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Have you ever wondered how to catch people’s attention or how to convert more sales from Facebook ads? If your answer is yes, then don’t worry, you’re not alone.

Learning how to achieve actual conversions with Facebook ads can be a bit tricky. There are hundreds to thousands of various Facebook ad “gurus” who claim to know the secret to winning conversions. With all this noise bouncing around the internet, it can become a bit overwhelming.

Now some of the methods you come across may actually work, although a majority of those “magic tricks” you find can’t truly be trusted. The reason for this is because every business is different, therefore what works in one specific instance, may not work universally.

Methods Vs. Scopes

The strategies that seem to work best are not necessarily specific methods, but rather a sort of framework or scope that helps you think about your particular situation. For example, Robert Cialdini’s book, Influence: The Psychology of Persuasion, offers a scope that tends to generally work.

The 6 principles of persuasion Cialdini defines are Reciprocity, scarcity, authority, consistency, liking, and consensus (also known as social proof). We won’t go through all of them here, but we will focus on consensus and how to use it to your advantage when creating a Facebook ads strategy.

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Using Consensus In Facebook Ads With Reviews

Consensus in Facebook ads will help you sell your eCommerce products.

“Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own.” – Cialdini, Influence: The Psychology of Persuasion

In other words, if you are not sure about how to behave in a shop but you see people lining up to buy, you will most likely decide to line-up after them. Or if you are thinking about what coffee shop to visit on your vacation and see locals visiting a specific store, you will probably assume it is a good one.

To sum it up: “Actions speak louder than words.”

That’s why using reviews in your Facebook ads is beneficial. It allows others to speak for you and provide an unbiased opinion that may be the exact thing that was needed to persuade an uncertain user to purchase your product or service.

3 Tips On How To Convert More Sales From Facebook Ads

Now instead of just talking in circles about general information that you could have figured out for yourself, we’re going to go ahead and dive into the meat of it. We’ve put together three tips that will teach you how to use reviews to win more conversions.

1) Give Context To The Reviews

It’s not uncommon to see star reviews used in ad copy and there’s a reason for that. As we said before, reviews are an extremely useful tool for winning conversions, although this marketing strategy is not foolproof. There are still many instances where reviews have little to no impact and usually, those instances are when no context is given.

I’m sure you’ve seen ads with star ratings and nothing else. The issue here is that you have no idea who gave that review, why they gave that product or service five stars or if that review is even authentic at all. It could just be the business owner posing as a consumer in an effort to boost their reputation.

Giving context to review is a great way to prove their authenticity.

For example, This ad from included reviews that give context as to who is giving the review, why they gave them the star rating that they did and which product they’re reviewing. This context helps to make the reviews feel a lot more authentic.

Give context to your online reviews.

2) Use Reviews In The Ad Copy

Often times the things that people say in their reviews are more effective than anything you could have come up with yourself. Since the goal of pretty much every Facebook ads is to get a user’s attention, reviews can act as a golden ticket for that goal.

We’ve all heard the rule that your ad copy should only have 2 lines of text…yadda, yadda, yadda. Though this is true in certain circumstances, it shouldn’t dictate how you set up your Facebook ads. At the end of the day, the point is to simply move the customer from point A (learning about the product/service) to point B (ready to purchase).

For example, if you were putting together an ad for a massage tool, you may put something like this:

“Want to get rid of aches and pains? Try Massage xxx! With over 200 happy customers in the US, we’re sure you’ll love it! Here are some reviews from our customers:

“I have really enjoyed using it, has helped a lot with my knee pain.” – Elise, New York

“Super helpful! I definitely recommend it! A bit costly, but worth it.” – Jane, Minnesota

“My physiotherapist recommended this to me and I’ve been using it almost every day. It has really helped me with my neck pain.” – Dave, California

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3. Use Video Reviews

Reviews in text format are a dime a dozen, while video reviews are much rarer. Now there’s a good reason why they’re not as common and that reason is that they require a lot more effort.

First things first, you’ll have to find a customer that’s willing to be featured in a review. Then, you need to coordinate a time and place to shoot the video. Finally, you may need to do some video editing, depending on the content you were able to capture. Summed up, it’s a much more complicated process than simply having a customer type up a review online.

The good news is there are some tools that can help you with this process!

Although the process may be a bit more of a hassle, it’s worth it in the end. The average consumer with an Internet connection watches roughly 206 videos per month, and Nielsen claims that 64 percent of marketers expect video to dominate their strategies in the near future. So clearly, video is the way to go!

Now once you’ve collected your video reviews, we recommend that you use them as part of a video ad. This allows you to showcase multiple reviews in one video while adding in your own flare in order to present your product or service in the best way possible.

In Conclusion

Using reviews in Facebook ads is not a magic key to conversions, but simply another tool that you can add to your marketing toolbox. It’s important to remember that no business is the same, meaning everyone trying to appeal to a different audience.

If you’re going to take anything away from this article, let it be this: When it comes to winning conversions and boosting sales, there is beauty in authenticity. Make sure to use your best judgment and stay true to your brand.

About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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