Of all the numerous marketing techniques and tools out there, Facebook ads are by far the most amazing for businesses of all shapes and sizes. If you can get them to be cost efficient, that is. To do so, here are six ways to get more clicks on your ads.
First, let’s talk about the five stages of the process.
But first, let’s dive in to how your ads work. There are usually a number of stages:
Each of the five stages shown here are paramount to your overall success from the ads. If one of the early stages does poorly, it has a snowball effect which means you’ll get poor results in the later stages too.
Even if each stage has been optimized heavily — using the test, measure, optimise model — your results will decrease further down the stages.
This is normal as the further somebody goes down, the more you’re asking of them and so the less will do it. But it’s not all bad. What people do in the later stages is always way more valuable to the earlier stages, so you don’t need as many people doing it.
For example, if 50 people click on your ad at stage 3, but only five take your offer or the action you’ve asked of them, that’s a solid 10% conversion rate. All you need to do is work out how to get more clicks and scale it up.
Here’s a quick run down of the rough figures you can kind of expect, just to further reflect the importance of each stage.
But what if we were able to improve our ads so much so that more people clicked?
And even better, if you improve each stage in its own right, your results will absolutely snowball due to the beautiful thing thatis the compound effect.
So now we understand the importance of clicks, let’s dive into the six ways of getting more of them on our Facebook ads!
First up we have advertiser. Advertiser refers to the person or page that advertises the advert. It is shown at the very top of the advert and plays an important role towards how well your ads perform.
People will often refer to the advertiser of the ad to determine whether it’s related to them and of interest. If not then they’ll keep on scrolling.
You have two main options to test when it comes to the advertiser of ads.
With the name, you want to combine two things:
1. A brand/well known name.
2. Industry, or something specific to what you offer and what people can get from your ad.
For example, if I was running an ad for this very post, my advertiser name would be:
‘The Marketeer Dan Todd’
Some people may know my name, or the brand of Marketeer. And that will make them keep reading. Others may relate to the brand and see it’s about marketing and keep reading.
But it’s not always that straight forward. Many of the biggest and most successful brands don’t always have names that directly relate to what they do or what they offer.
Let’s take Amazon for example. Unless a person already knows of them (which they likely do but for example’s sake), and they saw an advert from an advertiser called Amazon, what would they think it’s about? The Amazon rainforest? Conservation? History of the Amazons?
Hopefully you see what I mean. So in this example, Amazon’s advertiser name might benefit from being: ‘Amazon Online Retailer’. It covers both bases, maximising how many people will relate to your advertiser and keep reading your ad.
Test a few different advertiser names, as well as logos, to see which ones relate the most to your audience.
Next up, we have a big one: Text!
Text is the largest part of your advert, and will do most of the work towards persuading somebody to click your advert and take the actions you want them to.
In total you have 5 different text parts you can play around with:
1. Main text box — this is where most of the text will go, and is a compulsory section of your advert.
2. Display link — this will replace the URL people will go to, if they click on something that may look more appealing. This is not compulsory.
3. Headline — this is typically for a small amount of text, but will appear both larger and bolder, making it a great tool to summarize the main text and advert. However this is not compulsory.
4. News feed description — this is also typically used for a small amount of text, but doesn’t appear in every platform available. It can be used as a subheading, another heading or a brief call to action. It’s not compulsory to fill this box in.
5. Call to action button — this appears as a button somewhere on your advert depending on the platform. Whilst ads can be clicked on anywhere and take people to your destination, to people inexperienced with Facebook and adverts in general, the button can be useful to show them the ad is clickable.
Try different text for all 5 of these to see which ones get you the most clicks!
Next we’re going to delve into the world of video. Remember videos are your alternative to having a single image or a carousel of images. The beauty of video is that it allows you to get across much more information than images can. It also gives you a creative way of saying what your text box is also saying.
So what are our options with video?
Firstly, you need to consider just how long your video should be. Research shows that people only stay truly engaged with a video for the first few minutes unless it is particularly entertaining. From my experience videos between 2–5 minutes do better. Anything shorter and you don’t really have enough time to truly take advantage of this form of media, and tell more than a mere image can.
Next up, we need to consider the actual footage. The options available to you are similar to standard images:
There are also three other parts that need to be tested to see what works best:
Test all of these different bits in your video!
Now that we’ve covered everything you can test on the actual ads themselves, we’ll now move onto ad sets. Ad sets are basically different combinations of audiences you can try out to see how well your ads perform. No matter how good your ad is, if you’re not showing it to the right audience, you may as well be burning money.
So what are your ad set options?
Location is where exactly in the world you want to show your ads to. This will rely heavily on what exactly you offer.
If what you offer is something that can only be done in a certain state in the US for example, there is no point in promoting it anywhere else.
If you do however offer US wide shipping on your products, then it makes sense doing it US wide.
Just be logical and think. It may be tempting to show your ads everywhere because there’s billions of people out there. But that’s not the right approach. There’s no point showing your add to 1000 people if they are the wrong people. Maybe one out of those 1000 buy. If you target 100 of the right people instead, you’ll get more sales and conversions!
On the topic of using your ideal customer as the perfect example of who to target, we’ll now go into custom and lookalike audiences.
Custom audiences are a specific group of people you’re targeting. Typically the audience group must include at least 1000 active Facebook profiles for the ads to start.
You can get custom audiences many ways, but the main two are:
This brings us to interests. Facebook has 1000’s of different pieces of information on users about what they like, what they do, how they shop etc. A near endless list of useful information. So how can you use this?
Let’s assume I wanted to promote this very post. My target audience is business owners and people in marketing. Facebook can help me find anybody with job titles such as business owner, CEO, marketing manager and so on. These are the people I want to target!
I really want to get this point across, so let’s look at some other examples:
But that’s not all. We can combine the power of targeting certain locations, certain audiences and interests with other demographics.
Facebook also holds other information that can be so useful for you:
These are powerful by themselves, but even more so when you combine them with what I’ve already covered.
For example, if your target audience is over 21, you can make sure you don’t advertise to anyone younger than that.
Or if you’re selling female clothes, you may not want to target men. (Unless you wanted to run an ad for boyfriends/partners etc who are looking for gifts for their ladies!)
The possibilities are truly endless with ad sets. I strongly advise you spend many hours looking at all of the different options available for you. Too many advertisers do not know these options exist, and are wasting so much money even as I type on adverts to the wrong people. Be smart!
And most importantly — test, test and test some more!
In support of your ads and ad sets, you can also set specific goals for your facebook ad campaigns. At the time of writing, your options include:
But why are goals important?
Goals tell Facebook what you want out of that campaign. This allows it to automatically adjust certain targeting settings over time, to ensure you get the best results. After all, the more your ads work, the more you’ll spend on them, so Facebook wants to help you. How does it do this?
From the moment you turn your ad on, Facebook monitors everything that happens. If certain people are converting and meeting your set goal, they’ll automatically move to target similar people.
When creating a new campaign, don’t think they only want to know your goal out of pure interest — they want to know your goal so they can help you! So set your goal accurately.
A word of warning though. If you’re trying to achieve several things at once with your ads, setting a specific goal can turn your ads against the other things you want to achieve. Stick to a single goal for each ad.
There’s one last thing that is important to cover — interaction.
By interaction, I mean how people interact with your ads. Typically there are six ways people tend to interact with ads:
1. They ‘like’ the ad.
2. They link a friend of theirs into the ad because they think it’s relevant to them.
3. They share the ad on their profile.
4. They post a question.
5. They post something abusive or spammy.
6. Or they just don’t interact at all!
How you respond to each of these (well you can’t really respond to #6!), will determine your results and how many people click your ads. So test away…
I’ve said it a 1000 times, but for each of these you need to test different versions, then measure the results and finally optimize your ads by running new ones with the combined elements that got you the best results previously. That is absolutely the key here.
A Gift For You
As a thank you for reading today I want to offer you a free copy of our guide: The 9 Key Components For Running Facebook Ads To Your Webinars And Events.
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Through our done for you and done with you services that you can learn more about here.
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