1) Mobile Facebook conversions are on the rise.
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.
2) A clear CTA gets more conversions
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.
3) Facebook ads targeting: Aim for users who call
acebook provides extremely useful advanced targeting options for all of their ads.
These targeting options can help you get in front of highly engaged prospects who are ready to pick up the phone. 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.
4) Integrate call tracking with Facebook to maximize your ROI
Once you’ve started running call-centric ads on Facebook, you should be getting credit for the calls those ads are driving — 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.