Having a great product or service is one thing but actually getting people to visit your website to purchase that product or service is another.
Facebook is a highly sought-after tool for displaying company ads across its platform in order to drive traffic to people’s businesses.
Developing Facebook ads seems like an easy enough task if you have the capital to do so but, if you’re not fully maximizing the potential of the platform to push your product or service, then it can be wasteful to your up-and-coming business.
Here is a step-by-step guide on how to convert Facebook ad traffic simply and efficiently:
When creating an ad campaign, you don’t want to just put it out to the general public.
That doesn’t maximize the money you will be putting into the campaign, and you will most likely be left with little to no conversions.
You need a target audience that you will steer that campaign towards.
For example, Chegg is an online platform that allows students to find solutions to homework problems, view textbooks, etc.
If they were to run an ad campaign, it would probably be geared more towards high school to college aged students.
They have an interest in something like this because it offers them something of value that they can use to leverage themselves in their educational careers.
After recognizing your target audience, you want to split this audience into different customer segments.
In order to split your target audience into different customer segments, you need to split them into different demographics such as gender, location, age etc.
Splitting your target audience into different segments is the easy part.
Now, comes actually creating the Facebook ad campaign.
When scrolling through a social media site like Facebook, you need something that will grab a person’s attention.
No one will click on your ad unless it brings them something of value right off the bat or is appealing to the eye.
Two reasons why the 2nd graphic is better:1) Graphic 2 has a larger image of the actual collection. Studies show that using less words and filling the ad with more image room increases the conversion rate.
2)The call to action is clearer - “take 25% off” instead of “shop now” which is generic.
Communicate the value you are trying to portray to the target audience in your ad in the simplest way possible.
You don’t want to sound like you are selling a product to someone.
Make your ad personable. Talk about the brand and what value that will bring to your target audience rather than selling one specific thing.
Once you have your target audience recognized, the ad is going to do the work for you as far as clicks.
Another helpful step that will not only help your ad gain traffic but also your company as a whole is to have a Facebook page that displays your business.
You want to communicate the value of your brand to the consumer. Sometimes if they don’t click on your ad, they might click on the page that is advertising it to see what they are all about.
The last thing you want is a Facebook page that looks uncompleted and just thrown up in order to utilize the Facebook ad feature because that will just discredit the brand and consumers won’t be able to trust you.
Creating that ad and having the Facebook page behind it is what will start to drive more people to it initially.
The next stage is to actually turn those clicks into conversions.
This is where a lot of businesses make mistakes in the development of their landing pages.
Once the consumer has clicked onto your ad, it should take them to a landing page that will prompt their next steps.
The part that a lot of businesses make mistakes on is that they are being too seller-focused when creating these landing pages.
Instead of selling the product or service right off the bat to the consumer, you want to give them something of value that will educate them about your brand.
You don’t want the consumer to visit your site, see the product and not really know much about the brand behind it.
If the consumer knows about what the brand stands for, what they do and what services/products they provide, then it becomes an easier next step to actually click on that product and potentially make a purchase.
Developing copy for the landing page is the first step in grabbing the audience’s attention.
Your copy should be clear, concise, and educate your audience.
Color has a big impact on your audience’s perception of your ad and landing page as well.
Psychologists believe there is a strong correlation between color and how it affects a consumer's emotions while they are reading through an ad, post, etc.
For example, they say blue represents productivity, stability, and trust.
Red represents passion, excitement and some restaurants actually use red and similar shades to invoke hunger in their consumers.
Different colors can have positive or negative effects on your brand/ad perception.
Be in tune with what colors potentially could hurt or help your landing page effectiveness.
Make sure that your landing page has a singular purpose, so consumers don’t have so many different options to distract them from the intention of it.
For example, if Chegg is putting out an ad campaign on Facebook highlighting that students get 50% off their service for the month of May, they’re going to want a landing page that shows the benefits of Chegg and a button to take them directly to that page on the website that gives them ‘said discount’.
This isn’t necessarily going to be true for all companies that run ad campaigns on Facebook.
A lot of the time you will not just want to highlight the product or service you provide on the landing page.
You might want to direct them to a part of the website that educates them on your product/service or company as a whole rather than just directly to that product/service.
A lot of companies do this by getting you onto their mailing list.
They get you to sign up for their mailing list which will automatically have the company sending you ads and educational pieces through email on a weekly basis.
This provides the consumer something of value to better know the company and possibly drive them to purchase something from your site.
Once you have created your ad campaign and developed the corresponding landing page, it’s time to run it and make the appropriate adjustments.
You’ve picked your specific audience to target, now you will see how that audience responds to the ad as well as the landing page.
Using analytics tools, you can track who clicked on the ad, who scrolled by it, who got to the landing page but then turned back, etc.
All of these insights will help you better prepare for your next ad campaign as well as fix your existing one, if necessary, thus driving traffic from Facebook. However, you don't have to do it alone. Stiddle is here to help you automate and optimize your Facebook campaigns.
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