Social media is a great technological wonder of our age. There were few minds with enough clairvoyance to see its immense potential as little as a decade ago. In the early 2000s when a young student from Harvard was developing the code for his student portal, nobody would’ve imagined how profoundly that code would change the world. The process of its evolution was gradual, it first became the primary source of communication between Harvard students, then University students in general and finally, it was presented to the general public.
Today, more than 25% of the entire world’s population is on Facebook. There is a joint consensus that those numbers will almost certainly sour to nearly half of the population within the next 5 years. Apart from these extraordinary leaps, Facebook has also transformed into a social phenomenon. It wouldn’t be arguable at all if one were to argue that Facebook is perhaps only eclipsed by Google as the primary source of information for its users.
An important thing to be aware of is that these users are also consumers. And when there are consumers, there are brands that recognize an opportunity waiting to be seized.
Having more than 25% of the entire world’s population on one platform has its own benefits. However, in order to properly take advantage of those numbers, advertisers and marketers need to be aware of how to use the proper Facebook tools. This knowledge is often the difference between success and failure.
How to maximize conversion ratios?
This is a feature that probably makes Facebook Ads so attractive to advertisers and marketers. While making an ad on Facebook is not that complicated process, it may seem a bit more complicated to ensure that it reaches the right kind of audience. While having a one-fit-for-all approach might get you more exposure and even more impressions, it will have little or no impact on your conversions as you’ll be relying on the assumption that your ad will eventually find its way to the relevant customers.
The truth is that if you truly want to ensure that you utilize these Ads to their maximum capabilities, you’ll have to adhere to the customization option. You’re product/service is designed to cater to a very specific kind of audience. That is the reason why it’s supposed to be customized in the first place.
First of all, you’re more likely to get conversions from your ad if you’re targeting the right customers. For example, if you’re a brand that sells and deals with dog-related products, then your target audience needs to be dog owners. If it keeps on reaching people that don’t own dogs or have no interest in them, your ad is doomed to fail.
The Call to Action (CTA) is the make or break of any business proposition including advertising. It is the one line, one offer that you make at the very end of your proposition. How you utilize this one line will impact how successful your ad is. A CTA’s primary purpose is to create a sense of urgency within your target audience. A limited-time offer or a product on offer for a specific kind of customer etc. is CTA’s that generate the most results and conversions. However, even in these CTA’s, you need to utilize the customization option. You may have noticed that Facebook allows advertisers to create “local awareness ads”. These ads are specifically designed for populations in a specific location.
This possesses a problem for brands that operate in more than one location. However, if they can learn to properly use this option, it can turn into an invaluable asset. Facebook allows advertisers to apply the optimization option here and customize the CTA based on the customer’s location. Apart from this, Facebook also allows advertisers to target potential customers based on other demographic factors in addition to location.
This includes things like when a specific neighborhood shows the most activity, the average age, gender or ethnicity of that neighborhood as well as the number of impressions that a particular ad makes on the audience there.
Target customers based on purchases and visits
The aforementioned “local awareness ads” also allow you to approach customers that have already visited or bought from your brand. Facebook Ads lets you keep a tab on the customers who visited your site courtesy of your ad and then ended up buying the product/service. While this might not seem so significant at first, it allows marketers to have access to information regarding perhaps the most important aspect of marketing i.e. results.
It is a basic principle of marketing that it’s easier to get an existing customer to buy your product than it would be to bring in a new customer. This of course depends on factors like how successful your ad was in fulfilling the expectations that your customer had with your product/service, and more importantly, whether your product offers them a genuine update over their existing product/service.
Facebook Ads has a well-maintained database of all such customers as well as keeping track of the patterns that led to them buying your product/service. Maybe your product/service is more likely to be bought by a certain segment when they’re shopping for other items? All such information can be accessed through Facebook Ads.
Using different mediums
Another principle of marketing is that the more visual your ad is, the more you’re likely to find success with your ad. The attention span of users on Facebook tends to be small because of the plethora of content that is available. It’s easy for users to simply scroll down if they don’t feel compelled enough or convinced enough by your ad. In such cases, you’re the biggest ally in the use of visuals to keep their interest and attention intact. Facebook has an option that allows you to create Facebook Slideshow ads.
For marketers, this is an option to create compelling and visually attractive ads right on Facebook. These ads are usually optimized to be posted directly on Facebook and almost any image, video clip, or sound can be incorporated into them. This slideshow is one of the options that you get with Facebook Ads that are constantly undergoing updates and changes to make it easier for marketers to have access to a resource that allows them to create ads right on Facebook.
Not only is this option a relatively inexpensive option compared to all the alternatives but it can also let you customize your ad according to whom your plan to target. Additionally, you can use the local awareness option to customize these ads according to the individual locations that you plan on targeting. All of this customization can happen at the click of a button.
Target customers through social interactions
Facebook’s matrix recognizes user activity using a unique code that deciphers their Facebook usage, specifically what pages they like, which pages do they like to visit most often, what kind of content is more likely to keep them engaged, what sort of content do these customers like to share the most, what kind of content is your preferred target market more interested in.
Facebook allows an advertiser to use the feature in Facebook Ads that makes it easier for them to keep tabs on how their target audience behaves online. For example, if you’re an advertiser for a sports drink, you’ll want to know which athletes do your target customers like, which teams do they mostly follow, and most importantly what kind of content is more likely to lead to customer conversion. Having such data at your disposal makes it easier for you to come up with marketing strategies, both on Facebook and on other platforms, come up with celebrity endorsements, or to carry out marketing campaigns with partner brands.
However, this has become a little tricky ever since the Cambridge Analytica debacle. The outcry over the privacy of users’ data has become an issue that Congress itself has gotten involved in resolving. In the aftermath of all this, Facebook has begun giving customers a lot more control over what information brands and advertisers using Facebook Ads can have regarding them.
Similarly, they can choose to limit your access making it harder for advertisers to find the right kind of audience to cater to.
Despite this, there are other valuable metrics that can still make an average marketer’s job easier identifying the ideal target audience and what to do in order to secure their conversion.
At the very beginning of this post, it was mentioned how Facebook has managed to transform almost everything. This includes the process of buying itself. While advertising has become a lot easier to conduct on Facebook, marketers have an added option of directly linking the product/service to the ad. This would eliminate the time it would take for a client to visit your original website and then order a product.
These deep links connect the customers directly with the buying page and allow them to instantly buy the product/service. There’s been plenty of research that backs up the fact that the shorter the time span that a customer would have to deal with in buying the product, the more likely they are to buy that product.
In other words, if marketers can somehow shorten the time it takes for a customer to reach the buying page, the more chances they have to get a conversion. This tool aids them in accomplishing just that.
Use premium images
Adding visuals is a sure-fire way to ensure that your ad ends up garnering more customers, there are ways to make them unique and non-generic. The mistake that a lot of such brands make is using generic images that end up negating the entire purpose of the visual ads in the first place.
However, if you have access to a picture resource that allows you to use premium images such as Shutterstock, Canva, or Getty Images then you can use these images on Facebook Ads too. You can also your virtual graphic designer or a virtual assistant for Canva to provide the best images for you. Advertising has always been a visual medium. The more visually stunning your ad is the more chances are that it’ll engage your customer and the more successful you engage your customer, the stronger your chances to get a conversion.
So use this extraordinary resource that you have at your disposal and design ads that deliver optimum results for any and all ads that you create.
Perhaps this is a feature that only a few advertisers have heard of. While Facebook Ads makes it extremely easy for marketers to design ads that meet their requirements, there is always other software that they feel suits them better. Those who want to use external services like Vistaprint and Wix, can create their ads using these services and import them into Facebook. Additionally, if you want to make any sort of edits to those ads, you can do so using Facebook Ads without any delay.
The biggest advantage that marketers often cite for using such services is that it allows them greater centralization. In other words, they have a lot more resources in one place which makes the whole creative process easier. Secondly, these services often allow marketers to create these ads offline as well. An internet connection is not a requirement which means that they can create their ads with greater freedom and utilize a lot more resources and not rely solely on the internet.
All the resources and advantages mentioned above, allow marketers to use multiple tools and strategies to ensure that their customer conversion increases in one way or another. These tools are enough to guarantee that the final ad is visually stunning and competent enough to attract potential customers. The best part is that you get access to all these options and tools at an inexpensive price of only $50 dollars. If you understand your objectives and what you want to achieve through your ads, there’s no other software that offers better value for money.
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