4 Steps to Making Facebook Ads Work–at Last!
Those crazy Facebook ads. At a recent session at the Acquisio User Summit on Facebook ads, 25 people raised their hands to indicate that they had used Facebook for advertising, while only four raised their hands to indicate that they had achieved any success with them. One of the biggest reasons is the low clickthrough rate (CTR) inherent on a site in which people are otherwise engaged. Getting someone to not just see, but actually click on an ad on Facebook is like the Mount Everest of digital advertising; many people have aspired to reach the top, but few have managed to see the world from the top of this lofty peak.
The reality, however, is that if other people are doing it, so can you.
1. Segment Groups
Start here. Every time. Facebook provides you with resources for targeting different audiences and knowing exactly who you're speaking to will help you to cater your message to them that much more precisely. If, for example, you have identified a group who live in Renton, Washington, and who are Seahawks fans, you can fashion your advertisement and its copy around this idea. Of course, you can't just randomly choose groups; it's still important to identify those groups who will be interested in your product or service, but once you've done that, the ability to further target and get their attention is well laid-out for you from Facebook.
From here, make sure that your ads speak directly to each of these groups. Identify your groups, and target each of them based on what you know about them. Don't be afraid to go very deep with this; it's important. And make sure that you have more than one ad for each of those groups.
2. Generating the Click
With the low rate of clicks that we generally get on Facebook, it's safe to assume that people will start ignoring the ads we're serving them eventually. It's like that Post-It note that you have on your monitor: you've seen it so many times, that now you just don't see it at all anymore.
The ability to serve a variety of ads can not only prevent ad fatigue, but also give you an opportunity to test which ones are working best, and from there you can keep improving your strategy. I like to call it the ABCs of Facebook ads: Always Be testing your faCebook ads. Well … you get the point.
3. Getting Noticed
There's a lot going on when you log in to Facebook. You want to catch up on what's been going on with your buddies, see some pictures of cats doing cute and/or amazing things, and see what your ex is up to. Doesn't leave much time for being engaged by advertising, does it? So, as marketers we have to draw the eye to the ads we're serving, or we're lost entirely.
Employ techniques such as generating high saturation and contrast ads with bright borders around the edges for your images. This gives you a chance to have your audience look in that direction. Once they have, if your copy is speaking to your target audience directly, you have a much better opportunity for a click.
4. Where to Now?
Once you've actually generated that click, it's incredibly important to make sure that your landing pages are as targeted to those groups as the ads. If I'm that Seahawk fan in Renton, you could tell me that Seahawk fans in Renton get 10 percent off your product, and thus and so with each of the groups you're targeting. Being able to identify with something is half the battle in generating trust.
Create those landing pages right on Facebook, as well. Why not? They're on Facebook. That's where they want to be. Why not keep them there and keep them feeling comfortable in an environment that they've expressed an interest in being in?
Follow these steps, and you're sure to see a difference in not only your CTR, but your conversion rate, as well. The market is out there, and it's up to you to bring it to your doorstep.