Facebook Ads: The Secret to Crafting Facebook Ads That Convert

by Kevin Urrutia, Guest Contributor

As a marketer, getting traffic to your site is a priority. You need traffic so that you can convert web visitors into leads, and leads into customers.

But the big question is, how can you boost the number of leads without having to drive traffic into your site?

Through Facebook lead ads, you can now collect leads via the largest social media channel in the world.
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As you're probably aware, Facebook has 2.32 billion monthly active users. Using the platform allows you to tap a massive amount of leads through targeted messages.

In this post, we'll talk about the secret to crafting Facebook ads that convert.

Research Your Personas Well
Before you convince users to convert or buy something from your site, you have to know who they are first. Through market research and existing customer data, you can look for your ideal customer personas, as well as compile profiles that include the following:

• Age
• Gender
• Location
• Job title
• Interests and hobbies
• A preferred source of updates and news
• Certain challenges and pain points
• Usual types of Google searches

The overall result should set the direction of your campaigns, from your ad copy to your offer.

Avoid Targeting Broad Interests
Selecting your ideal audience is daunting than you think. Some advertisers choose a combination of demographics and interests that might be in line with their target persons.

But are those interests accurate enough?  

To give some context, review your ad preferences (or what the platform thinks you're interested in).

Have you noticed some interests that are out of place? Well, that's because Facebook also mines data from several sources. It includes your Facebook activity, the data you share with other businesses, your location, and other online activities.

So, don't expect algorithms to understand what real people do correctly.

Instead of choosing broad topics like "food" or "business" search for niche topics that someone would be genuinely interested in and become part of that audience.

A great tip is when selecting targeting options, include the people who like your page. It's because most of these people already trust your business.

Segment Your Campaigns
The more accurate you are in addressing your target audience's pain points, the more they're likely to convert.

After researching their ideal customers thoroughly, a lot of brands and businesses find out that they have more than one persona. In fact, some scenarios are unique with each having their respective pain points.

Therefore, targeting them all with the same ad wouldn't work. You need to create separate ads and campaigns that are tailored to their characteristics, as well as the challenges they face.

Just be careful that your ads don't overlap. Otherwise, the same person is going to see two different ads with two separate offers.  

In the Audiences tool, you can see if any users are part of several audiences.

Double Check Your Pixel
Be sure to track your conversions accurately. See to it that you've chosen the right conversion pixel and if it's installed correctly on your site.

On your check-out and thank you page, you can view the source code and search for "Facebook Pixel.” Usually, you'll see the event that you're tracking at the end of the code.

Be sure that you regularly track your Pixel dashboard. That way, you're sure that it's working.

Less "We," More "You"
Users barely read ads. What catches their attention is what interests them.

So, rather than focusing on your business and products, you should focus on letting your audience reach what they want to achieve.

Know what value you can provide for them, and place it on your ad copy.

Create a Custom Landing Page
Unless you have a web page that has a straightforward way for users to convert, or have a web page that precisely matches your ad copy, then utilize a custom landing page.

Not only it will improve your delivery and give you a stronger score, but it will also give your audience seamless user experience.

Use the same colors, images, and copy to prevent users from having to look for a page that they were promised on your ad.

A/B Test
Don't wait at the end of the campaign to know which elements of your ads are working. Why not run a split test on your ad campaign? Just make sure that you're running one aspect at a time.

For instance, you can create two identical ads but use different elements such as:

• Headlines
• Landing Pages
• Images
• Offers
• Calls-to-action

Undercut Your Competitors
If a prospect sees two ads of the same product from competing brands, what's the deal breaker?

Simple. It’s the price of the promotion.

So why not spy on your competitors' ads and undercut their previous offer? For instance, if they're offering customers a 10 percent discount, offer 15% on yours. If your competitors are running a free shipping promotion, incentivize your products with free shipping and returns!

The one that will give a better price or promotion will be the one who wins.

Be Up Front About Price
In your campaigns, be upfront with your prices. That way, you'll be saving more money on wasted clicks. Remember that some people are not willing to pay your price.

Also, you're sure that the ones that click-through is already further down the funnel, and more likely to convert.

Don't Forget to Retarget
Those that have previously clicked through your ads, downloaded your e-book, visited your site, and signed up on your email list indicate that they already trust your brand.

Thus, you can retarget these people with a new campaign. Again, it should be specific in their situation.

Here are some ideas to incorporate on your Facebook retargeting campaigns:

• Give a promo code or a special offer
• Develop a sense of urgency
• An ad with an abandoned cart
• Copy to overcome price aversions
• 
  

Over to You
Now you know the secrets on how to create a great Facebook ad. You know how to make it stand out. You also know how to segment your campaigns. Now, it's the time to get out there to woo your prospective customers.

About the Author:

Kevin Urrutia is the Founder of Voy Media, a Facebook Ads Company based in New York. Voy Media is excellent in aiding businesses to unlock the potentials of Facebook Advertising in order to maximize their sales and conversions. Kevin crafts tailor-fit solutions for each client, effectively delivering game-changing outcomes.​

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