With the innovation behind Facebook advertising and media buying, anyone can run a marketing campaign for their business, product, or service. Even the smallest of business owners can start a digital marketing campaign to convert more customers and increase their revenue.
While the fundamentals are quite easy and the platform is pretty intuitive, there is a second layer to unpeel when it comes to creating successful Facebook ad campaigns. Below, we’re sharing five ways to optimize your Facebook ads to convert more viewers into leads or customers.
Design Attention-Grabbing Ads
When you flip through a magazine or drive along the highway, you may stop or slow down when you see a beautifully designed advertisement. Whether it’s a photo of a gorgeous landscape or a beautiful woman wearing a new perfume, we are more likely to give our attention to an ad that grabs our attention.
When designing your advertisement graphic, video, or photo, keep this in mind. How will it attract your audience? Keep your design clean without too much text. Add a catchy line or snippet at the very beginning of your video to grab and hold your audience’s attention.
Narrow Down Your Audience
The amazing thing with Facebook is that you have the potential to reach millions of people with your ad. However, this isn’t always the best thing, especially if you set your audience parameters too wide. So, to increase conversions, you’ll have to narrow down and be specific with who you want to see your advertisement.
It may be helpful to work with a market research company to figure out who the best audience target is for your product or service. Review your buyer personas and set your audience parameters around these details.
Keep Design Continuity
While we aren’t exactly sure why this works, it’s something to keep in mind. Keep design continuity between your advertisement and the landing page that it leads to. So, the color scheme and graphics should be the same as well as some of the language your audience saw in the advertisement. This continuity and familiarity can increase ad conversions.
Run Different Tests
The beauty of Facebook advertising is that you can run different ads to the same target and see which one converts better. By changing a simple detail such as the CTA, image, or even the ad copy, you can determine the highest converting ad for your campaign. This insight is also important for when you run future campaigns, as you can easily modify and optimize them without testing them.
Retarget Your Audience
Implementing the Facebook Pixel into your website is a great way to retarget those who are already a bit interested in your service or product. For example, if someone added a product to their cart while browsing your website but never purchased it, you can retarget them with an ad of the product they were looking at.
This can greatly optimize conversions as you can stay in front of an audience who is already familiar with your business and is more likely to make a purchase.
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