#1. Website Conversions
If you are optimizing for conversions which means if you want to get more leads, sales, etc... You need to let Facebook know that so that they can do their job and help you optimize to get more "conversions." People who are converting on your page, will help them target those exact types of people so that your Facebook ads spend can go down.
Facebook by default forces us to select "website Traffic" as an objective which only allows the algorithm to optimize for more clicks, or link clicks. Link clicks does not always bring in more conversions. Some of our best ad sets got the most clicks, but less conversions while other ad sets received far less clicks but conversion percentages were dramatically increased!
#2. Create An Effective Application Form
The application form is key. It takes up about 80% of the reason you've obtain a qualified lead or a non qualified lead. Ask the right questions, and you will get the right answers.
Keep in mind, the strategy behind an application form. It allows the user to fully absorb the content from the questionaire.
- 35% of the users who land on your landing page only watch a certain percentage of the video, and only read a certain percentage of your content.
- 5% of your users will likely read almost everything
- 20% of your users will bounce
- 40% of your users will absorb less than 50% of your content on the landing page
These are rough numbers but you see where I am getting at. They are not reading everything, and therefore the application form will allow them to read. Because every question requires an answer, the questionaire is what they will read.,.,
...Because truth is the only way to know how to answer a question is to understand it (which means to read it).
#3. Create More Variations of Ads & Ad Sets
This is one of the most important reasons why people don't get the best results they could get from Facebook. They aren't testing enough!
You need to be testing more images, more copy, more audiences, and especially more landing pages.
Most novice ad sets I see, (even from other agencies who ask for my help) test only about 1 ad set and just a few ads.
To leverage Facebook ads you need to test more, to get more out of it. Then you dial in your conversions, and now you test more than that to dial in cheaper cost per conversions!
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