Facebook ads work. Don’t @ me. I’ll give you 6 Tips for a Killer Facebook Ad and you can see for yourself!
1. Choose Your Words (or Emojis) Wisely!
Keep your text clear and concise! The marketing consulting services giant Yakelovich, Inc. estimates that the average person in 2018 is exposed to 5,000 ads per day. Think about that next time you want to include a paragraph of text in your ad. It would be impossible for anyone to spend any significant amount of time on each of the thousands of ads that they see on a daily basis, so remember that your text should demand attention and deliver detail in as little amount of text as possible.
Emojis are a fun way to grab the attention of a user as they scroll through their feed. They’re not only fun and clever, but a survey conducted by Harris Poll found that 36% of users aged 18 to 34 who use Emojis say that they better communicate their thoughts and feelings than words do.
Always remember your demographic when writing text for your ads. Millennials may prefer Emojis more than an older demographic, and older demographics tend to respond better to more information heavy ads.
2. Engage with Graphics and Videos
The text of your ad and the graphic or video should work together to quickly deliver your message. Much like the conciseness of the text, a graphic or video ad should be able to deliver your message to the user quickly and clearly.
A study by John Medina and Brain Rules found that when people read information, they’re likely to remember only 10% of that information three days later. However, when that same information is paired with a relevant and engaging image, users retained 65% of the information three days later.
As good as great graphic design can be for paid ads, videos perform even better! The Facebook brain trust knows this better than anyone, and in 2017 Facebook announced that they would be investing over one billion dollars into its video platform over the next year. Cisco estimates that by 2020, online videos will make up more than 80% of all consumer internet traffic. But, have you noticed a trend yet? Video ads need to be short and concise, as well! 47% of the value of Facebook video ads happens in the first 3 seconds, giving you only a few seconds to inform, engage and inspire the user.
Working with the graphic design and video team to come up with visual ads that inform, engage and inspire users to take your desired action can be one of the best collaborative opportunities in the office! Remember to stay consistent with the branding of your graphic design and video ads.
3. Target Your Customers
I wrote a blog that details the advantages of Facebook’s retargeting system (bit.ly/2LqqI1Q), so for this one I’m going to stick with the audience selection that can be found in the Facebook Ads Manager.
Ads Manager makes it fairly simple for even the most novice marketer to clearly define their desired audience through location, age, gender, language, connections, and even interests. So, before you even start writing your ads and creating visual content for them, you need to have those metrics nailed down in order to create a relative ad for your audience.
4. Know Your Value
Facebook is swamped with ads, so you need to engage the user with an enticing value proposition that separates your product or service from the rest of the ads. Of course, it would be ideal for marketers to always have a blowout sale to advertise (example: 50% off storewide!), but that’s rarely the case with small businesses.
Most of our clients are small to medium sized businesses that compete with larger companies, so it’s important for our marketing team to define our client’s value propositions in order to recruit and retain customers. A timeless value proposition for small business is the “customer first” or the “we’re human, too” approach to customer relations – and it works! Many people are fed up with the dismissive approach that large corporations have taken towards customer relations (automated calls, email tickets, etc…). If you’re selling products online, make sure to promote the benefits of that product and how it will satisfy the customer (example: a fuel pump that has no spills).
Find the value propositions for your company and hammer away at them! You’ll be nailing down leads in no time.
5. Convert Your Leads
Your ads inform, engage, and inspire your audience. But do your ads lead to a landing page that can convert your paid ads into conversions? Landing page optimization oftentimes takes a collaborative effort between marketers, designers, and developers in order to improve web metrics (bounce rates, conversion rates, session times, etc…).
You want to limit the number of actions that a user can take on your landing page. For example, if you’re trying to convert leads into email subscribers then you want your landing page to focus heavily on the “subscribe now” call-to-action. Getting rid of large menus and footers is a great start for optimizing your landing pages.
If you’re selling something through your landing page, you need to make sure that the product display looks professional and establishes credibility and trust for your company. You can do this by adding company logos or customer reviews.
Like most other aspects of a digital marketer’s job, landing page optimization is always going to be a work in progress. Take advantage of the ever-changing web landscape and have some fun with it! Because the bottom line is this: if your ads aren’t converting then they aren’t working! And your landing page is the catalyst of conversions.
6. Test Your Ads
A/B testing or as Facebook calls it, split testing, is an important tactic for determining what works and what doesn’t in an ad. On Facebook ads, specifically, a marketer can test ad headlines, body copy, images, videos, call-to-actions, audiences, landing pages, or any combination of the above to find what works best for their audience.
To do so, you can choose to setup your ad campaign with the split testing feature enabled through the Ads Manager, or you can put an equal amount of money between two different ads that are in the same ad set (similar audiences, placement, etc…) to do your own A/B testing. Let the ads run for a week or two in order to gather results before concluding which ad is performing better (CTR%, CPC, landing page views, engagement, etc…).
As I’ve mentioned before, the web and advertising landscape is always changing, so it’s important to always be testing and optimizing your ads. What worked last month might not be working this month!
Give us a call!
Still not entirely sold on Facebook ads? Give us a call and we can provide a free consultation to see if social media is right for your business! Spoiler alert: it is!