If you’re reading this article, you most likely have dabbed around on your Facebook page, trying to post content that will get you more customers, leads, visitors to your site or whatever your goal may be with your business.
Personally, we work with a lot of contractors who are constantly trying to fill their pipeline with leads for their salespeople. One great way, we have been able to help other companies fill their day with appointments has been through Facebook ads. Facebook is powerful. I mean REALLY powerful. I believe that within five years Facebook will overtake Google with its advertising platform. The ability to target your ideal customer is so easy and the wealth of targeting selections that are available (and being expanded upon) is simply amazing.
One of our clients is a turf installation company and they had a lackluster online presence. All of their business was derived from referrals, which is great, except when you want to grow your business and add more salespeople. Helping them rank first on Google for various geographic areas was great and we are getting several calls a day, but advertising with Facebook took their business to a whole another level. Instead of scheduling a couple appointments for free estimates a day, we are now scheduling 10-15 appointments every single day. Crazy thing is, there when they’re ready to add a few more salespeople, we can get more aggressive with our campaigns and create demand. They love us!
Enough of our client. Let’s focus on some strategies that will make your ads effective. We want you to have the highest return on investment as possible. Listed below are strategies that we incorporate into our own campaigns that yield great returns.
To keep this simple as possible, conversion tracking is when you paste a code onto your website, which is given by Facebook and then add it to your Facebook ad. Once this is installed onto your site, you will be able to monitor when visitors take specific actions on your website. If your goal is getting more people to fill out your contact form, add your pixel to your website and you will be able to track every time a form is submitted in Facebook’s insights dashboard. This will allow you to figure out if your ad is performing well and give you the ability to calculate your ROI for each ad. This can be used for contact forms, shopping carts, email optins, etc.
2. Create a Compelling Facebook Offer
Facebook allows you to create offers. They are super simple to setup and with the right type of promotion, they can get your phone ringing. Offers are a great way to attract new customers or even round up your existing customers.
3. Simple and Easy Call to Action
With advertising, you have to lead people. Create a hand holding experience that leads them to the next step. Figure out what action you want a potential customer to take. If you own a contracting company and want them to “Schedule a Free Estimate”, you can do that. If you are selling a weight loss product, you can say “Want to Lose 5 Pounds in 10 Days?” Creating an action that leads your potential customer to the next step is mandatory if you want your ad to perform well. Facebook knows the importance of call to actions and has now incorporated built-in CTA buttons.
Seven Facebook Call-to-Actions:
4. Optimal Image Size for Your Ad Type
Depending on which type of ad you create, there are different sizes you want to have your image. This important, because you don’t want an ad that you're spending money on looking all funky to potential customers. Here is a link for Facebook’s Official Ads Guide to find the optimal size.
5. Use Awesome Images
The first thing you see on an ad is the picture. This is hands down the most important element in your ad. Don’t just place a random picture because it looks good. Take time to think about what message you want to convey to your audience and how it should be represented with your image. We suggest using surprising, eye-catching images with women or animals. The highest click through rates are often from women smiling!
6. Test Different Versions of Your Ad
Some ads will perform well, some won’t. Continuously monitoring which ads are the duds and which are the studs will allow you to make decisions on how best to allocate your advertising budget. I suggest creating a few similar ads with slight variations that include your image, ad copy, headline, call to action, and colors used. You will be astonished to see how small adjustments can make a huge effect on your ads performance.
7. Use Text in Your Ad Image:
Facebook allows your ad to have 20% of the image as text. Take advantage of the 20% rule and fit as much text into your ad as possible, since the ad copy is limited. Also, the first thing users look at is typically your image. To check to see how much text you have in your image, check here.