Facebook is making over $$ 8 BILLION $$ in revenue from advertising. So someone is clicking…
But, the question remains, how do you get prospects to click your ads? More importantly, how do you get them to learn more, shop now, sign-up, download, and ultimately, buy your products or services?
Many network marketers who have tried Facebook ads, especially in their early days, decided that Facebook advertising doesn’t work and may have told you the same. Don’t believe them!
If you’re totally new to Facebook, start with this Free Facebook Getting Started Cheat Sheet. Then come back to this post for a deep dive into advertising.
In this FREE Report, you’ll learn
- How to build YOUR Brand (not your company’s), how to Get Leads, and make Sales on Facebook.
- 7 Simple Steps to Get Started (and Get Leads) on Facebook with a Fan Page (and how to unlock your Vanity URL Fast)
- The 4-Step Daily Action Guide of a 7-Figure Facebook Marketing Pro (and her 90/10 rule that ensures you BUILD YOUR BRAND (and not your company’s)
- The 12 types of Content that you should use as Status Updates IF you want to Increase Engagement and Make Sales
- Facebook ‘Paid Ads Overview’, and the 3 Facebook ads you can deploy today for $10 bucks a day to GET LEADS and GET RESULTS!
- And that is only the first 4 pages… this is a 10-Page Report!
- Download The Facebook Getting Started Cheat Sheet Now!
How Do Facebook Ads Work?
As a marketer, you know by now that most of your potential prospects and customers are likely a part of Facebook’s massive community. There are over 1.01 billion daily active users signing into Facebook every single day. So, whether your target audience is college students Stay-at-Home-Mom’s, or struggling network marketers, they’re probably using Facebook – and most of them are using it daily.
The trouble is, posting on Facebook alone isn’t enough anymore for most brands, especially for those just starting out. Throwing money at Facebook to drive people to your page and sending them to your website only works if you’re smart about it.
One way to be smart about it is to optimize your Facebook ads, specifically created for your ideal target market or audience. Optimized ads can help you spend your PPC (Pay-Per-Click) $$$ wisely and see a positive ROI (Return On Investment).
Who Should Advertise on Facebook?
If you are a network marketer, have a business, or you own a company, or you want to expand the reach of your online business, then, Facebook is one of the best platforms that you should utilize.
However, the biggest common mistakes that all newbie network marketers make on Facebook is flooding people with a tsunami of spam junk. “Join my business.” “Message me about my amazing products.” Branding their company vs. branding themselves or growing a list of uninterested Friends and Followers.
Click this link to learn more reasons why you shouldn’t pitch your business on social media.
Users are on Facebook to connect with their friends, not to buy your products or services. Facebook ads are more like display ads than search ads. They should be used to generate demand, not fulfill it.
The network marketers that succeed with Facebook ads ask users to ‘Learn More’, not to ‘Shop Now’ (even though that is the most popular Call-to-Action). You must use a low-friction conversion to be successful.
A visitor to your website wasn’t looking for your product or service. He/she clicked your ad on a whim or out of curiosity. If you’re relying on him or her to immediately buy something to make your Facebook ad ROI positive, you will most certainly fail.
Facebook users are fickle and are likely to click back to Facebook if you ask for a big commitment (purchase) up front. Instead, stick to simple conversions like learning more about your products or services, filling out a short lead form, or submitting an email address.
Even if you sell products, not services, you should consider focusing on an intermediate conversion like a newsletter signup. Then you can upsell later through email marketing.
For more tips on email marketing, check out my recent blog post: Tips For An Effective Email Marketing Campaign.
Daily deal sites like Groupon, AppSumo, and Fab are good examples of businesses that can succeed with Facebook advertising. After you click one of their ads, they just ask for your email address. They’ll sell you on a deal later.
So what are the 4 components needed to optimize your Facebook Ads that drive traffic to your landing page?
1) Make them Visual
Visual content is treated more favorably in the Facebook algorithm. What’s more, visual content is more engaging in the ever-changing News Feed, and therefore is more likely to catch the eye of your potential customer. Did you know that 90% of information transmitted to the brain is visual? No matter what type of ad you make, your image needs to be visually appealing and attention grabbing.
Check out Facebooks Ads Guide for a detailed guide to image sizes for various ad units on Facebook along with some tips on posting visual content.
2) Make them relevant.
Having a relevant ad is vital for success when using Facebook advertising. Remember, you are spending money when someone views or clicks on your ad (depending on the settings you use). If you’re showing ads that are not congruent with your message or better yet, not relevant to your target audience, then you’re wasting your time and money and will likely not see success with any kind of advertising.
Facebook recently launched a new feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank in Google AdWords. The more relevant your ad image, ad copy, and destination page is to your audience, the higher your score is – and the more favorably Facebook will treat your ads.
3) It includes an enticing value proposition.
A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should either give you their email or buy from you.
In a nutshell, a value proposition is a clear statement that;
- Explains how your product or service solves a prospects problems or improves their situation (relevancy)
- Delivers specific benefits (quantified value)
- Tells your ideal target market why they should learn more, sign-up, or buy from you and not from the other competition (unique differentiation)
Your value proposition is the #1 thing that determines whether people will bother learning more about your product or services or hit the back button. It’s also the main reason you need to test it – if you get it right, it will be a huge boost on your ROI.
Your value proposition should be believable. Saying you have the greatest essential oils in the world will not make people come to your landing page, but maybe offering FREE samples will? Or, perhaps adding social proof will help; something like, “Essential Oils loved by over 1 million people every year, come try yours today! Get 25% off your order when you sign-up today.”
4) It has a clear Call-to-Action.
A beautiful, relevant, and value propositions are great, but without a call-to-action (CTA), your viewer might not know what to do next. Add a CTA like “Buy now and save X%,” or “Offer ends soon” or “Click the link to learn more”.
Your Call-to-Action is a statement that encourages your visitors to take a specific action. Whether it is signing up for your newsletter, mailing list, downloading a free cheat sheet, or making a purchase. The point is, your prospect or customer has taken the time to read your content and they are now fully aware of the benefits of your products or services. Letting them walk away or go back to surfing the internet without asking for the sale would and is a wasted opportunity to increase your leads and sales.
Here’s the deal, you can’t get the ‘Learn More’, ‘Shop Now’, ‘Sign Up’, or ‘Download’ unless you guide the prospect. A well written CTA should inspire your prospect or customer to act in the moment, while the content is still fresh in their mind.
So in conclusion, I hope you got value out of how you can Optimize Your Facebook Ads That Drive Traffic To Your Landing Page. Make them visual, make them relevent, have an enticing value proposition, and have a very clear Call-to-Action.
If you liked this, please feel free to like us on Facebook, comment, and share. What else are you doing to optimize your Facebook ads?