The speed and ease to which marketers can create advert campaigns on the Facebook platform cannot be overemphasized. As a matter of fact, this advert platform is now so accessible to anyone who wants to start advertising their products or services.
Even though this medium of advertising your product is old, rich, and very lucrative to try out, there are still some internet marketers who are yet to make a sale through the Facebook advert platform, Therefore, they do not believe that new investment can have a positive return.
In any case, it is necessary to understand that the ads do not sell by themselves: it is necessary to understand the dynamics of these tools and the profile of the target audience present in each channel. The optimizations and good practices are the things that will make a difference in the results.
In this post, we will bring you some strategies that we implement in getting positive digital results and which you can equally implement to learn how to make an ad on Facebook (or optimize existing campaigns) and get a higher return on investment.
Check out a list of proven tips that will help you increase your Facebook Ads conversions:
1. Test Everything About the Campaign
This tip is a prerequisite for all Digital Marketing actions and if it is already practiced by you, feel free to proceed to the next topic.
Several times we have seen campaigns fail for errors that could have been avoided with simple tests. In the case of paid adverts, the loss is even greater, as it means wasted money.
The golden rule is to always confirm that the advert will reach the goal you have designed for the campaign.
Before placing an ad online or increasing the Facebook Ads budget, think about the whole strategy and what will happen after prospective customers click on your publication.
Paid media checklist:
- Is the ad targeting correct?
- Are there spelling errors in the ad or on the pages where the Leads will go?
- Is the Landing Page (the page where the ad directs the visitors) working?
- Are the texts conveying your offer’s value proposition well?
- Where are the Leads going after filling out the form? Is there a thank you page?
- Is the integration with your Email Marketing software working?
- Are there any automation flows configured to maintain the relationship after converting the visitors to Leads?
All of this is part of a well-defined Digital Marketing strategy. Check all this before spending your cash, because not even the best campaign in the world, with the largest investment in money, can achieve satisfactory results without the whole strategy working.
2. Install the Pixel Before Advertising on Facebook Ads
So start with the Facebook pixel. This is a small piece of code that you must install on your website to obtain information and perform actions such as:
Count the number of conversions made from Facebook Ads campaigns;
Create a retargeting list. In other words, create a list of people who visited your site and who will receive your Facebook ads;
Create a similar audience list (Lookalike Audience).
Based on the list of people who visited your site, Facebook algorithms will search for more people with a similar profile, expanding the audience of your ads, hence, the importance of having the pixel installed on your pages to increase your results and decrease the Cost per Lead.
To access this code, access your Ads Manager, click on the menu located in the upper left corner of the page and select “Pixels”.
Facebook ads pixel optimizations
A pixel creation pop-up will appear. Name it and confirm the creation. Ready? Now configure your pixel, starting by choosing the method of installing the code.
Facebook optimization pixel 2
The next step is to install the code. Instead of inserting it directly on your website, we strongly recommend using Google Tag Manager. This is a Google service where you can enter several codes in a single secret, including the Facebook Ads pixel.
If you want to install without using the Google Tag Manager, copy the pixel code and place it between the <head> and </head> tags in your website’s source code.
Facebook optimization pixel 3
To verify that the pixel is installed correctly, there is a plugin in the Google Chrome browser called Pixel Helper. Through it, you also know how many codes the website has, what events are triggered and what is the pixel ID?
3. Don’t Try to Sell to All Active Users on Facebook
When paying to generate traffic, many companies believe they should focus on selling, directing all ads to a product or service page.
Our recommendation is to align your media buying strategy with that of Inbound Marketing, making specific ads for the general public. It is worth offering eBooks, webinars, free tools, templates, etc.
In exchange for this content, visitors will provide personal information, such as name, email, company, position, segment, etc. This data is useful for you to qualify Leads and establish a relationship with them, making them arrive faster at the time of purchase.
4. Don’t Make Fans Acquisition the Main Goal of Your Strategy
Metrics such as the number of page views, Twitter followers, Facebook likes, YouTube views, etc, usually impress, but in practice, they are just meant for ego-boosting.
The question is: how much do these numbers contribute to sales? Closing a deal is the only activity that effectively brings money to the company. Everything else is cost.
In the case of Facebook Ads, some companies focus a large part of their budget on acquiring fans in order to increase the number of likes on the page. The strategy is very valid, as it produces social proof and imparts credibility to those who do not yet know the company. But the impact of this strategy on sales is minimal.
Focus the ads on “conversions”, as this is a strategy that will have a financial impact, either immediately, when the ad is for a product, or indirectly, when the focus is on the generation of Leads.
With this objective, you will be able to show – and prove – the results of the campaign.
5. Use the Blog to Your Advantage: Increase the Volume of Contacts on the Retargeting List by Posting Content
Promoting your company’s blog posts is an indirect and low competition offer. There is a good strategy for you to get traffic at a low cost per click.
With this type of campaign, you drive traffic to your blog and make people contact your Facebook Ads pixel (as we talked about in tip # 2). There: they will be included in your retargeting list and receive your ads.
The “Audience Information” tab displays data about your audience, the pages on which followers like their location, among other data.
6. Track all Facebook Ads Traffic Using the URL Builder
One of the great advantages of Digital Marketing is the possibility of measuring every action.
Even today, most web analytics tools, including Google Analytics, do not, on their own, distinguish traffic earned through Facebook ads from organic traffic.
To get around this situation and accurately measure your Facebook Ads campaigns, we recommend using the URL Builder, a Google feature that allows you to track the traffic source in a personalized way and make it easier to analyze the results.
To do this on Facebook Ads, you can place the necessary tags in the advanced option of the ad under “URL markups”.
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