Paid search is one of the most effective ways to reach audiences and maximize leads. When the traditional paid search channels aren’t performing as expected, there’s another well-known option to turn to—Facebook Ads. This social media channel which boasts over a billion users, has some of the highest conversions when it comes to paid search and the ability to hypertarget audiences. What’s more, it can help you decrease your cost per acquisition significantly.
One study conducted by the digital marketing firm Kenshoo found a 19 percent increase in total conversions and a 10 percent decrease in cost per acquisition. During the study on an Experian campaign, the group set out to determine which level of Facebook ad would generate the strongest performance for individuals in the United States. Over the two week testing period last year, Kenshoo’s research fully supported previous tests done that showed the Facebook ad’s efficacy. Here’s a summary of the key findings:
- Throughout the trial there was a 19 percent increase in total conversions for individuals who saw the Facebook ad juxtaposed against those who saw only the normal non-Facebook paid advertising.
- There was a 10 percent decrease in costs per acquisition in part to the increased conversions
- As spending on Facebook ads went up there was a parallel increase in conversions.
It’s important to note, that we are in no way saying to forego the traditional paid search in lieu of Facebook ads. What we are pointing out is that these two types of paid search, when run alongside each other, can have big payoffs for your conversion rate. The challenge is finding the right balance between the two in relation to your overall advertising budget. When running advertisements on Facebook try out different approaches. For example, from time to time switch up the format, campaign targeting, bidding, and creative. Then, you can see which has a greater impact and is able to captivate more audiences.
Here are some additional tips to get you started with Facebook ads:
- Include a clear cut call-to-action. If you’re aim is to get sign-ups for your newsletter, make sure the button stands out. Or, offer an incentive to entice visitors.
- Highlight special deals or current promotions. Again, a small incentive can go a long way for converting visitors.
- Play around with Sponsored Stories as add-ons. These stories appear naturally in user’s News Feeds but you will pay additional fees for this tool.
- Optimize your ad headline. Instead of the auto-generated headline, customize it to highlight your brand or particular offer.
- Keep text to a minimum. Facebook prohibits ads from having more than 20 percent text. If you try to publish an ad with more than 20 percent text, it won’t get approved. So remember, images trump text!
- Use the advanced targeting options. One of the best features about Facebook ads is the ability to hypertarget audiences. That means you can get down to the most specific users out there by age, location, gender, languages, likes, dislikes, and more.
Before implementing any of these strategies, take time to thoroughly review Facebook’s advertising guidelines and familiarize yourself with some of the best practices. Remember, Facebook advertising and paid search work hand-in-hand so you don’t necessarily have to forego one for the other.