We explain how to get more conversions with Facebook Ads in this article.
Due to Facebook’s algorithm, unpaid content from family and friends is prioritized in users’ feeds, making Facebook advertising a necessity for local businesses.
The good news is that it’s easy to use Facebook ads to drive traffic to your website and increase conversions. The key is to choose the right objective and then design an ad that helps you achieve it. Here’s what you need to know.
What is a Facebook conversion ad?
Whenever you create an ad on Facebook, you need to choose the type of ad you want to run.
The options are:
- Get more visitors to the website.
- Boost a publication.
- Receive more messages.
- Promote your website.
- Receive more calls.
- Get more leads.
For conversions, you should choose the “Get more website visitors” option. This is what will allow you to advertise to your target audience while enticing them to visit your website with a single click.
How to choose a Facebook conversion goal
While you need to increase traffic to your website to increase your conversions, you also need to choose a conversion goal.
Depending on the nature of your business and your marketing goals, your conversion goal could be any of the following:
- Opt-ins to build your list.
- Opt-ins to generate leads.
- Downloads of a lead magnet.
- Sales of your products.
Regardless of the goal you specify, Facebook will provide you with a pixel (a small snippet of code) to embed on your website to track conversions.
You should choose a goal that aligns with your marketing objectives. If you are a B2B company, you may need to focus on lead generation. If you’re a local B2C company, you’re more likely to focus on sales and leads.
How to create a Facebook ad set?
Once you’ve chosen an advertising objective, you’ll need to create an ad set. This is where you’ll need to decide who you want to see your ad and how to achieve that goal. In other words, you need to find your audience.
You can select your audience using basic demographics such as age, location, marital status, and income level. You can also use psychographics (a study of your audience’s personality, values, attitudes, interests, and lifestyles) that targets people based on their interests. For example, if you own a pet supply store, you can target pet owners and people who follow dog and cat-related pages on Facebook.
Keep in mind that a single ad campaign can have multiple ad sets. For example, your campaign could be aimed at increasing sales and you could create ad sets that target different age groups, genders, or locations.
Creating your ad set also means that you will need to set a budget. That way, you can collect some data and decide if you need to revamp your ad or expand your audience.
Anatomy of a Facebook Conversion Ad
The ad you generate will play an important role in the success of your campaign. A Facebook conversion ad consists of five basic parts:
- Image or video.
- Headline.
- Main text.
- Call to action.
- Description.
Let’s review the requirements for each part.
For your image or video, you need a square graphic with a recommended size of 1080 X 1080 pixels. Videos should be between 15 and 60 seconds long. The image you choose should be eye-catching. Remember, your ad will be displayed in the feed and you don’t want people to scroll past it.
The title is the next most important part of your ad. You only have about seven words to grab your audience’s attention, so make sure you spend some time on your headline. It should be short and concise. It’s always good to use words like sale, free, limited time, or something like that, as these terms stimulate people to act.
The main text appears below the headline and is limited to about 125 characters. You can create longer text, but Facebook will truncate it, so be sure to include your most important content at the beginning.
Your call to action tells your audience what to do next. You should include active verbs like buy, get, go, apply, contact, etc. Many effective CTAs use “now” or “already,” so consider something like:
- Act now.
- Buy now.
- Contact now.
Finally, the description is limited to six to eight words and will only be displayed to users who may find it useful.
For example:
- Free shipping.
- The offer ends Tuesday.
- For a limited time.
It is essential to think carefully about each element of your ad as you create it.
ad as you create it.
How to track the performance of your Facebook conversion ad?
The last step is to track the performance of your Facebook conversion ad using Facebook’s ad reports.
Your ad report is tied to your pixel and will tell you how many people have seen your ad, what their demographics are, and whether they clicked and did what you wanted them to do.
You can use Ad Reporting to create custom reports on how your ads are performing. You’ll be able to see who saw your ads at any given time, what time of day your ads performed best, and how many people clicked on the ad, converted, etc.
With the data you collect, you can refine your ads, run tests and figure out how to improve the quality and performance of your ads to get the results you want. Ad reports are free for all Facebook business users.
Facebook conversion ads are one of the best tools to increase traffic to your website and help local businesses increase sales. The key is to target your ads correctly and then create engaging content for your audience.
