With almost three billion monthly users and the ability to target advertisements like never before, Facebook is a massive digital marketing opportunity. However, the platform is aware of this and sets its prices accordingly, so if you do advertise your business there you really need to make sure that your ads are as effective as possible.
Targeting, images, and copy are all important when it comes to creating an ad that really grabs your intended audience’s attention. Here are some tips that can help you design Facebook ads that actually convert.
1. Define your goal and create accordingly
A helpful way to think about what you want to achieve with your ad is to decide whether you are aiming to raise brand awareness or to get a direct response from customers. Trying to do both at the same time rarely works and consulting with conversion rate optimization specialists is always smart.
Direct response ads should be to-the-point and contain a clear call-to-action. Good ones give customers a brief summary of the product and price, and they tell them what to do and why they should do it now.
Brand awareness ads also tell customers what to do, but broadly speaking the calls-to-action ask for smaller commitments not directly related to sales. Examples include watching a video or clicking a link to learn more.
2. Write a clear headline
Forget about the formal, often wordy full-page adverts you see in magazines and newspapers. Facebook ads work best when they’re led by a headline that is short, clear, and conversational. Besides that, it’s really about seeing what works. There’s no fixed formula for success.
3. Balance the image and headline
Don’t fall for the trap of making your image a literal representation of your headline. This is a guaranteed way to make your ad uninteresting and uninspiring. Whether you come up with the headline or the image first, make sure that whatever comes second is the opposite. If you have a serious, straightforward headline, then choose a playful and abstract image. This can help make your ads much more creative and memorable.
4. Overcome common objections
It is a good idea to address a few common objections that customers may have before completing your call-to-action. For example, if you want them to order something, let them know they can return it if they’re not happy.
Conclusion
Facebook ads can be highly effective at expanding your business, but for the best results, you will want to create ads that have a clear purpose and which are visually interesting with easy-to-digest information.
