7 Steps to Optimize Your Facebook Ads for Conversion
If you are on the lookout for a way to gain a return on your Facebook ads, it is essential to ensure that the ads reach your targeted audience. The effectiveness of a Facebook ad depends solely on the overall strategy used to create the ad. Most winning strategies are personal, and they avoid using sales language because Facebook is a social platform used mainly for making personal connections and not to for converting sales. To optimize your Facebook ads for conversions:
1. Include a Facebook pixel on your site
The pixel should be included on your page or website before posting the advertisement. The tracking pixel is a section of code given to you by Facebook, which can be placed in the top part of a website. The pixel allows Facebook to track and interact with your site as it supplies user actions to website owners. The longer the pixel remains in your site, the more data for targeting your audiences it can gather. The pixel is also essential for collecting your visitor’s information to create lookalike audiences and collect user data for marketing purposes. The data compiled by the pixel will allow you to craft an ad based on your client’s actions on your site.
2. Avoid selling to cold audiences
As stated in the introduction, Facebook is a social site that people use to make social connections. Individuals on Facebook, therefore, are not looking to make purchases. By mentioning free offers, you are actively attracting audiences to your site. Facebook offers are easy to create, and they are a straightforward way to elicit action from your target audiences without having to re-direct them to your site. Additionally, to interact better with your target audience, it is essential to post valuable content such as articles and videos to enable them to develop a relationship with your brand. Consequently, you’ll generate more leads and higher profit margins in the end.
3. Do not make your target audience too narrow
Some of the greatest aspects of Facebook advertisement is the capacity to target which audience sees your ads. However, when business owners focus too narrowly on their targets, the Facebook ads can have an opposite and often debilitating effect on your business. When business owners make their goals too narrow, they segment their audience, meaning that only a small fraction of the public actually sees the ad. It is advisable to make the target audience just big enough to ensure that your campaign is a success.
4. Use UTM links
The purpose of using UTM links is to track and understand how your Facebook channel works to drive sales and audiences to your site. UTM links, also known as Urchin Tracking Monitor links allow you to identify the traffic on your site based on parameters such as where the traffic is coming from and which of your ads is driving the traffic. Using UTM links and tags allows you to track your Facebook ads and traffic efficiently from Google Analytics. Affixing your UTM parameters directly to your URL also ensures that when people share your ad, the shares are credited to your campaign.
5. Ensure that you pick the right images for your campaign
Images are essential aspects of advertisements, and they determine whether or not people are going to click on your campaign or ad. Use quality images that will attract interest from your target audience as they are going through their newsfeeds. Images can make users want to learn more about your project so selecting the most appropriate ones is crucial. Happy smiling women and pictures with contrasting colors attract the largest audiences. Ensure that the size of the images is optimal and large enough. The size depends on the ad; however, Face book’s ad guides can help you select the most appropriate size.
6. Showcase the benefits of purchasing your products
It is crucial to discuss not only the features of your site but the benefits of the goods you offer in your website copy. Mentioning what problems you intend to solve with your service or products, as well as the results that people should expect attracts large numbers of traffic, allowing you to optimize your Facebook ads. Additionally, it might be helpful to monitor negative comments on your page as it could hurt your copy. If your copy is experiencing too much negativity, pause and re-energize it with fresh ideas.
7. Select a call to action
Including a call to action in your advertisements have a noteworthy impact on your conversion rate. The call to action options includes ‘learn more’ and ‘shop now.’
With billions of users logging in to the site every day, Facebook is one of the best places to generate leads for your brand. It is very efficient, and it has a range of in-depth features that make it easy to reach your audience.