BECOMING A SOCIAL MEDIA GURU BY FILEX OLUOCH & WICKLIFE MUGA

BECOMING A SOCIAL MEDIA GURU BY FILEX OLUOCH & WICKLIFE MUGA

NOTES ON SOCIAL MEDIA BY FILEX OLUOCH

11 Tips to Improve Your Facebook Ad Conversions
by Filex oluoch


The changes Facebook made to its News Feed algorithm earlier this year mean that social media marketers need to up their ad game on the platform. The same holds especially true for social media teams with small budgets who have likely seen organic reach figures declining.

One of the most important metrics social marketers track on Facebook are conversion rates. Typically, a conversion refers to the point at which a user converts from being a browser to a buyer.

For many marketers, conversions are a top priority. A good conversion rate is one of the best measures of success, and is key to delivering a strong ROI.

Conversions are not only about driving purchases. They are also about driving actions. Perhaps the goal of a campaign is to increase newsletter subscriptions or for shoppers to add products to a wish list. All of these actions can be considered conversion events.

Facebook ranks as the number one social media site for driving conversions, which makes creating effective Facebook ads all the more important.

Follow these 11 tips to convert your next Facebook campaign into a success.

1. Define your conversion event
Before you try to convert anyone you should have a clear sense of what action you want people to take after seeing your ad.

Types of conversions supported by Facebook include: view content, add to wishlist, initiate checkout, and purchase. You can also create custom conversion events if you have other goals in mind.

Don’t expect one ad to serve all of your conversion goals. Create separate ads for each goal, consider where these goals fit in to the consumer journey, and target accordingly.

2. Keep destination front of mind
An ad is only as good as its landing page. When you’re determining where you’d like the conversion to happen, make sure you have everything in place to deliver on your ad’s promise.

Here are a few steps you should take to prepare your landing page:

Implement Pixel. Once you’ve identified the page where you’d like the conversion event to occur, you’ll need to add the Facebook Pixel code to the page in order to track the event. For more on this, read Hootsuite’s guide to using the Facebook Pixel.
Aim for Continuity. If your ad promises one thing, make sure the landing page delivers. You don’t want to have a user looking for shoes land on a pants product page. Design and language should carry through here, too.
Optimize for Apps. Since an increasing number of people are open to purchasing on mobile, you may want to drive people to your app. In that case, make sure you register your app and integrate with Facebook SDK.
3. Create eye-catching visuals
It takes only 2.6 seconds for a user’s eye to choose where to land on a webpage. The use of eye-catching imagery increases the chances their eyeballs will land on your ad. Most first impressions are informed by design, so treat visuals as you would a handshake.

Don’t overload images with text. In fact, Facebook recommends you use text sparingly in images, if at all. Instead of crowding visuals with text, consider moving copy to the designated text area. If you must include text, use Facebook’s Image Text Check tool to get a rating.
Size to spec. Low-res visuals reflect poorly on your brand. Check out Hootsuite’s handy image size guide to make sure your assets meet the right size specifications.
Use GIFs or videos. Opt for movement over static imagery to nab users’ attention. Don’t forget to test vertical videos for mobile devices.
4. Keep copy short and sweet
Crisp copy is often the second element of a strong ad, but if there’s too much, a user might not even bother to read it.

Get personal. Using personal pronouns like you and your suggest a relationship between brand and audience. But be careful with “we.” A recent study found “we” is better used with returning customers.
Avoid jargon. Speak in your audience’s language, not a technical vernacular no one will understand.
Keep it brief. Too much text can be intimidating, so focus on the essentials and scrap the rest. The Hemingway app helps with this.
5. Include a direct call-to-action
Since conversions are all about motivating actions, a strong call-to-action is essential. Strong verbs like start, discover, find, and explore are great if your conversion goal is to have users visit a product page or learn about your company.

If your goal is to drive purchases or subscriptions, be direct with phrases like “buy now” or “sign up.”

Read more pointers on effective CTAs.
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