Scenario: You are running ads campaigns through Facebook and have an Ok click-through, but people don’t convert as expected. This is actually quite a common issue and therefore here is four tips to help you on the way to avoid paying for ads that doesn’t generate any revenue back.
#1: Challenge your own preconceptions
A common mistake is to take your target audience for granted. If you can be open to changes in your demographic funnel, you’ll potentially open up to a whole new group of customers. By A-B testing your ads towards different audiences you can easily see if you had it right all along, or if there something you’ve missed out on. Demographics can also have an impact on click-through rate and by opening up to other groups you can increase overall conversion.
#2: Be prepared to spend to get the right viewers
One aspect of Facebook advertising that is often debated is that Facebook is trying to make advertisers maximize their bids. In general how they do this is to give the “more valuable” viewers to the highest bidder. So what determines a more valuable Facebook user? Well, funny enough a more valued user would be someone who maybe login ones per day and therefore takes generally longer time checking the feed and reading up on what their network contacts has been up to. This goes without saying, but of course time spent per page has a huge impact on ad performance.
With this in mind, what you are willing to spend in order to reach a more valued target group can have an impact on conversion.
#3: Advertise only when people convert
One great tip for when to run the ads is to look at your website’s traffic. By seeing when people usually visit your website, you can easily determine when not to run the ads. Maybe there is a certain time of the day when there is low traffic to the website (during night time for your demographics location as an example). If you are using a Facebook ad tool, like Qwaya, you can use the scheduling feature to setup when the ads should start and stop. You can even pause in the middle of the campaign. You can also do this manually through Facebook, but then you need to keep track on this on your own.
This can make the ad campaigns more cost-efficient so that you are not losing precious time and budget.
#4: Make your landing page representable
Say that you are running Market Place, the traditional form of ads on Facebook, and you are pointing the users to a page on your own website, it is very important that the message you include in the ad to the page. Sadly, it’s quite often that people try to push a message which doesn’t connect with the connecting page.
People are smart and if you try to fool them, just to get better click-through rate, believe that it will have a negative impact on the conversion.
You might think that the website page works fine for your organic traffic, but you must remember that when people visit your page from a search engine, they usually come with the intent that they are looking for information, and haven’t clicked on an ad. What to go for with your Facebook ads is to: Make people click the message and take them to a page where it is easy to convert. Short an direct.
Article by Craig Robinson of the Facebook ad tool Qwaya.
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- Advantages and Disadvantages of Various Advertising Mediums | April 8, 2013