Terrific Tips for Increasing Your Facebook Conversion Rates

2018/10/29 08:00

Improve Facebook Ads

Some simple advice on how you can increase your Facebook ROI by making a few changes to your campaigns.

Following the changes that were made to Facebook’s algorithm earlier this year, brands have slowly started seeing a decline in their organic reach. This change has meant that a large number of businesses have had to start investing in Facebook advertising in an effort to continue driving traffic to their websites.

When it comes to tracking the success of these Facebook campaigns, conversions rates is one of the key metrics. Your conversion rates are directly related to your ROI but this doesn’t necessarily mean that a conversion always equates to a sale though. A conversion can be any action that you want a website visitor take, which includes completing a form, signing up for a newsletter or downloading an app.

Facebook is one social media platform that still drives more conversions than most others, which is why brands are willing to allocate a larger percentage of their online advertising budget to Facebook in an effort to keep reaching their target audiences.

Facebook Ad Benchmarks

Even though Facebook has been around for a good few years, it’s still growing at an incredibly fast pace.

Whether you’re currently advertising on Facebook or you’re just getting started, here are a few Facebook ad benchmarks that may come in handy, courtesy of WordStream.

  • Avg. Click-Through Rate: 0.90%
  • Avg. Cost Per Click: $1.72
  • Avg. Conversion Rate: 9.21%
  • Avg. Cost Per Action: $18.68

These stats do vary per industry but these averages will give you something to work towards.

What Makes a Facebook Campaign Effective?

One common mistake that marketers make is to compare their Google AdWord campaigns to their Facebook campaigns.

It’s important to remember that people are using Google and Facebook for completely different reasons, which is why you would never really be comparing apples with apples.

When an online user navigates to Google, they are looking for specific information. This means that when your ad appears in their search results and they click on it, there’s a good chance that they’re ready to convert.

On the other hand, when a user navigates to Facebook, they’re more than likely just looking to browse, watch videos and socialize. This means that when a brand’s post or ad appears in their newsfeeds, they would only really click on it out of interest and not because they’re ready to make a purchase. This means that there are two things that you need to get right if you want more Facebook users to click on your ads.

To begin with, it’s very important to clearly define your target audience. The more specific you can be, the higher your chances of reaching users who will definitely be interested in what you have to offer.

Next, your ad needs to stand out. Keep in mind how many users scroll through their newsfeeds on autopilot. If your ad simply blends in with the rest of the content, you’re not going to achieve what you’re hoping to.

Tips for Improving Your Facebook Ad Campaigns

facebook ads conversion

Below are a few tips that will improve your Facebook ad campaigns and hopefully increase your conversion rates.

  • Be clear about what you want to achieve. You shouldn’t be developing the copy or choosing the visuals for your Facebook campaign before you’ve defined a conversion event. Unless you want to create a custom conversion event, there are options such as add to whitelist, initiate purchase and view content.
  • Work on your landing page. You could create an award-winning ad but if your audience is reaching a subpar landing page, your Facebook campaign is going to fall short of your expectations. Your landing page needs to deliver on what your ad is promising and it should be a continuation of it too. Don’t forget to add a Facebook tracking pixel to the page to track your conversions.
  • Choose the right bidding option. Very often, the reason why a Facebook campaign doesn’t perform well is because the incorrect bidding option was selected. If you’ve been using the automatic option but the results aren’t there, it might be time to switch to manual instead. You will be provided with a recommended bid but if those still don’t produce the results you’re hoping for, you will need to bid a little higher. You can also try being charged ‘per impression’ if you’re still not seeing a decent conversion rate.
  • Don’t use just any graphic. You have a few seconds to grab your audience’s attention so think twice about your visuals when creating your campaigns. Make sure that your visuals aren’t packed with text and that they’re good quality too. Gifs and videos are also great alternatives if you want to draw more attention to your ad using moving graphics.
  • Include a clear and direct call to action. Think outside the box and use strong verbs as your calls to action. Keep your goal in mind when developing a call to action to choose something fitting.
  • Create a few variations. There are very few marketers that nail their Facebook ad campaign the first time around, which is why you might want to create a few different versions of your ad to see what works the best. Allow these variations to run for several days before you make a final call.
  • Track from mobile to desktop. If you have a mobile app, it’s recommended that you install the Facebook Software Development Kit so that Facebook can collect more data on your audience and expand your targeting.  Even if your conversions will be taking place on desktop, it does help to track conversions from mobile to desktop too.
  • Optimize for link clicks. Sometimes Facebook simply doesn’t have enough data to deliver your ads in the most optimal way possible. This is because your ad will need to generate a certain number of conversions before Facebook can effectively deliver your ad. To make sure that enough data is being collected, it’s recommended that you optimize for link clicks until Facebook has what it needs to optimize for conversions.

To run a truly successful Facebook campaign, remember to know who you’re targeting and create clear, enticing and consistent experience each and every time.