As businesses use Facebook ads more and more, the competition for ad space is escalating, leading to higher prices (according to the Wall Street Journal, Facebook ad costs have risen 123% over the past year). Аnd while marketers nervously watch the cost per click rise, CTR and ROI are falling. You can of course say that Facebook ads are ineffective. However, the problem is not with the platform, the problem is with your ads. When competition grows, the urge to “get out of the game” is great but wrong. To succeed, you need to adapt. Here are 4 strategies that will get you more clicks, better traffic, and most importantly, more sales.
Personalize your ads
Define the type of your customers and formulate a specific message for them. Take Zappos, for example. The ROI of their Facebook ad campaign is 10 million per year. However, their approach is very simple: using information from their own website, company profiles on social networks and user comments, they developed several profiles of typical customers. For each type of customer, they create an advertisement in which they sell a specific product to a specific person. For targeting ads, Facebook offers the following options:
Demographics. This tool helps you determine the age, gender and location (in the United States down to the postal code) of your clients, as well as such specific characteristics: whether they are newlyweds, parents of a newborn, students or office administrators. And this is just the tip of the iceberg.
Interests. Facebook also helps you tailor ads based on the interests of your potential buyers, but don’t take their interests literally. Even if a person is interested in buying shoes, in his profile, in the column “interests” there will hardly be a tab “wearing shoes”. Therefore, it is better to analyze whose blogs he is subscribed to, what influencers he reads, and the pages of which of your competitors he likes.
Behaviors Behavioral targeting allows you to analyze consumers based on their online activity, different preferences, devices used, etc. You can track consumer repeat purchases and segment them by category, for example, based on whether they tend to buy products cheap or expensive. If you’re not sure where to start, start by identifying your customer type. The need to analyze additional parameters will arise in the process.
Increase the number of leads by mentioning the price
You can improve your ad by adding the cost of a product or service. Use contrasting colors and crisp images to draw attention to your ad. Specifying the price will help segment the audience those users who do not want to pay for services simply will not “click” on the ad. Accordingly, you don’t have to pay for these clicks.
Encourage users to take action
The study found that 67% of Facebook users are more likely to click on an ad that says a discount than one that promotes a standard offer. However, before you rush to offer customers a discount, remember the rule: a discount is not effective if it lasts forever. Facebook offers five call to action types that you can place in your ad: “Sign Up”, “Learn More”, “Book Now”, “Buy Shop Now Download Heyo conducted a study in which it placed two identical advertisements offering free testing of new software. One of the ads had a “Learn More” button.
The results speak for themselves. An ad without a CTA was shown 28,000 times and viewed 97 times (cost per click 1.22); The ad containing the CTA was shown 24,000 times and received 136 views (cost per click 0.86). Thus, thanks to the CTA, the increase in conversion was 63.6%, and the cost per click decreased by 40%.
Use landing pages
Regular product pages on sites give users the option to close them and continue navigating the site. This is normal in the case of users who enter the site through search engines, but it is extremely ineffective if they find themselves on such a page by clicking on a link advertising a specific product. Landing pages help focus the shopper’s attention on the product they are interested in. In essence, they present him with a choice to make a purchase or refuse an offer. To increase the concentration of the consumer’s attention, it is also recommended to use only one call to action per