Generate more tangible results connected to business goals and objectives.
Define the conversion event, such as custom conversions or standard events, which your ads should drive.
Facebook allows advertisers to define conversions under standard website actions, including:
- Viewing content.
- Adding a product to a wishlist.
- Initiating a product checkout.
- Purchasing a product.
You can also track custom conversions by adding the Facebook pixel code to your site and defining its parameters. For example, you can define a visitor landing on the thank you page for a lead gen form as a lead conversion.
Compare your current conversion rates in Facebook’s Ads Manager against industry benchmarks.
While Facebook doesn’t publish industry-specific benchmark data, you can find this analysis on websites like WordStream.
This step helps to set expectations for increasing your conversion rates. If your ads are already performing above industry averages, your work to improve may need to occur more along the margins instead of a significant increase.
Audit your user journey to ensure that the ad design and copy matches your audience, the landing page, thank you page, and other conversion-related elements.
The more directly your destination pages line up with the text and visuals of your ad, the less friction your audience will feel in completing the conversion.
Consistency across your ads should also line up with your target audience. Different ad types and messaging may be more or less relevant to different stages of the customer journey. For example, new audiences should get ads introducing them to your solutions, while warm audiences should receive valuable content helping in the consideration stage.
Include a direct call to action in your ad that corresponds with what you want the audience to do.
Facebook’s call to action button options include:
- Donate Now
- Learn More
- Listen Now
- Shop Now.
The list of available options changes over time. Facebook recently added a Send Message option that allows audiences to start communications with the brand using Facebook’s Messenger platform.
Choose options that your brand can support. For example, don’t use Send Message if you don’t have staff available to monitor and reply to Messenger conversations.
Select the Conversion Optimization option in the Budget and Schedule form of Facebook Ads or Business Manager.
When this option is checked, Facebook optimizes ad budget delivery towards audiences most likely to convert. This removes the need to manually monitor your bidding to optimize your budget.
A/B test Facebook ad copy and visual elements to see which alternative is most likely to result in conversions.
Use Facebook’s integrated A/B testing tools to execute your tests. You can A/B test all elements of your Facebook ads:
- Main copy, including both wording and length of copy.
- Link description.
- Photo or graphic alternatives, including images vs. video.
Focus on messaging that naturally leads to your CTA by clearly communicating its value. For example, tell your audience what they get from signing up for your email list before the CTA button prompts them to.
Experiment with different ad formats to determine which formats drive more conversions.
For some industries and brands, video ads perform better, while others benefit from more static visual ads. You can also test formats like Collection and Carousel Ads when featuring multiple products or product features, or Facebook Instant Experiences for immersive full-screen visual experiences on mobile devices.
If you want to convert leads, run a test with Facebook Lead Ads to use a signup form within Facebook that automatically pulls in a user’s information from their profile.
These ads reduce friction for your audience. You can add up to two custom questions to get more nuanced information.
Keep in mind that this reduced friction could result in noisier data. Your audience may fill in other people’s information or click to convert without a true interest. When experimenting with lead ads, consider a list validation tool like Listrak to minimize spam.
Track your conversions across multiple devices to find any potential difference based on ad experience.
Over time, optimize your budget towards the device type most likely to convert. You can view these conversions in the Facebook Analytics and Facebook Ads Manager dashboards.
Use the same technique to measure ad performance variance for other variables. Placement, age, gender, and location may all impact your conversion rate.
Set a regular check-in time to analyze Facebook ad conversions. If your core metrics begin to drop, consider a creative refresh.
The timing of your check-in may change depending on your industry and the scope and complexity of your campaigns. Slow-moving industries, like higher education, may only require a monthly analysis. Fast-moving industries like ecommerce may require weekly and even daily check-ins.
Keep in mind that conversions may take some time to ramp up before you can evaluate their true performance. Even when doing weekly or daily check-ins, give your ads at least two weeks to run before drawing significant learnings from them.