What’s working in facebook ads in 2019? If you want to transform your website into a customer or lead generation machine. Let’s check Facebook Features to Improve Your Conversions in 2019. I’ll show you all my best tips tactics and secrets to get there fast.
I don’t know if you’re aware of this if you’re currently advertising on Facebook. But pretty much the entire newsfeed is maxed out to capacity. This means there’s more competition, meaning the prices get driven way up. That is why it’s important to keep certain things in mind when you’re running ads.
When you follow these best practices you’re gonna see higher engagement rates and lower cost per click. We saw more changes with Facebook in 2018 and expect the same in 2020. The Cambridge analytic incident that came up which made people really stop trusting that Facebook is a safe environment.
So Facebook had to really overcompensate for that and they put a lot of new policies in place. Because of that one of the main things you’re definitely gonna want to concentrate on Facebook.
Focus On Positivity
This year is positivity so after all that stuff that went down with Facebook and Cambridge analytic. They really want people to know what they want people to use the Facebook platform for good meaning.
If your ads tend to use a lot of negative languages and stir up a lot of negative emotions. Facebook is going to stop showing those ads. If you know anything about marketing this really flies in the face of what we know to make for a really compelling ad.
Usually, you need to bring up and then agitate a pain point that your customers likely feeling just to make them care about. What it is you can do for them a good example of this might be if you’re an accountant. You know you’ve talked about how people really dread doing their own taxes. Even mentioning what could possibly be lost doing them yourself which would you know maybe owing more money. And since people are just more hardwired to want to avoid bad things than to run toward good things. This tactic usually works pretty well, but for better for worse. Facebook owns that our platform and it’s their right to decide what they want. They basically don’t want you to stir up those negative emotions or use fear-based marketing you know at the end of the day.
They want people to feel empowered in an uplifted using their platform. So the fear-mongering isn’t gonna work there. If you want to advertise on Facebook you really have to emphasize the positives of what your business can deliver and not really talk about those potential negatives at all.
So talk about those potential positive outcomes that people can get from either working with you or consuming your content. And use images that show happy emotions not negative ones.
If you can get an ad that gets lots of likes and comments and shares on it that is really gonna save from paying crazy costs per click.You know because not only will those shares and likes and comments get you some serious organic reach as a result. But it’s also gonna drive down the paid cost as well.
So shoot for ads that bring out a positive emotion in people and really make them feel something you can do
- Kind of inspirational in your marketing
- Telling a story
- Even using humor you know in facebook traditional marketing doesn’t always necessarily work.
It’s not enough to just sell the features and benefits of your service. You really want to take people on an emotional journey with you. Just relate to your audience one way to do this really effectively is actually by using a really well-structured customer testimonial. They talk about the positive outcome they got by using your service in their own words.
Optimize for After The Click
So Facebook really cares about the entire customer experience. Everything from them seeing your ad for the first time all the way through receiving your product or service or a digital download.While they can’t see everything that happens in that entire process there are definitely a few things that they can see and pay close attention to.
So let’s say they click on your ad and your page is really slow to load or they get to your landing page and then they immediately hit the back button to go back. Facebook can tell that and it’s a really negative signal to Facebook saying that your page doesn’t really deliver on the promise of the ad.
And if that happens enough Facebook is just gonna stop showing that ad because they want to deliver a positive experience. So best case scenario they might still show the ad but just charge you way more for it and worst case they’ll just stop showing it completely and then actually starting to take a lot of other things into account on the Facebook platform.
But particularly with your facebook business page, you know ratings and reviews you’re getting that are looking at what they’re looking at. If you’re responding to people’s comments and questions on your business page as well. They tend to deliver ads at a lower cost per click for those businesses that have higher engagement rates. That’s why brands that do regular Facebook live videos tend to get better deliverability and lower ad costs as well.
Instant Experience Ads
Instant experience ads you know formerly known as canvas ads. Facebook’s new ad format is new and much improved over the original. It’s simply an ad format that once people click on the button they get all the details of your offer including video images and even the ability to fill out a form.
And rather than this all being on your website which might take a lot longer to load this all happens on Facebook. And since Facebook wants to keep people on their platform as long as possible. They’re likely going to show this ad at a much lower cost. Because they know that they’re not sending people off to your site.
And the other benefit is since it actually does load so much faster and you’re likely to get way more eyeballs on your offer. And since they’ve switched from canvas ads to the new instant experience ads they’ve got more templates for you to choose from so you can really choose the look more than you ever could for.
The lookalike audience without cost rising like they are it is more important now than ever for targeting. Facebook lookalike ads are probably the best way to do that it’s my favorite way to find new customers based on your current customers.
Facebook has taken away quite a few of the other powerful targeting options which is all the more reason to really use this one to its full extent.
So here’s how it works basically you’re just gonna upload a spreadsheet of your current customer list or it could even be just an email list of people who have interacted your business or downloaded some kind of a content piece on your site. So then Facebook matches those email addresses with their member profiles and since Facebook has so many data points like
- Members based on demographics
- What they read
- There liking
- What they watch.
Facebook starts to find all the commonalities between all the people on your list. Once they figure out what that list of people has in common they can go out and start finding other new audiences that share the same similarities. Then show your ad in front of those people. Since that creates so much relevance between your ads and that new audience it’s really going to increase the engagement and drive the cost down.
Vertical Video Ads
Vertical video ads you know one of the keys to getting a Facebook ad to perform well. To get people to actually stop the scroll and pay attention to it. So why use a horizontal video that takes up a tiny amount of screen space when you can be much bigger and much bolder just by turning the camera around.
Vertical video has just shown and tests to be much more engaging resulting in more likes and shares and comments. You can use that on Facebook ads as well as Instagram ads which is obviously owned by Facebook as well.
All right now I want to hear from you and I want to know which of these tactics are you excited to into practice in 2019. Are you already using any of them with any success? Let me know in the comments below and of course, if you have any questions leave those down there as well and I’ll answer as many of them as I can.