How to Get Conversions with Facebook Ads

Oct 25, 2021

Facebook ads can be a great way to engage new customers and generate leads. But while businesses have the goal to achieve conversions with Facebook ads, they don’t always deliver. It’s a very competitive medium, and often there’s no strategy behind them.

If you want your Facebook ads to perform, follow these guidelines.

What Is a Facebook Conversion Ad?

You can set up a wide range of Facebook ads in three categories: awareness, consideration, and conversion. A conversion ad can drive an action to purchase, sign up for a free trial, or other custom events like requesting a consultation.

Beyond setting up the ad correctly, which includes creating a target audience, ad copy, and imagery, there are many other ways to optimize for conversion.

Focus on Relevance

Relevance is critical for Facebook ad engagement. If it has no meaning to a viewer, they aren’t going to click. One of the keys to relevance is segmenting your audience and creating ads specific to each segment. There are many ways to segment, either by that group’s attributes or stage.

For attributes, an example might be a plumbing company that wants to increase its commercial customers, so the targeting and ad content would be specific to that.

For the buyer stage, you’d have different conversion ads for new prospects versus those that have some awareness of your brand.

Target with Precision

The audience that will see your ad depends on how you define it. You can get very granular, although you don’t want to do this so much that few fit the profile. Consider the ideal buyer for that ad and map out location, interests, age, gender, languages, and more. You’ll be able to refine this over time as you achieve more Facebook ad conversions. You’ll have a better idea of who responds to your ads.

Try Dynamic Ads

If you have multiple products or services, then dynamic ads could help you improve conversions. Dynamic ad features allow you to pull from previously uploaded inventories to show the right products to the right users at the right time. For example, if you sell clothing for women, men, and children, Facebook will serve up an ad to someone that previously clicked on an ad for children’s clothing.

Develop Copy That Emphasizes Value

If someone is going to convert, they need to know what’s in it for them. If they take the action, what’s the value? Being specific and clear about this is critical.

Here are some examples:

  • “Want to win a $500 shopping spree? Create an account to register.”
  • “Subscribe to our email newsletter for exclusive content with tips on how to increase your property’s value.”
  • “Need to optimize your time better? Installing our app helps you be more productive at work and home.”

Include Clear CTAs

This seems obvious, but it’s where some companies falter. The CTA (call to action) is what compels the person to convert. Don’t just put the CTA on the button. Include it in the creative as well, so there’s no confusion.

Clarity around what happens when they click matters! If it’s ambiguous, the lead may be useless when they click, but you’ll still have to pay for it.

Drive Facebook Ad Conversions with AQ Marketing

Social media marketing can be a challenge for businesses, but we can help. We’ll manage all your Facebook ads using our experience and your input to deliver more conversions. Check out our capabilities today.

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