Four Tips to Get Better Facebook Ad Conversion
Ok, you advertise on Facabook and have a decent click-through rate but people don’t seem to convert. You’re forced to pay for clicks without seeing any revenue. Before you give up on Facebook advertising altogether, take a look at these tips.
Don’t Advertise When People Don’t Convert
What day of the week and hour of the day it is may have an impact on your marketing performance on Facebook. Say that you advertise for an online pizza-delivery service, there’s a good chance that you’ll see better conversion rates between, say, 6pm and 8pm compared to 6am to 8am.
Perhaps the results also are better towards the end of the week compared to Monday, Tuesday and Wednesday.
If you look at your statistics and see that you have clicks with low conversion rate during certain hours of the day, this traffic will only cost you money and you probably benefit from putting your campaign on pause.
On Facebook you have to do this manually, which is a bit of a hassle, but with a Facebook marketing tool connected with Facebook’s API you can decide when you want your ads to be active. Simply schedule your ads to be shown when they’re profitable.
Drop Your Preconceptions
Are you sure you did enough testing before you finalized which demographics should see your ad?
Sometimes you have a picture before you start advertising of who are interested in your product/service and choose that particular group without comparing it to others.
This can be a mistake. Sometimes you find a customer base where you least expected it, and sometimes the quality of the clicks are a lot higher in other demographics.
Remember, fewer clicks at a higher conversion rate are better for your business.
High Bids Generate Better Viewers
Facebook obviously want you to make max bids for your ads. How they do this is a question that often is debated among Facebook advertisers.
Obviously your ads get fewer impressions when you have a low bid – if any at all. But this is only the first step. Facebook is really savvy when it comes to making the auctions more aggressive.
As a result, high bids also affect which people will see your ad.
A Facebook user who logs in several times per day – perhaps a young person or someone who works by a computer – has a much “lower value” compared to someone who logs in once a day. People in the latter category are often more interested in what everybody in the friend network has been up to during the day and spend more time scrolling down the feed.
They are exposed to the ads much longer.
As a result of this, and this is what Facebook wants you to do, you may see better conversion rates if you always make the suggested max bid when putting up ads.
Clean Up Your Landing Page
If you make traditional marketplace ads that drive traffic to page outside of Facebook, perhaps to a web shop of some kind, make sure the destination page correlates with the message in your ad.
Your goal is to win the customer over with a clear call-to-action in the ad and then allow him to follow up on that when he reaches your website. If there are a lot of other features on the site, things your customer “didn’t ask for,” you might lose the customer right away.
“But the landing page works perfectly for organic traffic,” you may say.
Yes, the thing is that people coming from Google often wants more information. They search for answers to their questions and are willing to spend more time reading and taking in what you have to offer. A Facebook visitor often sees your offer, clicks, and then wants an easy way to convert.
Consider creating a landing page only for people coming from Facebook ads if you don’t want to change anything on your index page or other landing page you target for organic traffic.
Posted on: April 4, 2012
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