Facebook can be a perfect place to advertise your online business. Yet, if visitors leave without becoming customers, your ads serve as nothing more than window dressing. Here are four tips to get an optimal return from your Facebook advertising campaign.
1. Know your Consumer Base
Any good advertiser needs to be aware of what their customers desire. People do not join Facebook to shop, they join to make personal connections. Understanding this should be a top priority in your Facebook Ad design.
Use personal or emotional content in your advertisement. For example, a heartwarming scene is more useful than only displaying that something is 50% off.
You can still use offers in your advertisement, but make sure that they target a particular community.
Facebook is built for communities. Bet on your product appealing to groups rather than unrelated individuals. These are your target audiences. Given the group-oriented nature of Facebook, your potential audience could be enormous. Use Ad Manager tools to specify exactly what groups you want to see your advertisement. Anybody can get clicks, but if you are advertising to the right audience you will convert more visitors into customers.
“Ad data is all the information you need to determine what works best, why it works, and what might work best for the future.”
2. Use Multiple Facebook Ad Types
When you advertise on Facebook, there are a few unique factors to consider. For one, your audience is using a computer or a phone, and different advertisement designs can be geared toward either type of user. Secondly, the ad can be placed on the news feed and/or the right margin.
You want to keep both of these things in mind. People who are on a mobile device are more likely to click on an advertisement suited to the screen they are using, and that kind of intelligent design makes a good first impression that can make a user feel like your business lines up with their personal preferences.
3. Have a Call to Action
Active voices persuade. Passive voices are not able to persuade as well. See what I mean?
Facebook ads direct users to your landing page, but it’s possible that the user just window-shops. That’s a waste of your advertising dollars. While it may seem like a small detail, using a call to action can improve your click through rate and your visitor conversion rate.
You can choose multiple calls to action in the Ad Manager, so make sure to check them out and pick the right one for your business. Implement lead magnets like a free product or service in exchange for useful contact information.
4. Track Your Conversion Data Thoroughly
Advertising requires experimentation. In any worthwhile experiment, you want to analyze as much data as you can acquire. Tweak your advertisements often, using every bit of available data that you can. Facebook ad data is all the information you need to determine what works best, why it works, and what might work best for the future.
No detail is too small. Pay attention to color psychology and emotional appeal as it pertains to your visitor conversion rate. Tracking that data will show what designs appeal to your ideal customer.
While you do want to tweak your ads often, don’t change them too suddenly. Advertisements need time to shine for the data to be reliable. This takes anywhere from a couple of weeks to a month.