5 Critical Steps for Crafting High-Converting Ads

Creating a Facebook ad is fairly easy, but generating sales from it can be challenging. If you are involved in digital advertising, you can’t ignore the potential of high-converting Facebook ads. It is no secret that Facebook is a top-rated social platform.

Since its development in 2004 by Mark Zuckerberg and his associates, Facebook has evolved into a multimillion-dollar platform. In Q3 2022, there were approximately 3 billion active users on Facebook. Undoubtedly, Facebook ads are one of the most popular social advertising strategies.

The key to developing high-converting ads is to define your conversion goals. It implies you need a clear perspective of what action you want your target audiences to take. The latest survey depicts that more than 30% of online purchases may be attributed to Facebook ads.

Advertising on Facebook needs you to be skilled in various techniques. It is crucial to design ads based on your target audiences. Technically, Facebook offers you the flexibility to place an entire blog post on the primary text section of your Facebook ad.

The Ads Manager on Facebook offers a lot of space to work with. But it is often better to maintain the conciseness of the ad copy. Let’s take a glance at the best techniques to create Facebook ads that convert.

The Popularity of Facebook Ads

By 2024, the ad revenue of Facebook is expected to reach $76 billion. Therefore, there is no doubt that Facebook is a great way to target your potential customers. Advertising on Facebook involves operating ad campaigns to boost your brand’s visibility.

Moreover, Facebook ads offer you the flexibility to direct users to your website. In 2022, Facebook was able to attain a revenue of $115 billion only through ads. By optimizing the conversion rate of the Facebook ads, you can:

• Drive website traffic
• Generate leads
• Bolster sales

Nowadays, brands are linking Facebook ads to their company’s blog posts for organic traffic. By creating the top Facebook ads, you can optimize your digital presence across platforms. Facebook is one of the best social media platforms to target your audience precisely. Through Facebook ads, you can target audiences by location, age, interests, etc. Facebook ads can reach more than 2 billion people worldwide. Running Facebook ads is a cost-effective option compared to other social platforms. The social media giant also offers you the opportunity to target a wide audience base.

Top Reasons Why You Need Facebook Ads

Let’s face it – driving organic traffic through Facebook is almost non-existent. Only Facebook Ads work! With an engaging, high-converting, and targeted ad, your brand can stand out in the digital chaos and allow your business to skyrocket. In case you are apprehensive about Facebook ads and wonder if they can help boost conversions, here are some benefits worth watching out for.

Facebook is the World’s Most-Used Social Networking Platform

According to the Digital 2021 Global Statshot Report, Facebook ranks top on the list of the world’s most-used social platforms. With a huge audience base, you can imagine the reach and viewership this platform provides for your ads.

Micro-target Your Ads to Reach Your Audience More Precisely

Facebook offers granular targeting capabilities, so you can target your ads based on customer behavior, interests, demographic profiles, locations, languages, age groups, and more. You can layer and combine these targeting features to precisely reach out to audiences who matter. Effective targeting helps drive an increase in conversions.

Ability to Customize the Ads Based on Your ‘Objectives’

What is your purpose for posting Facebook ads? Is it to get more clicks and page likes, boost engagement, or increase your ROI? Whatever your ‘objectives’ are, you can create a custom ad on Facebook that revolves around your goals. It enables you to control the ad better, so Facebook can optimize it to deliver the best possible results.

Leverage the Power of Remarketing

Did you know that only 2% of audiences convert during their initial visit to a website? An effective remarketing strategy can help target the other 98% of website visitors who probably leave without spending a dollar. And Facebook Ads is one of the most popular remarketing platforms, helping increase brand awareness and boost sales.

Powerful Analytics

After Google Ads, it is Facebook that provides robust analytics and comprehensive reports that you won’t get elsewhere. Right from Ads Manager, you can easily view all important metrics such as ad engagement, weekly reach, page views and likes, click-through rate, and more. Based on the data, you can optimize the ad for better reach, targeting, and engagement. Improve ads that are performing better and put a halt on non-performing ads to reduce your ad budget.

Facebook has a High Average Conversion Rate

On average, the conversion rate of Facebook ad is about 9.21% across all industries. It is fairly high and you can expect profitable returns compared to other social media platforms.

How to Craft High-Converting Ads on Facebook?

Advertising on Facebook is an art that you need to master over years of practice. Here are 5 essential tips that will help you create a high-converting ad.

1. Create Customer Profiles for Effective Targeting

Before you advertise on Facebook, make sure you know who your audiences are. Your Facebook ad involves a cost. So, you would not want just any random user to click the ad without adding value to your business. Creating customer profiles will help you target only those who matter. It will help drive an increase in conversions as well as reduce your CPC (cost-per-click).

But who is your ideal customer? What is their demographic profile? What do they do for a living? What are their hobbies and interests? Where do they shop? What are the different brands they follow? How can your products or services add value to them? Getting answers to these questions will help you know who your audiences are.

To create customer profiles on Facebook, you can use the platform’s ad-targeting capabilities. You can use the platform’s targeting capabilities to reach your best audiences based on factors such as age, gender, location, education, language, relationship status, interests, and more. When you specifically create profiles based on the interests of your target audiences, you may see an increase in the number of Facebook fans, email subscribers, and buyers.

To begin with, layer your Facebook ad with demographic data such as location, age, gender, etc. This will allow you to filter out audiences who are not likely to buy. Then you can split the audience base into different customer personas or segments. You can segment your audiences by different categories. To further refine your audiences, use Facebook’s Flexible AND-OR-Exclusion targeting capability to help you reach the right audiences effectively.

This is how it works –

• Intersection or exclusion of categories and interests within Behaviors and Demographics.
• Union of different categories of audiences such as Custom, Connection, or Friends of Connection.
• Union of various categories across Interests, Demographics, and Behavior.

These targeting capabilities can help optimize and improve your Facebook ad campaigns for better results.

As you start getting a steady flow of traffic, you can create custom audiences. These are audiences who have already interacted with your business in some way or the other. Custom audiences may be your existing customers or users who have connected with you via Facebook or any other platform. The social media platform allows you to create custom audiences in 4 ways –

• Customer File: The customer file enables you to match your target audiences or customer profiles with other people on Facebook. It helps create a new audience set from matches found.
• Website Traffic: You can create a set of people who have visited your website or viewed certain web pages.
• App Activity: It allows you to create custom audiences based on their specific action in your game or app.
• Engagement on Facebook: This is a new feature and allows you to set up a group of people who have already engaged with your Facebook content.

You need to regularly monitor to understand which audience set is working for your business. Then you can create ‘lookalikes’ for that audience. The social media platform will go through all its users and discover people who are similar to your target audiences. It will further help broaden the reach of your Facebook ad.

2. Set Up a Facebook Ads Funnel

Once you determine your target audience and create customer profiles, you need to set up an effective funnel for your high-converting Facebook ad. It will help drive more leads and you can also add them to your email sequences, so you can nurture and persuade them to complete a purchase. Creating a funnel will enable you to set up various paths a website visitor can follow after they click your Facebook ad. It should lead the visitors to a conversion-oriented landing page that has a clear Call to Action button.

A highly engaging landing page with a powerful Call to Action button will direct the users to take specific actions on your website. Including a Facebook Pixel script in the landing page will also help you track different actions a visitor takes on the page. Now once you create a funnel and direct your users to the landing page, two scenarios can occur:

• The visitor leaves the page without taking any action, such as signing up, downloading, or making a purchase.
• The visitor takes the desired action by signing up for the email list.

In the latter case, even if the visitor does not make a purchase, you can send them nurturing emails to convince them to buy at a later stage. If they do not sign up, you can still use retargeting techniques to show them related ads every time they are on the social media platform. Retargeting can be done by customizing the ad using data uncovered through the Facebook Pixel script.

So, you can set up two probable paths for your Facebook ad funnel –

i. Facebook Ad >> Sign Up Landing Page >> Thank You Message + Sales Page for the Product/Service >> Visitor Makes the Purchase

ii. Facebook Ad >> Sign Up Landing Page >> Thank You Message + Sales Page for the Product/Service >> Visitor does not Make the Purchase >> Nurturing Emails + Retargeting Ads >> Sales Pages >> Visitor Makes the Purchase

However, this is just one way of structuring your Facebook Ads funnel. You need to conceptualize different paths visitors can use after they click on your ad. This will help you make the most of your advertising budget.

3. Determine the Type of Facebook Ad You Need

Crafting a high-converting Facebook ad is the art of balancing different ad types, objectives, ad sizes, targeting, and placements to drive measurable results. And one of the most important things to start with is choosing the right type of ad.

There are 8 types of Facebook ad formats you can choose from:

• Photo: It is the best way to convey your brand value and purpose using simple, high-quality, and engaging images and ad copy.
• Videos: A combination of sight, motion, and sound compels audiences more. Create highly engaging Facebook video ads in a range of styles and lengths.
• Carousel: It is the best way to showcase up to ten different products or narrate your brand story through multiple videos and images in a single ad.
• Stories: Deliver an immersive ad experience with Facebook Stories ads. You can create ads that tap into their interests and persuade them to take a desired action.
• Slideshow: It is a type of video ad that combines text, sound, and motion to beautifully tell your brand story. It works best across different connection speeds and devices.
• Collection: Deliver an eCommerce-type browsing experience with Collection ads. This type of ad allows your users to browse and learn more about your products, so they can buy easily.
• Messenger: This type of Facebook ad enables your users to build meaningful interactions with your business. You can include automated and interactive features to provide a more personalized experience.
• Playables: The ads provide users with an engaging preview of the app or game before they can download it.

The choice of ad will depend on your goals – Brand Awareness, Generate Leads, Customer Service, or Drive Traffic. You can use more than one ad type to maximize your reach and drive more conversions.

4. Ad Placement Plays a Crucial Role in Driving Conversions

Where you place your Facebook ads also plays an important role in driving conversions. Here you have three options –

• News Feed: Desktop news feed placement is most popular among advertisers because it provides more-than-average conversion potential. It provides you more space to include a longer copy, a larger image, and a link description. It means greater visibility and eventually, more clicks. However, this ad position is highly competitive and costly. Choose this as your ideal ad placement option if your goal is to drive engagement or get more leads and sales. It is not suitable for brand awareness and discovery.
• Right Column: If you are looking for a more cost-effective ad placement option, choose the right column for desktop view. Unlike News Feed, this ad position provides little space, so you need to adjust your text area and smaller image. This type of ad is ideal to target audiences who have earlier interacted with your business and know what you offer. But make sure, you create Right Column ads in the right size so they look attention-grabbing. It means, the ad copy, design aspects of the image, ad text headlines, etc. also play an important role in helping choose the right ad placement.
• Mobile: Targeting mobile devices is one of the best ways to build your audience on Facebook. Positioning your ads for mobile devices can also be much cheaper than desktop. It is an effective strategy wherein your target audiences will discover your ad on their mobile devices and complete the purchase on their desktop the next day. These campaigns can help set up an audience list, which you can later target based on how they engage with your business.

So, the choice of ad placement will depend on your ad goals, the type of ad, and your budget.

5. Create High-Converting Landing Pages as Facebook Lead Magnet

The quality of your landing page and the value it adds to the target audiences is an important factor influencing your conversion rate. A high-converting landing page must include the following elements:

• Headlines
• Calls to Action
• CTA Position
• Subtitles
• Length
• Color Schemes
• Giveaways

Make sure you A/B test each element, improve, and optimize them to drive the best results. While including a compelling Call to Action is crucial, the landing page content should also be persuasive and relevant to the audience. Here are some quick tips to help you create high-converting landing pages.

Build credibility

A lack of credibility can impact how your target audiences perceive your product, service, or brand. A landing page is a great way to build your authority in your respective niche. High-quality and valuable content plays an important role here. However, there are some other ways too:

• Showcase the logos of your past clients on the landing page. It works as a Halo Effect and can help establish your expertise in the field.
• Use real images and videos. When you use high-quality, real images correctly, it can make a huge difference on your conversion rates.
• Include customer testimonials to show how you have added value to them through your products or services.
• Another technique you can use to build credibility is by getting quality backlinks from authority websites.

Optimize your landing pages

Here are a few ways you can optimize the landing page and use it as a powerful lead magnet:

• Keep the landing page simple and straightforward.
• Create a killer headline that drives attention, interest, and understanding.
• Persuasive headlines power the headline and aid in better engagement.
• Make sure you include visual content such as images or videos to drive the increased attention of your audiences.
• The landing page content should touch the pain points, interests, pleasures, and sentiments of your target audiences.
• Include a compelling Call to Action that leads potential customers to take desired actions.

Final Thoughts

If you want to create high-converting ads on Facebook, the above-discussed strategies will help drive quality results. To craft successful ad campaigns, you should understand how Facebook Ads work. At the same time, you should know how different ad types work. The social media platform provides effective targeting capabilities, which you can utilize to ensure your ads reach the right audiences. This will help achieve desired results as well as cut down on your advertising budget.

But make sure you do not post an ad and simply forget about it. You should constantly review your ad performance and optimize them to deliver quality results. At the same time, determining the right type of Facebook ad for your business and its placement is also important. Create an engaging ad copy and empower it with a compelling Call to Action that will lead the visitors to a desired action.

Facebook also provides powerful analytics and reporting that will enable you to monitor how your ad or landing pages are performing. The reports also show important elements such as the number of clicks, impressions, cost-per-click, etc. You can review the report and make necessary tweaks to improve your ad campaign, reach the right audience set, and boost conversions. If required, you can also pull down a non-performing ad campaign to lower your CPC.