Seven tips to help you boost the ROI of your Facebook ads

Love to get more clicks, signs and sales from your Facebook ads? Here are seven tips to help you boost your ROI. 

With 2.19 billion monthly active users, and the ability to run ads on the tiniest budget, it’s easy to understand why Facebook ads are so popular with everyone from tiny startup businesses to large global brands.

And while we’ve all read case studies about organisations that have seen phenomenal results by advertising on Facebook, without the right knowhow you could find your ads failing to deliver the ROI (return on investment) you were hoping for.

Seven tips to help you boost the ROI of your Facebook ads

From the right audience and call to action, to offer and headline, there are so many elements you need to master to create the perfect Facebook ad. To help you learn how to get better results here are seven tips to help you boost the ROI of your Facebook ads.

1) Connect your ads to relevant links

You’ve already taken an important step towards success if people are clicking on your ads. However, the destination of your link can be just as important as the ad itself.

If your ads are only linking to your website homepage or your Facebook business page, you are not getting the most out of these clicks. The best strategy is to direct your ads to landing pages that are designed for the campaign.

With a page that is optimised for the intention of the campaign, you will stand a much better chance of turning those initial clicks into conversions.

2) Try video ads

You can have success with ads that use static images and text, but Facebook has invested heavily in video. In fact, the site already sees about 8 billion video views on the average day.

Facebook video ads can be a great way to promote your brand, but you need to follow some best practices. Tips like keeping your videos short and adding closed captions can increase the ROI on Facebook video ad campaigns.

You also need to use Page Insights to track your results and make any necessary adjustments to the campaign.

3) Write compelling headlines

The quality of your headline can determine whether Facebook users will pay any attention to your ad. If you want to have success with Facebook advertising, you need to write bold headlines that will capture audience interest. (You can read tips on headline writing here.)

So what should a headline say? You can demonstrate the value of your product or service by telling your audience what it can do for them. You could try asking a question in your headline. Or you can make a bold statement to get their attention.

4) Use the right colours

Your ads will need to compete for attention, so pick the colours you use carefully. You could choose bold colors for a high-contrast scheme that will catch your audience’s attention. Or try going for a clean, minimalist design that will stand out in a busy timeline.

Think about the psychology of colours too. Certain colours have been shown to increase purchasing intent; consumers even expect certain types or shades of colours for different types of business.

5) Use emojis to increase engagement

Emojis are no longer just for social interaction with your friends and family; you can use them to increase engagement with your ads.

We’re used to using emojis to express emotion in our texts and social posts. So when you use them for your ads you are essentially mirroring the behaviour of the consumer.

That said, emojis aren’t right for every brand or campaign, and even if they are you really don’t want to overdo them. But in the right context, the strategic use of emojis in the text of Facebook ads can be a good way to improve your campaign results.

6) Increase trust with social proof

Social proof can be a powerful tool for motivating consumers to follow through on your ads. According to Nielsen, 70% of consumers trust the opinions they see posted online.

As an advertiser, you can take advantage of this by displaying social proof in your ads. When your audience sees that others have benefited from or enjoyed your product or service, they’re more likely to believe that it is something that would do the same for them.

So what constitutes social proof? Testimonials, reviews and quality scores from review sites all work well as social proof. You can design these up as images for your ads, or include quotes or statistics in your ad text.

7) Test, refine and test again

The only real way to ensure your ads really are working as hard as possible for your money is to continually test and refine them.

Even large brands test their Facebook ads by investing as little as £5 a time. From this tiny sum they can usually tell which ads are working, and which they need to pull.

When testing, remember to change one variable at a time (for example the same ad but with a different headline, OR different image). That way if one ad is more successful than another you’ll know exactly the element that made the difference.

Want more Facebook tips?

You’ll find more advice on building your business on Facebook in these articles: