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Facebook users spend approximately 50 minutes a day scrolling through Facebook and their apps. However, changes in the algorithm effect what people are seeing and if Facebook ads is your game, then it’s quite challenging. With the new algorithm focusing on engagement, businesses are having a hard time having ads appear and getting users to convert. This is why optimizing ads has become so important. Here are some tips that can help increase conversions and generate some positive ROI.
Take Advantage of Custom Audiences
Facebook allows the ability to include and exclude people from viewing your ads. To spend your ad dollars wisely, exclude customers who have previously converted from your ad. Include people based on demographics and interests. For example, include an audience that likes your Facebook page or has general interest in the service you have to offer. If you are looking for more role-based prospects, include those as well.
Add Social Proof
With consumer trust decreasing, prospects want proof that any financial venture is worth the risk. Social proof provides value and can settle prospect concerns. By adding customer testimonials, or a number of how many people are currently using your product/service, you have given them peace of mind. This can increase the likelihood of conversion.
Provide an Incentive
Incentives do not have to be price or discount driven. You can provide a free trial, assessment, or consultation. By giving them something for free or at a discounted price, it helps take the pressure off the prospect. They do not feel the need to “buy-in immediately” and, if they do, they will be less upset if it does not work out in their favor. For example, if you offer IT services for data protection and backup, you can offer a free assessment to see how vulnerable their current system is and even offer a free report. This asset has earned their trust and could earn your company a conversion.
Have you ever thought about your ad’s landing page experience? If you have not, now is a good time to start. A lot of reason prospects abandon a site is because the ad they clicked on did not take them to the page they wanted visit. If you are advertising a specific product or service, make sure the advertisement goes to that exact page. Do not make prospects search and wonder how they ended up on the homepage, when they were looking for a specific product.
Another important thing to consider is branding. Make sure that your images, copy (including tone), and color schemes is in line with your company’s branding. Create a connection.