Increase Facebook Ad Conversion Rate by 323% with this One Simple Trick
Are you either a) not getting much traffic from your Facebook ads, or 2) getting a lot of traffic but not seeing many conversions?
Odds are, you're doing it wrong. Most people that run Facebook ads make the HUGE mistake of asking for something from your audience without being willing to give anything in return.
If you want to get a high ROI from your Facebook ad campaign, you need to first create what I like to call "an offer they can't refuse". In other words, you need to offer something SO valuable that it would be stupid for them to say no.
With a few simple tweaks that you can make in about 20 minutes, you can use the power of "an offer they can't refuse" to create a Facebook ad campaigns that converts like crazy and automatically fills your pipeline with warm leads 24/7.
I will walk you through the exact steps you need to take to create "an offer they can't refuse" (no matter what industry you're in) and a Facebook ad campaign that converts at unicorn levels, complete with examples and screenshots to walk you through the process.
4 Elements of an "Offer They Can't Refuse"
1. Solves a pain point
First and foremost, your offer must solve a pain point. This means that you'll need to know your audience as well as you know your BFF or spouse. At the very least, you shold have a list of the top 3 pain points your audience has at it relates to your industry and build your campaigns around these. The more specific you can be, the better.
For example, as a marketer who works with dozens of business owners across all industries, I know one common recurring painpoint is that marketing budgets are tight and a low ROI from an onine campaign just isn't an option.
Often when I meet with new clients, the first words from their mouth are "We don't have a lot to work with but we know we need to be online, so we want to start seeing results and then scale from there."
That's why I always recommend starting with a focus on creating high-quality content and sending PPC and social media ads to it. When done right, this requires the smallest upfront investment for the highest ROI. Thus why I am writing this blog post on how to increase conversion rate on Facebook ads with a minimum investment of time and money.
DOMO is another good example of a company that knows their audiences' pain points and how they solve it as a company. Here is a screenshot of one of their ads:
(This screenshot was taken from SpyFu, a great tool I use that allows you to see your competitors most profitable ads and keywords)
DOMO understands that their target audience is business executives who have a lot on their plate. Accordingly, they make sure to bring awareness to the pain points (excessive meetings, slow decision process, time consuming reporting, scattered data) and explain how they solve it (fewer, faster, automated, one platform) in about 8 words. That's pain point understanding at its finest.
2. High value to your customer
Your audience may have a lot of pain points, but not all of them are pressing or urgent. Similarly, not all solutions for urgent pain points are created equal. The key to creating an "offer they can't refuse" is to offer something of high value to your audience. This often means that it will either save them time, money, or both.
I snapped a screenshot of this ad below when it appeared in my newsfeed. DigitalMarketer is an online marketing blog that I follow and use as a resource. As you can see from the ad, what they're offering is highly valuable. They've invested hundreds of thousands of dollars and about 12 months of testing to come up with a library of Facebook Ad templates that actually work. This is a highly valuable resource that literally saves me hundreds of thousands of dollars, unhappy clients, and months of testing.
Regardless of what industry you're in, often the most valuable resource you have is your expertise. You have invested years of trial, error, growth, and development into what you do. You've seen it all - the good, the bad, and the ugly. Often the best offers are those that compile your best advice from years of experience into one simple solution. This shouldn't just be general advice or resources, either, Make it specific.
Here's another example. I don't currently have half a million dollars to spend on mentors and masterminds right now, but this guy did and compiled all his best lessons from them into one document - thus saving me half a million dollars and hundreds of hours of coaching. I'll take it.
Other examples may include:
- How I Improved My Credit Score 150 Points in 3 Months (step-by-step PDF Guide)
- My 3 Secret Photo Spots in Utah for Stunning Bridal Pictures (great for photographers)
- The One Free Online Tool I Use to Cut My Time Spent on Reports in Half (great for B2B software companies)
- The One Pitch I Use to Close Every Lead That Walks in the Door [free template and actual recording]
- Enter for a chance to win $1300 worth of cool stuff (example below)
3. Low cost to you
The key is to make sure that your offer provides a ton of value to your customer while costing you next to nothing.
If you look over all the above examples, all of those offers cost business owners next to nothing while providing a TON of value to their customers. All it takes is a couple hours on a blog post or creating a simple PDF guide and voila! You have one highly valuable resource that you can use to scale and automate a highly profitable Facebook ad campaign.
Here's another great example used by a toothbrush company. This little OraBrush costs the company about $1 to make. They are offering it to anyone and everyone completely free (plus S&H). If you're someone that struggles with bad breath and you see this offer for a free bad breath eraser, you're going to jump on this offer SO fast. OraBrush charges about $4.95 for shipping even though it only costs them about $3. So not only is this offer a low-cost offer on their end, but they're actually able to make some money off of it by charging shipping.
4. Creates a repeat customer
Last but not least, the key is to make sure that your offer creates a repeat customer. The goal is to generate revenue, but "an offer they can't refuse" is about getting them INTO the funnel. If this offer doesn't turn them into a repeat customer, you probably won't get much of an ROI.
A great example would be a beautician who does lash extensions. Offering a client their first set of full eyelash extensions (normally around $80) for a price of $30 - $40 would be worth it because it would get the customer in the door and coming back again and again. Eyelash extensions need to be filled every 2 -3 weeks - and that's more money in the beauticians pocket as these customers come back again and again for fills.
Another example would be an offer for a 1 - 3 month trial period for $1 for SaaS or service-based businesses, such as this $1 promo offered by Neil Patel for his pricey $2000 onine marketing program.
Just as a recap, remember that the goal of this is to create an offer SO GOOD it would be stupid to say no. To do this, it must provide incredibly high value to your customer while costing very little to you. It should also be focused on creating a repeat customer. Using these steps, you'll get a ton of traffic jumping on your offer and then moving through the funnel to become a loyal, repeat, paying customer.
If you're going to take the plunge and invest money into running Facebook Ads, make sure to use these 4 steps to get a better conversion rates, a higher ROI, and more customers in the door. Follow me on Facebook for more tips and tricks like this. I provide tons of free advice and resources for business owners and freelance marketers who want to get the most out of their online campaign. Hope to see you there!