I can’t say this enough, but I have come to the conclusion that Facebook users are smart. They are unlike any other marketing channel. You can’t at the slightest bit mislead them as if you do your conversion rates will plummet.
I am writing this post because I learned a valuable lesson today about Facebook users .
To summarize, my team and I were marketing a really hot gossip like video content to highly targeted Facebook audiences via precise interest targeting. We were hoping that users would click our ads with the intent to watch videos but upon hitting our pages they would first register with their email for usage of our site. We would incorporate this content locker or forced registration wall to monetize the intent users have from clicking the ad. Upon entering their email, then then would be showed the video.
What we learned from Facebook users was that they need to be given a bit of a forewarning before asking them to register or buy something in the ad copy.
In our ad copy, we didn’t disclose that we were asking people to first register before they watched the content then in turn only 9% of the people registered.
This lesson was what motivated me to write this post, here are the three things that could hinder Facebook conversion rate’s.
(A) Zero Transparency On The Ad Copy
As I elaborated above Facebook users want to be given forewarning about what they are getting themselves before they click. If you don’t disclose the action you want users to do, you will not see the conversion rates that you hope for. Also you can’t use the word “free” if your product isn’t free i.e. if your charging shipping always say that you have to pay shipping.
(B) Negative Comments
Facebook is a social platform, if your a marketer that cares about CTR and conversion rates always read the comments on your newsfeed ads. No other platform alive can people actually give you real feedback on your ads, I like to use this feedback in my ad copy but if its negative feedback sometimes I will hide the post.
Most marketers I feel overlook this.
(C) Relying Too Much On Optimized CPM And Not Having a Flexible Bidding Strategy
I know Optimized CPM is awesome, Facebook has made some cool adjustments to it that have made optimization even more precise to reach your conversion goal but I feel like marketers rely too much on it. I know I am one of those people. I am not perfect when trying to mind the common point between OCPM and Click Bidding.
I find that a lot of time optimized CPM will actually deliver much more expensive clicks that regular CPC bidding in different parts of the day mainly because you are competing for ad space on the newsfeed with a plethora of other companies that are also running optimized CPM which in turn will make your CPC’s sky rocket.
I like to switch back and forth between OCPM and CPC. If I am getting great conversion rates on page and I want to scale I usually will lean more on Optimized CPM but if my CPC is rather high and I want to focus on lowering my CPA I usually will just bid for clicks.
I think without having a flexible bidding strategy, you will not have the ability to scale campaigns.
