With a user base of over 1.7 billion people across the world, it was only a matter of time that Facebook’s Ad platform developed into one of the most powerful marketing tools available in the world of digital marketing.
With giving users the option of handpicking audiences based on their age, gender, location, income, job, and almost any other demographic one can think of, it has fast become a marketer’s dream. Despite its growing popularity there is a “but” involved.
There is no guide to the platform i.e. there is no one “get-em-all” approach to it. Despite all the different guides and digital marketing gurus around, no one will ever tell you how much money you should be incurring for engagement or leads on the platform. This is probably because the algorithm behind Facebook Ads works differently for different businesses and industries.
We are assuming you already have a pretty good idea about how Facebook Ads work and the different objectives one can choose in order to optimize their campaign.
While there are numerous tweaks and changes one can undertake in order to improve results, we will be providing a real time example of a client that got a whopping 89% increase in leads due to this one tweak.
Our client handed us the responsibility of running their marketing campaigns on Facebook, one that focused on bringing about more customers and thereby sales.
We optimized our campaign to “Clicks to Website”, mainly because it has proven to be fairly cost effective for us in the past. This option allows ads to be targeted towards people who not only belong to your target market but are also known towards taking action on ads they have come across previously.
Even with our experience and expertise in Facebook ads, there are times when our campaigns don’t guage much interest from prospective customers. We were getting a lot of clicks onto the landing page linked with the Facebook Ad however actual conversions were few and far between.
With such a mixed response from our campaign, we decided to incorporate a few tweaks here and there. Running a Split Test campaign running the same ad but with different objectives, gives us the opportunity to practice a Trial & Error method.
With the Split Test Campaign, one of the ads continued running on the objective of “Clicks to Website” whereas the other was now optimized for “Website Conversions”.
The results of running this split campaign took us by surprise, sales for our client increased considerably. On exploring the campaign’s insights we found that the one optimized for “Website Conversions” got us the most customers. It allowed us to get our client an increase of 89% in leads.
You might be wondering why this happened. How did tweaking the campaign ever so slightly get us such an amazing response? We have uncovered the reasons behind this below
Every Facebook Ad is optimized for a specific objective
In its early stages, our campaign didn’t fare well and the reason behind not getting desired results was fairly simple. Our ad campaign wasn’t optimized correctly.
You might think why we didn’t go ahead with selecting “Website Conversions” since we were aiming to get more leads from our adverts. The reason why we did was because the “Clicks to Website” objective is slightly less expensive, is proven to have worked for us in the past.
While our targeting remained constant throughout, you won’t be the only one to think as to why we our previous ad wasn’t getting results. Our ad was being showcased to wasn’t one that would take action, only those who would Click on it i.e. Clicks to Website optimization objective.
How does Facebook do this? Based on actions taken by users through the social platform. In other words, Facebook’s algorithm does almost all of the work for you; needing only for you to tell it what exactly it is you wish to get done.
After changing the objective to Website Conversions, our ad was now being shown to a more relevant audience, those more likely to take action and convert.
Whatever your ultimate goal is for your ad campaigns, be clear while selecting your ad objective. If you wish to get people signed up to your email list, to buy your product or attend your seminar then make use of the Website Conversions objective.
The incorporation of this tweak after running a Split Test campaign worked for us, who are to say it won’t for you. Make the right choices and sit back and watch Facebook do wonders for you.