Facebook Ads: 7 Actionable Tips That Will Generate More Clients

By Phoebe Lay - Thrive and Shine?? Co.

As a business owner, you know what it means to advertise on a slim budget. You’re out there building relationships, generating referrals and attending online events as much as possible to connect with as many people as you can. You hustle to generate more leads, but have you added Facebook ads into the mix?

Facebook ads are a fast way to get more clients. However, in order to get results, you need to know how to get the most out of your social media ad spend and optimising your ads isn’t always the easiest.

Here’ are 7 tips that will generate more clients for you that will make your ads more cost-effective.

1. Target the Right Audience

When it comes to advertising or marketing, it’s essential that you target one type of person at a time. That’s the only way to connect on a deep level to earn a click on your ad. It also ensures that your message hits the spot. When you speak to everyone, you speak to no one.

What type of person you start targeting depends on several factors:

• Who you enjoy working with and the people who you've worked well with in the past
• What types of industry you want to work with
• Your ideal customer avatar (ICA)
• What your core knowledge and skillsets are
• What traits these people have (education level, interests, demographics, have children, newly married etc)

2. Narrow Your Reach

The best target on Facebook is a narrow one. You don’t want over 1 million random people to see your ad. You want the potential reach to be 300,000 - 500,000 and for the most perfect clients to see it.

Really take some time to think about who these people are. What are they into? Where can you find them?

If you’re unsure at this point, try this:

• Browse the many targeting options at your disposal
• Write down recent clients
• Review your database and any information you collected on your clients
• Recall what you know about those clients
• Start finding as much commonality as you can about them
• Write these things down

3. Use Captivating Visuals

Facebook is inherently visual. The highest performing ads will usually convey a message through the image. Remember. You have about 2 seconds to get someone’s attention, maybe less.

Then they scroll on... bye!

Captivating visuals will catch a potential client in their tracks so they stop and look a little closer.

Visuals can take many forms. Consider what would delight your target. Is it a single image? A carousel ad (multiple images)?

Make sure to be creative with your ads! You can try using the many different tools on Canva for this or outsource your Facebook Marketing content creation to an agency like Thrive and Shine Co.

4. Make Copy Easy to Understand

Copywriting doesn't have to abstract. Especially on Facebook. Short and punchy works best.

When writing Facebook ads for your business, your top priority is to quickly and clearly convey a message. A 6th grader should be able to read it and your audience should be able to immediately understand it.

What are you offering? How will it help them? What is your Call-To-Action (the thing you want them to do next)?

5. Create a Landing Page

What is a landing page? It’s the page that a person lands on after they click your ad. It’s different to your website as it doesn't have other pages such as your about page, services page, listing pages or a home page which means your leads are less likely to get distracted and leave.

A landing page is a specific page created for the specific purpose of converting prospects who click on your Facebook ads into clients. We do this by offering them something of value in exchange for an email and/or other content info.

That something may be a free guide/eBook/video series that you can create as a high-value offering

6. Test Your Ads

You could be targeting the right audience and getting leads coming in for under $5 but without A/B testing it's hard to know which component made it work for future campaigns that you wish to do with a similar audience/visual/offer. Testing allows you to know which variable to change so you can get more new high-value clients for less time and money in future. If you can lower the cost of your leads, shouldn’t you?

Facebook has set up a system that encourages A/B testing. You can halve the budget of your ads and run 2 different ones with one variable to see which one resonates more effectively with your audience or to see which audience responds better to what you are advertising.

7. Track Your Facebook Analytics

When measuring ad performance, it's important to track these metrics... because after all, numbers is everything.

1. Impressions – This is the number of people who have seen your ad appear on their screen. The first time they come across your ad they could have scrolled past it quickly and not noticed it. The longer you run your ad the more people you'll have more actually seeing it (i.e more impressions).
2. Clicks – This is how many times someone has clicked on your ad. Each time they do, you pay for a click. Essentially, you want people to click but you should also care about the quality of the clicks. That’s where these ones below come in.
3. Cost per click (CPC) – is your ad cost divided by the number of clicks. Ideally, you want to keep your CPC low while getting the best results you can for that budget. If one of your ads is delivering a lower CPC, that’s your winner.
4. Click-through rate (CTR) – is the number of clicks divided by the number of impressions. For example, if an ad had 5 clicks and 100 impressions, then that CTR would be 5%. The aim is to increase your Facebook Ads CTR and drive more traffic at a lower cost.
5. Conversion rate – This is the number of leads your ad generated divided by the number of clicks. As you know, a prospect only becomes a proper lead once they’ve provided you with contact information through the landing page or lead generation form.
6. Cost per action (CPA) – is something most marketers should track but often gets overlooked. This is the total ad cost divided by the number of leads you generated. This is a very important measure because you’ll always pay for some clicks that don’t become leads. This helps you understand the actual total cost of acquiring a lead.
7. Return on ad spend (ROAS) – is your total conversion value divided by your advertising costs. This is something most people don't track at all and it takes longer to calculate this. You won’t find this in your Facebook Ads manager either. It’s the revenue generated from Facebook divided by the ad cost. To measure this be sure to track which leads came in through your Facebook ads then deduct your expenses off those leads. Track how much of your revenue is coming in through Facebook.(Revenue – Cost) / Cost

It never pays to re-create the wheel. There are things that work and there's a proven system that marketers follow when it comes to Facebook Ads.

If you haven't already started trying to generate leads using Facebook and you are a business owner that's looking to grow your sales through social media then this is a gold mine that you may want to explore at some point down the track. You can also Download my 12 Step Guide To Getting Started With Facebook here.

Reach out to us if you ever need any help with your Facebook Ad campaigns and social media strategy. Whether you're looking to reduce your cost per lead (CPL), cost per click (CPC) or improve on your marketing strategy and create a funnel for your leads to convert to customers, we're all ears.

You can book a free Discovery Call here.