Guest Post by Ben Heath, Founder & CEO of Lead Guru
1. Install the Facebook Pixel
The Facebook pixel is code that you place on your website. It tracks the people who visit your website and the actions they take (such as buying something).
Having this information is incredibly valuable. Knowing who has visited your website and their specific actions, means that you can reach this audience (or one just like it) again, using a Custom Audience.
The pixel also allows you to track exactly how many leads and sales your ads are generating, and how much those leads and sales are costing you.
The first step is to install the base code on each page of your website. This allows you to track visitors to each page of your website.
The second step is to add event code to specific pages on your website, such as Thank You pages that customers are taken to once they have purchased. These event codes allow you to track when people take specific actions on your website, such as purchasing or viewing a sales page.
Installing the pixel may seem complicated, but there is plenty of guidance out there. If you have difficulty installing the code or can’t access your website to insert it, then get in touch with a web developer. The benefits are well worth the effort!
2. Find Ad Examples with AdEspresso
For most companies, marketing won’t be the reason you went into business. From working with clients who fall into this category, I’ve discovered that one of the greatest challenges of online advertising for a non-marketer is the design of the ad creative.
AdEspresso seem to have realized this too. They have created a fantastic tool which has collated 176,320 Facebook ad examples (as at the time of writing). Perfect ad inspiration.
The tool includes a search function with industry and various other filters, so you can easily search through and generate some ideas for your next ad.
3. Select the Most Appropriate Campaign Objective
Facebook ad objectives determine how Facebook run your entire campaign. If you don’t select the right option, the campaign is unlikely to deliver the results you want.
Facebook currently have 13 different ad objectives to choose from. You should select the one that best describes what you want people to do when they see your ad.
For example, if you want as many people as possible to see your ad, you should select the Reach objective. However, if it’s more important to you that the people who see your ad, recall your product or brand, then you might want to select the Brand Awareness objective instead.
If you want as many people to visit your website as possible, you should select the Traffic objective. However, if you want those visitors to go on to buy your products/services, the Conversions objective would be best.
4. Avoid High Ad Frequency Numbers
Ad frequency is the average number of times your ad has been served to the members of your target audience.
When this number starts to get too high, the results of your campaign will suffer. This is often referred to as ad fatigue. Put crudely, people are bored of the ad and aren’t responding to it anymore.
There is no magic number for what is too high when it comes to ad frequency, however generally results will start to diminish from about 2.0 to 2.5. High frequency will also be indicated by a drop off in your Facebook ads relevance score.
In order to combat high ad frequency numbers, consider changing your ad creative, targeting a different audience (such as a lookalike), or offering something else in your ads.
5. Contact Leads Fast
When using the Lead Generation ad objective, Facebook provide a specific ad format for generating leads, referred to as a lead ad.
A lead ad includes a form within Facebook, which asks prospects to submit their contact details there and then. There is no redirection to the business’ website.
As an extra bonus, Facebook automatically fills in the prospect’s contact details. This makes it very quick and easy for prospects to become leads.
However, this comes with a downside. As it’s so quick and easy, people may have a “might as well” attitude, and so may not be that excited about the offer.
In order to ensure interest isn’t lost, it’s best to follow up with lead ad responses as soon as possible. It is often beneficial to follow up over the phone as this gives you the best chance of making contact with your leads.
If you don’t follow up within 24 hours, it’s likely that your prospects will have lost interest or moved on. You’ve been warned…
This article has run through 5 super simple techniques to improve Facebook advertising ROI:
- Install the Facebook pixel
- Find Ad Examples with AdEspresso
- Select the Most Appropriate Campaign Objective
- Avoid High Ad Frequency Numbers
- Contact Leads Fast
Ben Heath is the Founder & CEO of Lead Guru which produces high-quality Facebook advertising resources for business owners, marketers and entrepreneurs.