You spend a chunk of your time on Facebook. With your industry contacts intact, you sure think of Facebook as a place to find qualifying leads. What more, according to the Statista it has 2.07 billion mostly active users and you are aware of its in-depth targeting features.
Running Facebook Ad campaign is an incredible way to grow your business provided you have a winning strategy and you are sure that your budget is indeed giving out best results.
Let us be point blank. We know that people log into Facebook to connect with their near and dear and certainly not to see ads. They are not looking out for products and services. The moment your ad actually looks like one to the audience, it will be ignored.
So, how does Facebook ads optimise for conversions? Try this approach:
Focus on value additions to your customers. Give away something valuable for free – something that your target customers really need. You could get their email address in return and market your products to them then on.
1. Target your audience
You know this, like the back of your hand. Unless you target the right audience, your ad is never going to be converted. You need to create a custom audience that is large enough but still is very specific. Develop a strategy based on a deep understanding of your target audience. The typical ad setup process should be – define the target audience, list the Facebook targeting options that match the above description and create ad sets based on targeting options and run the Facebook ads.
It does not end there. You have to follow up and make sure that ad targeting is working. Use Facebook ad reports for this purpose. Before you start optimising Facebook ads, check the ad reports to see if you are targeting the right people.
2. Conceptualise mobile and desktop specific ads
Using separate ads for mobile and desktop is necessary as you can optimise your ads, bids and conversions based on device. The setup should take into account that ads and calls to action, perform differently on desktop and mobile.
Optimise desktop newsfeed and right-column ads
It is necessary to separate desktop news feed and right column ads for optimising campaigns by device, placement and other targeting option. It is important to understand that the same ad can perform differently in two different placements.
The image that goes along with the ad has to be impressive and attractive. It is this which either pushes people to click or move on. Keep testing for better images and look at the click-through rates.
4. Choose a call to action
You sure know that Facebook allows us to select a call to action in the ads. This can have a significant impact on your click-through rate, conversion rates and you can split test them thoroughly over time The call to action options is there in the Ad setup menu.
5. Segment audience into ad sets
Group your target interests into topics and create one ad set per topic. Proper segmentation gives us the leverage to optimise based on different interests and create ads focussed on topics relates to the ad set you are targeting.
6. Conversion Pixel
Creating a conversion pixel is very important and surprisingly many businesses are neglecting it. You can track your marketing efforts on Facebook, better if your conversion pixel is in place.
7. Specify a conversion code
You may have several goals to track on your website or you just want to advertise for different domains. Facebook allows you to create multiple conversion codes.
It needs to know what code your ad is supposed to use for conversion tracking purposes. You need to supply one for each ad in your ad sets. You could use an existing code or create a new one.
8. Target by behaviour
You could use your Facebook ads to target interests exclusively. This kind of targeting behaviour pays off more often than not. You need to select them in the ad set menu either in the live account or in Power Editor. You could create separate ad sets for each behaves topic.
9. Target by Income
If you are all set to target only the creamy layer of the population for your business, then Facebook can be an ideal platform. You can target people based on their annual income. Though there are many targeting options, test only the ones that make sense for your business. Remember to keep your ad set structure as segmented as possible.
Reach out to potential customers through remarking on Facebook. This is one of the best way to reach out to the traffic that originally came via Google Adwords.
Proper scheduling of Facebook ads can drive quality traffic to your site and also make a significant difference to your business. The golden rule here is to target the right audience and monitor closely.