Modern advertising platforms are effective marketing solutions equipped with many tools for marketers. In ad platforms, you will find various ad types, objectives, audiences, and targeting options. Advertising on Facebook becomes more challenging as time goes by, and there is always a need for fresh ideas and ad refreshes. Alongside ads you run to drive more traffic to your website or views to a video you made, in many situations, the goal of your ad will be to convert the users who encounter it.
Facebook is one of the most active advertising platforms, and no matter what the specific advertising objective is for the ad you created, the overarching goal of the business you are advertising will be to increase the volume of conversions and the conversion rate. In this article, we will go over tips that will help you improve the conversion rate in your Facebook ads. This way, you will get more out of your ads’ reach and maximize your advertising budget. But first, let’s understand conversion rate on Facebook and what is considered a good conversion rate.
What is Considered a Good Conversion Rate in Facebook Ads?
In the past year, Facebook ad spend reached around $50 billion, and over 90% of marketers incorporate Facebook’s advertising platform as part of their company or business advertising strategy. The fact that Facebook is a highly sought-after advertising platform increases the level of competition, with an average of 160 million businesses using Facebook Ads each month to reach their customers. Conversion rate optimization is achieved by making your ads and business stand out amidst all the competition on Facebook, through creativity and understanding your audience, which will lead to more traffic and conversions.
The average conversion rate on Facebook in general stands at 9.2%, which is higher than the conversion rate in Google Ads—referring, of course, to the ad conversion rate rather than the landing page. If campaigns you created didn’t succeed initially, that is no reason to turn them off. The key is to closely monitor the ads you created so you can make adjustments and optimizations early on if you see that things aren’t working as they should. There are several reasons for the underperformance of ads you create on Facebook:
- Technical issues – Incorrect budget, wrong or flawed targeting, improper campaign structure, incorrect Facebook Pixel installation, and using the wrong ad type.
- Creative issues – Problems with the visual aspect of the ad such as: creative, copy, headlines, landing pages, video, lack of a call to action, and more.
6 Tips for Improving Conversion Rates on Facebook
High-converting Facebook ads encourage your audience to take important actions. Depending on the goals you have set for yourself, you may want to increase traffic to your landing page, boost purchases, generate leads, or drive phone calls. If the conversion rate in your Facebook campaigns isn’t meeting your expectations, try these six tips:
Your landing page is the web page on your site where your target audience will land after clicking on the ads in your Facebook campaigns. One of the most common mistakes in Facebook ads is that many businesses tend to pour all their efforts into a great-looking advertisement but let the audience transition from Facebook to a low-quality, non-converting page. The landing page is an integral part of your ads’ success. Create high-converting landing pages with these tips:
- Keep the page as clear and clean as possible
- Focus on your main offer
- Use persuasive, action-driven headlines
- Think about how to guide the reader through the page’s design
- Add Social Proof
If you want to improve your conversion rates, you should take your audience targeting to the next level. No matter how much budget you invest, start understanding your audience as deeply as possible. Precise audience targeting is one of the most important steps for Facebook ad success. Even if your ad is incredible and the landing page is stunning, you won’t generate conversions if your audience targeting isn’t accurate. One of the best ways to target audiences correctly is using Custom Audiences on Facebook. You can leverage existing data, such as customer lists or website visitors, to create custom audiences and show more targeted ads to relevant users.
3. Write Precise Copy
Your ad copy is essentially the words you use while writing the ad. Although the visual aspect is important in Facebook ads to increase the conversion rate, your copywriting is also extremely critical. Words have the power to persuade, drive action, evoke emotion, inform, entertain—all at the same time. To write persuasive ad copy, start by writing for your specific target audience. The copy on your website might be relevant to general visitors, but the copy in Facebook ads must be tailored to potential buyers. Keep the copy clear with a single primary call to action, and use simple language that speaks directly to your audience. In addition, your copy must align with the visual components in the ad.
The goal of every Facebook ad is to capture someone’s attention. You are looking to create something that stops users mid-scroll and makes them take notice. Creating stunning creative is a central part of making your ad stand out and boosting conversion rates. Producing a video for an ad requires a deep understanding of the target audience, and it is important to create short, easily digestible videos. You can see the impact of videos on platforms like TikTok and Instagram and how they influence audiences. High-quality creative can also be a well-designed image that conveys your message and your offer to the audience.
A call to action is a key parameter in Facebook ads and across any platform or media channel you use. The headline and creative grab users’ attention, the copy conveys the message, and the call to action tells them exactly what you want them to do. Your Call To Action (CTA) is what drives the target audience to take action. You need to use direct language and create urgency for the user. The most common options can be too generic and lower-converting, so it is important to use a diverse CTA that fits the ad.
Turning a cold Facebook user into a paying customer is hard work. Therefore, many users go through a specific process from the moment they first see your brand’s ad until the moment of conversion. You can learn this process by monitoring the performance of your ads and optimizing where necessary. After you have built the ads and let them run, it’s time to test, monitor, and refine
them. Analyze the ads to ensure they are still effective for you. One great way to improve the conversion rate of Facebook ads is through A/B testing. An A/B test allows you to compare 2 or more elements in your ad to see which ad performs better. You can test different elements in A/B testing such as: creative, copy, audience, landing page, and more.
Summary
Facebook is one of the largest advertising platforms with the potential to reach millions of users. When you manage a Facebook page and build ads correctly, Facebook’s advertising system is a tremendous asset for a business. However, there is immense competition on Facebook for users’ attention, and you can invest large budgets without seeing a good conversion rate and a sufficient volume of conversions. Creating high-converting Facebook ads should be at the core of your social media marketing strategy. By understanding that your ads have issues, you will be able to pinpoint where the problem lies and improve the conversion rate in your ads using the tips you learned in this article.
About the Author
Dvir Naaman, 26, an entrepreneur at heart, loves e-commerce websites, and specializes in SEO.
