With over 2 billion active users, Facebook is the platform to place your ads on. The personal data Facebook stores is a useful resource for your campaigns to tap into.
Here are a few tricks you can try today to maximize this opportunity further.
1. Experiment with carousel ads
Give your audience a taste of what you have in store for them. This format allows you to fit up to 10 images or videos that link to the corresponding product on your website.
This type of ad not only increases click-through-rate and decreases your costs, but it’s both engaging and interactive for customers.
See how Onia uses a model in one image and the product in the next?
This is a great opportunity to show a wider range of products and explain how multiple products interact.
It can even entice those that weren’t prepared to spend a certain amount to click on one of the items displayed. For example, customers that don’t want to buy the MacBook Pro can go through the carousel that shows cheaper products like Apple accessories.
Including a video in your carousel ad could further your reach as Facebook’s algorithm actively prioritizes video content. Plus, it’s more engaging as a format, especially when you make use of good video editors for better output.
Think of how many videos you see scrolling through your feed that start automatically. Seeing your products in action may also prompt a viewer to click on your advert. That dress looks beautiful in an image, but imagine how it is worn…
2. An offer they can’t refuse
Who hasn’t looked twice when they see a discounted price? This is another great opportunity to entice a click when you offer a discount.
Potential customers don’t need to leave Facebook to redeem the discount code; clicking the ad leads them to your website where they can enter the code at the purchase stage.
If you show visitors how many people have already claimed the discount, you can entice even more clicks. There’s something about numbers that drive people to make a purchasing decision.
Check out Chantelle. See how they included a 50% discount and the discount code?
3. Create the story that sells
Not every ad needs to blatantly focus on sales. We’re so used to seeing ads online that we automatically scroll past them. I would recommend coming up with a different way your audience could get value from your ads.
Customers often take into account their emotional connection to a brand when making a decision to purchase. This is information that you should capitalize on and create ads that speak to these emotions. For example, posting information about the brand or physical store itself.
Take TOMS, for example, they indirectly advertise through the attention that their ethical involvements receive. They share a narrative that goes beyond the products they actually sell. Check out their recent #EndGunViolenceTogether campaign.
Facebook ads perform well when they’re visual, inspiring, and viral in nature. In the long-run, you can build your customer base organically whilst strengthening brand loyalty with this form of advertising.
You can read about some tweaks you can experiment with to increase your CTR in one of our earlier posts.
4. Add the Facebook Pixel
The Facebook Pixel gives you powerful insight to help you understand the actions people take on your website. This tool is useful because it will help you reach the right people and optimize your ads for conversions.
The pixel is triggered when someone visits your website and it reports the actions they take whilst there. If a visitor adds an item to cart but does not go through with the purchase, you can use this information to target that customer again.
You can set up Facebook Pixel by following these steps.
5. The wonders of dynamic ads
I love these.
You need the Facebook pixel or the Facebook SDK to benefit from these ads as they provide a strong feedback loop between your ads and your online product catalog.
Ever wonder why each time you land on a page you see a different sequence of ads from the same advertiser?
Dynamic ads automatically change to acclimatize to the interests or behavior of a specific user. They are the most efficient way to personalize ads without doing all the manual work- Facebook targets for you.
While Facebook is targeting your ideal customer, it’s also testing combinations of your titles, headlines, descriptions, images, and videos across audiences and optimizing the ones that work best.
How cool, right?
Combining dynamic ads with CPA to monitor how much you pay when visitors take specific actions is the best way to boost your ROAS.
Take Fashion & Friends, a multi-brand concept store that boosted its ROAS and lowered its CPA by 50% during Valentine’s Day rush with dynamic ads using our Hunch platform.
Learn how you can optimize your dynamic ads for conversion events on the Facebook Business page.
6. Create a custom call-to-action
Yep, Facebook now lets you do that. Widely underused because the list of options Facebook already provides suits basic needs, this opportunity to prompt potential customers in a unique way.
Depending on the call to action you create, you could attract attention and entice curious customers to click and increase your click-through-rate.
7. Smooth landing pages
A superior landing page makes or breaks the success of your campaigns and should be designed to help the visitor make the next logical step in your customer journey.
The best landing pages are tightly focused and typically require the visitor to think about one call-to-action. Having multiple elements and actions only confuse or deters visitors.
Product pages are underperforming; visitors who landed on a product page viewed 42% fewer pages than those who see a post-click landing page.
- Product page visitors convert at about half the rate of post-click landing page visitors.
- The revenue per session on product pages is about half that of revenue per session on the post-click landing page.
- Visitors who land on a product page ate 72% more likely to bounce than those that land on a different page.
So, your one shot to engage and entice your audience starts with your ad but ends on your landing page.
Now go try these tricks out.
I can’t guarantee what will work and in which combination; there are so many factors that can influence the performance of your ads. That being said, you have nothing to lose by seeing how you can take the most advantage of them.
We build advertising technology software that helps businesses get better results
(ROI) on Facebook/Google by combining creative automation with media buying.
Get in touch and find out how we can help you achieve your campaign goals.