The Facebook Advertising Management Hack To Get More Conversions In 2024
- RCKSTR Media
- Jul 7, 2024
- 5 min read
Updated: Mar 30
Are you tired of seeing low quality traffic come to your website from you ad campaigns? Maybe you've finally found an ad with a good clickthrough rate, getting low cost pageviews, but you feel like you're burning budget as you watch days pass with no conversions. You feel like a victim and blame the Meta algorithm. Confirmation bias kicks in as you search for others complaining online about their result rates falling as well.
This thinking will only drive you further down the path of destroying your ad results. What if I told you its not some algorithm's fault, it's actually the data you're giving it?
In the constantly changing world of digital marketing, Facebook advertising is a key driver of results and focus for businesses. However, many advertisers fall into the trap of running generic landing page view or link click traffic campaigns. While these campaigns may drive traffic to your site, they often result in poor-quality visits that don't convert into leads or sales. The root of this problem lies in optimizing for the wrong metrics—focusing on clicks rather than meaningful engagements that lead to conversions.
But why? Depending on how many campaigns you've run, you may understand why link clicks may not get you the best traffic - here is the reason:
Link Clicks: Optimizing to link clicks can easily get you traffic that never even sees your loads your landing page. There's two factors here that can drag your ads into a black hole. 1) Meta optimizes to an audience who is most likely to click. This includes people who may often click ads by accident. 2) Meta unknowingly optimizes to an empty audience. Some competitors will purposely click ads to circumvent the optimization process. Equally to this, click farms are very real. You can speculate if this is Meta themselves, competitors, publishers looking to inflate CTR - whatever it is, this can get you in a dangerous place with your website traffic as this affects your optimization process, retargeting audiences and lookalikes. Not good.
Landing Page Views: Similar to link clicks, however a landing page view counts as a link click with a page load. The problem here is bounce rate. This can also capture people who accidentally click and quickly leave the page after it loads. Even if it does include some people who are interested, they are more likely to be on the lower end of the quality visitor spectrum.
It's not all about the initial clicks though. In a more complete picture of the journey from click to conversion, this is what can be killing you:
Common Ineffective Facebook Advertising Management Campaign Strategies
Focusing on Link Clicks/LPV: Many marketers prioritize link clicks, thinking that high click-through rates (CTR) directly correlate with successful campaigns. However, this often results in attracting curious visitors who have no real interest in your offering.
Generic Landing Pages: A common mistake is directing traffic to generic landing pages that don't guide visitors towards a specific action. This lack of clear direction confuses visitors and reduces the likelihood of conversions.
Ignoring Conversion Optimization: Without optimizing for conversions, you might be spending money on traffic that never converts. This oversight can drain your budget without delivering the desired results.
The answer?
Imagine a scenario where every visitor to your landing page is not just curious but genuinely interested in your product or service. By shifting your focus and campaign settings from generic traffic KPI's to conversion-centric strategies, you can ensure that the money you spend on Facebook ads is driving high-quality traffic. This not only increases the chances of conversion but in turn maximizes your dollars spent.
More leads, more sales, and a healthier bottom line. When your campaigns are optimized for conversions, every dollar spent works harder for your business, delivering a higher impact. When it's done in a way where you can capture customer info along the way as a part of a larger funnel - this is very valuable.
For one of our case studies, this simple change resulted in a 13x increase in overall ROAS (return on ad spend) and a 20x increase in conversion rate from generic traffic campaigns.
How do you set this up so you can start improving the quality of your results right now?
Optimizing for Conversions with a Click-Through
Step 1: Clear and Compelling Call-to-Action (CTA)
The first step is to design your landing page with a clear and compelling call-to-action. This could be a button on your site that says "Get Your Free Guide," "Start Your Free Trial," or "Shop Now." Ensure that this button stands out and is easy to find.
Step 2: Optimize for Conversions
Instead of running campaigns optimized for link clicks, switch to conversion optimization. This means setting up your Facebook ads to target users who are more likely to take the desired action on your landing page. Be sure your button click event is tagged for what you will be optimizing to in your campaign. Facebook's algorithm can now work harder to help you find these users based on their behavior and past actions.
Step 3: Simplified User Experience
Make the conversion process as simple as possible. Reduce the number of steps required to complete the action and eliminate any unnecessary fields or distractions. A streamlined user experience will significantly increase your conversion rates.
Step 4: Testing (always)
Regularly perform A/B testing on your CTAs, landing pages, and ad creatives. This will help you understand what resonates best with your audience and allows you to continually optimize your campaigns for better performance.
By focusing on conversion optimization rather than generic traffic metrics, you can transform your Facebook advertising strategy. Implementing a clear and compelling call-to-action, simplifying the user experience, and leveraging Facebook's conversion optimization tools will help you attract high-quality traffic that is more likely to convert.
At RCKSTR Media, we specialize in crafting Facebook advertising management strategies that prioritize conversions, ensuring that your advertising budget is spent effectively. With our expert guidance, you can unlock the true potential of your Facebook campaigns and drive significant growth for your business in 2024.
Let us take time off your hands so you can focus on growing the rest of your business. Book a free consultation today (absolutely no strings attached) and see if RCKSTR Media could be a fit for you.
We're an agency passionately driven by data and pride ourselves in being the most progressive agency specializing in Meta ads in the industry.
Book a free consultation with us now and see what we can do together.
PS: Need help getting started? Get proven profitable Facebook ad scaling strategies with our free $0 to $5k guide where we take you through everything from setup to scaling.
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