Facebook is not only a social network but also an advertising powerhouse, bringing benefits to your business. However, its advertising system with various advert types may be challenging for some users, especially newbies. One of the most concerning terms is their conversion ads. If you’re wondering about it and want to know some Facebook conversion ads best practices, keep following along! We’ll tell you all you need to know about the topic right away!
What are Facebook Conversion Ads?
Facebook conversion ads are adverts used to encourage viewers to complete a conversion event, such as watching a video, buying an item, or visiting your website. The conversion ads look similar to other regular posts, except for the word “sponsor” labelled in the top left corner.
Most of the time, people use this type of advert to direct users away from Facebook (to the intended business website). Since the purpose is to entice viewers to click, conversion ads are more flexible. You can use an image (or multiple images) and video (or multiple videos) displayed in your ads. For each promoted collection, you can add their own image, information, CTA buttons, or create polls.
When the conversion is made (for example, somebody clicks on the link to your site), it’s classified as a lead, and you’ll be charged for each successful one.
The importance of high-converting Facebook ads
A high-converting Facebook ad will bring a lot of benefits to your business. People use Facebook every day, and an effective ad is a way for you to meet your customers where they come to connect. While exploring, users can see your advert, potentially leading to a connection with your business.
A great thing about Facebook ads is you can decide who can see your content or reach the ones who want to hear from you. You can narrow down the audience for your ads by selecting genders, locations, and interests. In addition, you can find people who are more likely to click on your link by using ads.
A plus of Facebook ads is you can learn from their performance. By running ads, you can understand how people react by sharing, commenting, and clicking. It’s an important database for better ad campaigns in the future.
Besides, Facebook always offers you an ad budget that works for your business. You can start, pause, and stop running ads so that you can control how much you want to spend on the advert.
10+ Facebook conversion ads best practices
1. Build high-converting landing pages
A landing page is a page on your website where the audience is directed after clicking on your Facebook ad. Having a high-converting landing page is an important step of the Facebook conversion ads strategy. Yet, many businesses tend to underestimate it.
In many cases, the ad is more invested than the landing page, and it’s a big mistake. You should think of your ad as a mini version of your landing page, thus putting energy into improving both of them. There are tips to build a high-converting landing page, such as keeping it clean and simple, paying attention to the value position, applying compelling copy and headline to drive action, focusing on how your design can navigate and encourage users to take action, and including social proof.
2. Understand your target audience.
Many people know how to create conversion ads on Facebook but are not happy with the result. It’s because they have a poor targeting audience or don’t understand their target viewers. To improve the conversion rates, you should combine relevant ads with users who will be interested.
Don’t try to save much money on exploring your audience, as the more you know them, the better. You can boost your targeting by using the custom audiences ad targeting option. There are sources such as customer lists or website traffic that help create custom audiences, thus making highly targeted ads appear to the most relevant viewers.
3. Create an engaging lead magnet.
A lead magnet is a free service or item businesses offer to get the customers’ contact details in return, thus creating sales opportunities. Common examples of lead magnets include a free trial of a subscription service, a discount, or free shipping. However, businesses usually struggle with giving away something for free because most visitors don’t place an order the first time they enter a website.
Inciting users is the way you can introduce your brand and collect sales leads. You should create an engaging lead magnet that is totally relevant to your target customers, which requires you to deeply understand their hopes, fears, and motivations.
4. Write short and compelling ad copy.
A good Facebook conversion ads strategy should include a short and compelling ad copy. Besides the visual elements, the word you use to convey people is also important. Your copywriting should have the power to convince and lead users to take action. Unlike your website copy aiming at all of your customers, your ads should speak to specific buyer personas. The content you write should be simple, clear, informative, exciting, and include CTA. Plus, it should be relevant to the visual aspect of your ads.
5. Use clear and direct CTA’s
The eye-catching headline and visuals can draw viewers’ attention and lead them through the message, but they are not enough for a successful Facebook ad. You should also include a CTA to motivate users to take action. To make it effective, you need to keep it clear with direct language and create a sense of urgency. Avoid using “Click here” as it may not clearly tell the audience what they can benefit from. Some of the suggestions for a good CTA are Shop Now, Subscribe, Join Us, Sign Up, Learn More, etc.
6. Create eye-catching visuals
When it comes to Facebook conversion ads best practices, we should include the visual elements. Eye-catching visuals can make the audience’s eyes stop and land on your ad. However, you just have 2.6 seconds to attract them. Thus, there are some factors you should consider to make a good first impression:
- Don’t include too much text in the image
According to Facebook’s recommendation, you should use text sparingly in images if needed. You can move the written content to the designated text area, but don’t overload pictures with text. If it’s necessary, you can use Facebook’s Image Text Check tool to know the proper rating.
- Use the right size specifications.
Avoid using low-resolution visuals, as they can create a bad image of your brand.
- Go for GIFs or videos.
In most cases, movement will draw more attention from users than a static image. You can also try the vertical videos for mobile gadgets.
7. Monitor and refine your campaigns.
Once you’ve learned how to create conversion ads on Facebook and put all your energy into creating one, it’s not the end of the job. After running an ad, you should monitor it and make adjustments when needed to ensure it works effectively.
You can do A/B or split testing to understand the conversion of your ads. A/B testing is when you compare 2 elements of an ad to know which one brings better results. Some of the popular elements to test include the image, copy, placement, audience, and objective.
8. Broaden your audience
To reach out to more targeted customers, you can join the “targeting expansion” while creating an ad. And, based on the data you’ve set in the “interest targeting section,” Facebook will find more similar users. Besides allowing you to broaden your audience, you can increase your conversions at a lower cost.
Creating Custom Audiences is also a helpful Facebook conversion ads strategy. You can upload your data of customers, such as subscriber lists, and find pre-existing customers on Facebook. Furthermore, you can use the Custom Audiences to identify Lookalike Audiences, bringing you new users with similar profiles as your customer base.
9. Optimize for conversions
While running Facebook ads, you should not skip even a small chance to increase its effectiveness. Optimizing for conversions is optional, but in some cases, it works perfectly. You should go to the Budget and Schedule form, look for an option box called “conversions” under the “Optimization for Delivery” section, check it off, and you’ve done.
10. Choose the right ad format.
Every brand is different, and even the campaign goals of one brand can be changed depending on the period. Therefore, it’s crucial to choose the right ad format. For example, if you want high-impact visuals and experiences that live well on full screen, go for Facebook Canvas ads. If you need to highlight many products and features, choose Carousel and collection ads. Meanwhile, Facebook offers ads that are suitable when you have special deals or discounts. Once users click on our ad, Facebook will notify them to redeem.
11. Track across multiple devices.
No matter where your campaign is intended to happen, it’s necessary to track clicks and conversion across multiple devices, from mobile to desktop. Even if you decide your event only runs on a desktop, you still should install Facebook Software Development Kit on your mobile app. So you can collect more data and broaden your target audience.
12. Consider link click optimization.
Facebook needs around 50 conversions per ad within the first 7 days to analyze and properly deliver your ads. Check your Ads Manager to see how many conversions you’ve made. If they are less than that number, you’ll need to consider link-click optimization.
13. Convert your analytics into insights.
Lastly, analytics are important for any social media campaign. Based on regular tracking and analysis, you can make a proper adjustment. You can copy what you’ve successfully done in one campaign to another and avoid making previous mistakes.
4 Top Facebook Ads Benchmarks
Facebook launches different tools and benchmarks to help you understand d the effectiveness of your campaign. If you’re new and feel overwhelmed, you can seek help from the Facebook ads service. However, we’ll mention here the top 4 benchmarks:
- CPC (Cost per click): It indicates how much it costs when a user visits your ad. The average price is $1.86.
- Cost per view: The charging cost for video views started counting from the first 3 seconds. Since some viewers don’t go till the end of the video, you should use seconds viewed or other metrics to see if you have delivered a successful ad.
- CTR (Click-through rate): Unlike the CPC, which shows the cost for each click, CTR displays the percentage of people clicking on a link in your ad. This rate varies across industries. The average one is 0.89%.
- CPA (Cost per action): It’s similar to CPC, but you will only be charged when users take specific actions such as message, sign up, or purchase, depending on your optimization.
To wrap up
With its great number of users, Facebook brings a huge change for your business to reach millions of users. The above Facebook conversion ads best practices are helpful in creating high-converting and successful campaigns, thus increasing the conversion rate and improving your business. Keep in mind that once you run a Facebook ad, you should keep track of it and make adjustments to make it effective. If you think there are lots of jobs to do and seek professional advice, Tech-One is always there to hear from you.