All Facebook advertisers want better results with Facebook Ads meaning increasing your conversions or performance with your campaigns while reducing your cost. If you want to learn how to reduce your cost while increasing your ROI then you need understand the value of your ad clicks.
Before too long we were measuring the "value of each click." Why is it that out of 100 clicks if we get no more than 20 sign-ups (20% conversion rate), why did those 80 clicks leave?
And what was it that told them they shouldn't sign up.
Better yet, shouldn't we just have an ad that just says "DON'T CLICK, UNLESS YOU WILL SIGN UP!"
What happens is this...
We are in a filtering process. We are filtering all of those people who click out of curiosity, and click out of an intention for something they though they were getting. The ad didn't resignate as good to the landing page and the user was a little mis-read.
And our favorite, the people who didn't read anything and just clicked for no apparant reason.
Out of all of those people there are some people who do sign up and then out of those who sign up there are some of them who take action on your other offers.
The main thing we need to consider doing if we want to reduce our ads spend and increase the quality of our clicks is...
Use a Image That Stands Out!
Take a look at the two right column ads below. Now take your eyes to the upper left corner of the screen and tell me which ad on the rightside you notice more?
That yellow stands out don't it! Well we already solved #1 - getting their attention.
#2. Make sure we are targeting the right market. Okay., if we are asking them to like our page if they love their kids. Then we need to "MAKE SURE" we are targeting only parents.
You can find that selection of parents inside of the Power Editor or even the ads manager.
You may wonder why did I choose Parents who have kids between the ages of 3-8. Well because perhaps that is my ideal targeted audience, and also they are "so cute" can't help but love them during those ages right?
#3. Make sure the image matches the market's needs. My image has a heart on it. It has says words that say "I Love My Kids." This is an emotion. Anytime you use an emotion in ads it resonates with the audience and hits the user in a way that drives them to take action.
Also notice the words answers the question of the ad. Do you love your kids? Yes I love my kids. This is perceptual marketing.
Perceptual Marketing I would like to say is when we ask them a question or call to action "Like this Page If You Love Your Kids" & then we put in the image telling them that they love their kids. It is kinda like saying,
"Do you want to go to the ball game?" and then the button says "YES, I WANT TO GO" It forces the user to go in the direction we intend for them to go to.
Another good example is if you have an apple in your left hand and an orange in your right hand.
Which one got you temped to try?
The apple right? Cause it is probably moving, or it is raised slightly higher than the orange. Yes or Yes?
This is the type of marketing you want to do with your ads and landing pages. Take them to the store, then take them by the hand and point them to the item they want and help them checkout.
Once again to reduce our costs we need to focus on 3 things.
The image is the #1 source for helping us get a cheaper cost. Other factors play a roll such as competition (how many are bidding for the newsfeed placement for that particular audience), relevance score, (mostly Click-Through-Rate), and how many people are clicking the ad out of a certain number of impressions.
The ad that received the highest CTR came out to give us the lowest Cost Per Click. While the most expensive one was giving us a 2.86% CTR with a avg .40 cent CPC.
Likely we would pause the two most expensive ones and run a split test to see if we can beat that CTR of 3.96%.
So content shows mostly little affection towards the user taking action. We would likely switch out the image to find an image that stands out a little bit more and resognates with the audience.
Follow those 3 things, and you will find your ad performance increasing to a degree where your able to get the same results or better while spending less money!