Guide du débutant pour diffuser des publicités Facebook qui se convertissent

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Obtenir du trafic est facile avec la copie d'annonce. Améliorer vos taux de conversion, cependant – pas si facile!

Pour améliorer votre taux de clics, vous devez améliorer la copie publicitaire qui s'adresse à votre public cible.

Si vous recherchez la meilleure plate-forme pour atteindre vos clients, vous devriez envisager Facebook pour la génération de leads. Il s'agit d'un énorme marché prêt à l'emploi, avec environ 1,39 milliard d'utilisateurs mensuels actifs, selon B2C. C'est le réseau social géant.

Conduire des clients – pas seulement des visiteurs – vers votre page de destination est le meilleur moyen de réaliser des ventes. Une excellente façon de commencer est une campagne publicitaire Facebook basée sur la conversion.

Avec la plate-forme publicitaire de Facebook, vous avez accès à un public qui manifeste un réel intérêt pour votre offre. Vous pouvez les amener sur votre site en créant des publicités irrésistibles.

En fin de compte, votre campagne publicitaire Facebook ne sera efficace que si votre page de destination est optimisée pour l'utilisateur. Sinon, vous aurez très probablement du mal à générer des prospects avec vos annonces Facebook et à ne pas générer de conversion de site Web.

Pour augmenter votre taux de conversion, vous devez effectuer une recherche approfondie sur votre audience. Peu importe le montant que vous devez investir dans votre campagne publicitaire, commencez par vous assurer que vous ciblez vos clients idéaux. Vous devez vous présenter dans leur fil d'actualité, sinon le réseau social ne vous aidera pas.

Sans plus tarder, permettez-moi de vous montrer comment exécuter une campagne publicitaire Facebook basée sur les conversions qui augmentera vos revenus grâce à la conversion de sites Web.

Étape # 1: Ciblage basé sur les intérêts

Le ciblage des publicités Facebook est sans égal dans sa polyvalence. Vous pouvez cibler vos annonces en fonction de l'emplacement de l'utilisateur, de son âge, de son sexe, de ses intérêts, de l'état de sa relation, de son éducation, etc.

Par exemple, Adidas a lancé une campagne liée au football (football, à mes lecteurs non américains!), Lors de la Coupe du monde 2010 en Afrique du Sud. Ils ont utilisé des publicités Facebook pour cibler les utilisateurs des réseaux sociaux, en fonction de leur intérêt pour le sport.

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Au cours de la campagne, leur page Facebook a atteint plus d'un million de fans et la notoriété de la marque a augmenté entre 8% et 21% dans différents pays. Vous avez beaucoup de potentiel lorsque vous diffusez une annonce Facebook pour obtenir les taux de conversion dont vous rêvez – le marché est énorme.

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Supposons donc que votre organisation ait récemment introduit une nouvelle marque de café. Vous pouvez cibler les fans de Starbucks avec vos annonces et peut-être les inciter à essayer votre produit:

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Lorsque vous ciblez des utilisateurs en fonction de leur intérêt, vous remarquerez une augmentation du nombre d'abonnés au courrier électronique, de fans de Facebook, de défenseurs de la marque et d'acheteurs. Dans l'ensemble, vous convertirez davantage d'utilisateurs en clients. Une fois clients, ils deviendront probablement vos défenseurs en tant que preuve sociale de la qualité de votre marque auprès de votre public cible.

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C'est logique. Si une personne n'est pas diplômée d'université, elle ne sera probablement pas intéressée à suivre un cours en ligne de niveau universitaire.

Dans la même veine, si j'ai exprimé un intérêt pour le tennis de table et que je vois une annonce faisant la promotion d'un cours promettant de faire de moi un meilleur joueur de tennis de table, je suis beaucoup plus susceptible de cliquer, que si l'annonce proposait un cours sur le basket-ball.

Une organisation à but non lucratif peut facilement cibler les utilisateurs pour un taux de clics plus élevé en fonction des intérêts:

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Une fois que vous avez défini votre objectif d'annonce, l'étape suivante consiste à sélectionner une audience en fonction d'un ou de plusieurs centres d'intérêt. Ces personnes sont généralement des prospects présélectionnés, car ils s'intéressent déjà à votre sujet.

Le ciblage par centres d'intérêt est particulièrement efficace pour augmenter la base de fans de Facebook. Voici un exemple: le Bureau de la politique nationale de contrôle des drogues de la Maison Blanche a créé la campagne «Above the Influence», afin d'éduquer les adolescents sur les dangers de la toxicomanie.

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Ils ont utilisé des publicités Facebook pour cibler les utilisateurs en fonction de leurs intérêts et de leur âge. Voici les résultats qu'ils ont générés:

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N'oubliez pas de mettre en place un système de consolidation des prospects, si vous souhaitez maximiser vos prospects, car la grande majorité d'entre eux ne sont pas encore prêts à acheter votre produit. Vous devrez d'abord les éduquer et les persuader avant d'obtenir le taux de clics pour devenir un taux de conversion de site Web élevé. Pour ce faire, vous avez besoin d'un système en place pour communiquer régulièrement avec eux.

Cela semble assez facile, non? Et c'est… si vous savez ce que vous faites.

Parce que la cible d'audience est l'aspect le plus important du succès de votre annonce Facebook.

Tu ne me crois pas?

Découvrez ce test AdEspresso a couru. Ils ont pris exactement la même campagne avec exactement la même annonce et le même budget, et l'ont diffusée auprès de deux publics différents.

L'un avait certes «un mauvais ciblage» (du public), tandis que l'autre était focalisé sur le laser avec un public personnalisé.

Le résultat?

Le site Web «mal ciblé» a généré 278 clics coûte 0,142 $ la pièce.

Alors que celui avec un bon ciblage d'audience a généré 1 103 clics sur le site Web à seulement 0,03 $ la pièce!

Voir?! Pas même près. La seule différence entre les deux était le public qu'ils visaient. Et cela leur a permis d'obtenir des clics gratuits sur le site Web (allez – trois sous?!).

Malheureusement, au tout début, vous n'avez pas accès à des audiences personnalisées comme celle-ci. Vous devrez les créer au fil du temps, car vous obtenez plus de trafic sur le site. (Continuez à lire pour savoir pourquoi.)

MAIS, il existe quelques astuces supplémentaires pour améliorer votre réussite avec le ciblage par centres d'intérêt.

Je vais continuer et je suppose que vous connaissez déjà les bases ici (âge, sexe, lieu, etc.). La superposition de ces données démographiques vous aidera à filtrer toutes les personnes qui ne sont pas susceptibles d'acheter.

Mais supposons que votre audience soit encore trop importante. Vous avez chuté dans quelques centres d'intérêt, comme les marques qu'ils suivent ou les célébrités qu'ils ont aimées, et vous en poussez encore plusieurs millions.

Si cela vous semble familier, voici ce que vous devez faire ensuite.

Tout d'abord, divisez votre audience en plusieurs segments de clientèle ou personas. Cela semble évident. Mais ça fait un énorme différence.

Vous pouvez commencer avec quelque chose d'aussi simple que l'industrie dans laquelle se trouvent vos prospects.

Par exemple, supposons que vous visiez d'autres professionnels. Vous pouvez facilement segmenter ces personnes par secteur (comme la comptabilité ou le conseil). Vous pouvez les segmenter par emplacement (grandes villes). Et vous pouvez les segmenter par titre de poste (cadres intermédiaires vs VP et niveau C).

Donc, dès le départ, vous pouvez ajouter quelques critères simples comme celui-ci pour aider à diviser un groupe massif en plusieurs plus petits (ce qui réduira également vos coûts).

Après la segmentation, vous pouvez également utiliser un intersection et exclusion d'intérêts pour affiner davantage la personne à qui vous vous adressez.

Pour revenir à notre exemple B2B, disons que nous essayons de cibler les comptables. Mais pas n'importe quel comptable; indépendants.

C'est un critique différence.

Parce que la plupart des comptables ont une aversion au risque. La plupart sont satisfaits de leur travail quotidien et ne seraient pas intéressés par notre offre de marketing ou de coaching.

Les travailleurs indépendants le seraient cependant.

Sauf, comment êtes-vous censé trouver un intérêt qui vous donne une belle coupe transversale de ces deux critères presque opposés?

Non. Vous allez avec deux unités distinctes. Et puis vous utilisez une intersection d'intérêt qui les relie.

Par exemple, commencez par Comptable puis sélectionnez qu'il "DOIT AUSSI" correspondre Travailleur indépendant. Comme ça:

Désormais, vos annonces ne toucheront qu'une petite partie de votre audience initiale, car nous ne recherchons que les comptables indépendants.

Mais attendez une seconde.

Et si c'est encore trop général? Et si c'est encore trop de public?

Non seulement vous pouvez "inclure" d'autres intérêts comme celui-ci, mais vous pouvez également exclure eux aussi.

Par exemple, que faire si vous voulez uniquement des comptables indépendants ne sont pas des conseillers fiscaux? Vous pouvez saisir «légal», «droit», «avocat», «avocat», etc. pour affiner davantage qui va apparaître.

Voici à quoi cela ressemble lorsque vous ajoutez la nouvelle exclusion pour les avocats:

Voir? Ces intersections et exclusions vous offrent en fait des options de ciblage assez puissantes pour trouver exactement droite gens. Ceux qui sont intéressés par ce que vous avez et qui sont plus susceptibles d'acheter chez vous un jour.

La taille réelle de votre public devrait alors varier en fonction de quelques éléments.

Par exemple, si vous avez au moins une expérience de base en matière de publicité avec un bon budget, vous pouvez probablement vous permettre de cibler jusqu'à un million – deux millions de personnes (en supposant que votre ciblage ici est bon).

Et sinon? Si votre budget est petit ou si vous commencez tout juste? Vous pouvez aller de la plage de 10 000 au départ à un demi-million une fois que vous avez acquis de l'expérience (et lisez le reste de ce guide, bien sûr).

Une fois que vous aurez un flux constant de trafic entrant, vous pourrez passer à l'utilisation d'audiences personnalisées. Ce sont comme remarketing ou reciblage les publics qui viennent de visiter votre site Web, qui ont interagi avec vous sur Facebook ou qui ont récemment rejoint votre newsletter.

Vous avez vu plus haut dans l'exemple AdEspresso comment une audience personnalisée peut livrer là où elle compte: les bénéfices. Même KlientBoost a montré que les campagnes de reciblage peuvent générer six fois plus de conversions avec le même budget publicitaire.
Une fois que vous avez trouvé un public qui fonctionne, vous pouvez même créer "se ressemblent». Fondamentalement, Facebook passera en revue tous leurs utilisateurs afin de trouver des personnes assez proches de celles que vous atteignez déjà. (De cette façon, vous pouvez étirer un peu plus ces dollars publicitaires sans gaspiller de l'argent sur des personnes non ciblées.)

Facebook vous donnera deux contrôles lorsque vous configurerez une nouvelle audience "similaire":

  1. Emplacement
  2. Pourcentage de personnes que vous souhaitez cibler (par exemple, 1% contre 5% contre 10%).

AdEspresso a récemment effectué un autre test afin de découvrir quelle audience similaire fonctionne le mieux.

Ils ont constaté que, "Le 10% de public similaire a un coût par conversion 70% plus élevé que le 1% de public similaire."

Commencez donc par le ciblage par centres d'intérêt.

Affinez davantage votre audience si nécessaire en divisant les clients en plusieurs segments et en utilisant des intersections ou des exclusions d'intérêts pour exclure les gens.

Ensuite, vous pouvez tester à la fois les audiences personnalisées et les sosies lorsque vous êtes prêt à progresser davantage.

Sinon, l'étape suivante consiste à commencer à générer du trafic et vos premiers prospects. Voici comment procéder.

Étape # 2: Fabriquez un aimant de plomb convaincant

Un aimant en plomb est fondamentalement un pot-de-vin éthique. C'est ce que vous proposez à vos prospects pour les persuader de vous donner leur adresse e-mail et d'autres informations de contact.

Vous pouvez choisir parmi de nombreuses options lorsque vous décidez quoi donner. Par exemple, Ryan Deiss, fondateur de Digital Marketer, a donné le fichier de balayage des médias sociaux ci-dessous. En 45 jours, il avait collecté plus de 28 500 leads.

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Bidsketch, une application de création de propositions SaaS, utilise un style unique pour demander votre adresse e-mail avant de commencer l'essai gratuit:

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Si vous exploitez une boutique en ligne, vous pouvez donner des codes de réduction ou offrir la livraison gratuite à vos clients. D'autres aimants en plomb qui ont fait leurs preuves:

Pourquoi aller à tous ces ennuis?

Parce que la plupart des nouveaux utilisateurs n'achèteront pas lors de leur première visite sur le site Web. C'est pourquoi seul un taux déprimant de ~ 1-3% finit par se convertir.

Un article de blog intéressant peut les avoir amenés sur votre site. Mais ils n'étaient pas encore prêts à saisir leur numéro de carte de crédit ou à signer sur la ligne pointillée. C’est un ÉNORME engagement pour quelqu'un qui n’a peut-être même jamais entendu parler de vous.

Cela signifie donc que les 97 à 99% restants vont partir.

Sauf si vous les séduisez avec quelque chose. À moins que vous ne leur donniez quelque chose de valeur en échange de leurs informations. Informations que vous pourrez utiliser ultérieurement pour les récupérer.

La clé est de creuser profondément. Vous devez découvrir ce qui fait vraiment vibrer les gens. Ce qui les motive ou leur fait peur.

Une astuce que j'utilise est de passer en revue les examens détaillés. Par exemple, consultez le commentaire de blog détaillé cette personne est partie sur ses problèmes de perte de poids:

Son expérience est devenue l'étincelle de votre nouvel aimant en plomb. Vous savez donc exactement comment prendre son aperçu des difficultés et des défis et commencer à les regrouper dans un simple guide ou livre électronique. Idéalement, cela guide les gens à travers les problèmes communs auxquels ils sont confrontés (et recherchent), avec quelques conseils pour les améliorer.

Par exemple, cette EBook HubSpot (ci-dessous) concerne la génération de leads sur Facebook, avec une stratégie de contenu et des conseils de génération de leads. Mais vous pouvez utiliser les motivations que vous venez de découvrir pour vous aider à cadrer les conseils contenus.

Un cousin proche sur le guide est une feuille de triche. La différence? Au lieu d'être une ressource exhaustive sur un sujet, celui-ci offre plus d'une ligne droite afin de résoudre un problème.

Un tour sur ce serait comme le Plan d'exécution du lancement de Copyhacker sur 21 jours.

Les cours par e-mail sont en train de devenir une alternative populaire, car vous pouvez «éliminer» le contenu de manière séquentielle au fil du temps. Un seul eBook peut être écrasant pour la plupart des gens. Mais l'envoi de quelques courriels simples chaque jour au cours d'une semaine permet de résoudre ce problème.

Par exemple, L'atelier utilise une série de leçons pour aider les pigistes à croître (et à devenir plus rentables).

Les cours par e-mail sont également puissants car vous pouvez passer de l'éducation (au début) à la vente en douceur de votre produit ou service vers la fin.

Par exemple, WPEngine combine la puissance d'un cours par e-mail avec la gratification immédiate d'un outil gratuit. Ils ont un Outil de vitesse qui vous donnera un retour instantané sur la vitesse de votre site ou sur les zones à problèmes.

Le hic, c'est qu'ils doivent vous envoyer les résultats par e-mail. Après avoir saisi vos informations, ils envoient un séquence d'email cette fournit des détails sur la façon d'accélérer votre site. (Vous commencez donc à gagner en confiance en qui ils sont et en ce qu'ils disent.)

Vers la fin, après avoir eu l'occasion de vous familiariser avec leur offre, ils vous envoient une offre de vente c'est trop beau pour laisser passer.

Enfin et surtout, les webinaires et les vidéos sont un favori personnel. Ils deviendront rapidement aussi un favori pour vous, quand vous comprendrez pourquoi:

C’est pourquoi le principal aimant principal de ce site est un webinaire. ma page de destination vidéo convertit 56% des personnes qui visitent. Et il n'y a qu'une seule vidéo!

De manière générale, le type d'aimant au plomb que vous utilisez dépend du niveau d'engagement obligatoire.

Par exemple, si quelqu'un vient de visiter votre site pour la première fois, il se peut qu'il ne soit pas prêt pour un webinaire d'une heure. Peut-être veulent-ils simplement une simple liste de contrôle.

Mais quand ils visitent les deuxième, troisième et quatrième fois? Vous savez qu'ils ne peuvent pas s'empêcher de le vérifier.

Autrement dit, votre page de destination fait un bon travail de conversion (au lieu de les effrayer).

Voici comment procéder.

Étape # 3: Créez des pages de destination à conversion élevée pour les prospects Facebook

Au moment où vous créez une page de destination, votre état d'esprit évoluera vers le taux de conversion – c'est là qu'il doit être. Après tout, c'est tout ce qui compte, une fois que vous commencez à attirer des clics Facebook et des visiteurs sur votre page.

Votre page de destination doit comporter des éléments – tels que le titre, les sous-titres et l'appel à l'action (CTA) – qui peuvent être testés et améliorés.

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La modification de la couleur ou de la position de votre bouton CTA peut avoir un impact significatif sur votre taux de conversion.

Voici un exemple parfait.

Découvrez les boutons CTA suivants sur un site Web:

Ils sont exactement les mêmes!

Sur lequel devez-vous cliquer? Quelle est la différence entre les deux?

Vous n'avez littéralement aucune idée. Vous pouvez donc avoir un impact énorme simplement en changeant le positionnement de ceux-ci (comme en plaçant l'un au-dessus de l'autre pour aider à le prioriser). Ou même colorier l'un d'eux avec une couleur d'arrière-plan différente peut aider à attirer votre attention pour différencier les options principales et secondaires.

Par exemple, MarketingExperiments a rencontré un problème similaire. Il y avait trois CTA à pondération égale qui étaient essentiellement identiques.

Ils ont consolidé ces options, mis à jour la coloration et ont pu augmenter les conversions de 64% parce que la version finale était tellement plus facile à comprendre.

Même changer votre CTA pour l'aider à communiquer de la valeur peut avoir un impact énorme. Par exemple, MarketingExperiments.com a réorganisé un vague CTA pour mieux expliquer la proposition de valeur qui le sous-tend.

Le résultat fut un 200 +% d'augmentation de conversion. Pas mal pour quelques minutes de travail!

Mais ce n'est que le début de créer une page de destination à forte conversion. Votre page elle-même doit être axée sur les conversions, avec une copie convaincante pertinente pour les lecteurs.

Selon Instapage, plus de 1 000 pages de destination sont conçues quotidiennement avec leur logiciel et ce nombre ne cesse d'augmenter. Cela montre que les spécialistes du marketing adoptent les pages de destination et comprennent leur importance pour la génération de leads et la conversion de sites Web.

En résumé, que vous optimisiez les moteurs de recherche ou diffusiez une annonce PPC avec Facebook ou Google AdWords, vous avez besoin d'une page de destination à conversion élevée.

Vous ne pouvez pas vous attendre à ce que les gens se convertissent, si vous n’avez rien d’utile à partager avec eux.

Jayson DeMers a déclaré que si vous créez correctement des pages de destination, vous pourriez même bénéficier d'avantages SEO accrus, même si votre principale source de trafic ciblé est un site de réseau social comme Facebook.

Hiten Shah, co-fondateur de KISSmetrics, a expliqué dans sa newsletter, il y a quelques mois, que davantage de spécialistes du marketing créent des pages de destination pour des raisons autre que de nouvelles fonctionnalités ou versions de produits.

Une étude récente de MarketingSherpa est d'accord avec l'affirmation de Hiten – 67% des spécialistes du marketing créent des pages de destination uniques pour diverses campagnes marketing ou marques.

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Lorsqu'un nouveau produit est ajouté, ces spécialistes du marketing intelligents créent également une nouvelle page de destination, afin de cibler un public différent et ses besoins spécifiques.

En matière de design, pas besoin de réinventer la roue. En fait, la page de destination sur laquelle vous générez vos clics sur Facebook devrait ressembler à votre page de destination typique pour la diffusion d'un autre type d'annonce PPC. Fse concentrer sur le anatomie – les éléments qui composent la page.

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Lorsque vous arrivez sur une page bien conçue, vous remarquerez les titres, les sous-titres, les puces, etc. Ce sont tous des éléments importants sur toute page de destination significative.

Cependant, les vrais concepts qui produisent une page de destination à conversion élevée évoluent toujours.

Vos clients cibles sont habitués aux anciennes techniques et conseils. Ils veulent quelque chose de plus simple, simple et intéressant. Alors, comment vous assurez-vous que sur votre page de destination?

1). Emprunter de la crédibilité: Le projet de recherche de Stanford Web Credibility a révélé que la crédibilité est l'élément le plus important pour tout site.

Si vous n'avez pas beaucoup de crédibilité en ligne, cela affectera la façon dont les gens perçoivent votre marque, votre produit et vos conseils. Si vous êtes un auteur, vous trouverez beaucoup plus facile de faire confiance aux conseils de publication de Seth Godin que les miens. Il a plus de crédibilité et d'expérience dans ce domaine.

En revanche, en ce qui concerne les techniques et stratégies de marketing numérique, telles que le référencement et la création de blogs rentables, plus de gens feront confiance à mes recommandations, car c'est mon spécialité.

Mais que faites-vous lorsque vous n’avez pas encore suffisamment de crédibilité pour convaincre les clients potentiels?

Empruntez simplement la crédibilité auprès d'autres sources fiables pour influencer positivement vos propres taux de conversion. Voici comment:

je). Présentez les badges client: Il s'agit d'une tendance relativement nouvelle dans la conception des pages de destination. Pour rendre votre page de destination fiable et professionnelle, tirez parti de la crédibilité des autres.

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Un moyen efficace d'emprunter la crédibilité d'un expert ou d'une marque consiste à présenter ses badges sur votre page de destination, en supposant que vous avez travaillé avec eux dans le passé. Un client potentiel qui reste sceptique à propos de votre marque sera rassuré s'il reconnaît les marques sur votre page. Cela peut augmenter votre taux de clics.

C'est ce qu'on appelle l'effet de halo, qui nous dit simplement qu'une association positive en augmente une autre. Vous êtes en charge de créer la première impression que vous faites sur vos prospects. La preuve sociale commence à fonctionner pour vous.

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Donc, s'ils voient une marque crédible avec laquelle vous avez réellement travaillé (c'est absolument crucial d'être honnête à cet égard), ils auront une impression plus positive de votre marque.

Un exemple de page de destination qui présente les badges d'autres marques est celui de Getresponse, une société de solutions de marketing par e-mail qui affiche les logos de leurs clients.

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I’m sure that you’ve seen several sites and marketers using customers’ badges on their landing pages. When you see the logos of Coca-Cola, Apple, AirBnB and Unicef on Campaign Monitor’s landing page, aren’t you more willing to do business with them? This increases the likelihood of a website conversion.

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ii).   Showcase detailed testimonials: You can also build credibility by showcasing the impact of your product or service in people’s lives, through testimonials.

Credibility drives sales and helps you to retain your customers (assuming your services or product are worthy). According to Douglas MacDougall, of MacDougall Biomedical Communications, “without credibility, everything you say to investors, potential partners or even your employees can be questioned.”

The typical Facebook ad landing page contains at least one client testimonial. Testimonials are how the social network succeeds. Here’s an example, from Ontraport. Note the testimonial below the form:

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A recent statistic from Spectoos found that 90% of customers’ buying decisions are influenced by customer testimonials and customer reviews.  What’s more, over 80% of consumers admit that they’re more likely to buy from a brand that displays reviews and testimonials on its site. Testimonials can be a good lead gen device.

Do you know why Amazon generates more sales than any other brand in the online shopping industry? Take a look at 2013 worldwide figures for online sales:

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Granted, Amazon is a very popular and highly credible brand. But, another reason for  Amazon’s results is its in-depth, thoughtful and clear customer product reviews, like these:

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One word of caution: don’t even think about faking a testimonial on your landing page. Trust me on this: your visitors will know. And, they’ll leave without a second thought. Even worse, such deception can destroy your credibility. In short: be honest.

Showcasing detailed testimonials is a great way to boost your credibility. Xoom, a web payment solution, knows how to strategically place customer testimonials to boost conversions:

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How have organizations and marketers benefited from your offer? It’s very hard to tell the success story with just a logo or photo.  In addition to the testimonial copy, make sure that your images display clearly.

According to Kinsta, publishing testimonials on your web page is one of the best ways to build trust and get that website conversion to buy. Client testimonials are an integral part of social proof – a phrase that simply means “people are more likely to do what they see others doing.”

If others in your industry got results with your product or service, proof of those results on your page will stoke more interest, helping your ideal clients to subscribe to your list or buy your product. For example, Wiki Jobs added detailed testimonials to their site and boosted their conversion rate by 34%.

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And whatever you do, always get real photos instead of stock ones.

B2B companies make this mistake all the time. They’ve got a GREAT testimonial. But when they pair it with a cheesy stock image, it immediately loses all credibility.

That’s a problem. Because images have the power to increase engagement by 94%! That means they’re one of the biggest factors in driving conversions.

For example, Visual Website Optimizer found that using real customer photos instead of fake, stock ones brought a 161% click through rate lift, along with a 38.4% increase in conversions, aussi.

They then performed a similar experiment for an online art gallery. You’d think that people would want to see images of the actual paintings, right?

But that’s not what they found.

Voici what they looked like originally:

But then they replace those painting examples with an image of the actual artist, instead. And results jumped.

They saw a 95% conversion improvement.

2).  Give your landing page a SINGLE purpose: What’s your primary motivation for setting up a landing page for your Facebook clicks? If your answer is “to drive traffic, get email sign ups and make sales,” you’re making a big mistake.

There is no way that you can successfully accomplish multiple objectives with a single landing page. Instead, you should create multiple landing pages, each of which appeals to a select group of your ideal customers.

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Another benefit to single-objective landing pages is the relative ease of communicating and testing your value proposition to your target audience. A value proposition is simply a promise of value to be delivered for a given offer, site or brand. MarketingSherpa’s research showed that 64% of marketers find it easier to test value proposition on a landing page.

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Take Ramit Sethi’s Six Figure Consulting landing page, for example. It has only one purpose: to promote his course on how to become a consultant earning six figures per year. But, before someone can get Ramit’s insider secrets, they have to subscribe to Ramit’s email list, which is the réel purpose of the page.

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Ryan Deiss, founder of DigitalMarketer.com, knows how to define the purpose of his landing pages. If you want to become a certified customer value optimization specialist, Ryan doesn’t want you to just subscribe to a list. He wants you to enroll, if you’re ready.

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Those are all pretty good examples.

Here’s one that isn’t.

For example, can you take a guess what you’re supposed to do on this page?

Yeah, me neither. It’s all over the place. A mess. There’s tons of different buttons and CTAs. There are multiple columns, so you’re not sure what to read first. And as a result, your eyes (and mind) wander all over the place before getting too distracted to move on.

Cluttered pages like this actually force people to multitask. They have to try and take in several different points or options at the same time. And that literally makes your customers “scatterbrained” in the process.

Whereas keeping things nice and simple, reducing both complexity and length, increases results across the board.

Presenting people with fewer options actually ends up improving conversions. You’re reducing the number of decisions someone has to make, and channeling their focus on the one particular goal.

For instance, now compare that earlier example with this alternative version of the same page:

Ah, that’s better.  Right?!

The page information has be simplified. And the page’s design has been streamlined. So now there’s only one, big, obvious thing to do on this page.

It’s no surprise, then, that this new variation increased conversions 154%!

This is the same reason why carousel sliders are often a problem on landing pages.

These things are notoriously bad because they violate the rule of focusing on just one thing at a time. Instead, to make sure everyone’s happy, they clutter up a single page.

And as a result, they wreck havoc on your page’s performance.

Tu ne me crois pas?

Carousel sliders have been proven to hurt:

But that’s not even the worst part. No, this is:

Less than 1% of people actually click on them.

For example, a Search Engine Land study found that people typically use them for one of three reasons:

  1. Branding
  2. Thought Leadership
  3. Service Promotion

But here’s the thing.

When they then studied how well carousel sliders delivered on those three goals, the results were incredibly disappointing (to say the least).

Le point?

Keep it simple, stupid. Don’t clutter up your landing pages with a ton of ‘extra’ stuff that distracts people from their primary goal.

And whatever you do, don’t use a carousel slider.

3). Optimize your landing pages for conversions: According to David Masters of Tutsplus, “landing pages are the equivalent of your sales team in the online world.” With that in mind, the purpose of your landing page has be well-defined, from the start.

As a Facebook advertiser, you have to remember that lead gen is the ultimate purpose behind running an ad, no matter what type of ad you’re running.

Even if you’re sponsoring a blog post, you still want to convert more visitors into blog readers. So, conversion is the ultimate by-product of any PPC ad in the social network.

Continually optimize for conversion rates. Many people don’t really know what optimization means. But, it’s actually a pretty simple concept. It boils down to two things:

There are two ways to optimize your landing page in order to improve conversions:

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Above all, you should remove every distraction on your landing page. Make it easy for your site visitors to find exactly what they’re looking for. Use explicit cues to guide users to your offer or call-to-action.

Most successful marketers use directional cues on their opt-in boxes. For example, Copyhackers uses a cartoon-like character that points at the opt-in call-to-action button.

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Marie Forleo uses a white arrow to direct users to her email subscription box. It helps the visitor avoid getting lost on the page.

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Another way that you can use directional cues is to include a short (one or two sentences) and appealing message, right before your subscription box.

Write the message persuasively. Here’s how Expert Photography crafted directional cues in one sentence:

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In the landing page above, you’ll notice that there is a video. Adding a video to your landing page will position you as an expert in your industry. After all, if you can show it, then you’re different from those who can only write about it.

Video is an integral part of visual marketing and the brain responds to it better than straight text. Eyeviewdigital.com saw an 80% increase in its conversion rate, after adding a video to a landing page.

Many people prefer watching videos over reading plain text. The right mix can help your click-through rate and website conversion. What’s more, videos will keep more people on your page for a longer time.

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Removing navigation from your page is another way to optimize and achieve higher conversion rates with your landing page.

For example, Career Point College removed the top navigation on its landing page and modified the form layout. The result was an increase in conversion rate of 336%.

And, SparkPage increased its conversion rate from 9.2% to 17.6% in the month when they ran a test and removed the top navigation.

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Removing navigations on your landing page will lift your click-through rate and conversion rates. A lot of authors, information marketers and public speakers are doing exactly that.

Before we wrap up landing page optimization, we have to address the call-to-action. If you’re using a CTA button on your landing page, the ad copy words you use will either persuade people to act or chase them away. Avoid boring copy on your buttons.

If you’re still using the word “submit” on your button, you’re doing yourself a huge disservice. Instead, clearly describe what your target audience stand to gain by taking the action and improving your click-through rate.

HubSpot recently tested landing page CTA buttons, to compare the effect of buttons that use the word “submit” against buttons that didn’t use the word “submit.”

The “submit” button didn’t perform very well. The button with more descriptive wording got a 17% higher conversion rate.

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They didn’t stop there, though.

If ‘submit’ doesn’t work, what should we used instead?

HubSpot followed it up with another test with a few different close variations of ‘submit’ in order to find it.

Turns out, the more specific the better.

For example, ‘click here’ and ‘go’ outperformed it.

Interestingly, ‘Download’ and ‘Register’ also performed poorly. That might come as a surprise. But they attributed it to the fact that those words tend to make people think there’s a lot more work involved in signing up.

Now compare that to the words that performed best. Those imply immediate gratification, instead. There’s nothing to fill up or sign up for or verify.

Bryan Harris, founder of Videofruit.com, removed the top navigation and sidebar on his landing page and crafted clear copy for his button. Here’s his landing page:

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To save time and build professional landing pages for your Facebook ads, you’ve got several options. You could use one of the templates from Leadpages, Instapage or Optimizepress. But, if you want to carry out A/B testing, Unbounce may be the best option for you to test ad copy throughout the social network.

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There’s a positive side benefit to using ‘off the shelf’ templates, too.

You can capitalize on conventions. These are basically standardized visual ques and web design aspects that help visitors quickly understand where they can find the information they are looking for on your landing page.

For example, if someone has never visited your page before, and you need to capture their attention quickly to provide the right information before they bounce, you should keep simple things (like “Contact Us”), simple.

Overcomplicating your site with unconventional labels (like “Thought Leadership” instead of “Blog”) only hurts user experience.

That’s because people have certain expectations when they hit your site. Sure, it should look beautiful and creative.

But at the end of the day, things (like navigation or buttons) should be where people expect them to be.  ‘Visual hierarchies’ help people to understand what’s prioritized on a page, or where they should look next.

For example, using typeface weight and pairing (e.g. bold, blocky headline with smaller, minimal subhead) can establish a visual hierarchy to direct reading the right content at the right time.

The goal is to help enable people to scan. Oui, tu l'as bien lu.

No one will read every single line. Instead, they’ll scan in an F-shaped pattern. So the left-hand side gets the bulk of their attention, and they’ll occasionally gaze over to the right to see if something catches their eye. UNE Nielsen Norman Group study confirmed this years ago.

One reason nobody reads?

Because they’re distracted!

Be honest: How many browser tabs do you have open right now?  Because most people have at least four to six open at any given time. (They’ve got multiple screens and devices in front of them as well.)

There’s a reason the paragraphs on this massive guide are short. (Like less than four sentences each.)

Even the sentences themselves are short.

Ideally, the least words to describe something, the better. That way, that short attention span goes where you want it: CTAs.

That’s why only offering one or two per page usually results in better, well, results. You’re helping to prioritize and focus a visitor’s attention for them. (Because according to the stats, they’re unable to do it themselves.)

You can also use visual cues — little devices or tricks — to call their attention to your CTAs.

One of my favorite examples is on the Unbounce blog.

In-line CTAs (inserted into the content) are pretty standard. You’ve already passed a few on this post while reading.

But many times they’re easy to miss. So adding motion or highlights can help re-focus someone’s attention on them.

So as you’re reading one of Unbounce’s posts, you’ll see a giant inline CTA:

It’s massive, right?!

But that’s not the cool part.

When you scroll over that section, they use a ‘hover effect’ to highlight the CTA in a deeper, darker blue.

Now you can’t help but pay attention to it.

This little trick helps divide the page content so that visitors can see what’s next. And the new color change when you hover over it subtly tells you to click.

You immediately realize it’s a clickable design element. Like another button or blue underlined text link.

The last thing you want people to have to do when they hit your page, is to think.

So if you want them to click something, use these visual cues to let them know that’s exactly what they should be doing.

Step #4: Drive Qualified Traffic to Your Landing Page From Facebook

Facebook PPC advertising is a great source of traffic for your landing page. Smart content marketers leverage the #1 social media platform to generate high-quality traffic with website conversion of visitors into customers.

If you’ve got the requisite marketing budget for both organic and PPC traffic, you’ll see better results, compared to using one platform alone (such as PPC or organic search).

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Glen Allsopp, founder of Viperchill.com, received thousands of qualified clicks, at a cheaper rate, using Facebook ads instead of Google AdWords.

He spent $2 with Facebook to acquire a customer, whereas Google took $40 to get the same client to his site. Of course, there are ways to get a cheaper CPC on Google AdWords, but many marketers and PPC advertisers prefer Facebook for more a more cost-effective click-through rate.

More importantly, the Facebook team will usually approve your ad within 15 minutes and start sending traffic to your landing page. Google AdWords can take 10 – 15 hours.

In a recent test to determine the effect of PPC on a landing page, compared to free sources of social network traffic, Melissa Mackey saw a 17% increase in site visits after setting up a PPC campaign. Her sales increased as well.

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Of course, you need to know the cost per acquisition (CPA) when running a Facebook ad – that’s how much a particular click-through rate will cost you for your lead gen efforts.

This means that if Facebook deducts $1.43 from your account for every click, your cost per acquisition (CPC) is $1.43. Assuming that you’ve got the same budget for both organic search and PPC, this research shows that PPC will yield the better ROI for you.

Your success (or failure) in Facebook advertising hinges on this cost per acquisition. So you literally cannot afford to get this wrong.

For example, an old school study from Bain & Company found that most people spend too much on acquiring new customers. Qu'est-ce que ça veut dire? It means that new customers tend be to unprofitable for the first few months (or even years in some cases) until the company effectively ‘breaks even’ on what they initially spent.

But when you get this right on your own business, magic happens.

Just ask Spearmint Love, who was able to grow 991%  year over year by obsessing over decreasing their cost of customer acquisition. At one point, they were reportedly pulling in anywhere from $5 – 10 dollars of revenue for each single dollar spent in advertising. C'est extrêmement good!

And it highlights the key difference between those that use advertising to scale their business, from everyone else who claims it “doesn’t work”:

Keep your cost of customer acquisition as low as possible, and your break-even point as fast as possible (like within a month if possible).

If you’ve got a high-converting landing page, a compelling offer and clickable Facebook ad copy, PPC traffic will convert 3.5 times better than non-PPC social network traffic.

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1).   Set up conversion tracking: Since conversion is the ultimate goal, you’ve got to set up website conversion tracking properly.

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From your Facebook ads set up environment, you can optimize and track conversions, by placing a conversion pixel on your site and then adding it to a Facebook ad. This is a simple and effective way to know exactly which ads are converting the most in lead gen.

If you use WordPress, you can download and install the Facebook Tracking Pixel plugin, which adds the Facebook conversion pixel code to your WordPress landing pages to determine the conversion rates.

You can also use optimized CPM to target your ads to the right audience, so that you don’t waste your clicks or your money. Optimized CPM (oCPM) is an integral aspect of conversion tracking best practices:

image42" width="593" height="513" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image421.png 593w, https://neilpatel.com/wp-content/uploads/2015/07/image421-350x303.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image421-335x290.png 335w" data-lazy-sizes="(max-width: 593px) 100vw, 593px" src="https://neilpatel.com/wp-content/uploads/2015/07/image421.png

Here are the simple steps to set up a Facebook conversion pixel:

Step #1: On your Facebook Ads manager, click the Conversion Tracking tab on the left side.

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Step #2: From the drop-down menu, give your conversion pixel a name that’s easy to remember. Then, select a category that best describes the type of conversion rates you want to see.

image02" width="506" height="381" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image021.png 506w, https://neilpatel.com/wp-content/uploads/2015/07/image021-350x264.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image021-335x252.png 335w" data-lazy-sizes="(max-width: 506px) 100vw, 506px" src="https://neilpatel.com/wp-content/uploads/2015/07/image021.png

Step #3: Click Create Pixel.

Step #4: Copy the code that appears.

image21" width="466" height="426" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image21.jpg 466w, https://neilpatel.com/wp-content/uploads/2015/07/image21-350x320.jpg 350w, https://neilpatel.com/wp-content/uploads/2015/07/image21-335x306.jpg 335w" data-lazy-sizes="(max-width: 466px) 100vw, 466px" src="https://neilpatel.com/wp-content/uploads/2015/07/image21.jpg

Then paste it within the opening and closing tags of your web page:

image31" width="555" height="205" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image31.png 555w, https://neilpatel.com/wp-content/uploads/2015/07/image31-350x129.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image31-335x124.png 335w" data-lazy-sizes="(max-width: 555px) 100vw, 555px" src="https://neilpatel.com/wp-content/uploads/2015/07/image31.png

You could also use the Power Editor to create a conversion pixel that will help you track conversion rates on your Facebook ad clicks. Follow these steps:

Step #1: Go to Power Editor.

Step #2: Click the Manage Ads drop-down, in the top-left corner and select Conversion Tracking.

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Step #3: Click Create Pixel.

Step #4: Select a category from the drop-down menu and give your conversion pixel a name.

Step #5: Click Create Pixel.

Step #6: Copy the code that appears and add it to your web page, as above.

Got it all setup? Bien!

One word of caution, though.

Conversions can be confusing. Here’s a common scenario that plays out as an example.

You setup conversion tracking and early data starts rolling in. So far so good!

Then you start reading some blog posts about how to improve that conversion rate. Maybe you start by reducing form fields on the landing page in order to drive conversions.

And they immediately shoot up at least 11%. Impressionnant! All it took was a few minutes of work.

But here’s the thing.

That conversion rate is lying to you. Sure, that little tweak just brought in a bunch of new leads or subscribers. However, that doesn’t mean they’re going to pay you anything. And your leads-to-sales conversions might have just gotten worse.

Larry Kim and WordStream found this problem in real life after analyzing conversions for over 100,000 companies.

Specifically, their data showed that a “CRO increase in quantity typically lowers quality.” Crazy, right?!

Their data showed that conversion rates can backfire when you least expect it. Those tweaks and changes you made to bring in more people only ended up resulting in more unqualified leads. So your ultimate conversion rate to sales dropped like a rock.

Le point?

Be careful. Tracking conversions. Optimize in order to improve results.

But be careful not to over-prioritize the wrong metrics (like leads) at the expense of letting in unqualified people who might ruin the metrics that matter (like sales).

2).   Craft a powerful Facebook ad design: Is it the job of the landing page or the Facebook ad to convert clicks into leads? Well, I think they both play a vital role.

When you’re creating an ad design, consider the experience of the user. Here’s a recent comment from Filip Galetic:

image59" width="672" height="152" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image59.png 672w, https://neilpatel.com/wp-content/uploads/2015/07/image59-350x79.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image59-335x76.png 335w" data-lazy-sizes="(max-width: 672px) 100vw, 672px" src="https://neilpatel.com/wp-content/uploads/2015/07/image59.png

What the person making the comment needs to understand is that none of these elements (landing page, cost per click, click-through rate, amount of traffic, conversion and ad) will function independent of the other. They should all work together to generate the best lead gen results.

Throwing money at Facebook to drive visitors to your landing page will only work if you’re smart. I know a lot of people who have lost money running Facebook ads in everyone’s news feed. Yet others, such as Ryan Deiss and Jon Loomer, are seeing great results from Facebook advertising.

image36" width="1091" height="620" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image361.png 1091w, https://neilpatel.com/wp-content/uploads/2015/07/image361-350x199.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image361-768x436.png 768w, https://neilpatel.com/wp-content/uploads/2015/07/image361-700x398.png 700w, https://neilpatel.com/wp-content/uploads/2015/07/image361-335x190.png 335w" data-lazy-sizes="(max-width: 1091px) 100vw, 1091px" src="https://neilpatel.com/wp-content/uploads/2015/07/image361.png

When writing your Facebook ads, be clear and concise about your offer. You won’t come off as being too promotional in news feed social network environments, if your ad itself delivers value. Save fancy introductions for later.

This means that if your brand is not yet known by your target audience, you should not use it in your ad copy. Amazon, Ebay, Seth Godin and Guy Kawasaki can use their brand names, because you and I (their target audience) are familiar with those names.

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When writing your Facebook ads, make sure that you include the four elements below:

i).   Visual: Visual information is valuable in the Facebook algorithm. In the ever-evolving News Feed, visual information will engage your target audience’s news feed more than straight text.

But, you also have to know the difference in picture quality and composition.

image51" width="652" height="375" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image51.jpg 652w, https://neilpatel.com/wp-content/uploads/2015/07/image51-350x201.jpg 350w, https://neilpatel.com/wp-content/uploads/2015/07/image51-335x193.jpg 335w" data-lazy-sizes="(max-width: 652px) 100vw, 652px" src="https://neilpatel.com/wp-content/uploads/2015/07/image51.jpg

Since the brain processes visuals 60,000 times faster than plain text, include clear, professional and relevant visuals (e.g., image of objects, humans) to entice your audience.

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Here are great examples of clear & relevant visuals used in different Facebook ads:

image23" width="635" height="298" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image231.png 635w, https://neilpatel.com/wp-content/uploads/2015/07/image231-350x164.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image231-335x157.png 335w" data-lazy-sizes="(max-width: 635px) 100vw, 635px" src="https://neilpatel.com/wp-content/uploads/2015/07/image231.png

Since your Facebook ad is going to appear on the right side of a user’s homepage, make sure that your images and photos are attractive, easily understood at first sight and aligned with the ad copy. See examples below:

image24" width="800" height="560" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image241.png 800w, https://neilpatel.com/wp-content/uploads/2015/07/image241-350x245.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image241-768x538.png 768w, https://neilpatel.com/wp-content/uploads/2015/07/image241-700x490.png 700w, https://neilpatel.com/wp-content/uploads/2015/07/image241-335x235.png 335w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" src="https://neilpatel.com/wp-content/uploads/2015/07/image241.png

ii).   Relevant ad: Your ad headline, visuals, ad copy and call-to-action must all be relevant. Depending on your settings, you’ll be spending money when someone views or clicks your ad. Make each view count in the click-through rate.

An example of a relevant Facebook ad is below:

image44" width="243" height="189" src="https://neilpatel.com/wp-content/uploads/2015/07/image44.png

Facebook recently launched a feature that’s similar to Ad Rank in Google AdWords. This Facebook feature will give you a relevance score, after evaluating your ad.

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Work to increase your Facebook ad relevance score. Make your headline, ad text, ad image, copy and destination page relevant and appealing to your audience for lead gen.

If you can do that, Facebook will give your ads higher priority, which ultimately means more highly-targeted users being sent to your landing page increasing the chance of website conversion.

iii).  Value proposition: Make a promise of value in your ad. The value proposition will set your product or offer apart from the competition. This chart explains it better:

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If you claim that your latest book is useful, not many people will simply give you the benefit of the doubt on that point. But, if you give away a few chapters for free, it’s easier for people to draw their own conclusions and then offer you the social proof to increase the click-through rate.

In the same vein, offering a 30% discount on your meal plans, if you’re a fitness trainer, will quickly boost your credibility and change how people perceive your ad. Here’s a powerful value proposition from a recent AirBnB Facebook ad.

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iv).   A clear call-to-action: There is no shortcut to getting people to act – you have to include a call-to-action.

Unfortunately, most marketers aren’t doing it. According to SmallBizTrends, 70% of small business B2B sites don’t have a CTA.

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You need a call-to-action button, on both your ad and your landing page. Without it, your best headlines, professionally-looking and relevant images and compelling ad copy will be wasted.

Yet, many Facebook advertisers totally ignore that ad CTA.

Here’s a Facebook video ad with a strong call-to-action:

image19" width="518" height="596" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image191.png 518w, https://neilpatel.com/wp-content/uploads/2015/07/image191-350x403.png 350w, https://neilpatel.com/wp-content/uploads/2015/07/image191-335x385.png 335w" data-lazy-sizes="(max-width: 518px) 100vw, 518px" src="https://neilpatel.com/wp-content/uploads/2015/07/image191.png

Whether you’re running a video ad or photo ad, what matters is that you persuade users to click and visit your landing page. From there, you can follow up with the leads who indicated interest in your ad and persuade them to buy.

Step #5: Low-Friction Conversions

Improving your conversions is the ultimate goal of every PPC ad campaign. It’s little wonder that 85% of search marketing experts will pay more attention to conversion rate optimization (CRO) this year.

Many people are using Facebook advertising the wrong way. If you haven’t created a way to capture and nurture your audience, you’ll waste a lot of money.

Low-friction conversions are the best approach, when running a Facebook ad campaign. Smart Facebook PPC advertisers don’t come to Facebook to make sales. Instead, they offer a high-quality lead magnet to their users, in order to get them to subscribe to an email list.

image00" width="580" height="400" srcset="https://neilpatel.com/wp-content/uploads/2015/07/image00.jpg 580w, https://neilpatel.com/wp-content/uploads/2015/07/image00-350x241.jpg 350w, https://neilpatel.com/wp-content/uploads/2015/07/image00-335x231.jpg 335w" data-lazy-sizes="(max-width: 580px) 100vw, 580px" src="https://neilpatel.com/wp-content/uploads/2015/07/image00.jpg

From there, it’s a lot easier to offer great value, eliminate push back and give users exactly what they’re asking for: education.

Of course, if you’re an ecommerce store owner, you could simply send people to your product pages and convert them to sales there.

But, for information marketers, business consultants, freelancers and others who aren’t selling a physical product, you’ve got to get people onto your email list, first. That’s why autoresponders exist.

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Your landing page visitor didn’t come to buy a product, but to learn about you. What matters is the environment that you’ll create for them. Will that environment inspire them to buy from you, or repel them from your offer, due to excessive pressure or greed?

Your Facebook ads will yield the best results, if you set up a conversion funnel, then create useful content that your leads will benefit from. Then, nurture your leads on a regular basis, before asking for the sale.

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Remember, you need to continually test your performance to determine what’s working for you and what’s not. The Facebook ad terrain is always changing and you’ve got to adapt to it.

Here’s an excerpt from KISSmetrics on testing and tracking your metrics:

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Step #6: Constantly Monitor, Tweak, and Refine Campaigns

Facebook advertising isn’t hard en soi.

But that doesn’t mean it’s easy, either.

It takes a lot of hard work (as you’ve already seen). And there’s a lot of moving pieces to organize in order to transform complete strangers into loyal customers.

So… where do you start?  We’ve covered a lot of the ‘tactical’ stuff already. Let’s take a look at the ‘big picture’ now to make sure you’ve got all the boxes ticked before spending a single dollar.

For example, each Facebook ad campaign you run should have a singular purpose. That means it’s either going to bring in brand new visitors, nurture those people you’ve already made contact with, or convert them when they’re ready and willing.

That starts by making sure you’re using the proper audience targeting (you know, that stuff we discussed ALL the way at the beginning of this guide).

For example, that should look something like:

These Facebook campaigns don’t have to exist on their own, however.

For example, remember WPEngine earlier?  After someone downloaded their lead magnet, they received automated emails afterwards. Combining your ads with marketing automation techniques like this is a powerful way to follow up in multiple channels until someone takes the action you’re looking for.

Customers today don’t buy in the first visit. Instead, they will typically interact with you in multiple channels before they buy. That’s why it takes people a dozen ‘touches’ in some cases before they become a lead or purchase.

There’s also been some compelling evidence from Facebook themselves about combining ads with email.

Facebook teamed with up Salesforce in order to run a test. They took a list of 565,000 subscribers and split them into the following groups:

  1. Email-only
  2. Ad-only
  3. Email and ads

The results should be obvious.

The last group that saw both ads and emails were 22% more likely to purchase.

They also reported that you can “extend email campaign reach by 77%” just by linking them with ads like this.

The results impressed Blake Chandlee, Facebook’s VP of Global Partnerships:

“The combination of CRM (customer relationship management) data and Facebook targeting truly powers targeted reach at scale to create effective marketing campaigns. We expect to see great results as marketers continue to pair Facebook custom audiences with both email marketing and direct-mail campaigns.”

Beyond the standard ad types we’ve already covered (like basic photo or video ads), Facebook has introduced a few new concepts that might be worth a try, too.

For example, their Canvas ads are built on their Instant Articles infrastructure. So they delivery beautiful, interactive ads in fractions of a second. These are the perfect alternative if you’re trying to reach people on mobile devices, but your own website’s mobile experience isn’t up to par.

When these first came out, Facebook told TechCrunch that, “53% of Canvas users view at least half of it, while the average time on site is 31 seconds.”

Branded Content is another ad type alternative that lets you work directly with influencers.

Here’s why this new development is so important.

Incredibly, the vast majority of consumers today (83%) trust recommendations from other people instead of brands themselves according to Nielsen.

If that wasn’t bad enough, most people suffer from ‘banner blindness’ too (which refers to how people ignore anything that remotely resembles a display ad). And then you have the fact that more people than ever before are installing ad blocking technology.

All of that is bad news for advertisers.

But Facebook’s branded content offers you a solution. You’re able to partner with influencers in order to have them promote sponsored message on your behalf.

So that when the post goes live, it resembles a typical post that people have become accustomed to seeing already.

Typically, tracking the ROI on your influencer marketing spend is tough to identify. But Facebook’s platform makes that easy because they treat it like a standard ad unit. So you’re able to look back at the results generated from each sponsored message through their Branded Content ad unit.

All of these tips so far have been designed to deliver a steady stream of traffic to your site.

Once you’ve got that ‘pipeline’ up-and-running, we should turn our attention to message match.

Imaginez ceci:

You’re browsing around Facebook, commenting on friend’s posts, when something out of the corner of your eye catches your attention.

You click on it and are immediately met with a landing page that features the some of the same exact elements (like the headline, image, and value proposition).

That’s message match. It’s making sure that the same thing you used to get someone’s attention (and click) is repeated seamlessly on the page they’re taken to. That way, they’re not distracted or feel like their expectations were broken at the last second (like a classic bait and switch).

There’s more good news, though, too.

Not only does message match help customers know they’re in the right place. But it also perfectly aligns with Facebook’s own Relevance score.

That means the better relevance score you have (by better aligning your own message match with the audience you’re targeting), the better performance you’ll see and less costs you’ll pay.

Let’s get more specific now that we’ve got some of the other big picture stuff out of the way.

Hootsuite brings us a perfect example of what your Facebook ad creative should look like:

Here’s why this one rocks:

  1. The messaging is simple and specific at the same time (“free 30-day trial”)
  2. The image doesn’t have any words, but instead immediately conveys the emotion that you should have while using their product (i.e. fun, enjoyable, etc.)
  3. They manage to incorporate social proof into the ad copy (e.g. 10 million+ professionals) that immediately adds credibility to their claims.
  4. And last but not least, the CTA is perfect (“Sign Up”)

Voir? Advertising doesn’t have to be hard. That Hootsuite ad is pretty straightforward. But it nails the essential ingredients perfectly. And that’s why it works.

Step #7. Ca ne fonctionne pas? Check for these Common Problems

Successful ad campaigns can start off great.

Only for results to fall off a cliff after a few weeks. What’s happening?

The first thing to look for is ad fatigue.

Showing the same exact ad to the same exact audience for too long can result in them ‘tuning you out’ after awhile.

Facebook even recommends you switch up ad creative every week or two!

The good news is that you don’t have to go crazy with tweaks or changes.

We’re talking simple, easy changes.

For example, you can take the same basic ad template and merely switch up the images you’re using like Shopify does:

That’s easy enough, right? In this case, all they’re doing is finding a new stock image to slide in.

Another perfect example is this one that simply changes the background image from white to gray.

(You’ll also notice that the graphic is flipped, so that the logos appear on the opposite side.)

Ad fatigue is a real problem. But fortunately, it’s pretty easy to fix (or avoid by continually testing new subtle ad tweaks).

The next issue to look for is a problem with your frequency. This is closely related to the last problem, where people are basically seeing the same offer too often.

In this case, try sequential retargeting. This is where you try a few offers, one after the other, in order to eventually appeal to everyone.

For example, start things off with a nice and easy discount. They you can even start cycling through all of the different lead magnets we discussed earlier (like an eBook, then checklist, tool, email course, etc.).

Again, your goal is to promote different benefits of your business to hopefully catch their attention.

You can (and should) layer a time component onto this, too.

Par exemple, dayparting can help you identify what days and times work best. So you can see if you’re overpaying during certain hours of the day (or over the weekend for example) when not enough people are converting.

AdEspresso used a retargeting structure like this when testing different lead magnets. For example, they switched up the offer based on a specific number of days after being added to a specific list.

So they saw one lead magnet the first three days after joining. But then that offer changed for the next few days, and so on.

Why go to all these lengths?

Two reasons.

First, because you have no idea what’s going to work until you test it. So you need to cycle through a few ideas in order to start seeing what works (from what doesn’t).

The second reason is because you’re bound to have a big audience of potential customers. Remember all of that interest-targeting at the beginning?

You can narrow this down by splitting people into groups of different customer segments. And when you do this, you’re bound to have these people respond to different offers or incentives.

One group might like an eBook rather than a checklist. They wanted detailed information on a specific subject.

Or another might be interested in hearing about Twitter ads instead of Facebook ones.

Once again though, you’re not sure until you try and test it. That’s the only way to see what works and what doesn’t.

Or identify which audience is profitable. And which one isn’t.

Conclusion

If you create Facebook ads, you need to set up an ongoing system to review and analyze your ads. Then, you can effectively make tweaks to your campaign. This is how you pin down what works best for you.

But, if you abandon your ad and lose focus, you may end up driving the wrong people to your blog and waste your money in the process.

So, what’s the most important factor of every Facebook ad?

As I said earlier, the landing page offer, the landing page itself, the ad copy, the image, the call-to-action – they’re all vital.  They all work together to help you reach your target audience.

What other strategies do you use, when running a Facebook ad campaign to improve your conversions?



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