Q4 is quickly approaching and if you don’t have a solid paid social strategy in place you’re missing out on huge revenue potential.
In this guide you’ll learn the secret methods that performance marketers are using to drive sales. We guarantee that if you apply all of the topics covered to your own business, you’ll be shocked by the results.
So without further ado let’s get straight into tip #1…
Sales Page Optimisation
If you are going to be running paid traffic to a sales / lead gen page you need to make sure that the users have the best experience possible. If you are running traffic to a poor & low converting landing page it will cause the cost of advertising to sky rocket. Therefore make sure you have the right foundations in place on which you build your campaigns.
> Site speed
This may seem like an obvious optimisation but we can’t understate the impact it has on performance. A recent survey showed that pages with a 2 second load time converted on average at 1.9%. Whereas sites that loaded at 5 seconds converted at 0.6%.
These figures may seem small but if you are running at scale the numbers are magnified. And a slow site will convert on average 3x worse than a fast site.
Check your site speed by clicking this link => Link
> Clear Call To Actions
If you are running traffic for the purpose of lead gen or ecom sales then this could be a deal breaker for your conversion rates. Users don’t want to visit a site and then have to scroll down the page to find the CTA. If it isn’t visible above the fold then thy will most likely lose interest and leave quite quickly.
“Give the people what they want”
We advise having your form / add to cart buttons above the fold in your site and also make them stand out too. You can split test different button sizes and colours to find the best combinations. Again, this may seem like a small change but each little adjustment can have huge effects on conversion rates.
Think of your CTA’s like a signpost with directions on where the users should go. You need to make sure that they are being directed to take the action you want them to. For example, if you are an opticians looking to book an eye test you would want something similar to the following and make sure it is in clear view as soon as they land on your site.
A great way to make sure your user journey is as smooth as possible is to install a plugin called Hotjar. It allows you to spy on users in real time and track their journey across your site. We recommend using this tool if you are A/B testing different CTA’s to track the effectiveness of each version
Now that you have the foundations in place it’s time to start the process of building out your Paid Social campaigns. So let’s start right from the top and set up your tracking codes.
Setting Up Event Tracking
Conversion tracking is a must for many different reasons…
- Easily workout what your cost per sale / leads are
- Track users and create custom audiences based on many different factors e.g. users who have visited the landing page, added to cart, filled out a lead form etc.
- Retarget users that showed intent but didn’t complete the action you are optimising for e.g. Added to cart but didn’t purchase, Started to fill out a form but didn’t submit
- Create Lookalike audiences of users who completed specific actions on site. This allows you to advertise to users who are similar to people who have purchased your products previously.
Because this post is focused on Paid Social we’ll cover how to set up the Facebook Pixel
Step 1 – Installing The Pixel
First things first is you need to actually create a tracking pixel. Simply access your Facebook Business Manager, click the three lines in the top right hand corner and click ‘Pixels’.
On the left hand side you should see the button ‘add new data source’. Click this and follow the steps to install on site.
Alternatively if you have a web developer you can send over the code provided and they can install this for you.
After the Pixel is installed you can run some test events to make sure that it is tracking all the events you need e.g. Add To Carts, Initiate Checkouts, Lead, Purchases etc.
Step 2 – Set Up Retargeting Campaigns
Now you’ve installed the pixel on your site you can start to retarget users who showed interest but didn’t buy / fill out a form.
Firstly you’ll need to create your Custom Audiences. Inside your business manager just click the three lines in the top left and select audiences. Select create audience and then ‘custom audience’.
This window should pop up, you need to then select ‘Website Traffic’.
From here you can choose the criteria that you’d like to retarget
Step 3 – Create Your Ads
Once you’ve installed the Pixel and created your Custom Audiences it’s time to finally create your ads. This is a very simple overview of how to set up your ads, If you’d like help setting up your campaigns don’t hesitate to get in touch with the team here at Campfire.
The first place to start when setting up your campaigns is by choosing the correct campaign objective.
If you are running Ecommerce stores then we’d recommend using the Conversions objective, and if you’re doing lead generation use the Lead Generation objective at the bottom.
If you choose to optimise your campaign for Conversions you’ll need to select the event that you want to optimise for in your ad set.
There isn’t one definitive answer on which event to use. But as a standard we’d recommend running with the Purchase event.
Finally you’ll need to select one of the audiences that you created earlier on. An example audience would be users who have added to cart but not purchased in the last 28 days.
This means that the advertisement you’ve created will aim to re-engage that audience and give them that final nudge and push them over the line to purchase.
If you run an Ecommerce store you may be wondering how do I retarget specific products to be people depending on which ones they have added to cart or showed an interest in.
To do this you will need to set up a catalogue in your Facebook Business Manager. The vast majority of website platforms have plugins you can use to easily set these up. The most popular one being Flexify for Shopify stores.
These plugins will pull your product images, prices, titles etc. and place them into your catalogue. Before you do this you will need to make sure your pixel is installed, this will tell Facebook which specific product a user has interacted with.
Finally you will need to set up a campaign with the objective set to ‘Catalogue Sales’.
Then all you need to do is select the audience that you want to run the dynamic ads to and write some compelling ad copy to get people to click your ad and purchase.
A good way to get people to finish their purchase is to incentivise them with some kind of offer. The most common one would be to offer a discount code for people who have abandoned their cart.
Creating The Perfect Social Media Advertisement
When it comes to creating the perfect advertisement on Social Media you need to make sure that it hits each of the following criteria:
- Attention Grabbing
- Clear Call To Action
Below we’ve covered the specifics of how to grab attention – That’s the really important bit
Key To Grabbing Attention With Your Ads
Here’s a good analogy for people scrolling through their Facebook feed. Imagine it’s like a car driving really fast down a road and your ads are the billboard advertisements. In order to grab their attention you need to really stand out.
In fact you have maybe 2-3 seconds max to stop somebody, this is why the ad copy and design are so important and you can’t overlook this stage.
The first way to stop people scrolling will be in the first few lines of your ad copy. Here you need to make a big bold statement about the product or service that you are offering. Check out the example below for a Cyber Security company that wants to generate leads.
Ad Copy 1
Do you run a business with a website? Then you’ll need to make sure that you are safe from online hackers.
We offer Cyber Security solutions to businesses small & large.
Click the link below to get in touch with our team.
Ad Copy 2
Your online business could be in danger ⚠️
1000’s of cyber attacks occur everyday and cause devastation to the victims.
Make sure you’re safe from attacks with Cyber Security from —-
Click the link below to set book a free consultation with one of our experts ?
The difference between the two ad copies is completely night and day in terms of how it grabs your attention. Just the first line alone in the 2nd copy triggers a real emotional response and makes me want to read more. One tip to take away here is to always aim to trigger some kind of emotional response with your copy.
People tend to take action when their emotional state is changed
The second phase of capturing attention is with the creative that you accompany the ad copy with. There is no one size fits all here, all you have to remember is to BE DIFFERENT. Get creative, don’t follow the crowd, make a statement.
If you want to look for some inspiration why not spy on what your competitors are running? Thankfully Facebook have a free tool where you can look at all the active ads in a businesses ad account.
It’s called Facebook Ad Library – Give it a try, just type in the names of your competitors and see what you can find ?