Creating an engaging Facebook Ad can be tricky for new marketers. Lots of things are going in your mind like behavioral targeting to pixel tracking. Facebook also offers a number of targeting options, advertising best practices, and ad formats to choose from which might increase your confusion.
In this Blog post, we will tell you the five elements of successful Facebook ads. These are things we learned from our experience running paid social advertising campaigns. So, let’s get started.
#1 Create a simple CTA with one clear action
One common factor in all the successful Facebook advertisements is that the ads are clear about the action it wants the prospect to take. Every Facebook ad campaign can be divided into two categories based on the objective of advertisement.
- engage your prospect’s attention
- to drive a direct action such as sale, app install, or lead.
Many new marketers make the mistake of trying try to mash brand awareness and direct response together. Unless you get lucky or you are a marketing genius, it rarely works.
If your advertisement’s objective is to create brand awareness yout CTA button should related to content consumption such as following your Facebook page, subscribing for more content, or collecting email subscriptions. On the other hand, direct response ads are better served to answer common buying objections than trying to engage or entertain.
An excellent example of a direct response ad comes from the company ShootOrder. As you can see below, the ad has one clear goal. To get you to the contact us page the company.
The ad doesn’t waste any time, it directly tells you what the business is, what the deal includes, and gives a call to action button to contact them if you need their services.
To make your Facebook ad campaign successful you have to Decide on one simple action you want people to take. The easiest way is to focus your ad on one section of the purchase funnel. Below are the few action you want people to take and CTAs belongs to those actions
When you are creating a brand awareness campaign the high chances are most of your audience is knowing about you for the first time. So, stick to first handshake CTAs such as boosting followers, reading other pieces of content, or subscribing to your email.
In conversations focus on engagement metrics such as boosting shares, increasing comments and tagging, starting a poll is a good way of starting a conversation.
If you are looking for sales focus on actions that lead directly to revenue such as adding products to a cart, requesting a sales demo, downloading an app, or signing up for a subscription product.
#2 Use an audience targeting strategy
Facebook provides us a big list of audience targeting abilities. It’s easy to get confused. And even easier to just give up, adding random interest and behavior categories and hoping that Facebook will magically match you with customers. Choosing a correct audience not only impact on the success of your campaign but also can save a lot of your money and time. The only way to improve your audience targeting is to improve your insights into what works over time. But for starting you can always begin with a lookalike audience.
Lookalike Audience can be a powerful tool to start your Facebook Ad campaign because you can use existing data to target similar prospects on Facebook. It will also give you a solid platform to start testing and refining your audience targeting.
How to create a lookalike audience on Facebook?
- Go to your favorite Facebook ad tool
- Navigate to the Audience section of your ads manager.
- Click Create a Lookalike Audience.
- Choose to create a custom audience and then choose customer file.
- Choose the country where you’d like to find a similar set of people.
- Choose your desired audience size with the slider.
- Click Create Audience.
You can also add an Excel file of customers to Facebook Ad manager, for example, your email list or a list of customers from PayPal.
After you done with your first campaign you can then adjust your audience targeting strategy by adding the tweaks below. You can also start by testing broad audiences, and then be adding more specifics as you go, getting a more refined and higher converting audience every time.
#3 Write a clear and conversational Content
There is an old saying in digital marketing business “ Content is King”. This holds true even in social media marketing campaigns. The success of your Social media campaign depends heavily on your Content.
The content of your social media campaign should be precise. Use images, videos or infographics to convey your message. People tend to get attracted to visual medium more than written text.
Make sure you are giving all the necessary information about your brand keeping in mind what you want the target audience to know. Conduct a small survey from the people around you and try to implement the suggestions.
#4 Use Appropriate Images to go with your headline
New advertiser often makes this mistake of not creating tension between the image and the headline. For example, if the headline is “make money in your sleep,” you’ll see a stock image of a person in pajamas, holding handfuls of cash.
#5 Use the description area to remove friction for your CTA
Your final step is to write the description for your CTA. This is the News Feed Link Description. Use this space to anticipate common buying objections.