A good marketer would prioritize generating traffic to your site. After all, you will need a lot of traffic to convert them into leads and customers.
But what if we tell you that you can generate leads regardless of the site traffic that you get?
Facebook advertising allows you to collect leads for your business using the most popular social network in the world!
In this post, we will share with you the ten secrets of making a Facebook ad that converts and drives leads for your business well.
1. Understand Who Your Audience Are
Before you run any marketing campaign, it is best that you know and understands who your audience are. This includes the following information (remember to consider only what matters for your business):
- Household income
- Source of information
- Hobbies and interests
With the online tools available nowadays, like Facebook Audience Insights, it is easier to conduct your market research more than ever. Moreso if you have a pool of existing customers.
With this, your market research should drive the direction of your campaign, including your ad copy, creatives, and offer.
2. Target Niche Interests
Just because you already have the results of your market research does not mean you already know your audience well.
Facebook mine user data from a lot of sources. This includes your online activities (i.e., the pages and content you interacted with), your location, the information you share with businesses, the apps connected with your Facebook account, and many more.
Hence, it is best to choose a niche interest when making a Facebook ad.
Say, you own an interior decorating business. You should not just go for people who are interested in “home decor.” You may opt to target people who are interested in “interior design studio,” “modular furniture,” “kitchen cabinets,” and the likes.
You may also use the Audience Insights tool to explore audience criteria. And do not forget to target people who like your page, as these are people who already trust your business.
3. Create Separate Campaigns
What makes an ad convert well is when it answers a particular pain point. This is also the reason for understanding who your audience is essential.
Sure, they share the same interest. But that does not mean they have the same issues. Their pain points are unique, depending on the scenario.
Thus, you should create separate campaigns for each scenario before running it. Your campaigns should be based on your audience’s characteristics and challenges.
Just be careful of any audience overlap. Otherwise, you will run the risk of one person seeing two different ads with different offers from you.
To avoid this, you can use the Audience Insights tool and see if any person is part of multiple audiences.
4. Track Your Conversion Pixels Right
Do you know what’s worse than not tracking your conversion? It is not tracking them accurately.
When running a Facebook ad, you will be required to generate and install a conversion pixel. It is a website code that collects data to help you track conversions from your Facebook ads.
You can use these collected data to optimize your ads, build a targeted audience for future campaigns, and remarket to people who made any interaction on your site.
That said, it is essential that you select the right conversion pixel for your campaign. Also, make sure that it is correctly installed on your website.
You can choose to check your Pixel dashboard every so often to know that it is firing when triggered. Or you can opt to check your checkout or thank you page’s source code and then do a search for “Facebook Pixel.”
5. Sell a Solution, not a Product
Richard Branson once said, “To launch a business means successfully solving problems.”
Therefore, your ad copy should not focus on what your products do. Instead, tell them how your products can help them solve their problems.
This is also the reason you should know your audience well. Dig down into their dilemma and figure out how your products and services can help. After all, people do not read ads. They only read what interests them.
6. Customize Your Landing Page
If you are new to running a Facebook ad, chance are you have redirected your traffic to your homepage. However, your ads will run better if you pair it with a customized landing page.
Just like Google Adwords, Facebook analyzes your ads and gives a Relevance Score. This score is based on the relevance between your ad copy and the destination URL.
The best ways to get to a high Relevance Score are:
- You already have a web page that matches your copy and allows for conversion; or
- You have a custom landing page that is aligned with your ads
High Relevance Score results in better ad delivery and seamless user experience.
7. Conduct A/B Test
The cool thing about running a Facebook ad is that you can run multi-variate testing while your ad campaigns are on-going.
But just like with any A/B Testing, you should only test one element at a time. For example, run two identicals ads but use different calls-to-action.
That way, you will know which elements of your ads are working. No need to wait until the end of your campaign to know which ads bring in the most conversion for your business.
8. Provide a Better Offer
Imagine this scenario: You have similar products from competing brands in front of you. Which one are you going to pick up and why?
Most of the time, what breaks the tie between similar products is the price or offer.
To leverage it to your advantage, spy on your competitor’s ads. You may even use tools like AdEspresso to do this. And then undercut your competitors by giving a better offer.
If your competitors are offering a 10% discount, give yours at 15%. Do they offer free shipping for a certain minimum amount? See how you can make a better offer to beat that.
Just keep in mind that your offer should not compromise the quality of your products or services. It should not hurt your business’ bottom line either.
9. Be Transparent With Pricing
Being upfront with your pricing sounds counterintuitive. However, it can help you from burning ad money.
It is essential that you are transparent with your pricing when selling products through Facebook ads. That way, those who are not willing to pay your price will be discouraged from clicking your ads. Those who are ready, on the other hand, will be more likely to convert.
10. Always be Retargeting
It takes more than one interaction before you can nudge a customer to buy your product or hire your services. However, showing the same ad over and over can be annoying. Worse, users may even hide or report your ad.
The people who already clicked your ads visited your websites and interacted through your content already took the steps in the right direction. For example, people who saved some items on their online cart but did not check out.
Thus, you should target them with a new campaign that can help push them further down the conversion funnel.
It is essential that you find ways on how you can take advantage of Facebook ads. This includes understanding your target customers’ pain points and how your products or services can help alleviate it. That way, you will know how you should direct your Facebook Ad campaign.
About the Author
Kevin Urrutia is the founder of Voy Media (https://voymedia.com/), a Facebook Advertising Company based in New York. He is dedicated to helping businesses triumph over the everchanging marketing landscape through the effective use of one of today’s most effective marketing platforms – Facebook. He crafts results-oriented solutions that are tailor-fit for each client his team works with.