There’s no doubt that campaigns using lead ads have a higher conversion rate and lower average cost-per-action than regular ads. Facebook is a highly popular social media platform, with 1.62 billion DAUs (daily active users). While businesses have started recognizing Facebook as an effective source of lead generation and now understand the power of ads to gain conversions, many tend to ignore the quality of the conversions.
Why Think About the Quality of Conversions?
Without proper targeting, you may increase the reach of your ads, which means they will be seen by a wider group of people. When they click on your ads, however, you end up generating traffic that is not relevant to your business.
Here are the issues with this type of an approach:
- You pay for traffic that may not purchase your product, service, or solution.
- You attract traffic that may find your website irrelevant and leave faster. This results in a higher bounce rate for your site, which can negatively impact your SEO efforts.
On the other hand, reaching a highly targeted audience means you attract the most relevant visitors to your website:
- More people click on your ad, which lowers the overall cost of running them.
- You pay for traffic that is most likely to convert into customers.
So, better quality of conversions means higher returns on investment (ROI).
How to Improve the Quality of Your Facebook Lead Gen Ad Conversions
Target Your Audience
Create a profile of your customers. These are people who are most likely to pay for your product or service. A highly targeted group of people is more valuable for your business. You could consider two or three profiles and prioritize them based on their likelihood of purchasing from you.
You can set up a lookalike audience list. These are people who are similar to your best customers in terms of age, location, interest or jobs, depending on your business. You could also create a separate list of people who had earlier engaged with your business, whether online or offline. Consider targeting them with a separate ad.
Audience Targeting on Facebook
When you create ads on Facebook, there are a number of options that enable you to narrow down the target audience.
Facebook allows you to select the basic demographics:
Facebook also has other criteria for targeting, based on:
- Job titles
- Average income
- Language proficiencies
Get Your Ad Copy Right
Of course, your ad needs to have attention-grabbing content. However, it should clearly mention your value proposition. The visitor should be clear about what problem your product will solve or what benefit it will offer. Avoid mentioning features in the ad copy. For instance, if your business provides online courses, the benefits will be flexibility, learn from home, expert instructors, and career prospects. The ad doesn’t need to mention the number of modules or what course materials will be provided.
Have a Clear CTA (Call to Action)
The ad should have only one call to action, which should be specific. These can be:
- Request a Quote
- Sign Up for a Free Webinar
- Download PDF
- Request a Demo
Whatever CTA you choose, ensure that it clearly mentions the next step to the visitor.
Apart from getting your Facebook lead gen ad right, it’s important to optimize the landing page to get the maximum conversions. For more information on Facebook marketing, please feel free to contact us today as this is something our digital marketing agency specializes in. We are happy to help!
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