One of the most powerful tools for expanding your digital audience, promoting your brand, and generating conversions is advertising on Facebook, which is so well mastered. That said, even the most experienced advertisers are likely to face challenges in setting up and optimizing their Facebook ad campaigns.
We’ve identified 5 valuable tips to drive the conversion of your Facebook ad campaigns.
1 – Create a large but specific audienceMany companies start their campaigns with too small an audience. If your business is starting its online activity or doesn’t have a lot of customer data yet, you’re interested in setting up a Facebook ad campaign aiming for the lowest possible CPC traffic by targeting an accurate target audience
In a new customer acquisition strategy, the goal will therefore be to collect enough data to be able to analyze it, and then to target Facebook users who may be interested in your products. Plus, with your Facebook ad campaigns, you can know which users have clicked on your ads and which have become your site. Facebook Business Manager also allows you to upload your customer email database to exclude it from your campaigns to create a 100% acquisition campaign and reach only new customers.
In order to analyze the performance of your Facebook ad campaigns, Facebook Pixel must be implemented on your website. You are responsible for listing certain specific actions taken by your website visitors from a computer, phone or tablet and mentioning them in the event manager of the advertising interface. In other words, it lets you know if someone has taken action (visiting a product page, adding to a cart, or converting) after viewing a Facebook ad. This pixel also helps advertisers to redirect people who have visited their website, this is the principle of remarketing (or reorientation).
2 – Optimize your targeting parameters
The most important part of a Facebook ad campaign is building the audience.
Too broad and untargeted targeting can quickly lead to unnecessary advertising investment.
Here is the list of targeting parameters offered on Facebook:
Locations – Target people based on locations (city, region, or country)
Age: Target people based on their age range.
Sex: Target women, men, or both sexes with your ads.
Languages: Target users who use specific languages.
Detailed targeting: You can include or exclude people from an audience based on their demographics or areas of interest.
Connections: You can include or exclude people from your audience based on connections to your pages and destination, for example, people who like your Facebook page.
Personalized audiences: Personalized audiences are target audiences made up of people you already know and who already have a link to your website. You can create custom audiences from your customer files or from the Facebook pixel.
Similar audiences: A similar audience is a target audience that you create from a “source.” For example, you can create a similar audience that looks like your client file.
The ideal way to better define your targeting criteria is to create your typical buyer profile and take into account three types of criteria, namely:
- Demographic data: age, sex, income, location, etc.
- Factors of interest, likes and lifestyle.
- Behavior: actions, comments, commitment and buying habits.
3- Define the objective of your campaign
While with Google Ads campaigns, it is Internet users who come to your ads, with Facebook Ads campaigns, you are the ones who go to them! And that’s all the nuance.
However, Facebook can help boost your business. To maximize the performance of your Facebook ad campaigns, it is important to define the fairest goal of the campaign:
Goal #1: I want more people to know about my business.
Possible goals on Facebook: brand awareness and reach
Goal # 2: I want to find leads or maximize my conversions
Possible goals on Facebook: conversions, catalog sales or point of sale visits
4- Segment your campaigns
If your current ads get fewer clicks than impression count and even fewer conversions, try A / B testing.
Creatives (images, videos, etc.)
Call to action
Creating separate audiences based on different conversion goals can help you create highly specific messages that are sure to have more impact.
5- Optimize the user experience
You may have followed all the main principles just described and still have a hard time converting your visitors into customers. Inconsistencies on your website or the landing page in question may affect the conversion. For example, a message that is not suitable for the target audience, a poor user experience, or too high a load time may degrade the conversion on your site. Be sure to maximize the user experience on your site to perform!
To increase the conversion rate of your Facebook campaigns, several ways should be explored:
Define your Person and your typical client
Segment your campaigns for more granularity.
Leverage “Similar Audiences” for Your Acquisition Strategy
Take advantage of customer data you have (for example, email database)
Use remarketing on people who left your site without buying
Learn more about your clients
Using the full potential of Facebook Ads campaigns in a 360 digital strategy (SEO, Google Ads, Display & Remarketing) will help you gain new visitors to your site and encourage them to convert.