Facebook ad campaigns have a lot of potential, and they’re a great way to reach your target audience. But they’re also notoriously difficult to get right. If your Facebook ads aren’t leading to conversions, you need to figure out why so you’re not throwing money out the window.
There are two steps involved in any successful Facebook ad campaign: first, you need to create a great ad campaign that drives plenty of traffic to your website. And then you need to convince those website visitors to convert (whether that means becoming email subscribers or making a purchase).
In this article, we’ll focus on the second part of that equation to help you get the most out of the traffic coming from your Facebook ads, boost conversions, and improve ROI.
Ready? Let’s take a look at 3 quick tactics that can help you.
1. Make Facebook ad visitors feel special with a personalized welcome
When visitors arrive on your site from a Facebook ad, you shouldn’t let them leave without at least getting their email address. After all, you might not get another chance to convert them.
The best way to convert visitors into email subscribers is by using popups—especially if you use them the right way.
A personalized message like “Coming from Facebook?” can make visitors feel special and get them excited about your website. Not to mention that this simple personalization could increase the conversion rate of your opt-in message by up to 20%.
To set it up, all you need to do is:
- Pick a newsletter signup popup template and fine-tune it to your style
2. Create a new Personalized Experience
3. Modify the experience variant that will address your Facebook visitors
4. Use source-based targeting to address only those visitors who are coming from Facebook
5. Activate your campaign
Learn more about how to set it up here!
2. Match the messaging of your welcome popup to your Facebook campaigns
You can take the personalization up a notch by matching your welcome popups to your Facebook ad copy. This is a great way to segment your incoming visitors based on their interests.
Imagine that a Facebook user clicks on an ad about weight loss:
That action provides strong evidence that the individual is interested in weight loss, meaning you can confidently personalize your popup messaging based on this information. You can even use the same product photo and offer a discount on weight loss products:
This will get their attention for sure, leading to new email subscribers and more customers.
But this is just one segment… there might be another segment of users who respond to one of your Facebook ad campaigns about sleep recovery.
In this case, you definitely shouldn’t show them messaging about weight loss when you can respond to their interests by promoting sleep recovery.
This type of personalization can boost your popup conversion rates by 30-50%. Pretty impressive, right?
Here’s how to set it up (using the example above):
- Create a new Personalized Experience
- Create a personalized variant for the “better sleep” segment (e.g. include a product photo or offer a discount on only one product or one product category)
- Target this new experience variant to this “better sleep” segment using the “Visited URL” rule
For a more detailed step-by-step guide, click here.
3. Match the headline of your landing page to your Facebook ad copy
The last technique we’re going to look at has to do with landing pages. If you’re running multiple Facebook ads with different copy and value propositions, then you can adjust your landing page with that in mind.
This strategy can help you get up to a 50% increase in your Facebook ad ROI.
In the example below, one landing page is optimized for people who responded to a Facebook ad about regrowing hair, while the other is tailored to a target audience that’s worried about wrinkles.
And the best part: you don’t have to create multiple landing pages.
It’s the same landing page, the same URL, but a different headline:
OptiMonk can help you quickly personalize the headlines of your landing pages with its Dynamic Content feature.
All you need to do is:
- Create a new Dynamic Content campaign
2. Select the section that you would like to personalize on your landing page and simply rewrite it
3. Create a new Personalized Experience variant for each of your Facebook ads and tailor the landing page copy accordingly
4. Use the “Visited URL” rule to show each experience only to visitors coming from a specific ad
5. Activate your campaign
Learn more about Facebook ad optimization with Dynamic Content here.
+1 Use the right targeting for your Facebook ad campaign
Of course, to make all these Facebook ad strategies work, you first need to reach the right target audience.
By utilizing Facebook ad targeting options, you can focus your ad on specific interests and engage with users who are more likely to respond positively.
You can target users based on:
When setting up your campaigns in the Facebook Ads Manager, make sure that you use a message and tone that will resonate with your target audience in your Facebook ad campaign, and then use the same message and tone on your landing page.
If you don’t do this, you may end up wasting your ad spend on an ineffective Facebook ad campaign.
There you have it, a few tips that can help many Facebook advertisers increase their ROI quickly and easily by personalizing messages to the right target audience.
When you bring the power of personalization to your website, you won’t believe how well your Facebook ad funnel can function. It’s just a matter of matching your messaging with custom audiences.
If you’d like to use any of the Facebook advertising strategies we’ve featured here, all you need to do is create a free OptiMonk account!
Why not get started today?