How do you create great Facebook ad campaigns? How do you reach your Ideal Customer Profile and generate the best leads for your sales teams? Facebook has established itself as an incredible marketing tool, but there are a few tricks that will set your ads apart from your competition and generate the sales lift you’ve been waiting for.
Facebook brings an incredible amount of viewers to an advertiser’s fingertips. In fact, there are 1.6 billion people around the world that are connected to a small business on Facebook. But more than that, Facebook has unbelievable addressability and allows advertisers to target consumers based on location, demographics, interests, behavior, and connections. Facebook is a great tool to have in your advertising toolkit, but the problem is that it’s also in the toolkit of millions of other advertisers.
The question is: how do you set yourself apart from the clutter and show your ideal customers that you are the perfect company to solve their problems? Here are five ways to improve your Facebook Ad campaigns to ensure that you catch your customers’ eyes, generate more high-quality leads, and close more sales.
One of the most important things you do to improve your Facebook ads’ success rates is doing the upfront work of answering the following questions:
With Facebook ads, you only have a few seconds to grab viewers’ attention. This is because the nature of the ads is “interruptive” rather than “intentional” from the end-user standpoint. As a result, you need to be very deliberate with every word in each ad. Pack as much meaning into each sentence and eliminate any words that waste space!
To make things even trickier, within this limited space, you want to be able to communicate to your target audience as effectively as possible. This means speaking to their “hopes and dreams”, and then explaining the “claim” your company is making, followed by how the customer will “gain” by choosing your company or clicking on your ad. While this is difficult, if you are able to fit this story arc into a concise format you will drastically increase your audience’s willingness to engage with your ad.
Concise text is great. It delivers a gripping message to your audience. But clean graphics with relatable images much more effective at quickly engaging your audience. When thinking about these images, here are a couple of factors you can consider:
As is the case with most ads, it’s crucial that you use your Facebook ad campaign as an opportunity to utilize A/B testing. You can do this by taking an ad, slightly altering it, and comparing how each version performs with your audience (see below). This method of advertising gives you the opportunity always to be iterating on and improving your ad campaign. This will make sure that the ad communicates as effectively as possible with your audience and is able to hook them and effectively show them how your product/service will make their lives better.
It is critically important that you track how well each part of your Facebook ad campaign is performing with your audience. How is each version of the campaign doing? How many views are they getting? What is the click-through-rate of each? What is your view-to-lead conversion rate? What is your lead-to-close conversion rate?
This measurement is also an opportunity to utilize cookies and track your audience for retargeting. If you can’t convince them to use/purchase your product/service now, you can guide them along their journey and continue to show them how they can benefit from it, so they might decide to purchase in the future. Additionally, tracking your customers gives you a huge opportunity to learn more about them. What do they like? What are their interests? Who do they respect? Utilize this information (especially at scale with trends, etc.) to inform the way you communicate your advantage to customers and which benefits are the most applicable to which customer segments.
Facebook is an incredible tool for advertising that gives you a massive audience and the ability to target them with previously unheard of accuracy. However, it is critical to keep the above concepts in mind when designing your campaign so that your ad reaches the right people, interacts with them the right way, and drives the best leads to your product/service so that you can improve their lives.