Facebook Advertising can be a fantastic way to build your list and increase sales. Here are some quick tips to improve your results.
Check out how other people are advertising on Facebook. Remember – that many companies test various advertising formats so from time to time you’ll see different ads from the same company. Be sure to make a mental note of the companies who test different ads and notice the one that they seem to run with that most. Chances are, that’s their “control” or the ad that’s working the best for them.
2. Which Images?
The space where you write your text and the space for your image are both tiny so make sure that the image you feature has impact. One of the tricks here is when everyone zigs you zag. Everyone copies each other so the key is to having an image that grabs attention.
If everyone is featuring a picture of themselves run with something different.
If everyone is featuring a cartoon, do something else. Remember, it’s about standing out.
If everyone features a photo, you feature a cartoon. Right now, shocking pictures and hand drawn ones are attracting the most attention.
Be sure to tie in your message with the headline of the ad. After all, just because you grab someone’s attention with the photo doesn’t mean they’re going to click.
3. Text in Images
Consider putting text in the image too as an additional way to stand out. The first thing people see is the image so if there are one or two catchy words in it, they’ll see that before they see the headline.
4. Images in Sponsored Stories
When you’re running a sponsored story post you don’t have the luxury of choosing a picture to run so the image that will be featured will be your profile image. If you want to feature something else simply change your profile picture.
5. Controversy in Sponsored Stories
Quirky and controversial messages grab more attention so get creative with what you write. And – be sure to be strategic about it. I’ve seen a few sponsored stories that look like they’re simply someone’s latest status update to their friends. Don’t do that. You want to get the maximum return on your advertising dollar so be sure to craft a status update specifically designed to also run as a sponsored story.
6. Linking in Sponsored Stories
Be sure to include a link to your website in your sponsored story post. Remember, the name of the game is capturing leads or likes so be sure to get your money’s worth by offering both. People can click on your Facebook page name and see your page and then like it, or they can click on the link you’ve featured in the sponsored story and go straight to a website landing page or a landing page you’ve created on Facebook.
7. Test Directing People to Your Fan Page vs a Landing Page on Your Site
In some situations you may find that your results are greater when you direct people to a fan page because there’s a psychological barrier when people leave a site.
At the end of the day though, the only results that matter are what produces sales. Even though the sign-up rate on a landing page is lower than the sign up rate on a Facebook landing page, you may actually find that your conversions to sale are higher when people go to your website.
So – test and measure. Rotate your ads with different response mechanisms. Remember – test just one thing at a time – just the response mechanism (eg. Fan page vs website).
8. Always Direct Users to a Lead Capture Page Not Just Your Main Page
When driving people to your Facebook page, you want to not just get a “like’ from them, you also naturally want to capture their details so make the most from your Facebook advertising dollar by creating a specific offer landing page on the site. Offer a lead magnet of a FREE ebook, CD, webinar or something else.
9. Write Powerful Copy
Here are some words on writing great copy:
- Be controversial.
- Use short, spicy words (onomatapeia)
- Be concise. Remove all fluff.
- Feature a strong offer preferably in the headline
- Capitalise the start of each major word in your headline. This will help it attract more attention.
- Have fun with it. Get creative and come up with a fun angle.
- Use colloquial terms
10. Keep Your Ads Fresh
Rotate them once a week. It will increase your click thru rate. It will also increase the frequency of exposure you get too and also could drive down your cost per click. The reason for that is Facebook gets paid based on click thru so they want ads that have the highest click thru rate. At the same time, they find that viewers get banner blindness after awhile so they favour advertisers who provide fresh content consistently.
11. Split Test Everything
Not all ads will work immediately. Sometimes a simple change to one element though will produce a dramatic lift in responses. There are a variety of elements you can split test so you can maximise your results including:
- Body copy
- CPM vs CPC
- Friends of Page Likers
- Website landing pages vs Facebook landing page
- Sponsored story vs conventional ad.
12. Micro-Target Niches
Instead of targeting a long laundry list of occupations and interests, run several different ads targeted to one or two interests each. And – tailor the copy in the ads to reflect those interests. This will dramatically increase your click thru rate and also drive down your cost per click.
13. Test Targeting ‘Friends Of Connections’
Not many people do this but it’s potentially really powerful. Let’s say your Page has 1,000 likes. Let’s say that each of those people who have liked the page have about 200 friends each. That’s a network of 200,000 people to target. And considering that people are more likely to like a page when their friends like it, you’ll find that this will increase your results.
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.