Customers today usually require multiple touch points (i.e., exposure moments to a brand) before they become an actual paying customer. With effective Facebook ads and the power of digital marketing, getting your brand in front of your ideal customer is easier than ever. But are Facebook ads effective? Short answer: Yes.
But they do require a strategic approach to stand out, boost your ROI and create campaigns that actually convert.
This post will look at the following:
- Why Are Facebook Ads Effective?
- 5 Things That Make Ads Actually Convert
- How to Automate & Integrate Your Ad Campaigns
Getting your brand in front of your ideal customer is the first step to starting a relationship and conversation.
But converting cold traffic into leads, warmed up traffic and eventual customers requires a strategic approach.
Starting with a free, high value offer is a great starting point. If a customer accepts such an offer from you (no matter how small or large it may be), they’re way more likely to continue engaging with you in the future.
For example, if you offer something for free in exchange for an email address, on a psychological level, there is a micro-commitment happening, which can quickly turn cold audiences into warm leads.
This can be achieved by using a lead magnet strategy and we’ll discuss these concepts a little more later on in this article.
For now, let’s dive in and discuss why Facebook ads are effective and the power of digital marketing now and looking forward to 2020 and beyond.
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Why Are Facebook & Instagram Ads Effective?
This is a big topic, but it really boils down to a couple key things.
Namely, Facebook (and other social media) ads are effective because of their niche targeting ability, impressive testing and data tracking functionality and the extensive framework for customized followup and retargeting.
Together these elements provides businesses and marketers with unique opportunities for reaching and testing new audiences like never before.
Although it does requires strategic testing and a decently sized budget, it’s exciting to know that any brand (with a good product and offer) can find, test and build long-lasting customer relationships online.
So let’s dive deeper and review how to make ads that actually convert.
$$ Tip Jar
It’s critical to understand why customers are on Facebook. The user’s state-of-mind will change depending on the platform they’re on.
For example, someone searching for solutions to problems on Google are more likely to make a purchase since they’re in a buyer’s state-of-mind.
People on Facebook however are likely not in a buyer’s state-of-mind.
They’re looking to engage with family and friends and consume interesting, engaging and share-worthy content.
You should therefore create campaigns with this in mind and running retargeting ads to push people further along the buyer’s journey.
5 Things That Make Ads Actually Convert
Running Facebook ads is the easy part. Making them profitable and high-converting – now that’s where things start to get tricky.
However, if you can implement a strategic approach and you have a decent budget to do testing and scaling, then you can absolutely run a profitable campaign, grow your customer base and boost your revenue.
Let’s explore some of my favorite best practices for making ads that actually convert. We’ll kick things off with lead magnets.
1. Lead Magnets & Freebies
A good lead magnet can be an ongoing source of new prospects while being completely automated. As a business owner, marketer, entrepreneur or website owner, you know the value of lead generation.
So this is the first way to implement Facebook ads that actually convert.
Let’s think about it this way, imagine seeing an advertisement from a company you’ve never heard of, asking you to buy something straight up. No introduction, no previous contact and worst of all, no value.
This is where a good lead magnet excels – providing high-quality, free and actionable value for your target audience.
So let’s imagine that you saw that same ad, from a company that you’ve never heard of before. But instead of asking for your credit card info right out the gate, they provide you with an enticing offer, completely for free.
Naturally, this second scenario will win out over the straight-to-sales hard sell.
A good lead magnet will have the following qualities:
- Be something that is quickly and easily consumed
- The less friction, the better
- Often, prospects will need to put in their email in exchange for the offer (hence the name lead magnet)
- Provide some actionable solution to a real problem that your target market is experiencing
- Be something irresistible and enticing
- See the next section for more on this topic!
OK, that’s all fine, but you may be wondering what the cost is for you and perhaps what some good examples of lead magnets are. So first, it’s important to note that a lead magnet should not be something overly expensive or complicated for you.
It should however have a high perceived value for your prospects. Let’s look at some examples of common lead magnets:
- A Free Downloadable Guide, PDF or Cheatsheet
- Free Trials
- Free Samples
- Free Consultations
- Free Training
- Free eBook
- Free Course
- Or if you have a premium course, offer the first module for free!
So if you can think about a good lead magnet that solves a specific problem for and is relevant to your target market, then you’ll be off to a great start with running successful Facebook ads.
But how can we make the lead magnet enticing? Well, let’s look at the next section to explore that topic some more!
2. Unique, Irresistible Offers
It’s a hyper-competitive market out there, and standing out is more essential than ever before.
Creating a unique, irresistible, high-value offer is a powerful strategy to succeed with Facebook ads (or any social media platform or marketing channel for that matter).
So how can we craft an offer that’ll be enticing and perceived as a high-value, “no-brainer” for your target audience?
Well, let’s look at the following tips and examples to get a better handle on this protocol:
- Add complimentary “upgrades” or two-for-one offers
- Provide a Solution to a Common Problem & Include Timelines
- Here’s an example of an offer for runners, “This Weekend Only: Learn the Secret Method that the Pros Are Using to Get Rid of Shin Splints in 20 Seconds!“
- Use Case Studies to Demonstrate Your Offer’s Effectiveness
- Use Money-Back Guarantees & Risk-Free Offers
- Remember the Free Value Approach
- Give first. Take second.
So now that you have a firm grasp on how you can use lead magnets coupled with a unique, irresistible offer, I think it’s time we move on to the next way to create Facebook ads that actually convert.
3. Testing & Landing Pages
Testing your ad campaigns – at every stage – is critical to the success of your Facebook ads, social media marketing and online advertising efforts.
Simply put, without testing, you’ll never truly optimize your campaigns or find the highest converting elements. It’s the backbone to any successful marketing and it’s something you will need to implement in your strategy as you move forward.
For any Facebook ad campaign, there will be multiple stages from where you can test different variables.
For example, an ad campaign targeting new prospects with a lead magnet (from above) may start with the initial ad, but can also include landing pages, potential email automation sequences and followup or retargeting ads (see the next section for more on this).
For each of these stages (from the initial ad to the landing page, email followup and retargeting campaigns), you can (and should) test multiple variables.
Here’s a quick idea of some common things to test:
- The Ad Campaign
- Test different images and videos
- Test different ad copy, text and headlines
- Test different audiences
- Landing Pages
- Test different layouts and designs
- Test different call to actions
- Email Segmenting
4. A Sales Funnel Methodology: Retargeting & Segmenting
Effective Facebook ads require a deep understanding of who you’re targeting and at what stages they’re on within the sales funnel.
For example, targeting cold traffic requires a campaign built around awareness, not sales.
However, targeting people who watched over 75% of a recent video ad would be a warmed up prospect, more likely to give their email or potentially make a purchase.
Therefore, effective campaigns require comprehension of your sales funnel for effectively retargeting and segmenting your audience appropriately.
Organizing your campaigns with these elements in mind is critical.
For example, since customers today requires multiple exposures to a (new) brand or business before converting, segmenting your followup ads with relevant and specific retargeting ads is a fantastic way to ensure your ads are converting.
Let’s imagine a simple sales funnel. First you’ll target and test multiple (cold traffic) audiences with an awareness objective or perhaps some enticing lead magnet offer that solves a problem of theirs.
Some people will view your content but not take any action.
Some will view your content but not engage.
And some will view your content, spend time on the page (or watching the video) and have higher engagement.
Still, many will do nothing.
This is where you’ll want to start creating retargeting ads that are segmented and customized to the various actions (or inaction) your target audiences are taking.
Here are a couple of examples:
- You’ll send a unique followup ad to people who viewed 75% of your video and also visited your landing page versus someone who didn’t click on your ad but maybe watched 50% of the video
- You’ll also want to consider how and why you should send a unique ad and messaging to Instagram platform users compared to Facebook users
This level of segmenting is critical to keep your ads personal, customized and optimized for conversions.
Recommended Read: How to Create an Effective Facebook Ad Retargeting Funnel (Social Media Examiner, 2018)
5. Omnichannel Strategy & Followup
So working off some points above, adopting an omnichannel followup sequence will cover your bases and ensure your reach is thorough and comprehensive.
This is something you should keep in mind as you develop your ad strategy more down the road, so in the beginning, it’s more important to just start testing and retargeting.
However, once you have those campaigns running well, you can start exploring other outreach methods.
For example, coupling Facebook ads with an email list or an email followup sequence can 10X your returns (ConnectIO, 2019).
And creating a specific ad campaign for your Instagram audience that’s different from your Facebook ads ensures you’re keeping things relevant for your specific audiences as well as fresh.
How To Automate & Integrate The Strategies Above
Simply put, why make life more difficult? We have numerous tools at our disposal that can streamline and automate many of the tasks above.
This not only saves you invaluable time, but it can also improve your campaign efficiency, decision-making and overall effectiveness.
So please allow me to introduce a few of my favorite tools for automating Facebook ads and the digital marketing process.
- Schedule & automate social media posts
- Simply type in any domain and easily track & research competitor’s social media ad strategies
- Advanced brand monitoring, SEO & keyword research tools and performance analytics
- A full suite of data automation tools for tracking, reporting and analytics
- Advanced Facebook ad tools that automatically creates high-converting ads that retarget your prospects and website visitors based on laser-focused specifications and behavior-based parameters
- Automatically turn your best performing Facebook posts into high-performing Facebook ads
- Automatically create campaigns that add new subscribers to your email list directly from Facebook
- Users don’t even need to put in their email or information, everything is automatically connected, meaning less friction and barriers for prospects to convert into leads
- Increase ad performance, conversions and targeting relevance by using this advanced audience research tool that shows you “hidden” target demographics and interests
- Boost ROI by seamlessly connecting Facebook ads and effective retargeting strategies with your email list
- Completely automate and manage all of your Facebook, Google and Snapchat ads in one place
- Very user-friendly and comes with a 14-day free trial
- Simple & affordable landing page (and website) builder
- Easily create and manage Facebook & Instagram ads directly inside the dashboard
- A full service CRM with numerous business & marketing management tools and resources
- Built-in email autoresponder
- Social media ad tracking and management
Conclusion: Are Facebook Ads Effective?
Ultimately, Facebook ads will require an enticing offer, testing and retargeting and effective customer segmenting to be profitable. Setting up one ad and expecting high returns is not reasonable.
And whatever your campaign objectives are, you’ll want to make sure that you’re reading the data and keeping things fresh and relevant.
Continually optimizing and making data-based decisions is the one of the final pieces to the puzzle.
So if you can follow these guidelines, then yes absolutely, Facebook ads can be effective!
Thanks for stopping by and reading!
Let me know in the comments if you’ve tried Facebook ads before! Were they successful or a total flop?