Most businesses will use both search engines and social media as ways to acquire visitors with advertising campaigns, but these two channels are very different in nature.
When it comes to Google Ads, you can simply bid on high-intent kuwait phone number search keywords like “best deal in [product category],” and while it may get expensive depending on your industry, it’s likely to attract people willing to part with their cash. The lead-to-customer conversion rate has the potential to be pretty good using this method.
Social media is a different beast, though. Most people don’t go to social media to find something to buy; instead, they’re looking to stay connected with loved ones and be entertained. Your ad is preventing them from finding the next funny cat meme or video. This makes it much harder to match the kinds of conversion rates you can see when bidding on high-intent keywords in search.
Source: Statista
Businesses can amass a large following on their accounts without it leading to purchases. These audience members are there simply to enjoy the content while they procrastinate at work or wait for the bus. However, there are ways to be smarter about it and generate quality leads. It takes a little creativity and knowledge of the powerful tools available.
Use demographic information
It’s not uncommon for people to be surprised by who actually buys their products. The same goes for who engages with their posts. You might think you’re perfectly targeting one market, but find that a completely different audience is interested in buying.
Facebook Pixel Data is great for this . You can see the demographics of who is engaging with posts and which people are converting. You can use targeting data to create lookalike audiences made up of people similar to those who already engage with your website, thus increasing the likelihood that they will have purchase intent.
Growthcave did exactly this for one of their clients and found a 44.84% increase in their return on ad spend (ROAS) .
Source: Cave of Growth
An old trick marketers used to use was to buy ads targeting people in regions of the world where clicks don’t cost as much, hoping it would lead to higher overall engagement in the newsfeed, but this technique is dying out because it simply doesn’t attract paying customers. Geolocation targeting might not be the parameter that makes that big of a difference to your campaigns anyway – it could be gender, age group, or something else.
It’s best to keep an open mind and let the data guide you. If you find that your best converting customer isn’t the one you designed an ad for, this feedback can encourage you to create new ads with these people in mind in the future, leading to increased views from high-intent customers over time.
Use the Facebook Ads Library
A key resource to turn to when creating high-intent campaigns is the Facebook Ad Library . For transparency reasons, Facebook allows everyone to see all of the ads running on the platform, and for some, how they’re performing. This is a fantastic way to learn from other people’s experiments and save time.
One notable aspect is being able to see the different versions of each post a competitor publishes. From this, you can see what they are experimenting with and by tracking over time, you can determine what options worked for them if they continue to use the same styles in the future. This applies to image style but also text and its tone. If there is a noticeable change where there were previously ten versions of a post title and now there is only one, you can be fairly confident that they have decided on the best path.
Source: Facebook Ads
A great trick for this is to check if your competitors are using UTM parameters in their links. If so, you can see which is their most successful ad and copy and paste the link into a text editor. You can then analyze it to see what they have set for utm_campaign, utm_medium, utm_content, and utm_term. Marketers often leave useful clues about their plans in these tags. Take this ad from Hootsuite as an example where you can find the campaign name: selfserve-alwayson-prospecting.
Source: Facebook Ads Library
Another valuable reason to spy on your competitors is to see if they all seem to be making a change together that you hadn't been considering. By keeping track of what the market as a whole is doing, you can prevent yourself from using outdated methods that your competitors no longer believe in.
Your competitors are trying to do exactly the same thing as you. They want high-intent traffic and will modify their strategy to achieve this goal. If you can grudgingly admit to your competition, you can use their tactics to increase your own high-intent traffic.