How to: Create a Successful Facebook Conversion Campaign

Before you craft the perfect conversion campaign with relevant and persuasive graphics and text copy, it is important to make sure that your campaign is going to the right audience, and to make sure that the success of your campaign is measured, so as to allow you to tailor new and improved campaigns afterwards, to create an even bigger and better crowd of prospective clients.

To begin with, let’s lay out a few basic “what’s what” of a campaign.

An ad is what your audience will see in their feed – your graphics, promotional texts and copies, and URLs.

An ad set can contain several ads, each with its own targeting audiences, budget, schedule, bidding, and placement.

A campaign can contain multiple ad sets with the same campaign objective, for example – awareness, consideration, and conversion, etc.

Now that we got the basics down, we can begin creating our campaign.

1: Set campaign objective

Do you want to raise awareness to your brand? Increase traffic? Conversions? Select the objective you are trying to achieve and try including the objective in the campaign name to allow for easy follow-up.

For the purpose of this article, we will choose to create a conversion campaign.

2: Select conversion pixel

After you’ve named your ad set, select a conversion pixel that you’d like your campaign’s success to be tracked in. A conversion pixel helps you track the amount of clients who have done what you wanted the campaign to achieve – for example, to sign up, to make a purchase, to create a profile, and etc.

Simply measuring link clicks are not enough because having prospective clients reach your designated page doesn’t mean they end up doing what the campaign is set out to do.

3: Define target audience

Next, define your target audience. Select the locations you’d like your campaign to be advertised in, and demographics of target clients, such as age, gender, and language. Select different interests, behaviors, job titles, etc. in the “detailed targeting” tool to narrow down the exact crowd your campaign will be shown to.

You can exclude a certain group of audience, for example, people who already like/follow your company Facebook page, so as to save some unnecessary money spent on increasing brand awareness on people who already know your brand.

4: Set up a campaign budget and schedule

You may choose to spend a certain amount of money per day, which means that once your daily budget limit is reached, your ad will stop showing up on your target audience’s’ newsfeed; or you may choose to spend the total amount you have available to spend on this campaign until the money run out, or until the last day you’ve set for your campaign.

Select how you’d like Facebook to optimize your delivery. Facebook can help display your ad to the right group of people to help you achieve more conversions, link clicks, or impressions.

Voila! The next step is to create killer graphics and text copy of your ad, and then you’re good to go! Click here to read AnyaUp’s previous blog post on the art of crafting a successful Facebook campaign message.

 

By Joey Ho

This article is crafted by AnyaUp creatives. Interested in knowing more? Check us out here.

Part 3: Achieving

This is Part Three of the creative story by our AnyaUp Creative.

Check out the previous stories here:

Part One: Dreaming

Part Two: Preserving

Part Three: Achieving

LAUREN:

It all started with hello, like a lot of good things do. The more Lauren was learning about and exploring AnyaUp, the more she thought maybe this could be the new start she really wanted and had been working towards.
She kept looking at projects businesses needed completed, and was astounded; there were so many opportunities, and she was almost nervous she would be unable to live up to the tasks presented. Lauren finally came across a project that suited her talents perfectly: A business owner needed help marketing in order to increase foot traffic to his restaurant. It was a pretty big project, and the man did not seem to know much about what he needed, but Lauren thought it was perfect! It was flexible, he seemed open to ideas and suggestions, and Lauren really thought she could shape it beautifully to her talents.
She was nervous and worried to finally start taking on the projects she had been waiting so long to work on. In fact, she almost talked her self out of it several times. Then, Lauren realized she couldn’t shy away from this opportunity and before she could convince herself not to again, she messaged him to say hello. She presented her ideas and how she thought she could help him and hit send. His name was Barry.

BARRY:
Barry could not even believe the relief he felt when he got a message from a “creative,” and then another, and another, and so on. It was almost unbelievable that these people who could save his business from going under, were so accessible and he had no idea. It was almost as if he was drowning, and then realized he could touch the bottom. He felt relief and embarrassment, all at once. There were so many choices, and so many creatives who had all these ideas.
He couldn’t be totally relieved yet, however. Just when he thought he had found his saving grace through AnyaUp, his landlord came to the restaurant that very same morning. His landlord conveyed if he was late with the rent for his restaurant one more time, he would have no choice but to evict Barry. Barry sat and cried openly. His dream was slowly breaking before his eyes, and he felt like he couldn’t stop it.
With all of this riding on the success of his marketing campaign, he knew whomever he chose to lead it needed to be special. Thankfully, one of the outlines put before him really stood out. It was well thought out, and made with his own business and projects in mind; they had catered it specifically to him. After much deliberation, Barry decided that person could do the most for his business, and get the attention his restaurant and food deserved. He accepted her request. Her name was Lauren.

Created by: Andrea Bausch.

Check out Andrea’s success story on AnyaUp here.

Come check us out when you’re ready to make a difference too: www.anyaup.com.

The Art Of Crafting Your Facebook Campaign Message

Did you know, according to a research done by Microsoft Corp., people generally lose focus after eight seconds? Because of our current digital lifestyle, our attention span has become even shorter than a goldfish! It is essential that companies and advertisers utilize that golden eight seconds to get the message across to prospective clients and customers

1: Your image/video is your hook.

The image/video you choose to use is essential in grabbing that first few seconds of attention. That’s why, make sure the image or video you choose to use is eye-catching enough for prospective clients to pause on your ad.

If your company is selling services, consider using authentic and realistic images instead of overly professional ones. Authentic images that include micro-expressions are relatable to media users and can spark emotional connections that hook prospective customers in to discover what your company has to offer.

If your company is selling goods and products, consider using stylized and simplistic graphics, similar to Apple’s advertisements to showcase your product. Accompany the graphic with a simple text to get your message across even faster.

Do A/B testing to see which image/video perform best at conversion for your company, and use similar images in your other campaigns.

2: Make your grand declaration in your headline.

The headline is where you make the big declaration and promise to prospective clients that you can fix their problems, or offer them what they know (or don’t even know!) they needed.

Question: Do you like being told what to do? Probably not.

Most people don’t as well. So spoon-feeding prospective clients with ideas of “use our service”, and “buy our products” might not be the most effective way to market your brand to them.

The key is to sell your products and services without selling them. Make it sound like an offer, a favor.

Instead of: Shop our 30% off sale now!

Try this: Psst – Our 30% off everything is ending today!

Instead of: Sign up to advertise your restaurant on our Foodie app, 10% off today!

Try this: “I found all my favorite restaurants on Foodie!”

Instead of telling prospective clients what to do, let them think that it’s their idea. Leave the “imperative” to the Call to Action (CTA) buttons.

3: Get personal with your captions.

Surely you have a lot of wonderful reasons prepared to persuade prospective clients to use your services/products. But going back to our short eight seconds of attention span, your prospective clients might not have the patience to read a detailed description of what you are selling before scrolling away.

First things first: Make sure to explain how quick, easy, and efficient your services/products are in a similar quick, easy, and efficient manner. Your caption should tell prospective clients more than the heading, but not enough yet to know everything. Lead with the most important and attention grabbing information, and end with a cliffhanger, so prospective clients will be intrigued enough to visit your site to get the full picture.

Also, be as personalized as possible. Each ad set and groups of audience are unique. If your ad set on Facebook is targeting a city, or a state, mention that city or state in your captions. If your ad set on Facebook is targeting a select group of people (for example: wine lovers, or marketing personnels), greet them in a way that they know they are valued.

Dig deeper, do research, and learn about your target audience. You can even create a customer persona to help you conceptualize how and what language you would use sell your product/services to the perfect target audience. Find out what keywords will attract your prospective client’s attention and use them.

4: Prompt further actions with the right call-to-action (CTA).

Now what – your prospective clients have spent about eight seconds on your app, what’s next? You might need to give them one last prompt to seal the deal.

Lay it out clearly what they should do. Facebook offers several call-to-action buttons currently: Shop Now, Learn More, Sign Up, Book Now, or Download. Choose the most relevant button for your ad.

You can also suggest an action in your text, like:

“Create a project with us!”

Or

“Get your 30-day free trial here!”

Add a sense of urgency to prompt your prospective clients to act faster with something like:

“30-day free trial ends soon!”

Or

“Buy before Monday and save 40% off sale items!”

Now you have it. Select the right graphics, craft the hooking headline, build persuasive captions, and prompt the right actions to captivate prospective clients in less than eight seconds.

By Joey Ho

This article is crafted by AnyaUp creatives. Interested in knowing more? Check us out here.