Last month Facebook announced it eclipsed the 2-billion-user mark — yes, with a “b” — and businesses have taken notice: Facebook’s advertising revenue grew a staggering 53 percent from 2015 to 2016.*
But despite the explosion in advertising on the social media giant, not all companies are enjoying the same success. Although properly executed Facebook ads can deliver as much as 80 percent more traffic than Google ads with the same budget, many companies are learning that it’s not as easy as they thought to consistently drive high-quality leads and deliver a high return on investment.
If you feel like your Facebook advertising isn’t living up to its potential, BroadBased can help. We have identified three main pitfalls that lead to Facebook ad campaigns stalling as well as the quickest and easiest ways to give them a jumpstart. Here they are:
1. Your ads are reaching your target audience, but customers aren’t clicking.
This common pitfall is due in part to the increased number of ads Facebook users are seeing in their feeds. The best fix is to try a different ad type to stand out and offer a different experience.
The offer ad type is a great way to provide an incentive and as a bonus it’s highly trackable, and Facebook now offers lead form ads so target audience users can enter their contact info directly from the ad instead of having to click through to your website.
Pro Tip: A great way to find out if a new ad type is working is to test it against another one. Use the same copy and images in both ads and let the data tell you which one your target audience prefers.
2. Your ads are generating lots of clicks to your website, but you’re not getting many leads.
One of the biggest culprits here is ads that feature a given product or service, then send users to a homepage where they have to search around for what they clicked on. If they get frustrated and leave, you’ve wasted your investment in getting them to click.
The best way to fix this problem is with landing pages — standalone pages on your website that are specifically designed to capture traffic from individual ads. Landing pages allow you to customize the content, so ad responders immediately see the same product featured in your ad, including copy, images and call-to-actions.
Pro Tip: Track leads on your landing page with unique phone numbers and contact forms that can’t be found anywhere else on your website.
3. You’re a company with a B2B audience and your ads are getting ignored.
It can be a challenge for business-to-business companies to stand out on a social network built around friends and families, since users may find business-related content an interruption to their personal news feed. If you’re targeting people based on their job title or industry and not getting a response, remarketing is a great solution.
Remarketing uses Facebook’s pixel, which is a code snippet that goes on your website and “follows” your visitors with an ad the next time they visit their Facebook news feed. You can build ads based on the products and services they viewed on your website and these ads are considerably less expensive to run.
Pro Tip: Include a special offer as an incentive in your remarketing ads to “sweeten the deal” for people who have already visited your website but didn’t convert.
As Facebook continues to develop its ad platform, companies will have even more opportunities to drive leads with ad campaigns. If your current Facebook ads need a performance boost, or you’re new to the platform and want to get the most out of your budget get in touch with the BroadBased team.