The same goes for teams with small budgets, who have probably seen their organic reach drastically decrease. The most important measure that should always be followed is of course the conversion rate, if it also decreases, you should review your Facebook campaigns. A good conversion rate is one of the best measures of success and is the key to a good return on investment. Conversions are not always directly linked to turnover. It is also about taking action. Perhaps the purpose of a campaign is to increase the number of newsletter subscriptions or to encourage prospects to leave an email in exchange for premium content. All of these actions can be considered conversion events. Facebook ranks 1st among social networks that can promote conversions, which makes it all the more important to creating effective Facebook ads.
Before you try to convert someone, you should have a clear idea of what actions you want people to take after seeing your ad. The types of conversions supported by Facebook Ads are as follows:
Don't expect a single ad to serve all of your conversion goals. Create separate ads for each goal, think about where those goals fit into the customer journey, and target them accordingly.
The quality of an ad depends on the page that presents it. When determining where you want the conversion to take place, make sure you have everything in place to fulfill the promise of your ad, don't lie, or you'll have a low conversion rate.Here are some steps you can take to prepare your landing page:
It only takes 2.6 seconds for the user's eye to choose where to land on a web page. Using eye-catching images increases the chances that people will be interested in the content of your ad. Most first impressions are informed by design, so treat visuals as you would with a handshake.
Facebook recommends that you use text sparingly in images. Instead of cluttering the visuals with text, consider putting it in the designated text box. If you need to include text, use Facebook's image text checker to get a grade.
Low resolution visuals reflect your brand poorly. Use GIFs or videos. Use movement against static images to get users' attention. Remember to test vertical videos for mobile devices.
Crisp text is often the second element in strong advertising, but if there is too much of it, the user may not even bother to read it.
Since conversions are above all motivating actions, a strong call to action is essential. Verbs like “start,” “discover,” “find,” and “explore” are great if your conversion goal is to get users to visit a product page or learn about your business. If your goal is to encourage purchases or subscriptions, be direct with phrases like “buy now,” “buy now,” “sign up,” “start now,” “give it a try,” etc.
Choosing this optimization method is optional, but a few case studies have proven its effectiveness. For example, Save the Children tested both conversion-optimized ads and traffic-optimized ads to determine the most effective way to encourage donations. At the end of its trial period, the organization found that ads that were optimized for conversion generated four times as many donations.
Depending on the goals of your campaign, some Facebook ad formats can meet your needs better than others. For example, Adidas determined that using video with the Facebook “Collection” function would be a good format for presenting the multiple characteristics of one of its sweatshirts. As a result, Adidas was able to reduce costs per conversion by 43%. Here are a few things to consider when choosing the right format:
Regardless of where you've determined that your conversion event will happen, you need to make sure you're tracking mobile & desktop clicks and conversions. Even if your campaign is only meant to run on the desktop, Facebook recommends that you install the Facebook Software Development Kit on your mobile application (if you have one). This will allow Facebook to capture more audience data and expand its target audience.
If your ad isn't generating enough conversions in the first few days, Facebook may not have enough data to deliver your ad properly. Facebook needs around 50 conversions per ad in the first seven days to effectively deliver the ad. To see how many conversions you've tallied, check out the “Ad Manager.” If you see that your ad has fewer than 50 conversions, Facebook recommends that you optimize link clicks rather than conversions.
As with any social media campaign, it's important to carefully monitor performance analytics and adapt accordingly. What worked and what didn't? Take note for your next ad campaign and try to replicate your success.
Now that you know how to create a Facebook ad that's optimized for conversions, you're ready to learn other social media advertising methods. Regardless of what platform you're on, the principles of conversion are the same: keep the experience clear, direct, consistent, and engaging. Take your Facebook ads to the next level by signing up for Hootsuite's free social media advertising course. Learn how to keep your cost per click low and your engagement high, as well as all the fundamentals of ad creation, bidding, buying, and the impact of tracking.