Facebook Ads is currently the most reliable source of several businesses to generate leads and convert them into customers. Although Facebook Ads have a bit of a learning curve attached to it, these tips will help you get started with a successful marketing campaign.
When coming up with these tips I ensured that I am catering to all forms of digital marketers. Whether you are a Facebook Ads pro or just getting started, these tips will definitely help reduce the cost per lead and give you a better ROI for your marketing objectives.
Before we begin I will give you a quick introduction about why you should take advice from me in the first place.
Why Take Advice About Facebook Ads From Me?
I have been running Facebook Ads for multiple clients over the last 3 years. I have handled budgets over $1 million & over for startups looking to scale and grow their business using Facebook Ads.
I have launched campaigns of all sorts of budgets and played around with complex funnels for a few years now. Facebook Ads have certainly changed a lot since it’s early days. I would say it’s still cheaper than Google Adwords and better at targeting certain audiences.
My goal is to share some of my experiences in this post.
1. Use Eye Catching Square Videos Whenever You Can
Square videos are often optimized for the mobile device. Out of all the campaigns that I tested for the last year or so, I found square videos outperforming default 16:9 aspect ratio ones.
The reason why these type of videos work well is because they take up greater real estate on your Facebook news feed.
The first step of any successful funnel is to make sure that your target users stop and see your ads before clicking through to your landing page from the news feed.
Square videos have a higher chance of gaining a user’s attention compared to images or landscape videos.
The best way to create a mobile optimized landing square video is to use online video creation tools like Filmore
2. Create Separate Adsets For Different Placements
When you are launching your campaign, Facebook asks you whether you want automatic or manual placement of your ads. I suggest you select manual placement and create different adsets based on different placement methods.
For example, create ads that are optimized for desktop traffic. You can even redirect them to a different landing page. Grouping your assets and all subsequent ads based on placement will give you some insightful data when you try to optimize the campaign.
For some of my campaign I found out that Instagram was giving me a lower cost per lead whereas the cost per lead was quite high on desktop. I quickly switched the budget around to focus more on Instagram. I still remember that we made lots of sales that week.
Segmenting and grouping different clusters of adsets is always a great habit because it gives you the valuable data which you need to scale your campaigns.
3. Retarget Your Traffic To Lower Conversion Costs
Retargeting is a crucial element for any marketing funnel because it solves 2 key problems.
First, retargeting allows you to re-engage with people who interacted with your brand and helps build brand equity. Secondly, retargeting actually helps lower the overall cost per conversion by converting abandoning visitors into leads or sales.
There is a third benefit to retargeting but it’s a little more advanced. You know what…
I am going to cover the third point as well.
For many marketing funnels, retargeting is where majority of the sale takes place. You actually start by targeting a broad audience and sharing a useful piece of content. In this stage your goal is to get as many clicks as you want to warm up the audience.
Once you tag your warm audience you start targeting them direct ads about your product or service. This type of 2-step retargeting funnels can dramatically improve your conversions and keep the customer acquisition cost (CAC) low.
4. Your Landing Page Plays A Huge Role In Lowering CPA
Last but not the least, your landing page, where people end up, plays a huge role in determining the overall conversion rate of your funnel.
Make sure that the message is extremely clear when you are sending paid traffic to a landing page.
When it comes to landing pages, make sure that you are optimizing it for mobile devices. As a matter of fact, most niches generate tons of leads from mobile traffic compared to desktop version. If your desktop version looks great and your mobile version is not optimized, the overall cost per lead would increase. This is yet another reason why it’s important to split test your adsets based on placements.
The best way to reduce your overall CPA is to test and tweak different elements of your Facebook campaign. Pay close attention to the frequency and change the images when the frequency starts to climb. This is the most basic thing that you can do to see a change in results.
Remember, your Facebook ad relevance score also plays a significant role in cost per lead.
I suggest that you create a log of all your changes and track how it’s affecting your overall CPA when running a Facebook Ads campaign.