Facebook ads continue to grow in popularity as more and more people discover the value of them. However, if Facebook ads are not converting, they may have been done incorrectly. This is wasting marketing dollars. Let’s look at 5 ways to improve Facebook ads and ensure they are of value.
#1 Create and Test Various Ad Variations
Testing different variations of ads can not only find what is working, but help with generating the best ROI and allocating your advertising money. We recommend you split test your Facebook ads. A split test is a marketing strategy where different elements are tested at the same time to see which one can deliver the best results.
Split testing can be applied to everything: emails, landing pages, blog post titles and of course, Facebook Ads. Everything can be tested and even tweeking the smallest element can drastically improve your ad performance. Here are some examples of elements to test:
- Colors of key elements, like your CTA on your ad image (Red Vs. Green)
- Call to Actions (Download Vs. Learn More)
- Audience Targeting (Men Vs. Women)
You should create a number of different versions of your ad with just minor changes in the text, design, pattern, etc. Once you have created these variations, you should run your test ads for a specific period of time- 2 weeks is recommended. This is a good way to test to see which ads are making the most impact and reach on your target audience.
#2 Run the Ads for the Correct Period of Time
Eventually, every ad on Facebook will undergo what’s called ‘ad fatigue,’ and you will start to have a decline in CTR. This happens because users have seen your ad multiple times, so it loses its impact. You need to be constantly assessing the ROI on your ads so that you can revise, remove, and recycle your ads to get the most out of them. Watch for when your CTR dips – that’s the time to change your ads. But don’t just discard them.
#3 Put the Spolight on Only One CTA
Facebook ads will drive the user right to your site, but you need to make sure you have only a ‘single call to action’ on the landing page. This is how to convert the highest number of people. If you have more than one solid call to action your conversion rate could drop.
#4 Drive Traffic to a Landing Page That’s Been Optimized
Drive the traffic from your Facebook ad so that you can capture leads. You need to make sure your ad is going directly to your site page and there your potential customer has to know what is expected of them next. If you don’t do this correctly, you are going to be throwing your money out the window.
#5 Don’t Drive Traffic to a Sales Page
If you do this you will watch them click the back button faster than you can say “bye.” Instead, what you want to do is offer them something valuable for free and in exchange have them sign up for a newsletter, etc. If you are giving your prospects something they want like free help, your next step will be to convert them to a paying customer.
Take advantage of what Facebook ads can do for you! Leave us feedback or questions in the comments.