Are you running Facebook ads but struggling to make them work? By matching your ads to your landing pages in this way, you’ll increase your conversions and make your ads much more effective. Testing is the best way to improve the results you get from your ads, so you can start creating ads that bring you new visitors and customers. This is a great way to show the benefits directly. You need to make sure your offer makes sense, is at the right price, and offers great features and benefits. Also, make your offer very clear and include a call to action in the copy, if you can.
Are you running Facebook ads but struggling to make them work?
Perhaps you’re facing a low conversion rate, not enough audience interest, or even a poor Facebook advertising campaign altogether.
If you’re worried about your ads not performing well, rest easy.
There are plenty of ways to get them up and running in a manner that brings you new fans, customers, and subscribers.
I’ve run a lot of Facebook Ad campaigns over the years. One of the biggest problems I’ve seen, especially with people new to Facebook Ads, is a low click-through rate.
If you’re looking to improve your click-through rate and conversions, these 22 strategies are what you need to improve your ads.
Choose one or two to implement, test the results, and watch the traffic come in.
Let’s get started.
1. Feature customer testimonials
If you’re looking to create ads that drive the viewer to take a specific action, you should include customer testimonials in your advertising.
This technique works because it starts off the conversation by answering objections your prospect might have.
Instead of leading with a generic offer, show the exact benefits one of your happiest customers has received from your product.
In this ad, The Betty Rocker uses a powerful customer testimonial to advertise the benefits of the diet and fitness system the company has to offer.
If you’re looking to maximize conversions and run profitable Facebook Ads, you need to start showing real people recommending your product.
It’s the perfect way to engage interested viewers while being authentic and transparent about the benefits of your product or service.
2. Test carousel ads
If you’re looking to add a refreshing sense of color and layout to your ads, you need to experiment with carousel ads.
This is a great way to provide a bigger feel to your ads without investing in the expertise that’s necessary for other ad types, like canvases.
Shutterstock included a carousel with multiple panels to show their collaboration with Adobe Photoshop.
The carousel extended to show the full length of the airplane image being edited.
The effect was compelling, and it made the ad even more interesting and engaging.
3. Sync your landing page
Your landing page isn’t the ad itself, but it plays a huge role in how effective your Facebook Ad will be.
If you’re struggling with visitors leaving your landing page soon after clicking on the ad, look to create an ad and landing page that match each other.
You’re going to want to copy both the message and the layout.
This ad and landing page from LeadPages work in harmony. The ad has a blue color scheme with a distinctive product image (a box with a DVD in front).
It promises a webinar funnel system.
And sure enough, the landing page delivers. It uses the same blue color and product image, along with the same promise of a webinar funnel system.
By matching your ads to your landing pages in this way, you’ll increase your conversions and make your ads much more effective.
4. Improve the clarity of your offer
Look, I’ll be honest. Even if your offer is clear to you, it’s probably too vague for someone who has never heard of you.
If you want serious success with your Facebook Ads, you need to clarify your offer in the ad copy. Once you’ve done that, it’s time to clarify it even more.
What exactly does the prospect get from clicking on your ad? Make this incredibly clear early on.
This ad is specific and to the point. It gives a date, the number of people who should sign up, and what the hike is all about.
If your Facebook Ads aren’t doing very well, consider the type of offer you’re making. Is there a way to make it even more clear?
Remember, it’s impossible to be too clear with the copy on your ad.
5. Schedule ads at a specific time each day
If you haven’t changed the default settings placed by Facebook, you’re probably running your ads 24 hours a day.
While this can be great if you’re looking to target international Facebook users around the globe, it can also be a complete waste of time and money if you’re not.
Instead of running expensive ads at all times, AdEspresso recommends finding the best time of day for your ads.
Review the breakdown of ad data, then click on “Time of Day.”
You’ll be able to see the cost for different time periods. Look for your most cost-effective window.
With this in mind, go into scheduling and change the windows during which your ads run.
Look to spend more of your ad dollars during those times when you can get subscribers, viewers, and customers at a lower cost per action.
This is a great way to save money and make your ads better.
6. Compel action using urgency
Urgency has been around as long as marketing has existed.
It’s simply a proven fact that people are more likely to take action if there’s an expiration date, price increase, or limited-time offer.
If you haven’t used real urgency in your copy yet, it’s time to get started.
By “real urgency” I mean an offer that will really go away. Saying “buy now” isn’t a form of urgency. You want to indicate that the offer will disappear.
This ad from Watch Junction offers a staggering 60% discount, but only until midnight.
Offering a clear deadline is a sure-fire way to run Facebook Ads that convert.
7. Collaborate with another leader
If you’re struggling to draw name-brand recognition with your small business or startup, you can partner with someone else to draw in more traffic and followers.
By using an image of a well-known figure in your field, you can get exponentially more recognition by using the association with another leader.
EO Fire references Lewis Howes in this ad, using his image and name to draw attention to the offer.
Even if you don’t have a huge connection with a large player in your industry, consider including a reference to them in your copy or image.
This can be a great way to draw attention to your business, even if you’re just starting.
8. Test different images
If you’re not testing different variations of your ad, you need to start immediately.
Testing is the best way to improve the results you get from your ads, so you can start creating ads that bring you new visitors and customers.
The first place to start testing is in the images you use. This can make a huge difference in the effectiveness of your ads, and the results may surprise you.
When AdEspresso wanted to increase signups for their free e-book with 500+ Facebook Ads, they expected the branded image of their signature character to perform best.
Yet when they tested it against an Instagram-like sepia picture of a Polaroid camera, the sepia picture cut the cost per conversion in half.
Don’t be afraid to test with a huge variety of images to see which ones perform the best.
9. Change the placement
If you’re running ads without choosing the placement Facebook gives you, you’re giving up a lot of ground in how your ads are displayed.
Kissmetrics gives an explanation of the different placements you can choose.
By default, Facebook places your ads on all three areas: desktop news feed, desktop right column, and mobile.
But you may find…