If you feel that your ads don’t achieve good ROI, check out these 5 tips for driving more sales with Facebook Ads.
Generate More Ecommerce Sales with Facebook Ads
1. Increase CTR with Buyer Personas
Even though retail Facebook ads click-through-rate has been growing steadily year on year, it still lingers at around 0.20%.
For comparison, Adwords ads achieve a CTR of approx. 3%.
Having buyer personas helps you create laser-focused campaigns that resonate with your target audience. It also helps you achieve a higher relevance score.
2. Prequalify Your Leads
There’s a rule in digital advertising I’m sure you know very well. To reduce the cost, eliminate curiosity clicks.
- These people don’t look for your solution.
- Have no money to pay you.
- Are driven purely by curiosity.
And even though their clicks increase your CTR, they cost you money.
Filter them out by prequalifying your leads.
3. Offer an Incentive to Click on Your Ad
With so many stores advertising their products on Facebook, grabbing a user’s attention can be a challenge.
One way to overcome it is by offering an incentive to click.
4. Improve Images
In 2011, three researchers from eBay discovered that:
- Product images have an impact on a buyer’s behavior. A good quality image attracts clicks and increases ROI. A poor quality one, however, can defer users from clicking on your ad.
- It is also possible to predict CTR based on image features. In other words, there are certain image elements guaranteed to increase or decrease CTR.
Yet you can still see plenty of ads failing to make the most of images:
- Retail ads feature a company’s logo instead of a product. No matter how well known your brand might be, it’s the product that your customers are looking for.
- Ads feature images taken from a distance and obstructing product details.
- Or generic stock photography that tells nothing about a product.
5. Use AIDA Model to Improve Ad Copy
Images increase CTR, true.
It’s the ad copy however that helps convert a viewer into a customer.
And to make the most of your 90 characters word limit in Facebook ads, use the AIDA model when writing your copy.
AIDA stands for:
- Attention. Write a headline that grabs your audience’s attention. For instance: In Stock: The New Baxter Shaving Brush
- Interest. Describe the benefit of the product, i.e. A Double-Edged shaver that does most of the work for you.
- Desire. Provide a reason to click. We’ve talked about this before when we discussed offering an incentive to click the ad. In our example, it could be a limited introductory sale.
- Action. Close the ad with a call to action. According to Adroll, the best performing CTAs include “Learn More” and “Shop Now”.
Facebook ads work. And many online retailers can confirm it. However, if you feel that your ads don’t deliver the ROI you expected, work on increasing their relevancy, grab your audience’s interest and provide them with a strong reason to click.