The following post was written and submitted by our genius friends at Springbot.
You’ve probably heard that Facebook advertising is an effective way to grow your eCommerce business. While this is true, it can be frustrating if you don’t see those desired high conversion rates.
Though your campaign’s objective may be set to “Conversion,” this doesn’t automatically optimize your Facebook ads for the best results. If it were that easy, everyone would be winning on social media.
Fortunately, it isn’t too difficult to drive more conversions and reap the benefits of Facebook advertising. Follow these six simple steps, and you will have a high-converting ad campaign that blows away the competition.
Step One: Target the Right Audience
As most marketers know, targeting the right audience at the right time is key to any successful marketing campaign. With Facebook’s powerful ad targeting capabilities, you can create highly relevant ads tailored for specific audiences to increase your conversions.
One effective strategy to drive conversions is to create a Custom Audience of people who have visited your website but have not made a purchase. By downloading the Facebook pixel, you can set up a retargeting campaign that will bring back lost shoppers and display relevant ads, based on where they are at in the marketing funnel.
Each of your customers is unique, so why would you market to them the same way? Segmenting your audiences will help you deliver relevant ads that inspire people to convert.
Step Two: Choose the Proper Facebook Ad Placement
Should your Facebook ads be placed in the Desktop News Feed? What about the Right-Hand Column? These decisions aren’t easy for online marketers who are just diving into Facebook advertising.
Though some will argue that certain strategies are more effective than others, the simple truth is that the best ad placement for higher conversions will depend on the goals of your campaign, your target audience, and your marketing budget. Test each placement carefully to decide which placement offers the best performance.
Step Three: Use Compelling Images and Copy
Every eCommerce merchant knows the importance of high-quality visuals and compelling ad copy for their product pages. The same standards should apply to your Facebook ads.
Your featured image is often the first thing that people will see as they scroll through their News Feed. Therefore, it needs to be high quality and comply with Facebook’s image specifications. If you don’t have the budget to hire a designer, you can make your own using tools like Canva.
When it comes to your Facebook ad copy, keep things short and simple, like the Broken Rod Bottle Bar does in the following example:
Make your value proposition clear and to the point. Your audience should know immediately what your business is offering and how it will benefit them.
Step Four: Align Landing Pages with Your Facebook Ads
Are people clicking on your links but failing to convert? The problem could be with your landing pages.
Far too often, we see marketers invest their money for creating Facebook ads, only to send visitors to a landing page that doesn’t align with their marketing goals. If your Facebook ad is promoting a free webinar and your landing page doesn’t contain the same messaging, your visitors are going to be rightfully confused.
To boost your conversion rates, each of your ads should have a consistent offer, similar design, and a sense of urgency. People who click on your ads will be more likely to convert when their path is simple.
Step Five: Rotate Your Ads to Combat Ad Fatigue
Ad fatigue is real, and it can seriously hurt your conversion rates. If you have been running the same ad for weeks and noticed higher cost-per-clicks and frequency rates, your audience may be ambivalent from seeing the same ad.
The good news is that you can easily combat ad fatigue by rotating certain variables in your Facebook ads. This will keep things fresh and keep your audience engaged with your marketing campaigns. Change the color of your ads, switch up your headlines, and swap images to boost your ad’s efficiency.
Step Six: Test and Analyze Results
Continuously testing and analyzing your Facebook ad campaigns is essential if you want to maximize your conversions. Be sure to split test certain variables of your ad separately for accurate results.
To make things easy for our customers, Springbot is integrated with AdRoll, and a full analysis of your ad performance can be found directly within your dashboard.
Optimizing your Facebook ads isn’t difficult, but it does take a bit of effort. With the six simple steps listed above, you can make the most of your ad budget and begin seeing higher conversions. Need assistance in setting up successful Facebook ad campaigns? Springbot now offers Campaign Services to help you reach the right audience.
Springbot provides advanced eCommerce marketing technology for small to medium-size retailers. We make the overwhelming task of running and tracking multi-channel marketing campaigns ridiculously simple, from e-mail and social marketing, to online ads, Amazon Marketplace and more. The key is Springbot’s integration with BigCommerce, Magento and Shopify to deliver the power of data management, marketing automation and analytics. We then take that information and make data-driven marketing recommendations specifically tailored for your needs.