With 890 million people logging into Facebook on a daily basis, it makes a lot of sense to advertise within the social network. As with all marketing, in order for it to be effective, there are best practices that help reach consumers and drive engagement.
With these 4 tips, and maybe a few additional golden nuggets along the way, my goal is to help you work smarter, in turn, creating killer ads that will help your business thrive.
So, here we go!
- First things first, follow Facebook’s rules.
Here is the deal, Facebook has guidelines. And here they are. As one would expect, there is quite a list. So, in order to save you time, here is a quick breakdown of the most common guideline broken.
- Ads may not include images with text that covers more than 20% of the image’s area.What’s great is Facebook has something called The Grid Tool. All you need to do is upload your ad image, and Facebook will let you know whether you’re in the clear, or if you need to make some adjustments.
- Too much text in an ad can make an ad look like spam. And, spam lookalikes tend to lack quality. Facebook is just looking out for you!
- Evident and engaging calls to action are absolutely necessary.
Your call to action is hugely important. Your job, as the person creating the ad, is to clearly state what you want someone reading this ad to do. Call you? Click? Shop now? The worst thing to do is leave the potential consumer guessing.
If the potential consumer is unsure of what the ad is even compelling them to do, I’m pretty darn sure they won’t become a paying consumer anytime soon.
I can’t promise that a great call to action will have your click through rate shooting out the roof. I am willing to guess, though, that your overall conversion rate is likely to improve, which in turn, decreases your cost per conversion.
Citi Credit Cards does a great job with their call to action in the ad below. Not only do they offer a little teaser, I’d definitely take 50k bonus miles, the ad clearly states, “Click to Apply!”
- The text used in the ad is important.
Remember how CitiCards offered 50k bonus miles for getting a credit card through the ad? There are all sorts of way to effectively attract people to inquire more through your ad.
The two most effective ways? Offer the potential consumer a bonus or a deal by signing up through their Facebook ad. And, secondly, use testimonial-type content to drive home the feeling of consumer trust.
- The good ol’e bonus to sweeten the deal never gets old. In order to make an ad seem more clickable, throwing in something additional that adds value will go a long way. The more people can get for their money and their time, the better.
Here are a few ads that toss in a little something more, in turn, hopefully adding value to the overall transaction.
- Testimonial-type content is a great way to get people interested. It is very rare that a consumer will buy a product without any sort of background information. While it does happen, your best bet is to always make the consumer feel a little more comfortable.
I have never heard of the company called Harry’s, and, I was more willing to click on the ad because “over a million guys have switched” to their razors. Check out their ad.
- Consistency, consistency!
The ad should lead to a landing page on the website where the potential consumer can gather more information that will lead to a decision. If it takes someone 20 minutes to find any additional details about your ad’s offer, your brand and product are potentially devalued.
The beauty of the internet, when done correctly, is that time and money can be saved. The more value you place on the consumer’s time, the better off you will be.
One more tip, just for fun!
Make the ads appealing by including pictures that grab attention and make your brand seem relatable. Smiling faces, children, bright colors, and sunshine are all great ideas!
Are you a Facebook ad superstar? Share your tips with us!