Facebook advertising is one part of a digital marketing strategy that cannot be ignored especially if the business wants to grow using digital marketing.
And with social media being a digital marketing tool, it is one of the best places to promote your business to make sure that the right audience is aware of its existence.
Have you thought about promoting your business with Facebook advertising and you can’t find the best way to go about it?
Do you desire to get more conversions from using Facebook advertising for your business? You could be doing something wrong like
- You are targeting the wrong audience
- Your business ads are not captivating enough to get the attention of your audience.
- You are passing out wrong and poor information about your business/brand.
This is why in this article, we will be sharing with you effective tips to get more conversions using Facebook advertising. You will now see for yourself what you are doing wrong and how to rectify it or what you should do and how to go about it.
In our 90% practical digital marketing course, our students get to practice how to get more conversions using Facebook advertising with supervision from excellent coaches, You should register.
Moving forward, let’s start with what exactly is Facebook advertising.
What is Facebook advertising?
Facebook advertising also known as Facebook ads are paid messages from businesses that are written in their voice and help to reach the people who matter most to them.
Facebook ads can also be said to be advertising targeted at internet users based on demographics, location, and profile. This information is available on Facebook.
For every single person who signs up on the Facebook platform with their profile information, their information is stored with Facebook and can be used for Facebook advertising.
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Basically, this is the aspect of Facebook as a social media platform that helps businesses to reach their target audience
Advertisers create campaigns that have specific goals which are called advertising objectives and the ads are created within these campaigns to help them reach those objectives.
Talking about advertising objectives, they are the actions you want people to take when they see your business ads. If you want people to buy your product when they see your ad, you can create ads that encourage people to buy from you.
Your advertising objectives can fall under awareness, consideration, and conversion.
An example of what Facebook advertising looks like for Digital Marketing Skill Institute
Having established what Facebook advertising is all about, we can now proceed to how to get more conversions from Facebook advertising.
Before then, we want you to see another part of Facebook advertising that is important to know when using Facebook ads to promote your business/ products. And it is the Facebook Ad Algorithm.
What is Facebook Ad Algorithm?
Facebook Ad Algorithm is the set of rules a Facebook ad follows to position ads to Facebook users in order of relevance. It determines the ads people see every time they check their Facebook feeds.
When showing the ad of a particular business to Facebook users, Facebook tries to balance two things, they are;
- Creating value for advertisers by helping them reach and get better results from people in their target audience.
- Providing positive relevant experiences for people who use Facebook products.
It is obvious that Facebook is interested in helping other people grow their business and at the same time, they are growing their own business as well.
To achieve this balance, Facebook holds an auction to match the right ad to the right people at the right time, making it possible for the advertisers to reach people receptive to their ads, and this person, in turn, sees something that interests them.
Facebook’s main focus is creating a great user experience for both advertisers and users and this is why its algorithm doesn’t give the highest priority to the highest monetary bid but gives priority to how relevant and an ad is to a user.
The more relevant an Ad will be to someone, the less it will cost the advertiser to show the ads to them. And the more irrelevant an ad is to a Facebook user, the more it will cost the advertiser.
As you can see, more intentionality is needed when using Facebook advertising for your business.
Meanwhile, in this video below, you will see how Yetunde, an ex-banker started closing deals before the end of our 90% practical digital marketing course that she registered for.
The main factor that Facebook uses when choosing an ad that will get the highest priority is called total value.
Total value is hinged on three factors, they are advertiser bid, estimated action rate, user value.
Advertiser bid: This is the maximum amount an advertiser is willing to pay on each click of an advertisement.
Estimated action rate: This is an estimate of the possibility of a Facebook user engages or converts from a particular ad, how likely it is that your ads will lead to your desired outcome.
P:S- Don’t forget that we promised to teach you how to get more conversions from using Facebook ads in this article. And we will be doing this in the other paragraphs of this article.
User value: This determines the quality of an ad along with its relevance to the chosen audience.
The quality of an Ad is determined from many sources including feedback from people viewing or hiding the ad as well as an assessment of clickbait, engagement bait, and other poor user experiences.
The user value component looks at the experience a user has after clicking an ad, for example, if the landing page an ad leads to is not relevant or mobile-friendly, it will affect the performance of the ad negatively.
These factors determine what priority your Ad will be given in the auction and this, in turn, affects your conversion rate.
Therefore, advertisers or businesses need to understand the Facebook algorithm so they can tailor their ads to how the Facebook algorithm works to achieve a higher conversion rate.
To learn more about how to tailor your ads to meet the Facebook algorithm, register for our 90% practical digital marketing course.
According to Facebook business, another aspect of the Facebook algorithm to consider is pairing your desired goal with the three important elements for Facebook Ad which includes Image, Text, and A call-to-action.
Image: This is the visual aspect of an Ad. It must be eye-catching and could be in form of either an image or a must-watch video to make people want to spend some time with your ad.
Text: The text on your ad should complement the image or video, when creating the text segment, ensure your words are straight to the point. It is meant to be an ad and not a Facebook post.
Make it short and precise, because some people often skim-read their screens and you’d want to capture their attention.
Call-to-action: this is a call to take action after watching the ad video or the image. The call-to-action button at the bottom of the ad tells people the next step to take after viewing the ad.
Always pick a call-to-action button that fits perfectly to your ad. A call-to-action button encourages people to engage with your business.
Whenever you run an ad, always think about how the right combination for your image, text, and call-to-action button can help you to achieve your goals for creating the ad and how it affects your business.
Moving on, you’d agree with me that all I’ve explained so far in this article are important and necessary to get the best out of Facebook advertising.
Now, let’s see the best hacks that will help you to get more conversions when you use Facebook advertising.
8 Best Hacks To Get More Conversion From Facebook Advertising
1. Define conversion event
A conversion event is an interaction that may span across different channels that characterize the visitor’s experience on your website.
Remember we want to convert with Facebook advertising, so what happens when a user sees your ad and engages it is what we call a conversion event.
Before trying to convert, you should have a clear sense of what action you want people to take after seeing your ad. The type of conversion events supported by Facebook include viewing content, adding to the wishlist, initiating checkout, and purchasing.
You can create custom conversion which allows you to optimize your ads for customer events and all URL traffic events. This will make it easier to reach the right people who are likely to convert by running separate ads for them.
Don’t ever expect that one ad will serve all your conversion goals if you want to make the best out of Facebook advertising.
Don’t ever expect that one ad will serve all your conversion goals if you want to make the best out of Facebook advertising.
2. Landing page
A landing page is a website page that people get directed to when they engage an ad on Facebook. A landing page should be a visual display of your business and the services or products you sell.
It must represent the company, product, service, or brand that is being advertised. When running a Facebook ad, you should consider if your landing page is fully functional, and matches the products or services shown in your Facebook ads.
If it does not, Facebook may not approve your ad as it does not comply with the Facebook advertising policy.
The landing page of a business is where conversion happens.
An example of a landing page with clear description of the services they offer. Source: Lyft
An example of a brand’s landing page showing the products and services they offer. Source: The Place
To ensure that your landing page is well optimized for conversion, be sure that;
1. You implement the Facebook pixel. The Facebook pixel is an analytic tool that allows you to measure the effectiveness of your advertising and understand the actions people take on your website.
It can be configured to recognize visitor’s actions, such as pages people are visiting, devices being used, and other insights.
2. Ensure that your landing page aligns with the ad you are running. The contents on your landing page should be relevant to your ad (i.e directing traffic to a relevant landing page that aligns with the tone and goals of your ad) because directing people to irrelevant content on your landing page can create a negative and confusing experience for visitors.
3. Your page should be easy to navigate through and the contents must be presented clearly so visitors can easily understand what is displayed.
In our 90% practical digital marketing course, we teach our students how to create landing pages that will aid conversion. You should register for the course.
3. Ad copy must align with your creative
Another tip you should take note of to get the best out of Facebook advertising is that your ad copy must align with your creatives.
What is an Ad copy?
An Ad copy is a text that you include around the image, video, or any other creative asset that you use in your ad. The video or image you use might be catchy enough to catch people’s attention, but the ad copy clarifies your message and actions that you want people to take.
The ad copy you use for Facebook advertising has a huge impact on your conversion rate as it conveys the overall message you want the ad to pass across. The text you use for your ad copy should showcase what your business does best and encourage people to take action (call-to-action)
An example of what an ad copy looks like on a Facebook ad. Source: Facebook
An example showing you how your creatives must align with your ad copy. Source: Facebook
How to achieve better conversion using ad copy
- Your ad copy and image or video should complement each other and perfectly describe your business.
- Tailor your message to different people by creating separate ads.
- Know your audience and write like you are speaking to them.
- Always use the same tone for all your ads so that people can recognize your brand’s voice wherever they come across your ads.
- Keep your ad copy short and precise by deciding what you want the people to know.
- Always stick to one call to action.
- You should only mention the price when appropriate.
- Indicate time frames such as “Now”, “Today”, and “Limited time” which gives a sense of urgency and helps to emphasize the importance of taking action.
4. Target the right audience
Facebook targeting with the right audience is key if you want to get the best out of Facebook advertising, when you target the right audience with the right information at the time, it increases your conversion, and this, in turn, lowers the cost per click.
You can get a more specific audience on Facebook by narrowing your target audience. Effective targeting on Facebook increases ad conversion with a reduced cost per conversion.
Also, by narrowing your target audience, you can drastically reduce competition from other brands running ads to a similar audience. If you are running an ad to target a broader audience, you will achieve good-reach metrics or traffic metrics, but click-through rates and conversion rates will be below.
Always ensure to refine your target audience to people who are perfect for your brand in order to increase conversion because when the tone of your ad content and actual product resonates with the target audience, all key metrics will be improved.
Tips for best targeting practice
- Use a custom audience for remarketing which includes potential customers who have already expressed interest in your products. Using Facebook custom audience ads can easily show to people who have recently viewed your website, people who have looked at the sales page, or even people who have looked at a specific page on your website.
You can choose to exclude people who have looked at specific pages on your website. you can choose to exclude people who have purchased recently, they may be unlikely to convert again.
- Target people who are similar to existing customers using a lookalike audience. Facebook’s lookalike audience allows you to target potential customers who share the same characteristics as people who purchase from you.
- When you’ve defined your target audience, you can always opt in to “targeting expansion” and Facebook will help you find more users similar to those of your target audience.
Create quality visuals
Visuals are the first thing users notice in your Facebook ads. Use high-quality, relevant images or videos that grab attention and convey your message. Keep visuals simple, use bold colors and text, and highlight key benefits to increase engagement and conversions.
Write short ad copy
Keep your ad copy concise and to the point. Long, wordy ads can be overwhelming and lose the reader’s attention. Aim for short, punchy sentences that communicate your message and call to action. Use bullet points to highlight key benefits or features.
Add Call-to-Action
A clear call-to-action (CTA) tells users what action to take next. Use action-oriented verbs like “Shop Now,” “Learn More,” or “Sign Up.” Make sure your CTA is prominent and easy to read. This will help guide users through the conversion process and increase the chances of them taking the desired action.
Monitor and Refine Your Campaigns
Monitoring your campaign’s performance is crucial to improving conversions. Keep an eye on metrics like click-through rates, conversion rates, and cost-per-conversion. Use this data to identify areas for improvement and make adjustments to your ad targeting, ad copy, and budget allocation.
How much does it cost to advertise on Facebook?
The cost of advertising varies depending on the country you are advertising from. Your currency determines how much it will cost you to advertise on Facebook. Meanwhile, your location does not mean your target audience will be restricted to your geographic location.
As long as a country or geographical location has citizens or individuals who are active users on Facebook, then your target audience can cover as much as you want it to cover.
Your industry also determines how much it will cost you to advertise on Facebook. Facebook ads for an automobile company can cost $0.18 and an ad for the education industry can cost $0.44
Can I get paid to advertise on Facebook?
Yes, you can get paid to advertise on Facebook. It is one of the digital marketing business ideas. You can advertise for as many brands as you want and you get paid.
You can choose to work for just one brand or as many brands as possible and you could also set up a digital marketing agency that specializes in Facebook advertisement.
There is an existing audience for this particular skill and knowledge as not everyone will be willing to spend their time learning and practicing
Facebook advertising when they should be doing something else with their time, and of course, they’d need someone to run Facebook ads for their business and brands and that is where you come in as a Facebook ad specialist.
The time, knowledge, and experience gathered from running Facebook advertising is what individual brands and corporate organizations will be willing to pay you for.
What is Facebook advertising called?
Facebook as a social media platform has created a feature that allows its users to promote their business and also for other users to be aware of the existence of a particular business or services that might come in handy to them.
This feature is called Facebook advertising, aside from the fact that it allows for brand and business awareness and also generates leads to be converted, it also serves as a means to generate revenue for Facebook.
Facebook advertising can also be called Facebook Ads, and like its name, it advertises business, products, and services on the Facebook platform. It also allows the advertisement to reach a specific audience.
Conclusion
As we promised at the beginning of this article, we have highlighted effective tips for you to get more conversions from Facebook advertising. To get the best out of these hacks, you need to engage the hacks and follow through with practical experience.
This practical knowledge and experience in getting more conversions from Facebook advertising are what our 90% practical digital marketing course offers. Our curriculum is created in a way that allows you to have access to supervision from coaches, practice tests, 100% actionable knowledge, and many more.
You can visit our website to learn more. Digital Marketing Skills Institute
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