Your Facebook campaign is off and running. You’ve selected the right objective, are targeting the right audience, have the right placements, and you’ve set a schedule.
And whether you answer ‘yes’ or ‘no’ to that question depends on how you define “working.”
The number of touch points before a conversion varies — but the average number is seven. Yep, that means it will take hearing a message seven times before your target audience takes action.
That number will vary by industry, but the good news is that Facebook potentially provides the opportunity to reach customers seven times day.
Ready to work on your Facebook conversions? Here are some tips and tricks for having more ad success.
Have a Facebook Conversion Strategy for Each Campaign
Before starting your campaign, identify what you can reasonably expect from Facebook advertising. Keep in mind that this will be different than other sources, such as an AdWords campaign.
When your audience is broad and your campaign target is the top of the funnel, ad recipients don’t care who you are, especially on Facebook. A lead generation conversion or purchase is not a likely outcome.
Instead, a click on a link to your informational blog post is a “win” for that audience.
A remarketing campaign geared toward the mid-funnel audience invites them to learn more about you and is a good time to ask for a small commitment.
- A commitment (or conversion) could be the purchase of a low-dollar item or an invitation to sign up for a webinar.
Since your audience is based on those who engaged with you previously (such as those who added your product to their cart or read a blog post), this means they’re ready for the next step.
Cross-Selling & Remarketing
Another tactic of remarketing is cross-selling to previous buyers.
- Say you sell handmade soap, but have now created handmade dishes to display said soap — you could target past buyers with ads that showcase your new soap dishes and entice them to buy.
Keep in mind that 32% of customers order again from the same company within their first year of being a customer, according to RJ Metrics, making cross-selling an especially smart campaign strategy.
Add to Facebook’s Audience With First-Party Data
Build on what Facebook offers by using your first-party data. You can build a Custom Audience using email addresses or phone numbers. And rather than uploading your entire CRM, segment it first, such as by warm leads versus cold leads, so your messaging is targeted.
If you don’t have a CRM, you’ll have to do this manually if you want to segment customers and create targeted ads to match. (Sorry.)
You can also check out this post for the lowdown on a few affordable CRM options:
Create Great Content
You do not need to start from scratch for every Facebook campaign. Take stock of what content you already have and repurpose it for your audience.
Sarah Sal, a Facebook ads strategist, advises repurposing content that has resonated with your audience in the past. “For example, say you have a high-performing email with a 20% open rate, repurpose that email content as a Facebook ad and then target it to the 80% of your list that didn’t open the email.”
Here are two more ideas:
- Use different mediums to highlight your offer. For example, say you make handcrafted marshmallows, you could share a short video that showcases one recipe people can make with your product. By providing their email address, they’ll get five more recipes — and you get new leads.
- Get creative with the language used for your CTA (call-to-action). Grown weary of “learn more” or “buy now”? Type learn or buy into a Thesaurus to get other options. Test different phrases so your CTA stands out from other advertisers.
Pay Attention to Mobile
People will consume your content fast on mobile, but attention is limited. Fortunately, with one in five minutes on mobile spent on Instagram and Facebook, the odds are ever in your favor.
If you do not have a mobile site, you can use Lead ads to increase Facebook conversions from mobile devices. This allows users to submit information without having to visit your site, so there is not a decline in Facebook conversions from mobile due to poor site performance. And the information provided can integrate with your CRM. (This is not a longterm solution — you still need a site that works well on mobile!)
Luckily, if you are linking to your online store, most marketplaces will automatically provide a mobile-friendly experience without any effort on your part.
Follow these tips to ensure your content looks great for mobile users:
- Always preview all ads on mobile to see how image and video look
- Make sure your copy is not so long that it is cut off in the preview. (Fewer characters will bring more engagement on a small screen.)
When you have some performance data and are ready to review your campaign, you’ll have ad insights directly in Facebook and you can also review Google Analytics.
Facebook’s conversion data can seem a bit generous though with attribution because, of course, they want you to continue spending money. The best source of conversion data is your own CRM system. View conversions as recorded there. And make sure your Facebook conversions are differentiated to see what your audience responds to and how valuable those conversions are.
Someone who downloads a white paper is in research mode. The person who had a 30-minute call with a sales rep is more valuable. And segment, segment, segment.
- What types of audiences on Facebook respond to your offers?
- Which offers appealed to each group?
With defined audiences, you can discover these insights and apply them in your next set of campaigns.
Some Final Takeaways
- Don’t just create a campaign… have a conversion in mind for each one. And remember that Facebook conversions will not always be big — like a new lead or a new purchase. It may start small with a link to an informational, non-commercial post on your blog.
- Go beyond Facebook’s audience and create your own, using data from your CRM.
- Repurpose existing content and get creative with your CTAs. Go beyond the call to “learn more.”
- Be obsessive about mobile. Make it very easy for people to convert on a mobile device since much of the time spent on mobile is on Facebook.
- Measure performance. Not just “Did my Facebook campaigns do well?” Rather, how did my content and CTAs do with my segmented audiences, both those provided by Facebook and those created from your CRM.