12 Steps to Make Your Ad Convert
- Dilawar Hussain
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You probably learned that Facebook ads are a great way to grow your online business. It’s absolutely true, but it’s not as simple as it sounds. Low conversion rates can be very frustrating especially for newbies.
Even though your campaign’s objective might be set to “Conversion,” this still won’t optimize your ads for the best results.
Because if it was that easy, every digital marketer would be winning on social media advertisement.
However, it isn’t too difficult either. It’s quite simple and straightforward to drive more conversions and harvest the benefits of Facebook ads.
Follow these 12 simple steps, and you will be able to create a high-converting ad campaign that blows the competition away.
1. Target The Precise Audience
Most Digital Marketers should hammer this point in their brains continuously. Targeting the correct audience at the right time is the most significant factor for a successful campaign.
Facebook lets you create highly targeted ads using its state of the art targeting ad targeting tools. These targeted ads are tailored for the right audience, which increases your conversion.
Since each of your customers is unique. It’s often a great idea to segment your audiences. This way you can deliver relevant ads to different audiences that will inspire those people to click and convert.
2. Focus on Soft Conversions
Facebook Ads are wildly different from Google AdWords since Facebook users aren’t actively looking for items or products to buy.
They are just browsing their new feed to look at their friend/family’s posts and snaps, or just watching cute videos of cats, etc.
This means that the buying intent is often very low on the Facebook New feed. So, it’s a good idea not to go right for the sale of your product or service with all your ads.
Focus on targeting soft conversions (like website traffic, email/contact subscription, trial signup, etc.) on your customer’s news feed, and then you can use remarketing, email marketing, and other techniques to turn them into full-fledged buyers.
To capture a soft lead, you must focus on using relatively broad targeting options and communication.
Opt for visually attractive, branded ads with minimum text that play on the basic human desires such as hunger, lust, satisfaction, Self-help, money making, saving money, respect from others, etc. These are generic but compelling themes that grab your audience’s attention instantly.
3. Focus on Grabbing The Attention
Did you open this article because you were interested in this information? I honestly hope so, but I got your attention anyway.
That has got to be one of the most essential aspects of all your ads. Try grabbing the reader’s attention with a compelling image and an interesting headline. Roughly, 80% of your audience will only read your ad’s headline, so you need to be very creative with it.
Think outside the box and come up with something that quickly grabs the attention of your readers. Focus on being creative and avoiding clickbait headlines.
4. Choose The Right Ad Placement
Should you place your Facebook ads on the Desktop News Feed or Mobile? How about the Right sidebar? These are some of the toughest decisions digital marketers who are just starting out with Facebook advertising.
Most will argue that certain tactics are more effective than others, but the plain truth is that the best Facebook ad placement for increased conversions will often depend on a variety of factors including but not limited to your campaign goals, your target audience, and your ad budget.
You must test different placements carefully to understand what works and what doesn’t, only then you can decide which ad placement offers the best performance for you.
5. Use Proper Images and Ad Copy
Every ecommerce store owner knows the importance of high-quality photos and compelling ad copy for their products. The same standards should also be applied to your Facebook ad design.
Your featured image in the ad is mostly the first thing that users will see when they are scrolling through their News Feed. Hence, you need to make sure that it’s high quality and complies with Facebook’s image specifications.
If you are unable to hire a professional designer, you can easily make your own using free tools like Canva.
When it comes to writing your Facebook ad copy, keep things simple, to the point, and sweet. You don’t want to bore your readers with a wordy ad copy.
Your target audience should know immediately what you are offering and how it benefits them.
6. Align Landing Page With Your Ad Design
If people are continually clicking your ads, but still not converting, then the problem could very well be on your landing page.
We often see marketers wasting their money on ad creation while their landing pages don’t even align with the ad at all.
If you are promoting a free trial through your Facebook ad, but your landing page doesn’t use similar wording, then your visitors are going to leave confused and angry.
To maximize your conversion rates, all your ads should be aligned with the landing page. These should share similar words, design, and the overall sense, so the visitors feel familiar with the landing page.
7. Use Facebook Pixel for Tracking
You can not track what a Facebook user does on your store after clicking the ad unless you install the Facebook Pixel on your store.
Pixel allows Facebook to continuously track the Facebook user even after they have left the platform. It tracks the pages they visit, the product they add to cart, and if they buy something or not. That’s valuable information.
To do this, you need to install Facebook Pixel on your site/store, and then specify events that you want Facebook to track on our site.
If you are new to this, then check out our blog post to learn how you can install Facebook Pixel.
8. Switch Your Ads to Counter Ad Fatigue
Ad fatigue is absolutely real, and it will seriously hurt your conversion rate if you are not careful. If you keep running the same ad for weeks, then it’s highly possible that you will get higher CPC (Cost-per-click) because your audience will be conflicted regarding your ads.
All you have to do is change a few elements in your ad copy and it will be as fresh as new. You can change the image, switch up the headline, change the colors, etc. This will freshen up your ad and increase its efficiency.
9. Choose The Right Bidding Option
If you’re advertising on Facebook and you don’t pay close attention to it, you will end up letting Facebook optimize your ad on a CPM (Cost per Impression) basis.
But, if you read the small print, you will notice that you can also select the advance pricing model.
The advance pricing model allows you to set your CPM bids, and it also allows you to switch over to CPC (Cost per click) pricing.
In simpler words, If Facebook is giving you the option, then use it and don’t let them do the bidding for you.
10. Add A Strong Value Proposition
Why should the readers click on your ad? Even if they click why should they actually buy your products? You need to answer these questions right in your ad.
The ad should include a value proposition so the readers know what they are getting. It should clearly tell the readers what benefits they will get.
If you don’t have a clear value proposition in your ad then it’s very likely that the reader will; just ignore it, or even worse, click on it without actually converting.
So make sure to include a strong value proposition in all your ads. Also, check this ad by Neil Patel.
The ad copy includes a strong value proposition that resonates with the target audience.
11. Use Clear Call-to-Action
If your ad includes everything, but users are still not clicking then maybe you need to add a clear CTA (Call-to-Action).
How would your ad readers know what to do? You need to tell them specifically what actions you want them to take.
It could be anything, email subscription, product purchase, guide download, etc. But, you must include a CTA in all your ad copies, if you want them to take a specific action.
Here’s a great example by Marketo:
They want you to download their guide and it says directly in the image. You can see the CTA pop out of the ad, so everyone who looks at the ad knows from the start they have to download a guide.
12. Test, Test, and Analyze
Continuously and rigorously testing and analyzing your Facebook ads is necessary if you are looking to maximize your ad conversions.
Make sure that you split test certain variables of your ad separately for precise results.
It’s all about testing, retesting, analyzing your results to understand what’s working and what isn’t working for you.
This why you will know what factors contribute to your successful campaigns (and unsuccessful ones) so you can tweak things for increased conversions.
All of the Facebook ad conversion tips in this post will help you increase conversion rates in one way or another.
But, when you put them all together, you will have your very own Facebook strategy that grabs the attention of the users and soft leads at the initial stage of the buying process.
This is why Facebook is one of the premier ad platforms out there since it lets you run the show once you get the hang of all the options and resources available.
We hope this article taught you one thing or two about how to create high-conversion ads. Feel free to lets us know any tips you have regarding ad conversion. Comment below!