Every month, Facebook gets scrolled, clicked, liked, updated, poked, and emojied by more than 2,070,000,000 people.
That’s more people than there are cars on this planet’s roads.
That’s 30X more people than McDonald’s restaurants serve each day globally.
That’s more people than homes in the world that have at least one TV in them.
In short, that’s a lot of people.
But why does that number matter to you, fellow marketer?
It matters because for each of those 2 billion people, Facebook collects essentially all the information you would ever need to find your perfect customers. You know, the people who have a need for what you’re offering and are hankering to buy any minute now.
Imagine knocking on 2 billion doors, asking for 98 separate bits of data from each person who answered those doors, then parsing through them to decide if that person is a qualified lead worth marketing to.
Now, forget that impossible amount of work you just imagined because Facebook has done all of that for you.
The massive amounts of data that Facebook knows about each user is marketing gold. It enables entrepreneurs to home in on and advertise to highly qualified leads in a few seconds.
And it’s the best place to advertise your landing pages right now.
Whether you’re just thinking about advertising on Facebook or you already have a few campaigns under your entrepreneurial belt, here are eight ways you can maximize your Facebook ad spend and drive the right audience to your landing pages every time.
Once you’ve got your landing pages up and running, and you’re ready to start making ads that drive traffic right to them, download this Facebook ads worksheet. It will help keep your campaigns, budget, and audiences on track for one heckuva success.
How to Sell More Using Facebook Ads with Your Landing Pages
Incorporating paid social media ads turns your standalone landing pages into full-fledged campaigns. Placing ads leading right to your landing pages on Facebook and Instagram is one of the best ways to get qualified and relevant leads into your sales funnel.
If you’re new to ads, though, running your first campaign can be intimidating, and you want to be sure you’re not wasting your very real money on ads that reach the wrong audiences or lack a great offer.
Follow these eight tips to maximize your Facebook ad spend.
1. Set a Clear Goal
This may seem like an obvious first step, but it’s one that gets overlooked more often than not.
Before you begin incorporating this new marketing tactic into your arsenal of tools, ask yourself what your ultimate goal is. Don’t just commit to this integration because other people are doing it and finding their own success, leaving you with some serious FOMO.
Starting with your own goal not only gives you an endpoint to strive for and build on, but it also gives you something to measure against.
Also keep in mind that your goals should be relatively short-term. If you set a goal that can’t be realized until 1 year from now, you won’t know if what you’re doing is successful along the way.
For example, set a goal for selling $200 more product from Facebook ads each month. If you don’t hit that goal in the first or second month, you’ll know you need to adjust your strategy. If your goal had been simply to sell $2,400 more at the end of the year, you wouldn’t have a great gauge for how you are doing right now versus the long-run.
Facebook’s ad builder will optimize to help hit your goals when you tell it what your marketing objective is:
If you’re just getting started and want to do things like increase likes, follows, and reach, this is the objective for you.
This objective is right for the business that has decent reach and a loyal following, but wants its audience to start learning more about the company. If you want people to start considering a specific product or service you offer, this is a good objective.
People know about you, traffic has been increasing on your website, yet people haven’t quite committed to converting yet. This objective will let Facebook know to optimize your ads for optins, sales, and more.
2. Have a Worthwhile Offer
This must-have applies to both your social ads and your landing pages. If you want leads to sign up or purchase something on your landing pages, what you’re offering needs to be tempting.
This not only means that your physical, tangible offer needs to be good, but it also means that the copy on your pages needs to do it justice.
You wouldn’t try to sell a Lamborghini by calling it “just another jalopy.”
No, that would be insanity. Instead you’d talk about what sets it apart from similar products, what it feels like to drive, and other enticing Lambo attributes and benefits. Just like you should with your own offer—make people want it.
This landing page by Teambit does a great job describing what the product is, how it helps resolve common pain points, and more.
If you want to offer an ebook, make sure it’s one that will provide customers tons of value.
If it’s a dust rag, show that it collects more dust than just a paper towel.
If it’s a t-shirt, explain why on earth this t-shirt is better than all t-shirts.
But remember, even the greatest copy can’t overcome a truly bad offer. Or, as my dad would say, you can put lipstick on a pig, but it’s still a pig.
3. Have a Consistent Offer from Ad to Landing Page
Let’s hunker down on your offer for another moment and think about how it nests into the rest of your campaign.
The No. 1 way to waste your money with paid ads is to have an offer that is inconsistent from ad to landing page.
Your images, tone, and offer should be consistent through your entire campaign. If these elements vary from step to step of your sales funnel, your lead could get frustrated or, even worse, you’ll lose their trust for the rest of time.
To ensure a frictionless campaign experience:
- Use the same headline
Your headline is most likely what drew a lead to click on your ad in the first place, so why not let them rest-assured they’re in the right place by using it again on your landing page?
- Use the same images, colors, etc.
Using consistent imagery and colors from ad to landing page will make for a frictionless user experience.
- Same language
Using consistent language from ad to landing page will dramatically reduce the number of confused leads you end up with. If your ad says “sign up for a free trial,” don’t change the CTA on your landing page to something like, “pick your new plan.”
- Double check your offer
This one especially applies as you start building more campaigns for your business. It would be an easy mistake to link the wrong landing page to an ad, but it would also be a costly one. Before you hit “start,” take a moment to check that your ad drives people to the appropriate landing page featuring the same great offer.
4. Optimize Your Landing Pages for Conversion, not Clicks
It’s pretty satisfying to check how your ad is performing only to see a fat stack of clicks and impressions in your dashboard.
But while amassing piles of clicks to your landing page might have you believe your ad is blowing every other ad out of the water, the number you really need to be paying attention to is conversions.
By optimizing your ad for conversions, you’ll be able to see exactly how many people are completing your desired action on your landing page (and how impactful your ad truly is on your bottom line).
When you optimize for conversions, Facebook will automatically give you a code called a Facebook Tracking Pixel (don’t worry—this sounds trickier than it is). In order to accurately track how many conversions are being made on your landing page thanks to your ad, place this code in the analytics section of any Leadpage you want to track.
First, click into “page tracking” for the landing page you made a Facebook ad for.
Then, click into “analytics.”
Lastly, paste your Facebook Pixel Code into the box under “Head Section Tracking Code.”
The best place to put a Facebook Tracking Pixel is on your thank you page. The thank you page is usually the last step of any sales campaign, so when someone lands on that page, you can be certain they made a conversion.
If you just place a Pixel on the opt-in landing page, for example, a conversion will be tracked when someone lands there. However, just because someone ends up on your landing page, it doesn’t mean they’re going to follow through and convert. A Pixel here could end up tracking conversions that were never completed.
Another great thing about optimizing for conversions? You’ll only pay if a conversion is triggered. If you optimize for clicks, you’ll be paying for all of those clicks, even if no one is opting into anything.
5. Make Your Ads Mobile
Since the iPhone was released 10 years ago, the planet has been cast under one big mobile device cloud. Every year, we’re inundated with studies detailing exactly how much time we spend craned over our tablets and smartphones, and this year was no different.
There are 1.37 billion daily active Facebook users accessing the social site via mobile. Mobile Facebook ads have a 9.1X higher click-through rate than non-Facebook ads. And of all the time spent online in the U.S., 71% of it is from a mobile device.
This isn’t to say desktop ads aren’t important, but mobile is simply where more people are spending more of their time (which makes it more important). If your ad isn’t ready to meet people where they’re looking, they’ll never see it. And that’s a lot of traffic you could miss out on.
Remember to match your mobile ads to mobile landing pages for the most seamless campaign possible. Don’t stuff your ads with too much text, and optimize your landing pages for mobile, too.
With Leadpages, your landing pages are automatically mobile-responsive. But in order to make your pages mobile-optimized, use our drag-and-drop editor to show or hide complete sections of your page depending on the type of device your visitors are using. This eliminates any need for lateral scrolling and added friction.
Pro tip: You can design a great looking ad using Facebook’s Creative Hub. Make mockups for your ads and see how they look on desktop or mobile, then tweak as you see fit to make the perfect ad.
6. Run Multiple Ad Variations at One Time
A/B testing your landing page copy is always a good idea. Even small adjustments to headlines, images, or CTAs could mean huge benefits for your bottom line. The same goes for your Facebook ads.
Running multiple variations of your ad gives you the opportunity to see what is resonating most with different audiences. Don’t assume anything works until you’ve tested it. Including your paid ads.
This chart below shows how ad campaigns are structured in Facebook. Individual ads make up an ad set, and multiple ad sets (each targeting a different audience) comprise a campaign.
You can run up to 50 different ads to each ad set, or audience group, in your campaign. By checking your ad performance often, you can see which ads are performing better for each audience, then simply turn off ads that are performing poorly.
If you choose to only create and run one ad per ad set, you won’t have anything to compare it against, leaving you without any measure of what your audience responds to or not.
7. Know the Difference Between Budget and Bidding
One of the most overwhelming parts of running Facebook ad campaigns is making sure you’re utilizing the best bidding and budget strategy for your business goals. Even if you have made a gorgeous campaign complete with drool-worthy offer and contagious copy, a poor bidding and budget strategy could bring the whole thing down in flames.
There are a lot of businesses vying for advertising space on the world’s most popular social platform. And if you’re trying to advertise in an especially crowded area, Facebook might find it tough to fit you on the screen.
When this level of saturation happens, the highest bidders win that sweet, sweet screen space.
When you are ready to start running your ads, you’ll have to pick an amount you’re willing to pay for each click, conversion, or 1,000 impressions. This is your bid. Note: This isn’t what you’ll necessarily pay. Facebook will always make you pay the lowest amount possible, which could be well below your maximum bid.
If you’re advertising against a lot of competition, bidding too low will restrict how much exposure you get with overlapping audiences. Set a higher maximum bid for more exposure across the platform.
Your budget is the total amount of money you’re willing to spend on running your ads per day.
For example, if you set a budget of $1 per day to run an ad set, and each ad is running at a $.10 bid, that ad can be clicked on 10 times before your budget has run out.
One thing you should always keep in mind when setting your budget is how much money you’d be making when your goal is achieved.
If you’re optimizing your ads for conversion, you’ll only be charged every time a conversion happens. For example, if a conversion to you is selling an ebook for $19.99, you’d want to make sure you aren’t spending more than $19.99 to get that conversion.
Likewise, if each conversion makes you $19.99 and you’re only spending $5 to get a conversion, consider increasing your budget. You’ve proven that each conversion is making you money, so why restrict your earnings with a low budget?
There are many nuances to setting the right budget and bidding amount for your ads, such as what your goals are (awareness vs. conversions vs. clicks) or who your target audience is. You don’t have to devote your entire marketing budget to bidding right now
8. Find Your Dream Audience
Here we are, finally at the most desirable benefit of using Facebook ads to drive traffic to your landing pages.
Remember how we talked about how much Facebook knows about each of its users? This is where those mountains of data come in handy.
All of that data can be used by you to precisely target an audience that will be most interested in your product or offer. You won’t be wasting any ad money on audiences your offer won’t appeal to. Plus, this is possibly the only advertising platform that has this level of audience insight available to even the greenest marketers.
You can choose audiences based on a massive variety of criteria, including age, location, gender, interests, political parties, the number of kids they have, relationship status, places they’ve been, movies they’ve watched, restaurants they’ve eaten at — it’s really an unsettling amount of insight. But it’s marketing gold.
When choosing who you want your ads shown to, you can go all in on targeting a very specific segment that you know will be interested in your offer. Or, once you know who your most interested parties are, consider setting some of your budget aside for experimental audiences. Who knows? You might tap into a crowd of raving fans you hadn’t considered before.
When picking your audiences, make sure your ads within that campaign are speaking their language. The more your ads can resonate with each audience, the more interaction they’ll get. The more you can make your audience feel, the more likely they’ll be to click through and convert.
In the end, make sure to take advantage of all the data Facebook has for you to use when running your ads.
Using Ads That Point to Your Landing Pages Is a No-brainer
Whether you’ve been running ads for a while now or you’re just about to dip your toes into the Facebook waters, make sure you’re using these eight tips along the way.
Every part of your campaign should work in harmony with the other parts. So, double check your offer from ad to page, write effective copy, and find a budget and audience strategy that works for you. Remember, you don’t have to start with loads of money. Start small, find what works for your company, and expand from there.
Before you know it, you’ll have so many Facebook ad campaigns driving traffic to your landing pages that your marketing department will practically run itself.
Start running Facebook ads that point right to your landing pages today, and get a little help from this free worksheet.