Increasing Your Facebook Ads Conversions
As of the first quarter of 2016, Facebook had 1.65 billion active users around the world. This makes Facebook the leading social media platform and an advertiser’s dream but the constantly changing algorithm has marketers fighting to the top of customers newsfeeds. The ability to track user’s shopping habits for marketing purposes is unlike any other social media platform.
Organic traffic is vital to a growth for a business but marketers are finding it nearly impossible to gain traction without the help of paid Facebook advertising. The new “pay to play” model means more businesses have to put skin in the game if they want to be seen. Social media marketers are going so far as to advise clients that Facebook ads need to be a consistent part of their overall marketing strategy.
Whether you’re an online business or a brick and mortar store there are some ways you can increase your pageviews, likes, engagement and conversions with the help of Facebook ads.
Go Local With Facebook Ads
One way to increase your reach and sales is to target local audiences with Facebook’s local awareness ads. You simply input the zip code or address of your business and target residents in your area. If you want to narrow your search even further, target local businesses or universities by offering promotions and deals.
There are several benefits to narrowing your search based on location. Your locally featured ad may trigger a sense of familiarity to residents nearby. Studies have shown that that we buy products and services from those we know, like, and trust. If consumers notice that their Facebook friends are fans of your business, they may be more likely to take buy from you vs. an unknown competitor.
Target Your Email List
One of the best ways to drive sales is to target your existing email list with your Facebook ads. It seems intuitive but many marketers don’t realize that they have this option. When you upload your email list directly into the Facebook Power Editor you target “warm leads”. A warm lead is a prospect who has already shown interest in what you have to offer. They know who you are and you already have their attention. The sponsored ads gives you another opportunity to get in front of them to promote your offerings.
You’ll get bonus points if your email list is segmented properly and in line with the ad. This could result in a significant increase in your conversion rate.
Retarget For Higher Conversions
Retargeting (also known as remarketing) is a very popular technique marketers use as a way to reach people who have previously visited your website. Retargeting helps to keep your brand in front of customers and top of mind. It’s especially helpful for those who have visited your website but didn’t make a purchase.
Here’s how it works: a Facebook pixel code is manually installed on a page on your website which allows Facebook to gather information. Those same visitors will occasionally see your ad in their newsfeed reminding them of your product or service. You may have noticed this happening to you as well. This advertising method is a big conversion booster.
Research The Competition
An important aspect of owning a business is to know who your competition is and what they’re doing. You should have an ear to the ground and study (i.e.borrow) the best practices of competitors. We’ve found that there’s rarely a need to reinvent the wheel.
This practice is also helpful in marketing and advertising. A great example of this is using your competitor’s Facebook page to create a “similar audience” when setting up your ad. Make a list of five to ten businesses who are in your industry, have similar demographics or are in the same location. You would then enter the name of the competitor’s page in the “custom audience” field.
We hope we’ve given you some ideas on how you can use paid Facebook ads to reach customers and increase sales for your business. We understand that Facebook ads can be overwhelming and intimidating.
If you’re still unsure of how this fits into your overall strategy don’t hesitate to contact us at (866) 653-4175 and we’ll help you come up with a solution that works best for your business!