14 Nov 2017
Creating an advert on Facebook is easy.
That’s probably the main reason why so many people give it a try. Then they decide it’s “not for them”, once they have spent all their budget with nothing to show for it.
For advertising on Facebook to work, your audience needs to feel as though you are talking with them. Not talking at them.
In other words, you need to be talking to your audience like human beings rather customers.
Your ads will usually be how most users will first come to hear about your business.
So you need to make sure that they don’t see you as “just another company” trying to sell them something.
First things first, you need to know who you are selling to. It’s going to be extremely difficult to craft any sort of messaging that addresses “your ideal customer” unless you know who they are.
By understanding who they are, you can start to understand what their pains are (and how your business can help them).
If you don’t, you will simply end up having a generic message targeted at “everyone”.
Don’t be afraid of being too specific, your ad will have a far greater chance of resonating with your perfect customer if you are creating content specifically targeted at them.
Find out what’s causing your potential customers difficulties and then use your ad copy to address them.
People aren’t using Facebook to be sold to… They’re using it to look at cat pictures and memes.
On Google, users are actually searching for solutions to their problems, which makes it more appropriate to try and capture conversions.
But Facebook is different, people are using it primarily to socialise.
So if you do interrupt them with your business, you need to make it worth their attention.
If it’s obvious that you are just a generic marketing message, people will just scroll past you.
So try to use writing methods like storytelling to engage with your audience rather than lists of features and benefits. People actually appreciate being spoken to by real people using real language.
Don’t be afraid to tell users your story. Maybe let them know how you overcame a difficult time and why you care about their problems. Be empathetic.
It’s human nature for people to want to be understood and if you show that you’re doing that, your audience should respond to that.
The newsfeed is now a battleground for advertisers to get their voices heard. That’s why it’s important for you to stand out from the crowd and the image you use is a great way to do that.
Whether or not you should use text on the image is 100% something that you should test to see which works best for your audience.
Relating your image to what it is you’re selling doesn’t always have to be the case, but including an image which in some way relates to your messaging is a good start.
Video performs extremely well on Facebook. This is almost certainly the reason why FB have decided to start streaming tv themselves.
The goal of the platform is to keep users engaged for as long as possible and video is a great way of doing that.
Most people will say videos are difficult to make. That they don’t have the resources, a professional camera, studio with lighting, video editing software etc etc….
But, it doesn’t have to be 90 minutes long and blockbuster quality.
A one minute video shot on your smartphone is a great way to get started and pretty much anyone can do it!
There are so many different ways of talking to people. And they all have different wants and needs, so it’s up to you to experiment with different types of messaging and see which one performs best for your business.
People see X amount of ads every single day. So with very little effort, you could quite easily be another number on that figure.
By making your ad look organic and less “salesy”, people will be less likely to feel as though you are simply just asking for something from them.
Again, test different formats to find out what works best.
Even users which are interested in what you are offering may still be too scared to do so because they don’t know who you are.
They don’t trust you.
People don’t want to waste their time and potentially money on something that doesn’t deliver what it promises.
Social Proof is therefore a great way to reassure people that you’ve helped customers before. By doing this, you will increase their level of trust that they have for you.
Check out how dropbox did it :
Give users an immediately attainable incentive for taking a desired action. Don’t just tell them to “click here”, give them something compelling to motivate them to do it.
One of our core principles at Conversion Hut is to Always Be Optimizing. What we’re constantly trying to do is optimize our work to improve the performance.
By doing that, we’re going to find out what works (and what doesn’t) to maximise sales and leads for our clients.
Facebook makes it pretty easy to test different variations.
Here are a few examples :
One you know what works the best for your business, you can make iterations and look for incremental lifts in your metrics.
It is obviously in Facebook’s interest to make it as easy as possible for people to use the ad platform. So it doesn’t take much effort to spend a ton of cash with Facebook ads (and pretty quickly) if you don’t know what you’re doing.
That’s why we always recommend to start off small. Find out who your audience are and allocate a small budget to finding out what works. Then if it does, then you can start to scale your campaigns.
Don’t be too hasty when deciding if something is working or not. Just because it has had 10 clicks and no sales, doesn’t necessarily mean you should scrap it.
It can take a little while for an ad to start picking up pace.
The more likes, shares and comments you receive, the more social proof this will give you. Therefore increasing the level of trust.
That’s not to say that you should just keep campaigns running for the sake of it. If you feel that is just not working for you, don’t be afraid to drop it. Your key metrics should be a strong indicator if something is working or not, don’t simply rely on your “gut”…. Because you’re biased!
We’d suggest not just 10X’ing your spend just because something is working well. It’s pretty easy to dilute your message when too many people are seeing your ads, which will lead to a drop in performance.
We recommend scaling conservatively and never increase by more than double your current spend. If you do increase the budget, measure it’s performance and if it continues then increase it again.
Your fans already know who you are and they’ll be cheaper to advertise to.
Therefore it’s much more likely that by targeting your existing fans, it will perform better than targeting a “cold” audience that’s never heard of you before.
The last tip but one of the most important.
It’s difficult to write winning ad copy in your first attempt. Even your second or third attempt can still leave room for improvement.
We’ll always take a breather after writing our ads. You can come back to it the following day, once you’ve had chance to focus on something else and come back with a fresh perspective.
Even just having a coffee or a short break can give you a new frame of mind to work with.
This technique is simple, but can have a huge impact on overall the quality of your work.
Ok that’s it. That’s our 16 tips for creating the perfect Facebook Ad. Please feel free to let us know if you have any techniques of your own or if you’ve implemented any of them for yourself!
On February 13, 2019 | by Dale B
On January 15, 2019 | by Dale B