First, Ensure Your Facebook Campaigns Are Tracking Correctly

You see your lead costs rise for your Facebook campaigns, it may be due to a number of budget- and auction-based factors. But if your lead costs shoot up significantly, it’s worth checking to see if there’s a tracking issue. You don’t want to spend hours upon hours fixing ad campaigns and landing pages only to find you’re under-reporting leads due to a tagging issue.

Confirm the Facebook Ad Objective Aligns With Your Goal

Before you run any Facebook campaign, you need to have clear goals in mind. When setting up the campaign in Ads Manager, choose the campaign objective that best matches the action you want the user to take such as blog views, video views, or eBook downloads.

Beyond selecting the right campaign objective, ensure you choose the appropriate conversion event at the ad set level of your campaign.

Validate the Value of Your Core Offer

If you’ve nailed down your audience, messaging, ads, and landing pages but still aren’t getting the conversion volume you’re looking for, maybe people simply don’t want what you have to offer.

It can be a hard fact to come to terms with but tweaking your offer may be the key. This doesn’t necessarily mean you need to overhaul your product or service offerings; you could simply adjust how you’re framing your offer. Start by answering these questions:

Does it solve a specific problem?

What is the perceived value?

How are you making it irresistible to the end user?

Can you reverse the risk for the prospect to make it an absolute no-brainer?

Remove Underperforming Facebook Target Audiences

This may seem obvious, but if you’re not getting the right people to your landing page, your chances of converting them into leads and eventually customers are limited, resulting in higher lead costs. In addition, it’s often the audience source that can seriously impact the conversion rate on the landing page.

  • Set Up Strategic Facebook Ad Retargeting

  • Choose the Right Facebook Ad Format

  • Craft Targeted Facebook Ad Copy

Write Your Landing Page Copy to Ensure Congruency

If you clearly identify an offer in your Facebook ad and speak about the benefits, you need to include this information on the landing page to ensure alignment. The user needs to see what they clicked to uncover.

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