If you’re running Facebook Ads but not seeing the results you want, it’s time to explore ways to optimize your ad campaigns. By making a few simple changes, you can dramatically improve your Facebook Ads conversion rate and get more leads and sales from your ads.
*Please keep in mind that in this article, I take for granted that as a marketer you have already clearly defined a campaign objective, wether your goal is to get more brand awareness, lead generation, or entice warm leads in the consideration stage to purchase your product now.
Here are a 4 effective steps to improve your Facebook Ads Results:
First step to improve your Facebook Ads: Optimize Ad Targeting
If you want your Facebook ads to be successful, you need to make sure that they’re reaching the right people. The best way to do that is to target your audience according to your campaign goals.
Before you begin, make sure your Meta Pixel is active. Formerly known as the Facebook pixel, it is a small piece of code that you can add to your website to track conversions, remarket to people who have already visited your website, and build lookalike audiences (more about that in a minute).
You can choose between three types of audiences in the ads manager. For each of these you will need to consider metrics like audience size and at which point of the customer journey you want to impact your target customer. Let´s take a look.
Core Audience: This is the type of audience you can define by location, demographics like age and gender, behavior and previous engagement (if they are connected to your page or not). Here’s an example: You could target women aged 18-24 who live in the United States and are interested in fashion who is not connected to your page.
Custom Audience: This type allows you to target people who have already expressed interest in your business. These can be repeat customers, or users who have interacted with your app or visited your website.
Lookalike Audience: This audience is formed by people with similar interests and characteristics to those who are already your customers. You can choose a group of your most loyal customers as a source audience to try to find Facebook users who will behave similarly with your brand, and very likely be your customers as well.
Create Compelling Copy and visuals
Once you’ve determined who you want to target with your ad, it’s time to start thinking about what kind of copy and visuals will resonate with them to further improve your Facebook ads. The best way to do this is to put yourself in your target audience’s shoes and think about what would grab their attention.
Focus on creating compelling copy and visuals. Your Facebook ad copy should be clear and concise, and it should directly address the needs or pain points of your target audience. You certainly don’t want users scrolling past your ads because they are boring or hard to understand.
When it comes to visuals, they should include images that are colorful, creative, and attention-grabbing. Additionally, visuals that are relevant to the ad copy are more likely to be effective in terms of getting people to click on the ad.
For example, if you’re selling a new skincare product, your ad copy might focus on the benefits of the product, such as “reduce wrinkles” or “improve skin tone.” And your visuals could be close-ups of before-and-after photos or testimonials from satisfied customers.
By creating compelling copy and visuals for your Facebook ads, you’ll be more likely to capture the attention of your intended audience and convert them into customers or clients.
A/B Test your ads
One best practice to improve your Facebook Ads, it’s important to always be testing different aspects of your ads. This includes things like the copy, images, targeting, etc. By testing different elements, you can figure out what works best for your business and your target audience. This process is known as A/B testing (also known as split testing), and it’s an essential to help you boost optimization.
To A/B test your Facebook Ads, start by creating two versions of your ad. Then, run each ad for a period of time and track the results. After that, compare the results of each ad and see which gives better results. From there, you can make changes to improve your overall results. Clearly, if none of the ads aren´t performing, you should try with a completely new ad set.
Monitor your results and adjust accordingly.
Just because an ad performs well once doesn’t mean it will always perform well. Things change all the time, so it’s important to keep an eye on your results, identify the issue (if any) and make changes as needed. Facebook Ads are no exception.
A few things to keep in mind when monitoring your Facebook ad performance:
– Pay attention to your click-through rate (CTR). This will give you an idea of how well your ad is performing and how interested people are in what you’re offering.
– Keep an eye on your cost per click (CPC). This will help you determine how much you’re spending on each click and whether or not your ad is costing you more than it’s worth.
– Monitor your conversion rate. This will show you how many people are taking action after clicking on your ad.). If your CTR is low, it may be an indication that your ad is not relevant to your target audience. Try changing up your ad copy or targeting a different audience to see if that makes a difference.
By monitoring your Facebook campaign and making adjustments as needed, you can ensure that your ads are always performing at their best.
I know, it’s not as easy as post an ad and watch your users click and conversions fly, but the bottomline is Facebook advertising works. Social ads can an be an extremely effective way to reach your target market, but it’s important to do it correctly. In this post, we’ve outlined four steps you can take to take your ads to the next level.
If you follow these tips, you should see a significant increase in the number of leads and sales that you generate from Facebook advertising.
Remember, these are not the only definite ways to improve your Facebook ads’ performance: There are at least an additional 8 or 9 ways that I can think of (or more) to improve your Facebook ad campaign, including changing the time of ad placement, changing bid strategy or complimenting with Facebook stories and video marketing. We´ll likely cover that in another article.
Are you ready to improve your Facebook ads and see your ad budget yield a higher ROI? Contact us today for a free orientation call with one of our digital marketing experts – together we´ll explore ways to optimize your facebook investment and to execute a campaign that delivers results.