Optimizing Facebook Advertising for Conversions: An Introduction
Facebook’s options for advertising are sometimes underrated, even though the website is known amongst most marketing and advertising firms for its excellent conversion rates in many categories. The problem that often arises is that businesses struggle with the right strategy when it comes to running ads on Facebook.
For most people, the Facebook advertising suite can feel like a numbers game, which isn’t entirely accurate and could be why you’re not being as successful as you want to. Let’s look at your overall strategy that could be keeping your ads from converting at a higher rate.
Target the Right Demographic
Facebook’s ability to target certain groups of people is unparalleled compared to other social media or even other digital media platforms. The social media platform has access to biographic details of its users, from basics like age, gender and geography to education, career and social interests’ information. This means huge potential for ad targeting.
You can target people with specific interests, certain kinds of education, specific professionals from relevant industries. This custom audience curation allows you to maximize reach to individuals who will actually go further into your sales funnel, rather than just generating surface-level traffic.
Simplicity is the Key
Facebook advertising isn’t only about pushing content to enough people. Your conversion or click-through rate can be affected by the content and design of your ads. If they aren’t compelling or interesting, people will ignore them.
Creative branding and marketing on Facebook are about simplicity. Applying the K.I.S.S. method does gain more attention and seems to convert at a higher rate than cluttered ads. That doesn’t mean, you can’t be edgy or creative, just make sure your visuals and text are simple and interesting.
Have Solid Landing Pages
A lot of people don’t think landing pages are important, but nothing could be further from the truth. Landing pages have a lot to do with conversion rates performance. If you have a specific offer, you need a landing page that outlines the details of that offer—don’t just send prospects to you Home page. Be sure to optimize the web pages’ user experience for both website and smartphone use so that they format properly. Populate them with content that pulls the visitors deeper into your funnel.
For service-oriented businesses or consultants, this usually means having a crisp copy and effective CTA on the page. Make sure the CTA—whether it’s a phone number or form fill—is clear and intrusive.
Slowly Tweak and Optimize
As with any other marketing plan, Facebook ad strategies can take time to optimize. Tweaking elements one by one and comparing for effectiveness can help you reach your goals slowly as well.
Be patient. If you need to get your Facebook advertising running efficiently ASAP, call our team at Oak Interactive. Our creative marketing and advertising agency in Houston, TX can help craft and execute a range of digital solutions from social media advertising to search engine optimization and paid search.
We’re also a brand marketing firm that harnesses brand voices and cutting-edge insight to help you establish your company’s True North. Contact us at (832) 321-3196 to schedule a consultation with us today.
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