Facebook Ads: How to Increase Conversion Rate

18 August 2021

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Increasing the conversion rate is on the top three requests we are getting from our clients. Whether we define a conversion as a lead, sale, or subscription, the intention should be to inspire people to take a particular action. It has become increasingly difficult to reach users through organic posts because Facebook remains its leading position as an advertising platform and consequently, now advertisers face fierce competition than ever before. To run a successful campaign that will show a high conversion rate, there are a few things to do to turn the odds in your favor and work on Facebook ads conversion optimization. In this article, we’re going to:

  • Explain what Facebook conversion rate is.
  • Look at a few industry-average conversion rates.
  • Share the tips to increase the conversion rate when running Facebook Ads.

Lean on the Average Conversion Rate for Facebook Ads Within Your Industry

Conversion means getting a user to take a particular action. For example, typical conversions include convincing a person to:

  • Send a contact form or request.
  • Complete a registration process.
  • Add an item to a cart.
  • Initiate a checkout.
  • Complete a purchase.
  • Schedule an appointment.
  • Submit an application.
  • Perform a search.
  • View specified content.

These are different types of actions you can ask a user to take. According to the latest study by WordStream, the average conversion rate (CVR) for Facebook Ads is 9.11%.
However, the numbers may vary depending on the industry. Here are a few examples within some industries to show how conversion rates can differ:

  • Beauty and Fitness – 11.65%
  • Business & Industrial – 10.65%
  • Food & Drink – 3.98%
  • Pets & Animals – 3.27%
  • Hobbies and Leisure – 2.91%

It’s vital to learn the average metrics within your industry in order to keep your expectations realistic. Interestingly, jobs and education ads have the highest conversion rate at 12.82%, while the news industry comes last with an average CVR of 2.15%.

Top Tips to Increase Your Facebook Ads Conversion Rate

There are several ways you can boost your Facebook ad conversion rate, ranging from simple changes to complex ad adjustments. If you want to get the most out of your social media advertising campaign, these tips will help you understand where you need to make changes.

Create a Converting Landing Page

Landing pages are a crucial component of a successful Facebook advertising campaign. It’s not uncommon for users to click on the advertisement and leave landing pages without converting. Typical reasons for a high bounce rate include:

  • Mismatched ad and a landing page.
  • Irrelevancy of a landing page.
  • Poor layout, design, or user experience.

To counteract this effect, it’s vital to create a landing page that is optimized to make a sale:

  • The ad, landing page, and message have to match. Use the same style, colors, and font.
  • The landing page needs to emphasize a specific call to action.

If you have different ad sets, it’s great to create a specific landing page for each one. When your ad and landing page work together, you’ll be far more likely to lower your bounce rate and improve a conversion rate.

Use Audience Segmentation and Targeting

Let’s pretend you are the owner of a trendy fashion brand and would like to create an ad to promote your latest collection of summer dresses. If you target 40+ year old readers of Popular Mechanics, you’re not likely to get many conversions. However, if you choose to show your ad to young women who enjoy reading Vogue and Cosmopolitan, you’re far more likely to get better results. Audience segmentation and targeting are critical for boosting the conversions. Facebook allows advertisers to refine their audience based on:

  • Location.
  • Interests.
  • Age.
  • Gender.
  • Education.
  • Behavior.
  • Connections.

Target the right audience to ensure your ads are shown to individuals who are more likely to take you up on your offer.

Keep Your Ad Copy Short

When it comes to Facebook ads, less is always more. Ideally, your ad copy should always be under 150 characters. Always remember the three C’s: catchy, concise, and compelling. Doing so will improve engagement and boost your conversion rate.

Read Now: Facebook Creatives: Which Ads Convert the Best?

It’s important to understand that most users don’t have a very long attention span. People are more likely to interact with an ad that sparks an interest instantly rather than taking the time to read several lines or paragraphs of content. The goal should be to make your point very fast and efficiently. The less work is required from a person to do, the more likely he performs the action you want him to take.

Use Emotions to Provoke Action

Emotion is a powerful tool because it:

  • Make your brand feel more human.
  • Establish a close connection with your audience.
  • Foster interaction and engagement.
  • Helps to turn attention into conversion.

For example, Coca-Cola is a master of crafting happy and inspirational advertisements that foster a deep sense of camaraderie with others. The World Wildlife Fund always employs empathy, and few ad campaigns use humor as effectively as Old Spice. Find the emotions that allow users to connect with your brand or product and use it to your advantage.

Promote Free Offers

People love to receive something for free, and psychological studies have proven that free stuff is nearly impossible to resist. Today, marketers use this fact to create tempting advertisements offering a discount or a free item. It’s a simple way to force an interaction, establishing a relationship between the prospect and the brand. Allowing people access to something small at no cost can help to boost conversions and generate future sales.

Use a Compelling Call to Action

Users tend to react to clear appeals. Create a compelling call to action (CTA) to give your audience direction. For example:

  • Sign up today.
  • Click to claim your discount.
  • Enter your email to receive a discount code.
  • Start your journey.
  • Book a free demo.

The goal of a CTA is to get your viewer interested in clicking through to your landing page.

Evaluate Ad Fatigue

Ad fatigue is a significant issue many advertisers face today. If your advertising campaigns are losing momentum, it’s a good idea to use Facebook’s tools to spot and diagnose the problem.
There are a few reasons why ad fatigue occurs:

  • People have seen your advertisement too often and no longer “notice” it.
  • The ad creative doesn’t resonate with the majority of your target audience.

One of the ways to combat ad fatigue is to make your ad blend in. Essentially, you need to make your creatives look like interesting user-generated content rather than a paid advertisement. You can do so by avoiding stock photos and making your content look familiar, friendly, and entertaining. Try to ensure that your ad looks like just another regular post in a user’s feed. While this might seem counterintuitive, it’s more likely that your ad will be noticed this way.
If your ad set has been active for three days or more, you’ll notice an option to “Inspect” your results in the Ads Manager. Here are the reports you can review:

  • Frequency: how often a user has seen your ad.
  • First-time impression ratio: the percentage of impressions from new audience members.
  • Audience reached ratio: the percentage of your target audience that has seen the advertisement.

From these reports, you can glean whether an ad has fully saturated your audience. For example, if your first-time impressions have dropped while the frequency and cost have gone up, you likely need to retire the ad. More on Facebook metrics you can find in our latest article.

Read Now: Increase your ROI by Running Effective Campaigns

Check on Auction Overlap

Auction Overlap is another report available within Ads Manager, and it determines whether you’re competing with yourself. For example, if you have three ad sets that target the exact same audience, you’ll likely start bidding against yourself. It’s good practice to set exclusion rules to avoid too much overlap. Ideally, you should have an overlap rate under 20%.

Consider Conversion Ads

For the best results, you may want to consider running a Conversions Facebook ad campaign. While these are typically more complex to set up and manage, they can be highly effective.
Due to the technical nature of the ad setup, Conversion ads can be challenging to set up since you’ll need to create data sources, conversion events, and event tracking. A good solution is to partner with a digital marketing agency that has a thorough understanding of Facebook ads and the expertise to manage the campaign on your behalf.

Conclusion

Ensuring that your ads perform well isn’t always the most straightforward task, but getting the most out of your advertising campaigns is vital. Understanding how to build and adjust your campaign can get you off to a great start. It’s critical to regularly evaluate the results and continually make improvements. Maintaining effective Facebook ads can be a time-consuming and skill-intensive process, especially without a dedicated in-house resource. At Viden, we have the expertise to set up, run, and maintain successful Facebook ads bringing high conversion rates. Find out how we can help you today.

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