Before we deep dive into creating high converting Facebook ads, let me ask you a few questions…
Are you looking to increase traffic to your website or your business?
Are you hoping to attract more customers to your business, that will actually buy from you?
Are you wanting to gain more visibility and increase brand awareness?
Do you want to make money?
If you answered yes, yes, yes, and ...yes to those questions, Facebook ads may be your answer!
Now, if you’re thinking “I already tried Facebook ads and they just didn’t work for me!”, it’s time to RETHINK your strategy.
More often than not, many people fail to create ads that are optimized for conversion. Their targeting is wonky, they are too focused on the initial sale, and the ad feels way too much like an ad.
“The best marketing doesn’t feel like marketing.” - Tom Fishburne
But with a few tweaks and a better strategy behind your Facebook ad, you can start seeing conversions and revenue going up.
So why Facebook?
First off, Facebook is the largest social media network with over 1.23 billion daily active users. Your consumers are somewhere in there.
Second, if you read my previous blog post, “Why Optimizing for Mobile is a MUST”, you would know that mobile internet usage has exceeded desktop. Meaning, everyone is giving their attention to their mobile devices now! And guess what? Facebook has 1.15 billion mobile daily active users.
Third, Facebook ad technology is the best in the game. Facebook has an incomprehensible amount of data on its users, and extremely detailed targeting options. This allows you to spend money only targeting your ideal consumers, instead of wasting spend on consumers that wouldn’t even consider buying your product or service.
Lastly, Facebook allows you to easily keep track of your metrics and KPIs.
Within the Facebook Ads Manager…
you can see how many times your ad was shown (impressions, reach, frequency)
how many people clicked on your ad or took action
view cost data including average Cost-per-clicks (CPC), etc.
Overall, Facebook is dominating online advertising and is continuously growing. If you have not been advertising your business on Facebook, it is time to start!
I want to quickly highlight a few key points before I get into my top 5 tips to create Facebook ads that always convert.
- While you can certainly generate direct sales, your main focus should be on generating demand and leads. Remember to always give value to your potential consumers first, before asking for a sale.
People are not on Facebook to find products to buy; they are on Facebook to connect and stay up to date with friends and family. Your ads should not feel disruptive.
Remember that once you have consumers’ emails and their best interest, then you can focus on selling.
Think of the LTV of a consumer. The goal is often not to just sell them on one product. The goal is to have them become loyal to your business and a repeat consumer. Remember, giving value is always key for effective marketing and business in the long term.
Now onto my top tips for Facebook ads that will help you generate leads, drive conversions, and amplify your revenue!
1. Target your ideal consumer (and be specific!).
When it comes to creating Facebook ads, you want to think about your ideal customer. Facebook allows you to target extremely specific consumer segments, allowing you to reach people that would highly benefit from your product or service. The only problem is, if you are not targeting the correct audience for your Facebook ads, you are going to have a negative ROI.
Before even starting with Facebook ads, you need to make sure that you have a crystal-clear understanding of who your ideal consumer is!
- What type of person does you business benefit and serve?
- What is their gender, age, marital status, education level, income level, location?
- What are their interests and hobbies?
- What is their lifestyle like?
- What are their wants, needs, and desires?
Once you have narrowed your focus on who you want to target, you can then get into Facebook ad targeting.
Facebook allows more general targeting including demographic and geographic data, but where the real magic happens is through custom audiences, detailed targeting, and connections.
The custom audience selection allows you to target people that already know about your business. You can upload your email subscriber list, create a list of people that have recently visited your website or app, and now you can create a list of people that have recently engaged with your content on Facebook. Since majority of these users are most likely already on your email list, the custom audience selection tool may best serve your business if you are looking to generate sales, not necessarily leads.
Detailed targeting is where you can really hone in on your target consumer. Facebook has a mind blowing amount of data on its users and allows very, very specific ad targeting. What you do not want to do, is target the largest groups possible. Those groups will cost more and will likely yield lower conversions.
With detailed targeting, you want to know your target consumer on the same level that you know yourself. This is where consumer psychology and empathy really come into play with marketing and advertising. Remember to consider the content of the ad and what you are directing the user to. If the ad that you are running and the offer you are giving is targeted to a specific niche within your main market, target to that specific niche when selecting categories for detailed targeting.
Facebook also allows you to target based upon connection. You can target (or exclude) people and friends of people that have liked your Facebook page, used your app, or responded to your event. You can also target people and friends of people who are connected to other pages, apps, or events.
Keep in mind that ad copy, the call to action, and the actual offer should differ between people that have already interacted with your brand versus people that have never heard about you, or are not current customers. There is no point in generating email sign-up leads from people that are already on your email list.
2. Focus on leads, not sales.
You may be thinking, “isn’t the whole point of running an ad to make money?” Well, yes, but not yet.
Think about why people (and yourself included) use Facebook. People don’t use Facebook to go seek out new products or services to purchase. Majority of people are using Facebook to connect with their friends and family members and to stay up-to-date with their social circles.
If there is any type of advertisement that does not work, it is disruptive advertising. Meaning that if the ad completely deters the user experience, it usually results in a user just ignoring the ad altogether.
Think about banner ads. No one f***ing likes those because they are annoying and disruptive.
With Facebook ads, you need to think about what piece of content, what lead magnet, would provide the most value to your potential customer. Some ideas include…
Guides, checklists, high quality blog posts/articles
Giveaways and promotional offers
For example, Zach Spuckler (Facebook ad guru) from Heart, Soul, & Hustle created the following FB ad...
Why this works: For starters, the targeting of this ad for Facebook ads, is obviously on point since I am writing this blog post on Facebook ads! BUT what I want to point out is that he is offering a FREE mini-course. He's not yet selling me on his services. Instead, he is providing VALUE without expecting a sale first.
Think about what type of content would best serve your ideal consumer and how that piece of content could spark their interest in your paid product or service.
In the end, you are trying to generate a sale after the initial lead. Remember, you want to create an email list of people that will actually become paying customers!
3. Use relevant, high quality visuals.
If you want to capture the attention of users, the visual of your ad is absolutely key.
Did you know that the brain processes visual images 60,000 times faster than reading text? You can write the most creative, awesome copy, but if the image is not captivating, your Facebook ad will not convert.
You want to make sure that your image…
Has relevance to the copy and the offer itself
Is indicative of the brand
Resonates with the target audience
But let’s not forget VIDEO!
If you are going to take the video route for your Facebook ad, what you don’t want to do is make something that looks like a straight up advertisement. Remember, people are not on Facebook looking to buy things. There is a good reason why they are consuming content on Facebook versus watching TV and having to deal with advertisements.
Instead, a video Facebook ad needs to feel authentic and provide VALUE. You can do this by creating a video that is…
Informative/demonstrative (think of those cooking videos you always see)
Showing a testimonial or case study (humanize your brand!)
And anything else that is something your consumer would actually seek to engage with
The point is to create a piece of content that benefits the consumer, rather than straight up trying to get them to purchase right away. First provide value and a reason to engage with your business. That will then lead them to become a customer (and a high quality, valuable one).
4. Write compelling copy that has a clear call to action.
For Facebook ads, there is a 25 character headline limit and a 90 character body text limit, so make sure that your ad copy is on point!
Again, it’s important to understand WHY people are on Facebook to begin with and HOW they interact with the platform. People are not on Facebook to read long posts. People are scrolling through the news feeds and consuming a whole lot of content, in a short period of time.
Keeping that in mind, make sure that your ad copy is clear, concise, and to the point. A study found that Facebook posts with 80 characters or less (lower than the limit) received 66% higher interaction compared to longer ads.
Another important aspect to consider when writing your ad copy is the end goal.
Are you trying to get clicks? Leads? Sales? Likes? Brand awareness?
Define the goal and make sure your “call-to-action” button is indicative of the action you want the user to take.
Some high performing CTA copy includes…
- “Learn more”
An ad that I came across from Thistle, a subscription-based healthy food delivery service, used "See Menu" as their call to action which I found pretty interesting.
Why this works: The call-to-action button, "See Menu" peaks curiosity and the desire to see more meal options. Instead of urging the user to "shop now", Thistle shows their unique value first (by showing different meal options). They even have a 20% off coupon code to give away even more value up front.
That isn't to say that "shop now" isn't an effective call-to-action; it is. But it really depends on the main goal of the advertisement. If your goal isn't to necessarily generate immediate sales, create a call-to-action that grabs the attention of your target consumer.
Ultimately, you want to be straight forward with your ad copy. Whoever looks at your ad should know exactly what to expect when they click.
Honesty → (better) conversion
FREE Facebook Ads Cheatsheet!
Grab your FREE cheatsheet including best practices and ad specs, PLUS a consumer persona worksheet to help you nail your ad targeting!
5. Create a high converting landing page (that is optimized for mobile!)
The whole point of a landing page is to gain a conversion! You don’t just want a user to show up and not know where to sign-up, or what they are even signing up for.
The landing page design does not have to be complicated, and it shouldn’t be. It should be very simple, to the point, and low friction (meaning easy to sign-up for).
Many marketers and online business owners actually create separate landing pages for every product. Or, multiple, separate landing pages for the same product, but with slightly different copy or images depending on the target audience.
To make things simple, a high converting landing page should look something like this…
Your landing page should have…
An informative heading, clearly explaining what it is that you are offering
Call to action text, to gain the attention of the user
High quality image
Testimonial (optional - but can help with credibility)
Call to action button!
You want your landing page to serve a singular purpose, which should be the single offer that you are advertising with your Facebook ad.
Your landing page should NOT have other offers, pop-ups, or distracting images/text, because that could potentially deter the user away for actually converting.
Keep it simple and straightforward.
Which leads into my second point… make sure that your landing page is optimized for mobile, especially if you are advertising on mobile.
There were 1.12 billion mobile daily active users on Facebook in December 2016. A 23% increase year-over-year!
For overall internet usage, people are now spending more of their time on mobile versus desktop. So if you are running Facebook ads that run across devices, or are mobile only, you need to make sure that your landing page is mobile-friendly.
Two important features of a mobile-friendly landing page…
It is “responsive”, meaning that the page resizes itself to perfectly fit across all devices.
It loads quickly on mobile devices.
This is another reason why having a clean, simple, straightforward landing page is best. No one wants to read a ton of text on their smartphone. No one wants to be searching around for the call-to-action.
And no one wants to download large files. This is why collecting an email is always a good idea for the landing page. THEN, you can send a file to their email address that they can easily open on their desktop.
Ultimately, keep your landing page simple and show the value of your offer clearly.
Putting it all together
To create high converting Facebook ads, you need to…
Nail your targeting to attract your ideal consumers
Focus on leads first, before sales
Use high quality, relevant visuals
Write compelling copy with a clear call to action
Create a simple, optimized landing page
Facebook ads can seriously help you scale your business and gain more exposure across your audience segments. If you are not seeing the conversions you have been hoping for, or if you are entirely new to Facebook advertising, try these tips now!
FREE FACEBOOK ADS CHEATSHEET!
Grab your FREE cheatsheet including best practices and ad specs, PLUS a consumer persona worksheet to help you nail your ad targeting!
Let me know in the comments…
What Facebook ad strategies have you tried?
Chelsea Spinos is a Marketing Strategist for Yahoo and a "side hustler"/ aspiring entrepreneur. Chelsea is committed to helping side hustlers like herself, grow their business and thrive in life. You can follow her entrepreneur journey through her social media!