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.
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.
These stats do vary per industry but these averages will give you something to work towards.
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.
Below are a few tips that will improve your Facebook ad campaigns and hopefully increase your conversion rates.
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.