You know how ‘likes’ don’t pay the rent? Well, guess what? Neither do Facebook ad clicks.
Let’s assume you’ve created a good looking ad with a strong message. Your audience targeting is spot on, and you’re getting thousands of impressions and receiving hundreds of clicks to your website. At this point, most marketing newbies will think they’re doing really well. But… will it pay the rent?
Facebook clicks are not results. They’re opportunities.
The true success of your Facebook campaign relies on your ability to get your target to take a second action after they’ve clicked your ad. You need them to either call, enquire, subscribe or buy. They’re the only kind of conversions that matter.
The true success of your Facebook campaign relies on your ability to get your target to take a second action after they’ve clicked your ad.
Now for the bad news… your typical website only manages to encourage action in 1 to 2% of visitors.
So let’s say your Facebook ads drive 100 people to your website this week, this means your website might only manage to get 2 people to take any action.
That’s 98 lost opportunities.
Of course, this doesn’t mean your campaign will be a complete loss. If you’re a savvy marketer, you’re already planning to run a remarketing campaign to chase down everyone who clicked your ad but didn’t complete an action. But that’s the long game.
A website typically converts no more than 2% of your visitors
To get profitable, you need to increase the opportunities you convert from your ad campaign. And that means you’ll need a sales landing page.
How many more clients can a Facebook landing page convert?
According to the Unbounce Conversion Benchmark Report 2017, after analysing over 605,000 landing pages, even the worst landing page converts 2.6% and the best can convert up to 27% of visitors. Let’s assume you’re somewhere in the middle… that’s a helluva lot better than 2%, right?
Of course, a good landing page isn’t free. It might cost you somewhere in the region of $500 over a 6 month campaign period. So, if you’re serious about your marketing and maximising the return from your advertising dollars, let’s do a quick check to see if investing in a landing page is going to make financial sense.
How to calculate if a Facebook landing page will be a profitable investment:
- Let’s be conservative and say your landing page takes you from your usual 2 conversions per week, to 10 conversions per week (for the same advertising spend)
- That’s an extra 8 conversions a week
- Multiply that by the 6 months you plan to run your Facebook campaign
- That’s an extra 192 conversions in a 6 month campaign period
- Conversions aren’t revenue (yet), so what percentage of enquiries do you typically convert into clients? 25%?
- That’s 48 extra customers you’ve received thanks to your landing page
- Now, let’s talk dollars: how much profit do you make from a typical client?
- Calculate 48 x your average profit per client
- So, assuming your landing page costs $500 for that 6 month period… does it pay for itself, plus some?
- If yes, what are you waiting for??
- If no, you might be in a low margin business, so you need to increase the volume of traffic coming in, to offset your investment.
- NOTE: to help you, check out this cool AdSpend calculator – it lets you play around with your numbers, see all the variables involved in achieving a profitable advertising campaign.
- P.S. Although Facebook charges on a cost per thousand impressions (CPM) basis, recent studies show the average cost per click (CPC) for an Australian Facebook ad, is currently hovering around 0.80c
Are you starting to see how profitable a landing page can be?
Creating a landing page takes a bit of work, or you might want someone to help you design and optimise it. Otherwise, if you’ve got an eye for design, you can DIY it and use a service like Unbounce which offers a monthly subscription service.
So, if you’re going to give this thing a whirl, what important elements do you need to have in your landing page layout?
4 elements of a successful Facebook ad landing page:
The key to a profitable landing page is displaying a consistent message that matches your advertisement. So ensure your landing page has:
- The same message: Your landing page should use the same (or similar) headline. Repetition is important as it’s the headline that originally hooked them in.
- The same look & feel: Keep everything consistent with the same the hero image and color palette of your ad. Anything else will create a disconnect.
- The same language: Keep the grammatical style and tone of voice exactly the same as the ad.
- The same offer: your ad was a promise, so your landing page needs to follow through to confirm that promise. You need to reiterate what they’re going to receive when they sign up. Keep that excitement and move them forward!
Cover these steps off, and your landing page will be a finely tuned, high-converting machine that’s in perfect alignment with your Facebook advertisement. Remember what we’re trying to achieve here is a frictionless transition, from the ad to the landing page, right through to the final ‘cha-ching’ moment.
Get your campaign landing page right and you’ll start seeing Facebook advertising in a new and super-profitable light!
If you’d like to engage a professional to run your Facebook advertising, I’ve got a great team who can help. Shoot me an email and let’s chat.
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