Are you ‘boosting’ posts left right and center, yet your conversion rate is still 0%?
There’s a huge misconception that building a Facebook Ad is about selecting a few demographic options and they hey presto, your leads will flood to your inbox or call to action. Unfortunately, that’s a far cry from the truth.
When you boost a post, you have no control over placement targeting or are giving an option to run an ongoing campaign. You’re limited on interest, behavioral and demographic targeting and critically, there are no split audiences. Boosted posts are reach based; meaning they will return likes and awareness, however they are unable to run conversion pixels, offers or messenger ads. This dramatically reduces your ROI and ad spend.
“But it’s so easy”. I get it, it’s enticing. But with help from these 5 tips you can navigate your way around Ad Manager and set up a campaign that will return more than a popularity contest.
1️⃣. Decide your CTA (call to action). Is this campaign for brand reach? Or to drive sales? In an ideal world your camping does both, however it’s smart to choose one outcome to make your ad both measurable and the copy content clear. Make sure you have one action that you want people to take when they are shown your ad. Is it…..
Boost Followers/Brand Awareness – You would measure your conversion for this based on how many people have liked, commented or “shares” of your ad.
Intent – Getting people clicking that ‘Learn More’ button. This is where if you have a chatbot, they can convert or simply qualify your lead for you (hooray!)
If you try to do both, more than likely your ad will flop. Your ad copy needs to reflect your CTA. Be clear and informative.
2️⃣. If you have a customer base already, or even a small email list, use this data to help target similar customers with a lookalike audience. Simply upload your spreadsheet of data and let facebook do the rest.
As a reminder; your targeting should evolve with you. You should be tweaking your demographics during and after every campaign (which you can’t do when you “boost”). Another way to really define your audience is to add required categories. You can find this under “interests”.
3️⃣. Write in a conversational manner. The perfect Facebook Ad doesn’t annoy people with sales pitches, instead it offers value in a conversation and relaxed tone.
One top tip is to add your ‘Headline’ in the ‘text’ field, as your headline is actually shown at the bottom of your ad.
4️⃣. Find the balance between creative and straightforward. For example, if your copy is creative, make your photo very literal. If your copy is straightforward, make your photo a little more playful. If both your headline and photo are both literal you are at risk of being seen as boring….And let’s face it, that’s no one’s goal.
5️⃣. Use the description box in your CTA to alleviate any friction. For example if you’d like your customers to Subscribe, add that in the description box. State that there are no fees, no commitments, just a whole lot of value and that will help build the trust factor.
From pixel tracking to behavioral targeting, Facebook Ads are by no means straightforward, so I hope with these tips you can start to feel more confident navigating Ad Manager, and start increasing that conversion rate pronto!