Facebook is by far the largest social platform, especially for advertisers. There are more than 7 million active advertisers on Facebook. That’s a lot of ads that go out to almost 3 billion people on Facebook every day. So, how do you make the most out of your ads and organic reach while increasing conversion rates? Well, we’re here to help! If you have a good conversion rate, you’re most likely going to have a strong ROI with your ads. The first thing to remember is that you want to drive action, not just purchases in your conversions. Maybe that action is signing up for your newsletter, visiting a landing page, downloading your free e-book, or entering a contest. Whatever the outcome of the conversion is, here are some tips to increasing your conversion rate on Facebook.
- You need to have a suitable and definitive conversion event.
Before you start your ad campaign and spend your money, you need to know what results you want to see from it. Are you trying to drive people to a landing page? Are you spreading brand awareness? Or are you wanting to highlight a new product or service? If you know what you want to achieve through your ad, you will be able to create a better ad. Also, create multiple ads with distinct goals for better results. Facebook has a variety of standard predetermined conversion events, or you can create custom ones. Just remember to have a clear goal in mind when deciding which event you want to create.
- Keep the destination of your landing page in mind.
Remember the almost 3 billion people on Facebook? Well, 98.5% of users access the platform on a mobile device, so you want to make sure your landing page is mobile-friendly, so you don’t lose out on those click-throughs. However, a landing page that works on mobile devices won’t matter if your landing page isn’t optimized for conversions. Make sure your landing page has a clear call to action (CTA), concise copy, and is visually appealing on both mobile and desktop.
- If using ads, optimize them for your outcome, target audience, and format.
All of this will depend on the goal of your campaign. Facebook offers a lot of different formats for ad campaigns, but they aren’t one-size-fits-all. Make sure the format you choose will pair well with your goals. Doing this can mean a decreased cost-per-conversion. Make sure you have your audience specified not just by region and demographic but also by interests. Facebook can help target people that share the same interests, which could allow for more conversions. Don’t forget to A/B test your ads as well. You don’t have to make a huge change to your ad. It can be something as simple as the placement of an image or the copy you use. A/B testing can help you see which version of your ad will perform better, so you have a good idea of what to use in the future.
- Get user-generated content when you can.
This is great for organic reach and can save you money while still getting conversions. Your users who love your brand can be a great tool to use. Not only does it show that your brand is likable and trustworthy, but people love to see products and services used by “everyday” customers. This type of content is also more authentic and comes from an unbiased source. It also helps grow your audience since the user might show the ad to their friends and family, increasing the reach of your brand visibility.
- Create unique content and don’t limit yourself.
Facebook is amazing. There are so many active users, and it is very user-friendly for businesses. However, not all social media is created equal. Don’t stick to one platform. Expand your social media footprint to maximize your marketing efforts. Using Instagram, Pinterest, Twitter, and other social media sites is a great way to engage with your audience who might not be active on Facebook or doesn’t use Facebook for anything other than connecting with friends and family. If you are utilizing other social media platforms, create content specifically for each one. What works on Instagram won’t be as effective on Twitter, and what works on Twitter won’t work on Pinterest, and so on. Know your audience and what they’re looking for on each platform.
- Don’t just post it and forget it.
Just because you post a spectacular graphic, video, or ad doesn’t mean your work is done. Engagement with your audience is one of the best ways to get conversions. Are you answering their questions? Are you replying to their comments? Are you making conversations with them? Doing this builds trust between your brand and your audience. Conversations equal conversions, so make sure that you are having meaningful, valuable, and engaging conversations with your audience.
Social media can be very intimidating. But, it can also help your business grow exponentially. If you have specific goals in mind, create unique and valuable content, use the tools available through social media platforms, and engage with your audience, your conversion rates are going to soar. If you’re still unsure about this, Pareto PPC can help! We can take your social media game to the next level and help you increase your ad campaign strategy and conversions.