Every business’ definition of ad performance success is different. Some businesses want lots of impressions, or individual views of their ads; others prioritize traffic to their website. Most importantly, though, all businesses want more customers. Focusing on the two most successful types of Facebook ads currently available, lead ads and Clicks to Website ads, following these tips can help you improve your overall ad performance.
Redefine your audience.
When considering your marketing strategies, you always want to keep your target audience and ideal clients in mind. Building your strategies around a particular type of person helps you create content that resonates with them. Facebook’s advertising platform offers an in depth audience selection tool that helps you target your company’s ideal audience. If your audience is too broad, however, the quality of your website clicks and leads and, consequently, your conversion rates can suffer. On the other hand, if it’s too narrow, you may be missing many of your potential clients. Your audience is a great place to start making adjustments if you see your ads are not performing as well as you’d like.
Clarify your ad.
The objective of a Clicks to Website ad is to bring visitors to your website. Make sure your ad makes clear what they will find there and that the page to which you direct those visitors closely mirrors your ad. If your offer or how to take advantage of it is unclear, or if what visitors find when they arrive at your site isn’t what they expected, then your website traffic and ad performance will naturally suffer.
A/B testing and analysis
If you’ve already tried these things and aren’t seeing the progress you’re aiming for, you can try a more complex method: A/B testing.
Clicks to Websites Ads
Images
1. Run two or three different images with the same written ad copy to determine which gets the best audience response. Make sure the images you use are high quality and easy to read with very little text on them.
2. After a period of time (30–90 days works well) determine which ad image performed the best and which did the worst. With your next campaign, use your insight to develop even more effective ad images.
Written ad copy
1. Run one image with two sets of ad copy to see which style gets the best audience response. Your ad copy should be clear, without any grammar, spelling, or punctuation errors.
2. After a period of time (again, 30–90 days is advisable), determine which ad copy performed the best and the worst. As with image testing, use your new understanding to create even more engaging ad copy in the future.
Leads Ads
Form
How many questions are you asking in your form? Make sure the number of questions is appropriate to the value of your offer, and consider whether it can be simplified. You can also swap out images and copy as described above.
It takes time to see trends in ad performance, and your business' seasonal highs and lows can make them even more difficult to correctly identify. When assessing your Facebook ad strategy and its effectiveness, be sure to give it time and consider seasonal fluctuations, your particular audience, and your present goals.
If you don’t have the time or the desire to develop an advertising strategy for your business, contact us to do it for you! Click below to schedule a free consultation, and we’ll go over some solutions that would be a good fit for your company.
