Facebook is more than a tool for staying in touch with friends and family. It’s also a platform for consumers to connect with and discover brands that resonate with them. To form any connection with consumers, and eventually drive conversions and customers, digital marketers must first get their brands in front of the consumer. And when it comes to Facebook, there are two steps marketers must take to make this happen.
Step 1: Think Mobile-First
The first step is to take a mobile-first approach with your ads. If you focus your budget on desktop ads the majority of your ads won’t be seen: 91% of Facebook’s monthly active users only access the platform on a mobile device. You’ll want to maximize your ad reach and conversions by targeting the right mobile audiences with the right mobile-optimized ads.
Step 2: Drive Engagement
The second step is to ensure your ads capture attention, create engagement, and have a call-to-action (CTA) focused on the action you want them to take. Which CTA should you choose? There are many, but let’s discuss one important conversion that is often forgotten by many digital marketers: the call conversion.
According to BIA/Kelsey, Facebook and social advertising have seen the largest growth in call volume of any digital marketing channel. It’s expected to skyrocket by nearly 200% between 2016 and 2019. This makes sense considering 59% of the their monthly mobile Facebook users are only accessing the social platform on a smartphone. And what do smartphones do easily? They make phone calls.
The value of a call cannot be denied, so it’s time you learn how you can use Facebook ads to drive quality call conversions:
Drive Calls Directly From Your Facebook Ad
Facebook users can call directly from your ad. And this can be done using the “Call Now” button, a simple and effective feature that is part of their Local Awareness Ads program. It automatically connects smartphone users to a business with the simple tap of a button, which dials a business.
Originally intended to help local businesses connect with shoppers, this tool can also be used for any business looking to drive calls from a Facebook ad. To help motivate people to call, try targeting local users on smartphones by including special offers, such as last minute deals.
Drive Calls Directly From Your Landing Page
Facebook users will click on your Facebook ad and visit your website, which should have a call-centric CTA and a phone number or click-to-call button (for smartphone users). This is the most effective way to drive calls to a business. You can do this through compelling copy, eye-catching imagery, and clear calls to action on your website, which should also align with your Facebook ads.
Use these Facebook ads to drive traffic to your landing pages, and, ultimately, call conversions:
Facebook Carousel Ads
These are great for storytelling. They enable you to show different images with different calls to action. You can showcase your brand’s uniqueness in bite-sized bits using images to tell an interesting narrative. According to Facebook, this format consistently drives higher engagement compared to single-image ads. They actually drive 10x more traffic to landing pages.
They’re also really helpful if you’re not sure which images to use on your website or for another ad. The insights report for your ad in the carousel format will show you engagement by carousel card.
Facebook Video Ads
Effectively grab attention and tell a story with a Facebook video ad. Digital video is dominating the social space and digital marketers that use this medium will greatly benefit. Facebook has seen over 50% growth in video viewing, so it’s safe to say that video captures attention. It even drives engagement. Facebook has found that purchase intent increases to 72% when videos are watched for more than 10 seconds.
To ensure you’re getting the most out of your videos, make sure you design for the sound being turned off since videos automatically play in mute. Video captions are a helpful solution. Plus, they tend to increase video view time by an average of 12%.
Facebook Single Image Ads
The simplest way to promote your business is through the single image ads we’re all used to seeing.
As mentioned earlier, there are a wide variety of buttons to choose from (Shop Now, Book Now, Call Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, Donate Now). Test different CTAs against the same creative to determine which work the best at driving traffic to your landing pages or vice versa.
You can even combine static ads and video ads. Various sequences of campaigns can increase engagement and purchase decisions. For instance, follow your video ad with a static ad (make image identical to the video thumbnail) to increase brand exposure and ensure your message makes an impact.
You have a short window to capture attention with your Facebook ads. Whether you drive calls directly from a local awareness ad with a call now button, or leverage different ad types to drive traffic to your landing page, everything needs to tie together clearly. Your ads and landing pages need to speak directly to the audience being targeted. Otherwise you decrease your chances of a user taking action from your ad and your landing page.
To learn more about A/B Testing tips, targeting tips and how real brands are driving call conversions from their Facebook ads, make sure you download our new guide: The Facebook Playbook to Call Conversions: How To Use Facebook Ads to Drive Quality Calls and Conversions.