Crafting ads that convert on Facebook can be challenging, but it's crucial for business success. With Facebook's extensive user data and 1.8 billion monthly users, it's a goldmine for advertising. You don't need a big budget either; some businesses have seen a 152% ROI. Try our Facebook ad strategies for better results.
1. Use retargeting wisely
You've probably experienced retargeting before: you visit a website, check out products, and then start seeing ads or recommendations from that brand on other sites or Facebook. It's a popular method for re-engaging potential customers.
By adding the Facebook tracking pixel to your website, you can monitor specific user actions and tailor content to their social feed based on those actions. For instance, if a customer abandons their shopping cart before completing a purchase, you can retarget them by displaying the products they left behind right in their Facebook feed.
Considering that the average cart abandonment rate is around 68%, Facebook retargeting campaigns are a powerful way to win back some of those lost customers by showcasing products they were interested in or deals they might have missed.
2. Create personalized landing pages
Most business owners typically direct Facebook ad traffic to their website's product or service pages. While not necessarily a wrong approach, it can limit your conversion potential. Sending visitors to a standard product or service page exposes them to distractions in the website's navigation, and not all ad clickers are ready to buy immediately.
To maintain their interest, warm up their interest in a purchase, and reduce the chance of them leaving, consider creating highly targeted landing pages.
A tailored landing page for a specific product category or service can provide additional information, educate the user, utilize content tailored to a particular audience segment, and ultimately guide them to take a very specific action.
3. Boost your visibility with social proof
Not all Facebook ads need to be directly tied to a product or service to generate revenue. Some of the most effective campaigns focus on branding, and Facebook's promotion model can provide substantial exposure.
When you promote your Facebook page, you can target people who are connected to your fans and followers but haven't yet liked your page. When your ad goes live, it's displayed to a broad audience that shares interests with their friends. They'll see your custom-branded image with "<friend's name>" likes this.
With a relatively small investment, you can increase likes and traffic to your brand page using this social proof. By aligning your fans with your brand, it establishes a sense of trust among the broader audience.
4. Utilize Visuals for Storytelling
Images can significantly boost engagement on Facebook. In fact, posts with images on Facebook generate over twice the engagement compared to those without. You can easily create eye-catching designs for your social media ads using online photo tools like Shutterstock Editor.
However, don't restrict your ads to static images alone. Organic engagement on Facebook peaks with video posts, and consumers are 1.81 times more likely to make a purchase after watching a video. For your next ad, think about crafting a video that narrates a story. It doesn't have to be an elaborate brand story; it just needs to be compelling and establish a connection.
Demonstrate how your product enhances the consumer's life or how your service offers value and solves a problem. If you lack the time or budget for full-scale video production, consider creating a slideshow of images that conveys a story. Video or animation has a higher chance of capturing their attention compared to static ad images.
5. Embrace Lookalike Audiences
One of Facebook's most potent and straightforward features is the creation of lookalike audiences. If you've already amassed a significant following on your page, Facebook can use data on their activities, preferences, demographics, interests, and behaviors to construct a lookalike audience from its user pool.
This approach is an excellent way to connect with fresh audience segments that are highly likely to express interest in your brand, product, or service. If you run ads on one of Oxillon's audience segments, it's also possible to build a lookalike audience to it. Feel free to reach out to us for more information.
6. Target Competitor's Audiences
If you're in the process of growing your Facebook audience and haven't yet developed detailed audience personas (which is common for startups and small businesses new to advertising), consider looking at your competitors.
When building an audience, you have the option to target individuals who like or have shown interest in your competitors. Keep in mind that this method is most effective for pages with a substantial following (several thousand or more).
You can also request a custom audience segment which will include your competitors' customers on Oxillon.com. Our tool is able to create a segment specified to your needs and collect users data all across the US.
7. Tailor Ads for Diverse Audiences
A surefire way to drain your ad budget is by creating generic ads that cast too wide a net. You may end up paying for numerous clicks with minimal conversions at the end of the funnel. Instead of running a single campaign for your entire audience, craft multiple ads, each geared toward specific audience segments.
While this may appear time-consuming, especially if you have numerous products or services, audience personalization like this is the most effective approach to trim ad spending while significantly increasing conversions. It's also a strategy that has contributed to Zappos' annual ROI of over $10 million from their Facebook campaigns.
Another way to save money on broad targeting suggested by Facebook is to use pre-made audience segments made by Oxillon. We've developed a technology that combines physical behavior with online interests which allows us to create narrow segments that help you target more precisely and optimize your budget.
8. Price Transparency Pays Off
A smart tactic to manage your cost per action or cost per click with Facebook ads is to filter out casual browsers. Your ad might entice someone from your audience to click, but they may hesitate to make a purchase when they see the price on your site.
The cost of attracting window shoppers on Facebook can accumulate, so consider displaying the price in your ad to make the costs crystal clear. This approach effectively targets individuals most likely to buy, those who recognize the value of your offer and aren't solely driven by price.
You may observe a noticeable drop in click rates (unless you're offering a significantly discounted promotion compared to competitors), but including the price will reduce cart abandonment rates and ad costs, leading to higher conversions from the traffic.
9. Leverage Buying Patterns
In 2013, when Facebook established partnerships with data brokers such as Epsilon and Datalogix, it opened up new possibilities for ad targeting. You can tap into purchasing behavior through subcategories like buyer profiles, clothing, food, health, and beauty. As you delve deeper into these subcategories, Facebook will reveal how many users match offline purchasing data that you can target.
10. Fine-Tune Your Targeting
One of the remarkable features of Facebook ads is the capacity to layer your targeting criteria. This allows you to make your audience targeting increasingly precise with each added criterion.
By combining behaviors, demographics, geographic data, interests, and more, you can create an incredibly specific audience. Keep in mind that the more layers you add, the smaller your audience becomes. On the bright side, with a highly specific audience, you're reaching out exclusively to the individuals most likely to convert.
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