10 Influential Factors That Affect Facebook Ads CPA

10 Influential Factors That Affect Facebook Ads CPA

10 Influential Factors That Affect Facebook Ads CPA

Facebook can provide you with more conversions compared to PPC avenues due to its extensive creative controls and enviable user base.

Facebook has 1.65 billion monthly active users.  This massive number gives you a staggering user base with great possibilities for conversion.  Facebook also offers enhanced audience targeting that can be customized to your specific needs.

Before delving deep in the nuances of Facebook Ad conversion, you need to emphasize conversion tracking. Tracking is important because it helps you to devise strategies based on data it provides.

What is a conversion?

Conversion is a term that is often misunderstood. Selling is not the only thing that counts as a conversion; conversion can be registering, downloading a free eBook, subscribing to a newsletter, checking out, adding an item to the shopping cart, or viewing key pages.

In short, conversion signifies fulfillment of a desired action. It is truly multi-faceted. Tracking this element is important for planning the next step.

Tracking Conversion in Facebook

Conversion tracking in Facebook is easy. With the help of a small piece of JavaScript, called Pixel, you can track website activities resulting from your Facebook Ad.

This tracking pixel has multidimensional utility. On one hand it provides reliable data on how your ad is performing, and on the other hand it uncovers the shortcomings of your landing page or website.

You need to place Pixel between the header of your website pages, especially the pages for activities you want to take note of. Pixel delivers comprehensive tracking data related to your ads’ performance on Facebook, which in turn shows your ad to interested visitors.

Conversion tracking is also an important activity for re-marketing practices. Re-marketing is an effective practice for increasing conversion.

By using the data received from conversion tracking and customizing your Facebook audience, you can show your ad to any visitor who has visited your website already.

The benefit of re-marketing is that it tracks visitors who have already shown some interest in your website. Here, Facebook filters out uninterested visitors and focuses on promotion even more.

Let’s find out how these factors affect cost per conversion­­­­­­­­­­

1. Who is your Audience?

Defining your audience becomes a crucial factor for conversion. Reaching the right people is important to generate conversion. In Facebook, you can customize your audience in order.

You can target audience according to age, sex, interest, profession, and geographical location. This allows you to pinpoint your target. By using conversion tracker you can also judge which geographical area or which age group is responding more.

One basic mistake that every marketer makes is thinking that competition is limited to his own industry. You must not forget that not only are you competing for desired ad space against companies within your own industry, but also against many others companies from different industry.  Due to this, reaching the desired customer gets tricky.  Ads finally appear in the desired slot only after winning the bid.

A user may have more than one interest, for example reading, fashion, food, cycling etc. So, brands from every sector are after the user’s attention. They will come up with unique ads and compelling info to appear in the user’s news feed area.

On Facebook, there is a large audience present who want to convert. All you need to do is to find them.

Among your target users, a major portion won’t know about you, despite having similar interests. They may not like or trust you, but there will be a small portion of people who are willing to buy your product or service. Your job is to convert them.

Next, there will be a portion of users who know you, but who may not have made any purchases yet.  They are aware of your reputation (hopefully positive) and want to buy what you are offering. This audience is far more likely to be converted.

Finally, there is a group of people who have previously purchased from you. This group may be small, but is the most valuable. They will often make repeat purchases, unless they have had a bad experience dealing with you in the past. Nurture them with care.

2. Ad Quality or Relevance Score

The importance of the quality of the ad holds supreme. The quality of the ad is directly proportionate to the ad’s conversion rate. There is no alternative to great quality ads.

A great quality ad will enhance your conversion rate, whereas a poor quality ad can be very detrimental. Using just two metrics, you can measure the quality of your ads.

The first one is relevance score.

Relevance Score is calculated based on the positive and negative feedback that an ad receives from its target audience.”  (Source:  Facebook)

You can measure the relevancy of your ad to your target audience. The score is given on a scale of 1 to 10.  A high relevancy score, however, does not mean that your conversion is going to skyrocket. Do some tweaking to your ad copy.

A higher relevancy score can reduce your Ad spend. Increasing relevancy indicates that your ad is connecting well users, and catering to what they actually want.  Positive reactions from users will add to your existing relevancy score.

An ad with a relevancy score of 8 will receive 4 times more clicks than a similar ad with the same budget.

Another ad quality metric is Click through rate.

A higher click through rate indicates higher relevance and more value for your audience. To calculate the click through rate, divide the number of impressions by the number of clicks received.  A high click through rate results in greater relevancy as both parameters are interrelated. The closer you get to the needs of your audience, the more your relevancy score will increase.

If you are optimizing for CPC and aiming for a high CTR, it will obviously cost you. Still, it will help in improving your overall performance.

3. The Product

All your efforts will be in vain if the product or commodity you are selling is not up to standard. Your high-quality ads, carefully chosen keywords, eye-catching imagery, and a suave landing page will fall flat if the product fails to satisfy the expectations of the customer.

A perfect campaign cannot make a faulty product win hearts. Marketers too often think too little about this.

4. Timing

Every ad has its own peak time of the day or week. Knowing your peak time is a determining factor behind driving more sales.

Peak times are not just certain days or weeks, but are also present sporadically throughout the year. During these times Facebook gets flooded with ads from different industries. Take, for example, winter holidays or the 4th of July. During these holidays, marketers want customers to buy more. While peak times ads may cost more, they can be a worthwhile expense. Every company wants to cash in during peak times.

Timing is a crucial factor affecting your cost per conversion. If you register more conversions during these times, then, on average, the benefits will level the extra penny you invested.

5. Ad Copy

A huge amount of Facebook Ads gets disapproved because of vague ad copy. It happens because most marketers do not know the language of ads. They do not have an advertising or marketing background and do not understand the fine details.

Often ad copy fails to describe a product in an appropriate manner. This results in disqualification of the ad and, because Facebook only issues a standard notification for the disqualification, leaves the advertiser clueless as to why it has been disqualified.

You may have an amazing quality product or offer good service, but all this effort is in vain when ad copy cannot accurately describe what your product actually is or does and how it can impact others’ lives.

Quality ad copy stands on three pillars:

  1. Comprehensible Message
  2. Clear Call to Action
  3. Objective Revision.

1. Comprehensible message

This is the first and foremost criteria for a perfect ad copy. The copy must indicate:

  • What the ad is about
  • The product it wants us to know about
  • What it wants us to do

These three basic things are a must. Even if you want to say things in a fun way, you must conform to these three basic points.

The message should be clear and understandable to your target audience.

2. Clear Call to action

A clear call to action is something you cannot leave out of an ad. A strong call to action pushes visitors to make a move.

Book now, call now, subscribe now, buy or sell now, provide the customer with a clear and strong message that they should act upon immediately – this drives conversion.

3. Objective Revision

Always try to get an objective opinion of your ad copy. After writing the copy, you may understand it (because you know your product and what you want to say), but does it make sense to others?

Find someone who does not know anything about your product and ask them what they understand from it. Do they understand the message you wanted to convey?

Such sessions are often eye openers!

6. Landing Page

For any advertising, whether it is on Google or Facebook, your landing page holds a very crucial space in conversion. Landing Pages are a key element of online marketing, and landing page optimization is important, important. A Website can have more than one landing page to promote different products or categories of services.

Think of your landing page as the gateway to specific pages on your website that can lead to conversions. If the landing page is irrelevant, or fails to deliver the information the visitor is looking for, the visitor will simply bounce.

A well-designed landing page must:

  1. Have an attractive yet soothing design
  2. Have clear copy that describes things properly
  3. Be suitable for viewing on mobile, tablets and desktops
  4. Not redirect to home page
  5. Contain the right keywords
  6. Have a professional look
  7. Have a call to action
  8. Not be crowded with too much information

Perform a review of your landing page, following the above-mentioned points, and make your landing page a pillar of your campaign.

7. Social Proof of Your Product

Women often buy beauty products only after getting the green signal from someone who has already used it and is satisfied.

This is not confined to women. Most consumers who are about to make a purchase look for feedback from other users or consumers.  This is a very natural tendency of humankind, and is prevalent on Facebook. Being social animals, other’s experiences influence our decisions

So, when your ad receives positive social proof, it automatically gains trust. Such products and services are often purchased more frequently than products with no social proofs.

For example, you enter Starbucks and post a status update. When comments of your friends follow that status update, Starbucks automatically gains social proof. It is obvious that some of your friends will try to make it to Starbucks soon.

8. Imagery

A simple color combination, image choice, or graphics work, can make your ad stand out in the news feed. Choose an image that highlights the presence of the ad.

According to Facebook’s 2016 guide, you should keep Image size 1200 pixel wide, and not less than 600 pixels. Now, Facebook allows the same image to be used for two different ads.

Put happy faces in the ad, but keep the context of the ad in mind.

Facebook’s color scheme is blue and white. So never use blue in your ads. Orange comes out best in this background.  Make the color combination contrast with the background so that it stands out among customers’ news feeds in the sidebar.  Also consider whether you should use soft or dark colors, professional or candid photos in your ads.

Do not use an easily recognizable logo; instead, use an image of women, pets, or babies. Pet and children photos work in favor of conversion, as do funny or odd pictures. They are attractive and eye catching. You can use stock images, but they are not recommended.

Infographics work well, if done well.

A Call to Action button is also helpful in making conversions happen. It guides the visitor to their desired space quickly. Also, it creates a strong value proposition.

But, at the end of the day, use your judgement to determine what aesthetics are suitable for your product and brand image.

9. Ad Optimization

While running a campaign, Facebook will ask you to optimize your campaign.  To do this you have to provide a sample size with which Facebook will optimize your entire campaign.

At least 50 conversions are required for Facebook to understand how it can optimize your entire ad campaign. Facebook will then find similar people to show your ads to.

You can optimize to increase your website clicks. In this case, Facebook will try to make people click anywhere in your ad.  Taking them to the landing page is much more beneficial, however, because it will increase conversion.

Optimizations are also available for daily unique reach and impressions (CPM). Through optimization, Facebook tries to increase your conversion as much as possible. In spite of that, in order to find the best optimization service, you should do split tests to see how other optimization services affect your campaign.

10. Placement of an Ad

Are you scared of placing your ad in the sidebar?

Do you fear low CTR?

Please stop thinking this way. CTR is decided by many factors, mostly competition.

A sidebar is a competitive place where your ad has to make its mark among news feeds, friend suggestions, and group suggestions.  As competition has increased, Facebook has changed their sidebar policy and now accommodates three ads in the sidebar at a time.

As the competition for a place increases, so does its cost.  This, of course, affects your ads’ cost per conversion.

As the platform changes the placement of ad also goes through a sea change:  Now, tablets and mobiles have acquired a vast portion. Now mobile is the high-value placement. Now advertising in mobile is costly.

Summary

The factors that increase conversion of Facebook ads are dynamic in nature. They cannot be controlled alone, rather they work in symmetry. Make your ad more conversion prone by taking note of the above-mentioned factors.

Dinesh Takur
[email protected]