Facebook advertising is one of the best solutions to boost your social media presence. Facebook allows you to choose an ad type, ad goals, targeting location, and target audience. A perfectly made Facebook ad campaign can push your brands to new heights.
Facebook ads help in showing the right audience what your products and services are like. Apart from the increased presence and sales, Facebook ads can help you get more followers, and get more likes and views on your images and videos.
Your Facebook ads aren’t any good if they don’t have a high conversion rate. If you don’t know how to make great Facebook ad campaigns, you’ll just be burning money away.
In this article, we are going to talk about Facebook ad top strategies for improving conversation rates.
Why Choose Facebook Ads For Business Growth?
There are plenty of reasons to resort to Facebook ads, but these are some of the reasons to use Facebook ads. Here are some statistics that show businesses use Facebook ads:
- Facebook is the number one most visited social media platform and also the third-most visited website in the world after Google and YouTube.
- Facebook has more than 2.6 billion active users around the world.
- Facebook ads support both B2C and B2B businesses. Plus, businesses spend 74% more time on Facebook than other users.
- Facebook is the only social media platform that provides full-funnel targeting with multiple forms of engagement.
- Facebook provides a variety of ad formats.
What is a Conversion Rate?
As you may know, the conversion rate on Facebook ads is the number of clicks you get on your ad divided by the number of people who saw your ad. A high conversion rate indicates that your ads are efficient and that your content is probably being liked.
On Facebook, “conversion rate” refers to the following actions:
- When a user clicks and visits your Facebook ads.
- When a user signs up for your form.
- When a user buys your product or service.
How to Calculate a Conversion Rate?
Calculating your conversion rate is easy. First of all, take the total number of people who engage with a particular ad on Facebook, and then divide the number by the number of people who saw the ad.
| Conversion rate formula: Total number of views/Total number of clicks = Your conversion rate |
For example, imagine that a specific ad was seen by 10,000 people on Facebook. Of those 10,000 people, 500 clicked to sign up for a pre-order. The conversion rate on that ad is 5%.
What is a Good Conversion Rate?
As in the above example, 5% of people choose to sign up, and this is a good example showing a good conversion rate. Experts say that a good conversion rate lies between 2% and 5%. However, your conversion rate also depends on your industry.
Industries like electronics or business services have higher conversion rates. On the other hand, some industries have a very low conversion rate. It means that to get a good conversion rate, study the conversion rate as per your industry type. Here are some examples showing different industries with their conversion rate.
| Industry | Average Conversion Rates |
| Software and SaaS companies | 1.1% |
| Higher education industry | 1.4% |
| Nonprofit organizations | 2% |
| Finance industry | 5.01% |
| Staffing services | 5.1% |
| Legal services | 7.4% |
| Car and motorcycle retailers | 1.36% |
| Food and drink product retailers | 3.58% |
| Arts and crafts retailers | 4.01% |
| Health and beauty product retailers | 3.08% |
Why Does Conversion Rate Matter?
Conversion rate matters because it provides fair enough insights about your ads. It shows how effectively your ads are performing, and how your target audience responds to clients.
Conversion rate is important because it lets you know how many people liked your content and how many did not respond at all. Based on it, you can update your ads and create attractive ads.
Suppose that last month, only 500 people signed up for your form out of 10,000; this month, you got just 200 sign-ups. You can change something to see if your conversion rates go up or down.
Conversion rates allow you to make necessary changes to your ads and build better marketing campaigns. Eventually, you’ll be able to create ads that provide the highest possible conversion rates.
8 Strategies to Optimise Facebook Ads and Improve Conversion Rates
After talking about every main aspect of Facebook ads and conversion rates, here we came up with the top eight strategies for Facebook ads to optimize Facebook ads and improve conversion rates.
If you are not getting good conversion rates for purchases, phone calls, or whatever your intent is; these strategies will help you improve your conversion rates on Facebook.
1. Build High-Converting Landing Pages
Most people try to make their Facebook ads attractive and engaging. But what about the landing page? Having incredible and nicely represented Facebook ads does not suffice for getting a higher conversion rate.
Creating an incredible ad is important, but landing pages matter more than that. In a way, Facebook ads are just an invitation that is used to invite the target audience to the landing page.
Creating a high-converting landing page encourages your audience to take action. It adds a great impression to your success.
Here are some tips to build high-converting landing pages:
- Keep your landing page simple and easy to understand.
- Use headlines and highlight the values of your business.
- Drive the audience to take action.
- Design and add navigation in such a way that it encourages the audience to take action.
- Include your social proof.
2. Understand Your Target Audience
When you invest a lot of money without understanding your target audience, this will lead to a very poor conversion rate. Poor targeting with impressive ads cannot give you results as per your expectations. It does not matter how beautifully you have designed your ad, as long as you serve it to the wrong audience. It will never work.
That’s why understanding your target audience is far more important than anything else. Showing ads about photo editing software to someone who doesn’t needs it will yield no results.
So if you want to improve your conversion rate, you need to research and understand your target audience in a well-rounded manner. Here are some ways to understand your target audience:
- Your current audience can help you. Look at the people who have already purchased your service. Who are those? Target audience based on demographics (race, age, gender, location, etc.) and their interests. This will help you target audience right audience with your campaigns.
- Use Facebook Insights. Facebook Insights provides valuable data and analytics to let you know about the audience that might be interested in your business. It provides a dashboard on which you can check your fans, your followers, your engagement, and a lot of other things.
- Analyze your competition’s social media followers. There is no doubt that your competitors are your great friends in understanding your target audience.
- Identify the real value of your products or services. Why will people want to purchase your product? What is the value of your products or services? Are you providing something better than your competitors? Show your audience what your business has to offer and you’ll be able to generate leads.
3. Create an Engaging Lead Magnet
Lead magnet refers to a free service that helps you collect leads. A lead is personal information about a person who’s interested in your product and services. Creating an engaging lead magnet can provide you with a lot of leads that you can use to target ads.
If you have something to offer for free, then it increases your chances of generating more leads. That’s why most websites offer free services just to increase the conversion rate of their businesses.
This helps businesses to collect quality leads for their sales team. An engaging lead magnet is very attractive to your potential customers. When customers get introduced to it, they show an interest.
4. Write Compelling Ad Copy
Your ad copy should be compelling and interesting. It should persuade your audience to take action, be it by filling out the form, leaving personal details, and more.
Ad copy is a crucial aspect of the ad. Make sure your ad copy sounds compelling and encourages the target audience to take action. Write content according to the visuals that are presented in your ad template.
Use some specific, compelling, and exciting words that add value to your Facebook ad and make the message clear and informative. Use simple and easy-to-understand language, and at the same time, your ad copy should align with your visual elements.
5. Show Your Creativity
At the end of the day, the main goal of a Facebook ad is to grab the user’s attention. Now how can you do that? The solution is your creativity. Your creativity plays a great role in making your ad more engaging and appealing.
Design a more creative ad, add some visual effects, attach a video, use fancy fonts and text, or whatever you can do to make it creative, just do it. Because remember, have to stop someone busy scrolling and you have to grab their attention.
Nowadays, animated and short videos are more engaging and creative on every social media platform. Be it Facebook, Instagram, or TikTok, short videos can be used on every platform. So it is a better idea to create an impressive short video for Facebook ads, which will increase your conversion rate.
6. Use Clear CTA’s
A call-to-action (CTA) is an element in your Facebook ads that motivates your target audience to take action. Make sure that you are using clear and attractive CTA’s. Your CTA’s motivate your audience to take action. You have to create your CTA’s in a way that is direct and shows a sense of urgency. Try not to use poor CTA’s like “Click Here” and “More” etc.
Use some attractive and some good CTA’s like:
- Learn More
- Join Us
- Subscribe
- Visit Store
- Shop Now
- Sign Up
7. Avoid Ad Fatigue
Ad fatigue is when your audience sees the same ads again and again in their news feeds. Even the customers who have already made purchases get your ads repetitively. Consequently, they become bored and just try to ignore your ads, which makes your campaign less effective. You do not want this to happen with your ad. Right?
So here are some easy ways to avoid ad fatigue:
- Refresh your ads with new visuals from time to time.
- Remove those customers who have already made a purchase or taken an action.
- Create new ads and use multiple ad sets.
- Reduce the ad frequency.
8. Monitor and Refine Your Campaigns
Getting a higher conversion rate can be tough to achieve. It takes a lot of effort and good marketing strategies. This is the last but not the least tip to improve your conversion rate: monitor and refine your campaigns from time to time. Analyze your ads, check the response to your ads, and ensure that your ads are effective.
You can go to A/B or split testing and check out what response you get after implementing these methods. You can also add other elements, such as images, text, placement, etc.
In Summary
Facebook is a good platform and the giant of social media for businesses to advertise their product and service. But it can be a hard nut to crack when it comes to getting a strong conversion rate. You have to focus on every aspect of your Facebook ads and consider which aspects are lacking.
You have to put some money in, try some key strategies, and all that. So here we have talked about tips to boost your Facebook ads and conversion rate. The tips help you get some good responses in your Facebook ads.
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