How to Improve Facebook Ad Performance in 2020
Facebook advertising will only get bigger and better in 2020. But with so many brands vying for users’ attention, how do you stand out?
Don’t be another face in the crowd – find out how you can enhance Facebook ad performance this year.
Why use Facebook ads?
If you aren’t already advertising on Facebook, or if you’re having doubts about continuing with your ad campaign on the platform, here’s why Facebook advertising matters more than ever:
Facebook is among the most widely used social media platforms
Facebook gets up to 40% of annual digital advertising revenue
The average Facebook user clicks on 11 ads each month – and 26% of users who click on ads make a purchase.
Facebook ad impressions have increased by 33%
74% of Facebook users have a high income
With these statistics in mind, you’ll want to make sure that your Facebook ads are performing at optimal levels. Here are a few tips on maximising your Facebook ad campaign:
Take advantage of interest-based targeting
Digital advertising allows you to take a hyper-targeted approach – Facebook advertising, in particular, allows you to use interest-based targeting, giving you the option to show your call to action or marketing message only to users who fit a “most likely to buy” customer profile.
Some variables to consider for your targeting efforts include:
- Place of residence
- Place of birth
- Marital status
- Watched TV shows
- Political views
- Most frequently used software
- Favourite sports/sports teams
The easiest way to find out what your audience is interested in is going through the information on their Facebook profile.
When users search for interests on Facebook, they use keywords like they would on Google. The difference is that, with Facebook, the words they use on their profile will place them into a category allowing advertisers to target them based on behavior, fan pages liked, and more.
If a keyword isn’t associated with an existing fan page, Facebook will read it as a “like by association” keyword, which is a keyword that the platform uses to describe interests that the user may not have mentioned specifically, but which the algorithm has assigned to them based on specific behaviors, such as liking a particular post, joining a group, clicking on an ad, and other ways they may have interacted with that interest on Facebook and Messenger.
The key to interest-based targeting is targeting users who are genuinely invested in a particular subject and not just the casual fan. These users are interested in several aspects of a given subject and will possess specialised knowledge that someone with superficial or occasional interest in the subject will not.
Moreover, you should also know your buyer’s persona in order to make interest-based targeting work for you.
The buyer persona represents your ideal customer based on existing data on your current customers.
The following can help you flesh out your buyer’s persona:
- Pain points
- Description of a typical day in their life
Incorporate Facebook retargeting into your ad campaign
96% of site visitors are not ready to commit to a purchase. These are the ones who just look around for a bit before leaving your site. But they’re still good prospects – retargeting ads allows you to stay in touch with these visitors and remind them that your business exists until they’re ready to make a purchase.
To take full advantage of Facebook’s re-targeting capabilities, you must take the following measures:
- Optimise for more than one device – Some Facebook users may browse through mobile in their free time before switching to desktop for work. The switch can disrupt the buying process, so reach Facebook users where they are.
To find out which devices buyers use to visit your shop and make purchases, go to Google Analytics, look at Audience – Mobile – Overview. Evaluate your mobile conversion rates and how much of your shop’s total revenue comes from mobile users. If desktop outperforms mobile for conversions, focus on advertising for desktop.
Remind users of products they showed interest in – Dynamic retargeting ads lets you shows users products they’ve previously viewed, making this retargeting method relevant to users. To incorporate dynamic retargeting ads to your campaign, you’ll have to upload your product catalog.
Give them a reason to complete their purchase – According to Statista, 36% of buyers abandon their carts at checkout because they found themselves a better deal. Woo them back by making an offer they can’t refuse, such as a limited-time discount code, which works on 54% of buyers. You can also offer free shipping and other perks.
45% of internet users watch more than an hour’s worth of videos on Facebook and YouTube each day, making video an important tool in your arsenal. What’s more, marketers who utilise video for ad campaigns generate revenue 49% faster than those who don’t.
Users who watch more than half of a video are likely interested in the content and therefore more likely to make a purchase. Facebook Custom Audiences lets you create an audience of users who watched a certain video from your page. From there, you can build a Lookalike Audience for prospects who behave similarly to the original audience.
Chatbots may seem invasive but you can use them to your advantage – 53% of users say they would rather do business with a brand they can message while 56% prefer to message rather than call. Chatbots lets you offer a more personal way of communicating. Use them to provide value, such as answering FAQs and troubleshooting issues, in exchange for consumer information.
Strengthen your landing pages
It’s not enough to lead users from Facebook to your site – you need a strong, sales-focused landing page to generate revenue. Ideally, your landing pages should be designed with clear messaging and simplicity in mind. It should offer site visitors the choice to avail an offer or not. This offer has to provide genuine value, whether it’s a free cost estimate or a discount code.
Work with a trusted digital agency in Australia
When improving Facebook ad performance, it helps to work with a digital agency that has proven experience in Facebook marketing. Contevo is a certified Facebook Partner with over 15 years’ experience in digital marketing.
Our business philosophy, “Continuous Evolution”, informs everything we do, from ad campaign set up to monitoring and tracking. We are constantly looking for ways to improve our services. Get in touch with us today for a consultation.