It’s a good thing not all marketing stories have to have a happy ending by the first chapter! There’s the website that just didn’t work, those Facebook posts that never got shared, and all those fails in the first few months of the blog. For me one of these has been Facebook ads and it took me a long while to work out what was killing them!
Why I failed at first
After several months of advertising there was little, and sometimes no, response! I was pretty over it all and out of marketing cash. As I pondered why this was I got thinking about not just who was clicking the ads but also what their mindset was likely to be at the time – and wow, had I stuffed it up!
The Most Important Part of a Facebook Ad Isn’t the Ad
In a nutshell the most important part of the ad isn’t the picture, words or colours – but rather where they end up when they click it. I had some pretty nice click through rates for less than $1.50 per click but ridiculously high bounce rates (this is where someone clicks the ad but straight away leaves your website again – effectively a dead end).
From a marketing standpoint I could see some great numbers around branding, impressions and overall activity but the bottom line wasn’t feeling the love. The solution – add more awesomeness to the landing page.
Just Add Awesomeness
A landing page is just the fancy web term for the place on your website that someone ends up at after clicking an ad – and if this isn’t hitting above it’s weight you will probably find the vast majority of potential clients barely get past the headline. The good news for this part of the story is that it’s actually pretty easy to fix!
Begin by putting yourself in your clients shoes at the time that you would like them to click your ad. In the case of Facebook they’re probably not in the mindset of going off and exploring a non-facebook platform to any real depth. They’re after entertainment!
By realising this it’s pretty clear that wherever they end up needs to be short, sharp and deadly sweet!
Two Ways To Get More Response on Facebook Ads
1. Use your Facebook Page rather than your website
This way you haven’t interrupted what they’re doing so they don’t feel an urgency to get back to it (and leave your page in the process). To really activate this put a very strong call to action in your large cover photo.
E.g. a large “Ask a Question!” or “Like Our Page” doesn’t go astray! You can even put an arrow there to direct someone where to go – remember you only have a few seconds even on your Facebook Page to engage them. Here’s how we used our cover photo as a call to action example.
2. Collect their details
The alternative way is to try and collect some kind of personal information such as an email address and then follow them up later. You can even have an automatic responder send them guide or HowTo in exchange for ‘Signing up’. E.g. a ‘7 step guide’ to something in your industry.
Of course this works if you are actually planning to build up an email list. My personal gut vibe is that compiling email lists is becoming less and less engaging in a social media centric world however it’s pretty easy to give it a go and you can often use posts the articles that you have already got just sitting on your computer.
Whatever you do have on that landing page just keep is simple. Like really simple. Like so simple that a blind moo cow could understand it in a matter of seconds and action it in no more than a single moment after that! Seriously it has to be this simple!
If you can do that then that bottom dollar/Likes/email list might have a very happy ending!