Everyone wants higher conversion rates on their Facebook ad campaigns, right? High conversion rates mean that campaigns are effective and drive the expected results. If you want to improve conversions from your Facebook ads, I strongly recommend you implement (or at least testing!) the five following tactics.
1. Focus on relevance
Relevance is everything when it comes to Facebook ads. It’s one of those metrics that directly impact how much you’re paying for each user action (CPA) and can even affect your ad delivery. (It was previously called Relevance Score but is now a factor within the Quality Ranking.)
It’s essential to create ads as relevant to the audience you’re targeting as possible. This means you need to create different strategies for customers in different stages of the customer journey.
Target new audiences with ads introducing them to the brand or product to catch their interest.
Ads for your warm audience don’t have to tell your brand story on a high level. Instead, they should further user knowledge and highlight your offering’s value with immediate incentives for converting. It also means you should get familiar with the concept of user segmentation.
Test different campaigns for each audience segment you target and see what’s most relevant to them.
2. Use Dynamic Ads
Are you struggling to match your product categories with the right audiences? Brands with large inventories should take advantage of Facebook’s Dynamic Ad features.
Dynamic Ads allow you to pull from uploaded product inventories to show the right products to the right users at the right time. If a store promotes dinner sets in its inventory, for example, Facebook would show plates to users who had recently clicked on an ad for plates or bowls from a competitor. This saves you time while allowing you to promote your full inventory (or at least the inventory you want to showcase) to the most relevant users possible.
3. Don’t cheap out
I know that business owners always feel the pressure to drive the highest return while spending the least amount of money possible. But hear us out. Sometimes quality is worth paying for, and Facebook ads are no exception.
When running campaigns, you’re fully within your right to put bid caps on each ad set to limit how much you’re spending. If you know that you’ll absolutely not be profitable paying a cent more than $3.50 per action, then you can make that your cap. But if you can afford $3.50 and still be profitable, but you’re setting your cap at $0.60 because you know that you can get some clicks at that range, you could be shooting yourself in the foot.
Higher quality budgets allow Facebook to connect you with higher-value users who are much more likely to convert. And they may not just be more likely to convert now; they might be more likely to convert at higher average order values, or retain long term.
Sometimes you have to spend money to make money, and while there’s nothing wrong with trying to whittle down your CPAs, make sure that it doesn’t come at the expense of results. And keep in mind that as your conversion rate goes up, your quality score on Facebook goes up, too. This means that those costs go down. Things eventually balance out.
4. Create copy that highlights value
If you want users to take a specific action, they need you to tell them exactly what to do — and why it will benefit them to do so. Of course, you want me to sign up for your email list. But what will I get out of it? Be specific, and focus on benefits rather than features. These are a few good examples:
“Want to win a free pair of our limited edition flats? Create a wishlist and invite friends to use it for additional entries!”
“Subscribe to our email newsletter to get exclusive access to all the latest industry data not published anywhere else.”
“Get more time back in your day with live chat software that keeps your team on the same page, even if they’re not on the same content. Book a demo with our team to learn more.”
5. Have extremely clear CTAs
In the examples above, you can tell exactly what action we’re trying to get users to take. Create a wishlist. Subscribe to our email list. Book a demo. These are all examples of clear CTAs. And you don’t just want to use CTA buttons — for best results, you should also include calls to action within your creatives. That way, your users won’t miss the point. They will know exactly what action you want them to take, and what will happen once they click on that link.
As obvious as this sounds, it can increase conversion rates dramatically. For example, you don’t want your prospects guessing whether they’ll get a free trial or end up needing to book a demo. There is a whole segment of SaaS users who will never book a demo and only want access to a free trial to see if it’s worth it. So, if a demo is what you’re offering, be clear about it in your call to action — otherwise, you might end up getting clicks that will never convert. This can prevent you from paying for useless clicks (if that’s what you’ve chosen to bid on), but it also prevents Facebook from optimizing to show your ad to users who aren’t actually converting.