Are you using Facebook ads to increase Page likes, and drive website traffic and conversions? As you may already know, I am a HUGE fan of getting FREE Facebook traffic; but that doesn’t mean there isn’t a place for paid ads.
This post will walk you through 15 simple but powerful ways to optimize your Facebook ads!
1. Use an image of a smiling woman.
This little trick has proven itself again and again; images of happy, smiling women lead to the highest click-through rates. Facebook also suggests showing people using your products rather than just images of your products: “Remember that your ad may show in someone’s News Feed, and it should feel like it belongs there. Your image is competing for people’s attention with stories from their friends and family.”
2. Use conversion tracking.
There is nothing more frustrating than paying for ads and then having no idea if they are working. Conversion tracking solves this problem by allowing you to know exactly which ads led to conversions. For more on this, see Facebook’s help article on Conversion Tracking and Optimization.
3. Don’t target too narrowly.
One of the best aspects of Facebook ads is the ability to target who your ads are shown to.
I see some business owners, however, getting hung up on targeting as precisely as possible…and this can actually have the opposite effect of what they are trying to do. Targeting too narrowly can mean only a very small pool of users will see your ad. Targeting can be extremely powerful, just make sure your target audience is big enough to make your ad worthwhile (1000-2000 minimum!).
4. Use Facebook offers to drive conversions.
I LOVE Facebook offers. They are simple to create, and give you a way to elicit an action from your fans without having to send them off Facebook. If you are promoting an offer to your fans, go ahead and try a direct sale (e.g. an offer for 30% off a product). If you are targeting non-fans, try a free offer first to get them into your funnel (e.g. Click to download this free report.)
5. Use a clearly defined call to action.
Every Facebook ad should have a clear call to action (CTA).
Let users know exactly what you want them to do next. Some examples may be “Click to learn more”, “Download free report” or even asking a question: “Want to lose 5 pounds?”. Facebook even offers built-in CTA buttons now, including Book Now, Contact Us and Sign Up.
6. Make sure your ad images are the optimal size for your ad type.
The best size for your image will vary based on the type of ad you are creating. Be sure to consult Facebook’s Official Ads Guide to find the optimal size.
7. Use high-impact images.
Your image is the most important element of your Facebook ad, hands down.
Your image is what will grab the attention of users as they scroll through their newsfeed, so choose it wisely! Use surprising or eye-catching images that make users want to learn more. When using faces, opt for close-ups whenever possible. As mentioned previously, happy, smiling women perform best. Contrasting colors work well, while black and white may be too bland to elicit clicks.
8. Use dayparting to select optimal times.
Do you know the best days and times to post your Facebook ads for maximum clicks and conversions? Social Media Examiner has a great article that covers all the ins and outs of ‘dayparting’: scheduling your Facebook posts for optimal reach.
9. Test different versions of your ad.
Creating a high-converting ad isn’t always common sense. This is why it is so important to test out variations of your Facebook ads to see which ones convert best. Some elements to test include your image, color palette, call to action, headline and ad copy.
10. Send traffic to a dedicated landing page.
If you are sending traffic to your homepage or a product page, you could be shooting yourself in the foot.
Your landing page should be specifically created for your Facebook ads, and should match the look, feel and tone of your ad as closely as possible.
11. Use custom audiences to target customers.
Did you know you can upload your mailing list to Facebook and target your subscribers directly? You can do this through creating a custom audience – which is a GREAT way to directly target people who are already interested in your brand!
12. Use text in your ad image.
You only have so much room in your ad copy to get across your message, but did you know you can also include text in your ad image? Use a tool like Canva to overlay text; just be sure not too add TOO much text; Remember that according to Facebook’s ad guidelines, ad images cannot include more than 20% text.
13. Promote multiple products with Facebook’s new Product Ads.
If you offer more than one product, it has been nearly impossible to promote more than one of them…until now.
With the introduction of Product Ads, you can now highlight a number of different products within one ad.
14. Rotate your ads.
You may have heard of “banner blindness”, a phenomenon whereby internet users ignore banner ads simply because they are constantly being bombarded by them. This “blindness” may be compounded when you show the same ad again and again.
Rotate your Facebook ads to increase the chances your audience will actually notice your ad in their newsfeed!
15. Clearly showcase the benefits of your product or service.
You have probably heard the importance of discussing benefits (not just features) in your website copy. The same holds true for your Facebook ad copy. What problem will your product help solve? What results can people expect if they buy your product, join your email list or like your Page? Make the benefit clear in your ad copy and/or headline.
There you have it: 15 simple but powerful ways to optimize your Facebook ads.
I would love to hear your best optimization tips in the comments below!