With 2.8 Billion Facebook users, Facebook Ads are one of the most effective ways to reach your target audience and drive conversions.
However, with so many brands vying for your attention, it can be challenging to create effective ads that stand out and generate the results you’re wanting to see.
In this blog post, we’ll share our Top 10 Facebook Ad Hacks that will help you boost your engagement and conversion rates while cutting costs at the same time!
We’ll cover everything from creating compelling visuals to using A/B testing techniques — all designed to ensure maximum success for your campaigns. So let’s dive in!
What are the 3 factors that affect your FB ads success?
When it comes to running successful Facebook Ads, three key factors will determine your success:
- Targeting the right audience,
- Creating compelling creative, and
- Optimising for conversions.
The better you manage these three elements of your campaign, the more likely you are to achieve a positive return on investment (ROI).
1. Targeting:
Choosing the right audience is crucial to the success of your Facebook Ads. Make sure you are targeting the right demographics, interests, geography, and behaviours to ensure your ad is seen by the right people.
2. Ad Copy:
Your ad copy should be clear, concise, and attention-grabbing. Use strong headlines, interesting visuals, and a clear call to action to encourage engagement. And – most importantly – it must speak directly to your ideal customer profile (ICP).
3. Ad Placement:
The placement of your ad can have a big impact on its success. Experiment with different placements, such as the News Feed, the Right Column, or the Stories format, to see what works best for your brands. And don’t forget – with Facebook owning the social media powerhouse Instagram, you can also run your ads on Instagram’s feed and stories too. Don’t be afraid to test all the placements you can!
Our 10 Secret Facebook Ads Hacks For Creating Engaging, High Conversion Ads
Creating engaging Facebook Ads is important. It helps you show your ad to the right people, get their attention, and encourage them to take action. We’re sharing our top 10 hacks for creating ads that engage your audience and get the results you want.
Here are our Top 10 Facebook Ad Hacks:
1. Use Eye-catching Images: Use high-quality, visually appealing images to grab the attention of your audience. Inspire your audience, tap into their pain, get them thinking about you. But – most importantly, you need their attention.
2. Test Different Ad Formats: Experiment with different ad formats, such as single image, video, carousel, or canvas, to see which format resonates best with your audience. Some ad formats, from time to time, are favoured in the Facebook auction too – which leads to lower cost impressions while not sacrificing on the quality of your impressions. Don’t forget to test, test and test, because that’s what leads to long term insights development and massive growth with Facebook Ads.
3. Keep it Short and Sweet: Keep your ad copy short and to the point. Use simple language and avoid using technical jargon. While we do love writing long form direct-response copy at Owendenny for our SaaS clients, we do find that concise, direct copy yields better results on social platforms like Facebook and Instagram. It is what it is.
4. Highlight the Benefits, not the Features: Focus on the benefits of your product or service, rather than just its features. Show how your product can improve the lives of your target audience. Just remember, people buy certainty and they buy the certainty of the transformation. So, make sure your ad conveys the magnificent transformation your product offers to your target audience.
5. Experiment with new placement opportunities: Take advantage of the new placements available in Ads Manager, such as Messenger and Instagram to further expand your reach. Not only will you get increased reach with lower cost CPMs, you’re likely to also reduce your cost per customer acquisition with these experiments. This means more customers from your humble advertising budget. Booyah!
6. Experiment with reels: OK – now you wanna get a little funky! Facebook and Instagram Reels (videos shorter than 60 seconds) are a great way to tell stories about your brand and engage with potential customers. Play around with trending content formats, see what’s going viral, and see how you can capitalise on these frameworks to seduce your audience with your Facebook Ads.
7. Using Proven Sales Scripts and Persuasion Frameworks in your videos: To maximise your results, consider using proven sales scripts and persuasion frameworks in your videos. Frameworks like the 4Ps, Problem-Agitate-Solution, or Attention-Interest-Desire-Action have been around since the dawn of Advertising becoming a thing. If you’re interested in learning more about persuasion frameworks and how to make your ads really pack a punch, read great books by Direct-Response Advertising greats such as Robert Collier, Gary Halbert, David Ogilvy, or even Joseph Sugarmen. The timeless principles of persuasion simply never change – don’t let any other Facebook Media Buyer or ‘Guru’ tell you so.
a) Have A Clear Call-To-Action (CTA): Rule no. 1 – Never confuse your prospect. Rule no. 2 – Always refer to rule number one. Make sure your Facebook Ads ALWAYS include a clear call-to-action (CTA). This should be direct and easy to understand so that users know exactly what they need to do to claim your offer or take the next logical step in their customer journey.
b) Leverage Social Proof: Nothing sells quite like social proof (just remember the Australian Toilet Paper Crisis of 2020!). Leverage social proof by including customer reviews or testimonials in your ads. The more realistic, the better. By doing this in your Facebook Ads, you will help build credibility and trust with potential customers – making them more likely to take action from your Ads.
c) Leverage Scarcity and Urgency To Drive Action: Create a sense of urgency by leveraging scarcity tactics in your ads. You could offer limited-time discounts or feature “limited stock” messages to encourage people to act quickly. But a word of warning: Don’t overdo it. People don’t want to be taken advantage of, so use these tactics sparingly and make sure the offer is genuine.
How To Optimise Your Facebook Ads For Conversions
Optimising Facebook Ads for conversions is important because it helps you get more people to see your ad and take action.
Because hey! If you can’t get your Facebook Advertising to generate you new customers or the opportunity to speak to new customers, what’s the point?!
By optimising your Facebook Ads for conversions that matter to your business, you get a better return on the money you spend on it.
Here are four actionable ways you can optimise your Facebook ads for maximum success:
1. A/B Test: Regularly A/B test different elements of your ads, such as ad copy, images, and call-to-actions, to see what resonates best with your audience.
2. Experiment With Adset Budget Optimisation (ABO) and Campaign Budget Optimisation (CBO) Campaigns: ABO and CBO are two powerful tools offered by Facebook Ads Manager that allow you to automatically adjust the budget allocation for each ad set or campaign in order to maximise performance.
3. Manage Facebook Ad Creative Fatigue By Watching Frequency Like A Hawk: When it comes to Facebook Ads, creative fatigue is real and it can drastically reduce your ad performance. To stay one step ahead of creative fatigue, make sure to watch your ad frequency carefully and rotate out creative elements on a regular basis.
4. Utilise Audience Segmentation And Targeting: The aim of the game is to acquire customers as predictably and as effectively as possible. To do this, you need to utilise audience segmentation and targeting. Start by creating separate campaigns for each segment and then refine your targeting as you get more data points.
What Is An Ideal Conversion Rate for Facebook ads?
The ideal conversion rate for Facebook Ads varies depending on the industry, target audience, and ad format.
BUT – most importantly, the biggest factor behind your Facebook Ad Conversion Rate depends on what you’re measuring as a conversion to begin with.
Here’s three examples of Conversion Rates when it comes to Facebook Ads:
Example #1: A SaaS Company Generating Marketing Qualified Leads (MQL) Through A Facebook Lead Form
For this company, they’ve decided to create a Free Report that is jam-packed with excellent information that they can offer to people who submit their information on the Lead Form.
Their goal is to generate MQLs, so they’re measuring the conversion rate based on how many people are completing the form and downloading their Free Report.
In this case, a good conversion rate would be around 8-10%. So, for every 100 clicks on the ad – getting between 8 to 10 people signing up for the free report would be considered a win.
Let’s move on to example number two.
Example #2: A SaaS Company Generating Free Trials Of Their Platform Using Conversion Ads And A Long-Form Landing Page
Another company decided to take a different approach and create a Long-Form Landing Page with an opt-in form that allows customers to sign up for a free trial of their platform.
The goal here is to generate SQLs from the users who click on their ad and arrive at the long-form landing page.
For this type of goal, a good conversion rate would be around 2-3%. So, for every 100 clicks on the ad – getting between 2 to 3 people signing up for the free trial would be considered a win.
Once you understand your goals and acceptable conversion rates, you can then begin optimising your ad campaigns accordingly.
Finally, let’s talk about Facebook Ad Conversion Rate example number three.
Example #3: A SaaS Company Generating Demo Calls Using Facebook Remarketing Ads Driving Traffic To Their HubSpot Calendar
Ok, this is when things get a little more complicated. Like example two, we’re using Facebook Ads to drive traffic to the HubSpot Calendar of your SaaS Company.
The difference being that this time, we’re not looking for a sign up to the free trial – but rather, a booking of a demo call with your sales team.
In order to measure this type of conversion rate use the ‘Demo Call’ custom conversion event. And again, you’ll want to use the same ad set targeting criteria that we discussed in example two.
For a standard HubSpot Calendar Conversion Rate, you would expect between 8% to 22% of users to convert to Demo Calls. However, with Facebook Ads driving only the hottest prospects to this page, you can expect to see a conversion rate of up to 50%.
In general though, when it comes to the everyday marketing team running ads for themselves (and not getting an expert team like Owendenny to do it), a conversion rate of 2-5% is considered a good benchmark for most businesses.
It’s important to keep in mind that the conversion rate can vary depending on the objective of your ad, so it’s essential to regularly monitor and adjust your campaigns to achieve the best results.
How to Measure Facebook Ad Success
Measuring your Facebook ads is important because it helps you know if they are working well. It tells you how many people saw the ad and how many took action. To measure your Facebook ad success, you will need to take the following actions:
1. Track Conversion Rates: Track the number of conversions generated by your Facebook Ads to see how they are performing.
2.Monitor Ad Spend: Monitor your ad spend to see how much you are spending on ads and how much you are earning in return.
3. Use Analytics Tools: Use Facebook’s built-in analytics tools, as well as third-party analytics tools, to gain a deeper understanding of your ad performance and identify areas for improvement.
4. Use A CRM Like HubSpot To Measure Your Performance: Identify what you need for your business, how it’s performing, and how you can make improvements with the help of a CRM like HubSpot.
Summary:
Facebook Ads are a great tool for reaching your target audience and driving conversions, but it takes a combination of effective targeting, compelling ad copy, and optimised placement to create successful campaigns.
By using eye-catching images, testing different ad formats, highlighting the benefits of your product, and utilising custom and lookalike audiences, retargeting, and A/B testing, you can increase the chances of generating conversions.
While there are different benchmarks for conversion rates and different approaches to getting the most from your Facebook Ad Manager platform, what must be said is that a successful ad campaign requires thoughtful planning and strategy.
Using a CRM like HubSpot can help you keep track of data, measure results, and identify areas for improvement.
With its powerful analytics tools, you will be able to track your Facebook Ads performance easily and use the insights gained to adjust your strategy accordingly.
This way, you can make more informed decisions and optimise your campaigns for better ROI.
If you want to see where your current Ad Performance is letting your company down, run a Free Growth Diagnostic and our Facebook Advertising Strategists and Performance Marketing Experts will get back to you with an in-depth report.
By understanding your company’s current campaigns, our team can provide tailored advice on how to best optimise and improve, and ultimately help you reach your desired objectives faster. With the right strategy and tools, you’ll be able to take full advantage of this powerful platform and unlock your growth potential.
