Small Businesses are now jumping on the Facebook Ad band-wagon, due to its ease-of-use, affordability and success of the ads. However, I’ve heard that small businesses are having trouble turning their ‘clicks’ into ‘conversions’. Here are four power tips that’ll help your small business make your Facebook Ads more effective.
Tip #1: Talk to your target market.
The copy of your Ad supports your image and adds credibility towards it. That means the copy should closely relate to your image, thus also relating to your audience.
For example, let’s say you have a remedial massage service and you’re targeting Businesswomen in Melbourne. You could use an image of a lady looking stressed, and a headline such as “Are you Stressed?” or “Melbourne Biz Women!” your body copy can then touch on the stressful emotion the Melbourne Businesswomen are feeling and how you can solve that problem if they click now!
P.S. Don’t forget to use a strong Call to Action in every Ad!
Tip #2: The little image is vital for success.
What I’ve found when implementing Facebook Ads is that the image is the part that matters most – probably 80% of what makes an Ad effective. The image is what makes a viewer look at your ad in the first place; the copy is just there to prove it’s credible.
If your image is lifeless and uninteresting, people will not look. If you’re promoting a book, you don’t have to put your book cover there. The goal should be to to hit an emotion of the end user – this is what will capture their attention.
Images that I’ve found really useful are mainly of women. Women and men like looking at women, especially if they’re smiling! On the flip side, stressful looking images, such as a woman pulling her hair out, are quite effective too. Women also love babies or anything cute, but make it relevant!
Tip #3: Be specific and target a smaller audience.
I know it sounds contradicting, but it’s not! What I mean is that you work out who you’re targeting, divide that audience into segments, and then have ads going to each segment; instead of targeting a mass audience.
For example, if you’re targeting Australian Small Business Owners, why not break that audience down further and target Small Business Owners in each Australian Capital city, then amend your ads to suit each segment? You can run nearly identical Ads for “Small Business Owner Melbourne” and “Small Business Owner Brisbane”, but attract much more attention by honing in on each specific audience.
This will improve your Click Through Rate, as well as ensuring you’re hitting the exact audience you want – so you’re not wasting money. It will also allow you to better identify what’s converting and what’s not.
Tip #4: Make sure you have an effective landing page.
Sometimes it’s not your Facebook Ads that are the problem; it’s where your audience lands once they’ve click on your ad. If they land on a page unrelated to the ad, or unrelated to what they believed they would land on, your visitor won’t convert.
The best way to tackle this is to set up specific landing pages for each of your Facebook Ads, so when your audience lands on the page you have an effective and relevant landing page that will influence them to convert.
So, it’s not always your Ad that’s the problem. If your Ad is getting clicks, but no conversions, then it’s time to refocus your energy on your landing page.
Have you had amazing results with your Facebook Ads? Share your stories! Leave us a comment below.
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