how to increase lead/conversion volume
Most advertisers believe there are only two types of ways to get more lead volume from your ad campaigns.
Type #1: Increase your budget.
If you're acquiring leads for $5 per lead and you're spending $50/day. You're only going to get 10 leads per day. So if you increase your budget let's say double it from $50 to $100/day then technically as long as you continue to get a $5 Cost Per Lead you will get 20 leads per day.
This is the basic type of scaling but the problem with this method is if you increase your budget that dramatically sometimes that $5 turns into an $8 lead or maybe even a $12 lead and now you're spending more money to get the same amount of leads or less. Bad juju!!!
Type #2: decrease your Cost Per Lead
This one is yet another common tactic this is actually what our agency has grown us from. We've been well known to be able to decrease our clients' cost per acquisition whether it's leads, sales, appointments, or Etc…
If your budget is $50/day and you are getting a lead for $5 per lead then you will get 10 leads right?
So technically if I decreased my cost per lead to $2 per lead with the same daily spend, then I will get 25 leads. I was able to keep the same budget but increase my lead volume!
How do you do that?
I can explain how to do that on another email…
Type #3: Run multiple offers to the same market.
Some markets will not resonate with certain offers.
That is why it is very important to change the “title of the book” yet sell the same book.
All we're doing is tapping into people's emotions, getting them enticed enough to want to sign up on your offer, services or product.
This is a tactic that a lot of people have trouble with.
The main reason they have trouble with this tactic is that they are looking at their program, service or product from only one angle when there are multiple angles and multiple reasons people sign up to be your client.
It is up to you to position your service, product or program in multiple ways so that those people with specific reasons can resonate with your message.
We call this. The multi-angle approach.
Where we are positioning the same product or service, but using different angles to attract different types of people.
The end result nothing changes about the program or service, you just position it differently and use a different message to attract a different type of person to it.
How do you do this?
One of the best ways and the best tactics that I can show you is very simple. It requires a three-letter word.
Ask your clients “what made them want to come in today?”
Find patterns and multiple reasons why they decided to come in and put that in the copy of your ads.
By doing so you are going to attract clients just like them to sign up for your products or services.
Hope this helps!
do not run ads on audience network!
Do not run ads on the Audience Network, here's why!
What is audience network
Overall, it's a placement where Facebook can show you ad to 3rd party websites such as gaming apps and etc...
Here is what Chat GPT had to say about Audience Network.
Facebook Audience Network is a mobile advertising network that allows advertisers to extend their Facebook ad campaigns beyond Facebook and into other mobile apps. With Audience Network, advertisers can reach users with targeted ads in a variety of formats, including banner, interstitial, and native ads.
Audience Network uses Facebook's targeting data to reach users based on their interests, behaviors, and demographics. This allows advertisers to reach a highly engaged audience that is likely to be interested in their product or service.
By using Audience Network, advertisers can expand the reach of their campaigns and drive more traffic to their websites or mobile apps. Publishers can also benefit from Audience Network by monetizing their mobile apps with high-quality ads and earning revenue for clicks and impressions.
Overall, Facebook Audience Network offers a powerful advertising platform that can help businesses reach their target audience and achieve their marketing goals.
do not show your ads there
The reason I am stressing you not to show your ads on that platform is because the quality of traffic it gets. These people normally are accidental clickers. They see this ad while they are playing a game and they click it to close it out.
You are going to see a "Higher" bounce rate once your traffic hits your page. It will hurt your conversion rates. The cheapest traffic to source by far but you will get what you pay for.
Look at my blog ad example below. You can see a huge amount of my traffic came from Audience Network, and the cost per click it gave me.
It game me some cheap clicks but when I looked at my analytics. The traffic all bounced. That's roughly 99% of that traffic to leave the website immediately once they arrived.
So in turn I told Facebook to give me link clicks to get readers to my blog. And that is "exactly," what they did. Gave me clicks.
So if you want to optimize for quality. I would suggest checking your placement.
instant article placement quality
You can see in the above image that my $1.44 cost per clicks came from the Instant Article placement.
When I looked at that traffic source my bounce rates were 37%.
That is much lower.
Reason is because they are on that area consuming articles. When they see a blog post ad, they will likely stay on the blog longer because they were in "consumer" mode, meaning. They were ready to read.
This traffic is much more expensive as you can see from the image above but I was happy to have quality traffic that wanted to read my blog.
I looked at the customer journey of my blog readers to signing up on my website and found out that a huge percentage came from the Facebook feeds, and Instant Article placement.
It figures, because if they read the entire blog they would likely be willing to read other blogs and sign up for something that was appealing.
audience network gets you poor quality
You can see from the stats proving that my traffic I sourced quality from was actually from the feeds and Instant Articles.
It makes perfect sense, I didn't get not one signup from Audience Network.
Now don't get me wrong that placement is good for certain times of businesses and models (such as if you are selling a game app) but it's not the best placement to show your ads if you are looking to generate leads for your serviced based business or e-commerce store.
The main reason is because the placement of the ad makes it hard for people to not click it. Thus optimizing for cheaper clicks (if that is your campaign objective) and this generates you more clicks, cheaper, but horrible quality in many cases. Just the next time you do auto-placement, and your objective is optimizing for link clicks then turn this placement off, otherwise you will waste a portion of your money getting unwanted clicks.
I wanted to share these useful tips on how to improve your Lead Quality just from making small changes within your Facebook ads.
Keep in mind that quality can also improve in other parts of your funnel but here are some ways to improve it within your ads.
1. Use Video ads. Video ads if done correctly can improve the lead quality. Just make sure in the video you are labeling the viewers with problems so that only viewers who have this specific problem would be interested in watching the video.
2. Optimize for below the fold link clicks. If you are sending traffic to a landing page make sure that the image is not clickable. If the image if clickable you may often at times get "happy clickers" who don't read your content and just click the image. Instead use a video because clicking the video will not take them to the funnel. And do not use a Call To Action button. A percentage of people may click that button without consuming the content.
Instead in your ad copy below the page fold insert the hyperlink in the ad copy at the bottom. Forcing the read to read all of the content before clicking the link.
You will suffer from lower click through rates, and potentically higher cost per clicks but in the end you will get less volume and more quality clickers.
Quality clicks leads to quality leads.
3. It's all about your ad copy. Ensure in the ad copy you are calling out your market and explaining why they should click the ad. It's also important to explain who this ad isn't for and why they shouldn't click it.
This sometimes filters out people who shouldn't click the ad.
We've actually used "sales copy" in the ad copy itself and generated better clicks. We suffered from lead costs going up but we did aquire quality and our sales cost (Cost Per Sale) actually went down. It took a little time for the algorythm to kick in but isn't that the main goal? The Cost Per Sale.
Which is the most important attribution metric in the account. The Cost Per Sale determines ROAS (Return on Ad Spend).
Cheaper Cost Per Sale, Higher ROAS. Higher Cost Per Sale, lower ROAS.
Test variations of ad copy and educate the audience in the ad. It will build rapport and quality.
This is an example of a "Did You Know Ad." It's made to build rapport, earn a trusted click.
4. Ask more questions in your Lead Form. If you are using lead forms. Ask questions. Don't just get the Name, Email, Phone. Ask a few questions that can qualify the prospect. I normally ask them what made them want to click on my ad, and if they are potential clients who are suffering from a specific pain or problem, I may ask them what is that pain or problem, and how important is it to them on solving that pain or problem. Test variations of questions to get a understanding of who is clicking your ads.
Note: It's important to consider doing this early. Because Facebook will optimize your ads for the objective that you want.
For example. If you are targeting people who have a specific problem. If we do not address that problem, our ads will show to a big filter of people who could or could not be suffering from that problem. The pixel or ad will optimize to show to more people who are signing up on that generic form. These people may not be the ones you are looking for.
However. If we label them with that problem in the form, and the only way for them to fill out the form is to answer those questions. It will begin to optimize for potential people who have similarities and help you show your ad to those people who are likely suffering from that specific problem.
The object is to show your ads to potential customers.
how to write better facebook ad copy
Facebook has become one of the most important platforms for digital marketing, and its advertising potential is hard to ignore. With more than 2.8 billion monthly active users still to this day, Facebook has the power to reach a vast and diverse audience, making it an ideal platform for businesses to advertise their products and services.
One of the most critical aspects of advertising on Facebook is writing effective ad copy. A well-crafted Facebook ad copy can entice potential customers, increase click-through rates, and generate more leads and conversions. But writing great ad copy isn't easy; it requires a thorough understanding of your target audience, a strong brand voice, and an excellent copywriting technique. Here are some tips to help you write better Facebook ad copy:
Define Your Target Audience
Before writing any ad copy, it's crucial to know who you're writing for. Understanding your target audience is vital to crafting copy that resonates with them. To do this, consider their demographics, psychographics, interests, and pain points. Use Facebook's audience insights tool to gain valuable information about your target audience, including their age, gender, location, education, interests, and more.
Highlight the Benefits of Your Product or Service
Your ad copy should always focus on the benefits of your product or service, rather than its features. Customers are more interested in how your product or service can solve their problems, meet their needs, and make their lives better. Highlight how your product or service can make their lives easier, save them money, or help them achieve their goals.
Use Persuasive Language
Your Facebook ad copy should use persuasive language to encourage people to take action. Use words and phrases that create a sense of urgency or scarcity, such as "limited time offer," "don't miss out," or "while supplies last." Also, use emotional triggers that appeal to your target audience's desires and motivations, such as "feel confident," "enjoy more time," or "discover new possibilities."
Keep It Concise
Facebook ads have limited space, so it's essential to keep your ad copy concise and to the point. Make sure your ad copy is easy to read and understand, with short sentences and paragraphs. Use bullet points or numbered lists to break up the text and make it more scannable. Also, make sure your ad copy is free of errors and typos.
Use Social Proof
Social proof is a powerful tool that can help build trust and credibility with your target audience. Use customer reviews, testimonials, or ratings to show that other people have had a positive experience with your product or service. This can help convince potential customers to try your product or service.
Include a Clear Call-to-Action
Your Facebook ad copy should always include a clear call-to-action (CTA) that tells your target audience what action you want them to take. Whether it's to buy your product, download your app, or sign up for your newsletter, make sure your CTA is clear and specific. Use action-oriented language, such as "buy now," "download for free," or "get started today."
Test and Refine Your Ad Copy
Finally, always test and refine your Facebook ad copy to see what works and what doesn't. A/B test different versions of your ad copy to see which one performs better. Experiment with different headlines, ad copy, images, and CTAs. Analyze your ad metrics, such as click-through rate, conversion rate, and cost per click, to see what changes have the most significant impact.
In conclusion, writing effective Facebook ad copy requires a deep understanding of your target audience, a persuasive writing style, and a clear call-to-action. By following these tips and continually testing and refining your ad copy, you can create ads that capture your market's attention, and persuade them to take action!
If you'd like to join my FREE webinar on How To Better Improve Your Ad Copywriting Click here!
Ad fatigue is one of the most common issues when running Facebook and IG ads. It's when an ad or even an offer is shown too much to a particular audience over a period of time where they become tired of seeing it and the click rates start to drop therefore increasing costs.
Follow these steps to spot any issues:
If you want to make decisions based on the big picture- which is always a good idea, change the view to weekly or monthly.
Also if you'd like to spot issues regarding declining clicks or conversions, then customize your Trend Chart Metrics (Y-Axis) to include: Link clicks, CPC (Cost Per Link Click) Leads, Cost per lead, and Purchases or Cost per purchase.