert anyone you should have a clear sense of what action you want people to take after seeing your ad.
Types of conversions supported by Facebook include: view content, add to wishlist, initiate checkout, and purchase. You can also create custom conversion events if you have other goals in mind.
2. Make sure to Keep destination front of mind
An ad is only as good as its landing page. When you’re determining where you’d like the conversion to happen, make sure you have everything in place to deliver on your ad’s promise.
3. Create catchy visuals
It takes only 2.6 seconds for a user’s eye to choose where to land on a webpage. The use of eye-catching imagery increases the chances their eyeballs will land on your ad. Most first impressions are informed by design, so treat visuals as you would a handshake.
- Don’t overload images with text. In fact, Facebook recommends you use text sparingly in images, if at all. Instead of crowding visuals with text, consider moving copy to the designated text area. If you must include text, use Facebook’s Image Text Check tool to get a rating.
- Get personal. Using personal pronouns like you and your suggest a relationship between brand and audience. But be careful with “we.” A recent study found “we” is better used with returning customers.
- Avoid jargon. Speak in your audience’s language, not a technical vernacular no one will understand.
- Keep it brief. Too much text can be intimidating, so focus on the essentials and scrap the rest. The Hemingway app helps with this.
5. Include a direct call-to-action
Since conversions are all about motivating actions, a strong call-to-action is essential. Strong verbs like start, discover, find, and explore are great if your conversion goal is to have users visit a product page or learn about your company.
If your goal is to drive purchases or subscriptions, be direct with phrases like “buy now” or “sign up.”
6. Broaden your audience
When creating an ad, opt in to “targeting expansion,” and Facebook will find more users similar to those you have specified in the “interest targeting section.” Not only does this allow you to reach more people, it also has the potential to drive more conversions at a lower cost per conversion.
Don’t forget that you can also create Custom Audiences. If you have data sets such as an email subscriber list, you can upload it to Facebook to find pre-existing customers on Facebook.
Go a step further and use your custom audiences to identify Lookalike Audiences, which are new users that have similar profiles to your customer base.
7. Choose the right ad format
Depending on your campaign goals, certain Facebook ad formats may serve your needs better than others.
For example, Adidas determined that using video with Facebook’s collection feature would be a good format to showcase the multiple features of its Z.N.E Road Trip Hoodie. As a result, Addidas was able to decrease cost-per-conversion by 43 percent.
Here are a few things to consider when choosing the right format:
- Carousel and collection ads are ideal when you have multiple products or various features to highlight.
- Facebook Offer ads allow you broadcast special deals or discounts you may use as purchase incentives. If someone visits the ad, Facebook will send notifications reminding them to redeem.
- Facebook Canvas ads are best suited for high-impact visuals and experiences that live well on full screen.