”In a world that's changing really quickly, the only strategy that is guaranteed to fail is not taking risks.Mark ZuckerbergCEO, Founder of Facebook
The reality is that Facebook accounts for over 25% internet traffic. Facebook is a wonderful marketing channel to drive prospects to your website. Seasoned digital agencies and Facebook marketers alike understand to manage a successful Facebook Ad campaign, businesses must commit to finding ways to continuously improve results. With limited resources, it is easy for CEOs or Marketing Directors to settle for Facebook mediocrity. However, this does not have to be the case for you.
To help improve your Facebook game, I have outline three simple ways to increase your Facebook advertising results.
Narrow Your Targets
The key to success here is to narrow your target audience until you get to the best segments based on eCommerce conversion rates (ECR) and return on ad spend (ROAS). If you have a rich email database, you can easily create Lookalike audiences based on actual customers. Remember that testing, testing and more testing will help you identify the best audience segments then optimize your efforts around results to drive more sales.
Implement Multi-Variate Testing
It is no big secret that experienced marketers know the value of multi-variate testing. This methodology equips marketers with the ability to, not only, continuously increase ROI but also gain deep insights on customers’ behaviors. The drive to improve is the core of multi-variate testing and will help to maximize results.
Facebook split testing is relatively painless to setup. Typically, marketer tend to build on the following elements:
- Call to Actions (Shop now and learn more)
- Ad Type (static, slideshow, carousel and video)
- Ad Copy
- Incentives/Discount Offers
- Ad Image (product and lifestyle)
- Audience Targets (Lookalikes, Customers and Custom)
- Bid Type (CPC and CPA)
By isolating variables that lift overall click-thru rates, conversions and revenue; you can determine which elements are important to grow your Facebook sales.
Optimize Your Website for Conversions
The stark reality is that all of the hard work to buy Facebook traffic may not be enough. Now you must consider Conversion Rate Optimization (CRO). In plain terms, CRO means to implement on-site changes to better convert traffic to be monetized into sales or even an email capture for future potential sales.
First, I recommend that you capture emails with some sort of email capture lightbox plug-in (such as one provided by JustUno). Established online merchants can generate substantial revenue through well-designed email strategies. Email capture will give you another chance to convert a prospect into a customer.
Second, I recommend to consider the following:
- Split or multi-variate testing of call to actions, product images, titles, product copy, prices and colors to name a few.
- Cart abandonment analysis to understand the hurdles to purchasing such as abandonment rates, price and shipping costs.
Mastering Facebook Ads is an ongoing process. Like all digital marketing, creating winning Facebook ads demand time, passion and attention. If your agency or marketing team focus is on narrowing targets, optimizing ads and conversion rates; your online revenue will head down the path of success.