One of the most powerful tools for growing your digital audience, promoting your brand, and driving conversions is Facebook advertising, which is so well mastered. That said, even the most seasoned advertisers are likely to struggle with setting up and optimizing their Facebook ad campaigns.
We have identified 5 valuable tips to drive the conversion of your Facebook advertising campaigns.
1 – Create a large but specific audience
Many companies start their campaigns with too small an audience. If your business is starting its online business or does not yet have a lot of customer data, you are interested in setting up a Facebook advertising campaign aimed at the lowest CPC traffic possible by targeting a specific 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 target Facebook users who may be interested in your products. Additionally, with your Facebook ad campaigns, you can track which users clicked on your ads and which ones became 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 only reach new customers.
In order to analyze the performance of your Facebook ad campaigns, Facebook Pixel must be implemented on your website. It is up to you to list certain specific actions performed by visitors to your site from a computer, phone or tablet and mention them in the event handler of the advertising interface. In other words, it lets you know if someone took an action (visit a product page, add to cart, or convert) after seeing a Facebook ad. This pixel also helps advertisers to redirect people who have visited their website, this is the principle of remarketing (or redirection).
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 investments.
Here is the list of targeting parameters offered on Facebook:
Pitches – Target people based on locations (city, region or country)
Age: Target people based on their age group.
Sex: Target women, men or both genders 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 interests.
Connections: You can include or exclude people from your audience based on connections to your pages and your destination, for example, people who like your Facebook page.
Custom Audiences: Custom audiences are target audiences made up of people you already know who already have a link to your website. You can create custom audiences from your customer files or from the Facebook pixel.
Lookalike Hearings: A lookalike audience is a target audience that you create from a “source”. For example, you can create a Lookalike Audience that looks like your customer card.
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:
- Demographics: age, gender, income, location, etc.
- Factors of interest, tastes and lifestyle.
- Behaviour: actions, comments, engagement and buying habits.
3- Define the objective of your campaign
Whereas with Google Ads campaigns, Internet users come to your ads, with Facebook Ads campaigns, you go there! And that’s the whole nuance.
However, Facebook can help boost your business. To maximize the performance of your Facebook advertising campaigns, it is important to define the most accurate objective of the campaign:
Goal #1: I want more people to know about my business.
Possible goals on Facebook: brand awareness and reach
Objective n°2: I want to find prospects or maximize my conversions
Possible objectives on Facebook: conversions, catalog sales or visits to points of sale
4- Segment your campaigns
If your current ads are getting fewer clicks than impressions and even fewer conversions, try A/B testing.
Creations (images, videos, etc.)
Call to action
Creating distinct audiences based on different conversion goals can help you create very specific messages that are sure to have more impact.
5- Optimize the user experience
You may have followed all the main principles we just described and still have trouble converting your visitors into customers. Inconsistencies on your website or the landing page in question can affect conversion. For example, a message that is not adapted to the target audience, a bad user experience or too high a loading time can degrade the conversion on your site. Make sure to maximize the user experience on your site to perform well!
To increase the conversion rate of your Facebook campaigns, several avenues should be explored:
Define your Persona and your typical customer
Segment your campaigns for more granularity.
Leverage “similar audiences” for your acquisition strategy
Leverage the customer data you have (e.g. email database)
Use remarketing to people who left your site without buying
Know more about your customers
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 drive them to convert.