10 Ways Facebook Conversion

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Advertisers & Media Buyers Can Use Facebook to Convert Customers

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Facebook has created a powerful platform for reaching customers at scale across the purchasing funnel, benefiting both media buyers and advertisers alike.

Facebook is often the most profitable for businesses across verticals since it allows for in-depth targeting of many different demographics, allowing organizations to serve relevant ads to potential and existing customers.


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INTRODUCTION:Why Driving Conversions with Facebook Works

As an advertiser, your options, in terms of marketing channels, are widespread and dependent on the goals youre trying to achieve both online and offline. Facebook has a billion total monthly active users, which is far more than any other social platform can promise a business in search of such an expansive audience.

This presents advertisers and media buyers with an opportunity to reach more people than ever before by segmenting various demographics based on interests, likes, friends, activity and intent.

Therefore, your ads on the Facebook platform can be targeted to users with high purchasing power, which can help ensure a strong ROI for your campaigns.

Not to mention, as compared to the spend on TV, print, billboards and other traditional advertising channels, advertising on Facebook is cost-effective since youre only paying for results.

Many traditional advertising channels cant guarantee interaction with your advertising like Facebook can, especially when it comes to its variety of ad offerings on mobile devices.

By simply uploading the list of emails or telephone numbers your business has built over time, youre able to serve ads on Facebook directly using your existing customer base.



There are a variety of different signals that we can use as indicators to find people who already know something about your brand who may not have anything to do with your [Facebook] fan page.

Advertising campaigns on Facebook often result in 49% of businesses experiencing a 5x or greater return on ad spend and 35% lower cost per conversion than other channels. Focusing your advertising spend on Facebook is a worthwhile investment for generating demand down the pipeline to lead to more quality conversions.

The success of Facebook, relative to the advertising revenue it generated in 2013, is a testament to how effective that channel is at driving long-term results for both advertisers and media buyers.

Gareth Smith,Director of Ad Operations at AdParlor


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Demand Fulfilment:How Advertisers and Media Buyers Can Drive ConversionsHere are ten strategies for building out an effective Facebook advertising campaign that drive demand across the customer funnel, leading to conversions for both advertisers and media buyers.

1. Target Personas, Not Segments.Its a misconception among advertisers and media buyers alike that they should be targeting different audience segments when using the advanced targeting features available from the Facebook platform.

In actuality, its important to target the various personas of your audience online as opposed to generic segments. By targeting these personas, your ads are more likely to convert since they are more aligned with the interests of the Facebook user in the funnel.

Use data from your analytics to understand what types of personas are typically active on your companys website. By doing this research, your team will be able to create ads to match the interests and behaviors of the different personas active on your website.

For example, if shoppers on your website typically use coupons, promo codes and discounts, this might mean they are bargain hunters and only shop when theres some sort of deal.



Since your team has this data at your disposal from the past actions of shoppers on your website, its important to cater to this persona by making the Facebook ads focused on a discount, deal or promotion as seen below.

The copy used in this Facebook ad highlights one thing: if the user clicks the ad, shell be able to make use of some type of deal. This deal-centric ad above appeals to the bargain hunter, and therefore, increases the likelihood that shell convert.

The same ad could exist with different copy and creative to match a different persona as seen below.


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Mladen Raickovic,GM of AdParlor

With Facebook, you have the opportunity to truly customize the ad experience for your customers. This is a promise often made in many digitalchannels, but rarely delivered upon.

Then create ads that are catered to other personas of customers visiting your website, whether these personas are those who often buy presents for others, shop based on trends, have loyalty to specific brands of products, focus heavily on health products, etc.

Instead of re-targeting every visitor from your website with the same ads, match the creative and copy used in each ad with different personas based on what they did on your website previously. The ad above features the same link and imagery as the previous ad, but the copy appeals to a persona who focuses on shopping according to the major trends in fashion as opposed to the latest deals.



2. Incite Chain Reaction Purchases.Facebook allows a media buyer or an advertiser to understand the preferences and actions of its user base, which can then guide the types of ads an organization serves to them. One approach to converting customers near the bottom of the funnel with Facebook advertising is serving ads that make use of chain reaction purchases.

This advertising strategy is one of the most predictive means of knowing what a customer will want next. Its the process of predicting what ads to serve next, based on past consumption patterns. Typically, an event occurs in a persons life that influences him to make a string of purchases. These chain reaction purchases are similar among large groups of people, which is why these trends in purchasing behaviors can be quite profitable to focus your advertising around.

Make use of chain reaction purchases from events like holidays to increase your conversion rate. In this example, the company is serving ads the month and weeks before Mothers Day to capture the attention of anyone giving a gift to someone during the specific holiday.


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For example, if you book a flight on Orbitz, its assumed that youre traveling to another location where you might need a hotel, possibly entertainment, or even a rental car. Companies will more likely be able to convert you into a customer on Facebook serving ads that feature hotels at the location, activities like snorkeling or by showing deals on a rental car.

By targeting ads to users who have just taken a specific action, you are more likely to convert them as they make a chain reaction purchase. If youre shoe company, partner to get the data from a gym because quite often, people sign-up for a gym membership and then immediately purchase running shoes.

Match your products or services with actions that most likely ensure chain reaction purchases that your company can most likely gain traction from.

3. Optimize Your Landing Pages Per Campaign.As an advertiser, one of your biggest responsibilities while running Facebook ad campaigns is to create and optimize landing pages when your ads drive traffic to your website. When traffic is sent from your companys Facebook ads, its critical that users visit a landing page thats relevant to the context of the ad that they clicked on.



By providing a connected experience from your Facebook ad to your landing page, the more likely a visitor will convert because your business is following up on the promise offered in the ad. Every landing page needs to be cohesively tied to the call-to-action, value proposition and creative featured on the Facebook ad that a user originally clicked.

Alter the format of your landing pages based on the Facebook ad unit being used and the type of offer being presented on the ad. For example, if youre using a link page post ad unit thats highlighting your organizations most recent white paper, then the landing page on your website should feature the benefits of downloading the white paper, creative featuring aspects of the resource and a sign-up form to receive to download the white paper.

Creating a cohesive journey from Facebook ad to landing page is what it takes to deliver a worthwhile experience for a user, more likely leading to a conversion.

4. Choose Calls-To-Action That Match The Framework of Each Campaign.It may seem like a simple strategy to use calls-to-action or CTA that match the specifics of your Facebook advertising campaigns, but youd be surprised at how often organizations mess up this vital part of the process. Ads that use the right creative, ad unit and CTA button often perform better on Facebook because these ad units offer clear guidance on what actions to take post-click depending on the goal of the campaign.

The next steps a user is to follow are spelled out for them within the ad and act as a map to follow once a person is off the Facebook platform. Include


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strong calls-to-action that encourage conversions in your creative or through a CTA button, whether thats making a purchase, signing up for an email list, etc.

This Facebook ad includes a CTA directing users to book hotel accommodations, instructing users on what to do once they are sent off of Facebook from this ad.

Facebook allows advertisers the option to choose from the following CTAs: Book Travel, Shop Now, Learn More, Sign Up and Download. Choose the CTA the best matches the parameters of your campaignfor example, the goals, industry and audience youre trying to reach.

According to AdParlors Mladen Raickovic, one of the most effective methods for driving conversions with the CTA button is pairing it with a landing page that features the same deal, Make this deal as easy as possible to claim to ensure less drop off from your Facebook traffic. The example above is a perfect example of a Facebook mobile user using the app to book a hotel room, then visiting the third partys website to book the room directly from a mobile device.



This data, which is based on AdParlor clients, is 100% real. Over the last week, three advertisers well call them A, B, and C ran tests to compare the new ad call-to-action buttons:

Advertiser A: Jan 31 to Feb 4Total Reach: 460,000 usersPlacement: News FeedVertical: Subscription ServicesObjective: New User Registration

Advertiser B: Jan 31 to Feb 5Total Reach: 100,000 usersPlacement: News FeedVertical: Apparel & FashionObjective: New User Registration

Advertiser C: Jan 31 to Feb 5Total Reach: 250,000 usersPlacement: News FeedVertical: Apparel & FashionObjective: New User Registration

CLICK-THROUGH-RATE COST-PER-ACQUISITION CONVERSION RATE

0.34%

0.33%

10.79%

16.99%

$11.47

$8.14

CTA( SHOP NOW )

CTA( SIGN UP )


0.460%

0.579%

4.18%

2.94%

$44.50

$48.54

CTA( SIGN UP )

NO CTA


0.783%

0.424%

13.00%

10.92%

$4.28

$8.60

CTA( Sign up )

no CTA

A

B

C


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Make sure to experiment using different calls-to-action in your Facebook ads on mobile as well, since they are extremely effective at driving conversions due to fewer distractions present on the screen of a mobile device.

Fewer distractions help make your creative, CTA button and use of different mobile ad units more effective. The link page post ad unit is one of the best at driving off-site actions, whichwhen properly matched with a CTA buttoncan help to drive stronger results from your campaign.

If youre down in the funnel and youre trying to drive some kind of online conversion, whether it be a shallow sign-up or a shallow customer acquisition, your bread and butter is going to be the link paid post ad unit, added AdParlors Gareth Smith. Its the go-to for [driving] online conversions.

5. Use oCPM Bidding to Deliver Relevant Ads.To effectively convert customers from Facebook, often at a lower cost per conversion, use Facebooks newer bidding system optimized CPM (oCPM). Its a tremendous way to choose an action, whether it be on platform or off platform, and have Facebooks model and algorithm optimize to find people that are likely to do that action, said Smith.

As an advertiser or a media buyer, choose a shallower event on your website, like filling out a registration page or email signup form, added Smith. The shallower the event within the conversion funnel, the faster Facebook is going to be able to learn and help optimize your campaign for you.



oCPM allows media buyers and advertisers to serve ads to users who are most likely to convert, which can help optimize your campaigns to be more effective at driving conversions, while costing less.

For instance, the Democratic Governors Association used conversion measurement with oCPM to deliver ads to users who were most likely to sign up for its mailing list. According to Mark Giangreco, Digital Director of the DGA, the Association noticed a dramatic decrease in its cost per conversion--in fact, it was 85% lower than any other campaign the DGA had run online.

For any business, the end goal is a conversion and to achieve this with oCPM, your campaign must start shallow. To feed Facebooks system with conversion data, focus on an action at the top of the funnel that allows the platform to learn over time. From there, youll be able to determine the percentage of users who didnt convert, your end-goal CPA and then reduce your bid accordingly.


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6. Drive Ad Traffic to Premium Products & Resources.To increase conversions, use Facebook ads to drive traffic to premium resources offered by your organization. For instance, create Facebook ads to match your most popular product offerings to ensure that users outside of your current customer base learn about your best products.

Your current customer base is an excellent way to test which products have the most mainstream appeal and value. When your products are well-received, its more likely that theyll continue to gain traction if promoted across the Facebook platform.

Dont allocate advertising spend to promoting products or product categories that arent doing well based on sales, traffic and customer feedback. Facebook ads should present your best products to help boost both conversions and brand awareness all at once.



In addition to showcasing your trending products, serve Facebook ads to your very best content, like white papers, eBooks, blog posts and more. Determine what your best content is, based on how its received from your existing audience, and then begin promoting it to increase your distribution.

In this case, the conversion is the download of one of your content resources, or simply the fact that it was clicked on and viewed. The proliferation of your content over time can build long-term loyalty with your audience and Facebook ads can help increase the viewership of this engaging content.


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7. Follow Insights on Past Campaigns to Drive Results.Similar to the strategy of segmenting based on personas and driving conversions based on chain reaction purchases, viewing the data from your past campaigns can be extremely effective for driving results for your organization, or your clients, using Facebook advertising.

Each companys data and customer base is unique, so its difficult to suggest what your organization should do in broad terms with the trends and patterns found from your past campaigns. Each business will obviously see different results.

What can be done with this data varies from providing insights on what types of ads work, which CTAs drive the most conversions, how certain audience personas behave between devices, which Facebook content resonates the most with personas, what time of day your ads perform the best, what visual elements resonate the most with your advertising, and more.

The volume of insightful data Facebook is able to collect about its users, like where a cursor hovers over a particular page on the site, is constantly growing and helping advertisers get more valuable insights about their existing customer base and potential customers.

Source: CMS Wire



To help boost the data available from Facebook users, Facebook partnered with data vendors like Datalogix, Acxiom and Alliance Data Systems in an attempt to create more complete profiles of its users. As a result, organizations are better equipped to precisely target existing and potential customers on Facebook using the data from these partners, in conjunction with insights from past campaigns.

8. Focus on Using Quality Images, Relevant to Your Messaging.The images used in your Facebook ads will make all the difference between a successful ad and one that gets ignored. The creative used in Facebook ads can help drive up the click-through rate and conversion rate concurrently. Its important to focus on selecting an image for your ad thats relevant to the offer and the destination that ad takes users to to ensure both high click-through rates and conversions from the ad.

Follow these five best practices for images used in your Facebook ads to help increase conversions: Use colors in your images that stand out against the blue and white color

scheme of Facebook. This will help prevent your ads from getting lostin the Facebook feed. Make sure that the background or border of thecreative contrasts with the image used.

Select an image that is either funny or odd to help your Facebook adsstand out from all the other content being shared and advertised on theplatform. Its important that this image is related to your offerings of yourbusiness and the ad, but there are many ways to be creative and help


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your content stand out. This approach will help drive more conversions and establish your brands reputation at the same time.

Highlight the value your Facebook ad will provide a user within theimage by highlighting the value proposition. This could be in the formof words highlighting the best aspects of your offer, whether its free,discounted or running for a limited time for select customers. If yourepromoting content, include an engaging line from the resource to beincluded in the image.

Images of happy women are one of the best type of visual assets touse in your Facebook advertising campaigns, which is helpful sincemost businesses can apply the use of a womans image to theirofferings. Photos of happy people tend to work well, but photos ofwomen specifically tend to drive the most conversions with Facebook ads.

A/B test the images used in your ads by experimenting with seven toten variations per campaign. This will give your organization insight intowhat is really working when it comes the the visual elements of yourFacebook ads. Using Power Editor, create multiple versions of each adbeing sent to your different customer personas to begin testing whatdrives the most conversions.



9. Go Mobile First.Mobile ad revenue will more than double to $24.5 billion by 2016, due to the growing user base mobile devices command and the undeniable effectiveness of Facebook mobile advertising. With consumers twice as likely to click and share content on social channels through mobile devices as opposed to desktop, nows the time to focus a significant portion of your budget on Facebook mobile ad units.

The fact that Facebook and AdParlor made more than 50% of their respective revenue from mobile advertising in Q4 is a telling sign that many brands are finding success transforming prospects into first-time customers and first-time customers into repeat buyers with Facebook mobile ads.


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AdParlors Gareth Smith suggests every business ask themselvesWhat is your business more focused on? Are you more focused on the mobile web experience or are you more focused on the native mobile experience?

Often your goal as an advertiser or media buyer on the Facebook platform is an off site conversion, but your business must understand what experience youre looking to provide for mobile visitors first. If your website is mobile friendly, then its best to use link page post ads to drive traffic from Facebook to your website viewed via a browser.

If your business has a mobile app for your customer base, then its best to use a mobile app install ad unit to drive traffic from Facebook to the app. The choice of ad unit all depends on the destination experience a Facebook user is going to have when driven from the platform to one of your mobile properties.

Most advertisers today should be thinking mobile first when it comes to their campaigns, especially since Facebook is heavily focusing its new ad products on mobile when they first launch, then later adapting them to desktop.



10. No More Anonymous Targeting. Use FBX, Custom Audiences & WCA.Its not viable to anonymously target a users profile thats generic because targeting these users is very ineffective at driving the same results as compared to applying a highly targeted approach.

Therefore, using data collected across display, email and the Facebook Exchange (FBX), your team can better direct how your organization is targeting potential customers. Facebook Exchange is designed to focus on demand fulfilment, converting customers brought into the pipeline from standard Facebook ads, and other channels.

Begin experimenting with targeting your customers with Facebook Exchange, especially since the click-through rate on Facebooks retargeted ads is 21x higher than traditional web retargeted ads.

The data gathered from the various paths a consumer takes across these marketing channels can give your organization interesting insights into their behavior. This data can alert your organization to when a customer is showing signs of purchase intent, which may mean its time to serve another Facebook ad, display ad or email message to help move the customer down the pipeline to convert. Source: Responsys


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An added benefit of using one coordinated approach to reach customers across these channels is that your organization is less likely to oversaturate a consumer with excessive messaging.

If a customer sees multiple Facebook ads from your company about one campaign or receives multiple emails about the same campaign, its more likely that youll annoy them. When advertising the same campaign across channels, its helpful to spread your messaging and avoid over saturating any one platform.

Another important focus for advertisers to reach an incredibly relevant audience at scale is using Facebook Custom Audiences, which are audiences who have visited your websites or mobile apps.

Custom Audiences can also be combined with first-party data like customer emails, purchasing history and more to accurately target these audiences interacting with your business in various capacities with relevant ads. This is a powerful technique for breaking your web traffic into different personas to more effectively target them with relevant ads, while excluding others.

The ability to target certain audiences, while excluding others ensures more effective ads being served to your customer base and less spend wasted on users not interested in particular Facebook ads. Excluding certain users from your campaigns is often just as important as the users youre specifically trying to reach.



Cross-selling between platforms like desktop to mobile is possible with custom audiences as long as the tracking pixels are in place on your properties, as well as product-level retargeting.

These features help make your campaigns more relevant to the users being served the ads and therefore, more likely to convert them. Custom audiences often help drive more conversions, since youre using existing data about your customer base to help inform the content of your ads being shown to specific groups of users.

Also, be sure to utilize Website Custom Audiences (WCA) to target users with Facebook ads that have previously visited your website, but in a different way than through Facebook Exchange. FBX requires running the ads through a third party like AdParlor, while WCA does not. Youre also limited to creating only certain kinds of ads with FBX, while with WCA allows your organization to create any ad unit that best matches the goals of your campaigns.


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In the end, the five major components of Facebook advertising heavily influencing whether a campaign will convert: are including effective creative, focusing on strategic targeting, the use of the various Facebook bid types, accurate measurement practices and that optimized landing pages are in place.

Its clear that Facebook is a powerful platform for driving demand fulfilment across many verticals. Its only in its infancy and has many more iterations to come to help advertisers and media buyers reach their target audiences with relevant messaging.

Facebook is tracking conversions across the web every minute of every day, which gives it access to the data so many advertisers that place conversion pixels on their websites. Facebook provides advertisers with unprecedented access to the combination of scale of users and precise targeting against them, said AdParlors Mladen Raickovic. That is virtually unmatched in digital advertising ecosystem,

This is what makes the platform valuable for advertisers: the fact that Facebook has access to so much data from more than a billion users and the many websites from its advertisers.

Facebook can help predict which users are most likely to convert, and therefore, can likely help your business drive conversions on the site. Theres no other marketing platform that offers this functionality and user base. Its time to start advertising on Facebook to make use of the valuable connections and interactions happening across the network.

Conclusion:


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Looking for help with your Facebookadvertising campaigns?AdParlor, an Adknowledge platform, is one of Facebooks Strategic Preferred Marketing Developers and is a leader in handling large Facebook campaigns. Currently managing more than one billion impressions per day utilizing proprietary technologies, AdParlor creates customized Facebook campaigns for its partners, including dynamic ad creation and real time bid optimization.

AdParlor provides both full and self-service platforms, providing Facebook advertising on a large scale for hundreds of clients including Groupon, LOreal, American Express, Coca Cola, LG, OMD, Mindshare and Starcom.

About the authorBrian Honigman is a marketing consultant, speaker and Adknowledge blog contributor. He has written for Forbes, The Huffington Post, Mashable, Entrepreneur and others. Follow him @BrianHonigman.

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10 Ways Facebook Conversion

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