Facebook is the world’s most popular social network, making it a leading digital advertising channel for marketers. Millions of businesses are using Facebook to tell their brand’s story, increase website traffic, and improve sales.
According to BIA/Kelsey native social ads are expected to drive nearly 19.4 billion calls in 2017, which will increase to 36.4 billion by 2019. With so many phone calls being driven by social media, it’s time marketers start optimizing their Facebook ads for these valuable call conversions. These are the top 4 ways you can start driving more phone calls – and sales – from the Facebook ad network.
First and foremost, the best way to start driving phone calls from your Facebook ads is to consider the mobile experience. Nearly 93% of Facebook’s daily active users (DAUs) accessed the platform via a mobile device in 2016 – that’s roughly 1.15 billion people. Mobile advertising represented approximately 84% of Facebook’s advertising revenue in 2016, and that number is expected to continue to grow.
So, as advertisers look to drive conversions from Facebook, it’s critical to think mobile-first. To create those phone call conversions, marketers need to target smartphone devices with mobile-optimized ads and landing pages whose clear call-to-action is a phone call.
Create Call-Centric Ads and Landing Pages with a Clear CTA
Ads on Facebook appear either directly within a user’s News Feed, or adjacent to it if they’re browsing on a desktop. There are two distinct CTAs Facebook provides advertisers that can drive phone calls: users can call directly from your Facebook ad with a “Call Now” button or they can click-through to a landing page on your website.
The “Call Now” Button
The “Call Now” button is the simplest, most effective tool when it comes to driving phone calls from your Facebook ads. Available via Local Awareness Ads, this button allows customers to call you right from the ad within their Facebook News Feed.
When using this call-to-action, consider how both the ad copy and graphics can be optimized to drive phone call conversions for smartphone users. We recommend targeting people when they’re near you or who live near your business’s location with location-specific copy and local phone numbers.
Driving Users to Mobile Landing Pages
If you choose to send users to a landing page via your Facebook ads, always remember to optimize your site for mobile. With nearly 93% of Facebook DAUs visiting the site on their mobile device, you want to make sure your landing pages look great on any smartphone or tablet.
Once you ensure your landing page is mobile-friendly, it’s important to highlight your call-centric CTA in order to drive more phone calls. Use clickable call buttons and phone numbers that make it clear you want smartphone users to call your business. Also consider A/B testing call button placement, colors, and copy.
Target Facebook Users That Call
Facebook provides extremely useful advanced targeting options for all of their ads. These targeting options can help you get in front of highly-engaged, and ready-to-call potential customers. Facebook’s targeting options include:
- Location – Target audiences based on country, state, zip code, or even distance from your business. Include localized phone numbers in these campaigns to create a local image to your callers.
- Behaviors – Target people by the devices they use. This is extremely useful when creating call-centric ads for smartphone users.
- Lookalike audiences – Do you already know what your callers demographics look like? Find people who are similar to your current caller base by building a lookalike audience from your customer list.
- Custom audiences – Facebook also gives you the ability to target current customers by securely uploading a contact list of people you would like to reach. Upload your call log from CallRail or your CRM to target customers who you already know will pick up the phone and call.
Integrate Call Intelligence with Facebook Ads
Once you’ve started running call-centric ads on Facebook, you should be getting credit for the calls their Facebook ads drive – that’s where call tracking comes in. Use call tracking numbers in all of your Facebook ads and landing pages to ensure you’re driving a high volume of phone calls and to measure the success of your campaigns. Continue to optimize your Facebook ads using the data provided from CallRail, such as caller location and the Calls by Landing Page report.