How To Easily Measure And Optimize Ad Performance

I’ve mentioned this before, but it deserves repeating:

When we work with clients we have a simple goal. Get to the point where every $1 you put in advertising gets you at least $2 in return.

One of the best ways to do that is by using a call to action in Every. Single. Ad. Everything we do has a CTA because it makes everything measurable.

You’re trying to reach customers in every stage of their journey, from just starting to look for info to being purchase-ready now. And the earlier you can get on their radar, the easier it will be to convert them from prospects to clients.

Meta even gives you the option to run lead generation ads that specifically target people most likely to become a lead for your service.

In a traditional lead generation conversion path, users are driven to a landing page where they fill out a form. For example, you might use a Facebook offer claim ad (like we discussed in the previous section) to drive users to your website and have them fill out a form there.

We generate the leads by giving them something that they might like. For example, saying you have the greatest sandwiches in the world will not make people come to your business's Page, but maybe offering 20% off will. Or, perhaps adding social proof will help — something like, “Sandwiches loved by over one million people every year! Come try yours today and get 20% off your order with this coupon.”