Facebook ads can be insanely effective.
But it’s also easy for your ad budget to spiral out of control if you don’t know what you’re doing.
For many businesses, the way they try to get more leads and more sales is by throwing more money at the problem.
This is not the answer.
Instead, one of the first things I look to do when working with a new client is making sure we are fully optimizing the current advertising budget.
With some very small tweaks and optimizations, it is even possible to decrease your ad spend while improving the effectiveness of your ads!
Let’s take a look at exactly how you can get the most out of your online advertising budget.
Table of Contents
Make the Right Offer
For customers, your front-end offer is often the first exposure to your brand and for this reason one of the first things I look at when working with a new client is their offer.
The offer is one of the biggest pieces of leverage you have when it comes to making little changes that can have a big impact.
Your offer might not be bad, but it might not be attracting the right kind of attention or appealing to your target customer base.
One business I worked with recently made some small changes to their free lead magnet based on my recommendations.
They changed it from a general check list to a much more specific case study that would provide greater value to their target audience.
In the next campaign we ran with the new offer the ad costs decreased by 30% and got a far better conversion rate.
Rethink Your Hook
The hook is the compelling reason that encourages a prospect or customer to take the action on your ads.
It’s that big idea you’re proposing at the start of your ad that is designed to immediately grab the attention of your audience and draw them further into your ad copy or offer.
Often, the hook appeals directly to a problem or pain point that your key demographic has.
You would be amazed at how many ads I look at where the hooks are missing totally the mark or not clearly stated.
They’re not doing their job of grabbing the attention of the right people.
It comes down to knowing your audience and then finding the hook, or hooks that really get them engaged.
Although you might get lucky, it is unlikely your first, or even second hook ideas will be the best converters.
You typically need to try a number of hooks before finding the best.
Even if you have landed on a great hook, don’t stop there.
Different people are compelled by different ideas.
Some people make decisions based on emotion and some are more logical. Some buy impulsively and others buy after doing research.
Always be experimenting with your hooks to test big new ideas inside your ad campaigns.
Refine Your Copy
Creating ad copy that really appeals to a customer and gets them to take action is equal parts science and art.
You must know your target demographic and what makes them tick and then find a way to appeal to their needs, wants and challenges with your ad copy.
Just like your hook, experimentation with your copy is key.
When I am trying to discover the best converting copy, I set up different test campaigns with different copy to see exactly what works best, then use the best performing copy with my main campaign.
This should be a constant process.
You should always be looking to improve your ad copy, even if it is working well – there is a good chance it could be even better!
Optimize Your Ad Image or Video
The creative aspect of your ad is often what first grabs the attention of a customer as they are scrolling their social media feed.
You can use a wide range of images and video to draw attention to your ad and it is important you put some time and effort into creating a high-quality ad creative.
Most small businesses don’t have creatives on staff, so one of the first things you need to do is find the right contractor or freelancer to create awesome images or video for you.
Too many people try to skip testing the creative and it results in low click through rates and higher cost per clicks on their ad.
Just like other aspects of your ads, always trial and test a range of creative elements in your ads so that you can find the best converting option.
Optimize Your Landing Page
The last thing you should look at to optimize your ad spend is to look beyond the ad itself.
Where exactly are you sending leads and is it optimized to convert?
I see so many campaigns fail because the landing pages they point to are poorly built and never optimized after the first version of the page.
The company spent hours testing their ads but never once looked at how to improve their landing page experience.
Increasing the conversion rate of your landing pages is an easy way to decrease the cost per acquisition (CPA) for your campaigns and optimize your ad spend.
Want to Get Started Optimizing Your Campaigns?
The best time to start optimizing your facebook ad campaigns is right now.
Trying even one of the optimizations mentioned above has a high chance of increasing the effectiveness of your ads and will go a long way to help you make the most of your advertising budget.
I get it though, not everyone has the time to go deep into their advertising when there are clients and employees to deal with.
If you want to let someone else go through the hard work of testing and optimizing your social media campaigns, then get in touch with our team of advertising experts and find out how we can help you.
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