Facebook ads are all the marketing craze right now. Large distribution, under-priced attention and the best channel to reach anyone – and I mean anyone. It’s where everyone is these days whether they are standing in line at the bank or listening to their husband talk. With all these amazing things about it, you’d think anyone could win using it right?
Well, they can, but not everyone does. Unfortunately, our attention span these days is getting shorter and shorter. When we are scrolling through our Facebook feed, we are moving at lightning speed and you have milliseconds to grab our attention to stop our fast-spinning wheel of posts at our fingertips. There are many ways to do this, but there are a few things Facebook ads MUST have to be successful. These pieces are a clear call-to-action, a strong image, solid headline, proper targeting and proper tracking.
Remember when I was talking about our short attention spans? We need to know what you want right away. It must be clear whether you are looking for sign ups, offering more information, asking for a purchase, etc. If it’s not made clear, There is a good chance you lost us. You also want to be sure the button option Facebook gives you for call-to-actions is utilized properly and has the right setting for what you are trying to accomplish. The button options are the following:
In my experience, this is a component I have seen make huge differences in Facebook ad performance. The photo plays a strong role in getting the user to stop and look at the ad. Photos that are interesting, relevant and draw emotion seem to work best. Although I don’t use it in all of my ads, I like to use photos that have people in them as much as possible, as they seem to do really well. Even more than strong images, good video is also a fantastic way to catch people’s eyes in their news feed. Most users do not listen to the sound of videos, so keep that in mind when using a video. If your video includes talking, add Facebook captions to make sure there are subtitles for users without sound.
Text is really important because it is at the top of the ad, but headlines are much bigger and connected to the image. This is where you want to put your call-to-action, a description of the purpose of your ad or something that will really draw people in. This puts words to your image and can really get someone to take action. One thing I have noticed in my experience is using numbers (when applicable) can make a difference as well. They are clear to understand and usually provide some interesting information that may draw the user in. Otherwise, this is a really great piece to use for testing. You can have two ads with different headlines and see which performs better.
It should be pretty clear that if you create the perfect Facebook ad, it doesn’t matter if the right people aren’t seeing it. Your targeting will certainly make or break your Facebook advertising. Choosing a Facebook Ad audience can take some time and testing, but once you figure it out, it’s game-over. You really want to make sure you are taking your goals into consideration when choosing Facebook Ad targeting. Your user persona is also a good place to start as well.
Tracking Facebook ads is incredibly important. I mentioned that finding the best Facebook Ad strategy often takes a lot of testing. If your tracking is not in place, you testing will be wrong.
Facebook Pixel
The first step is to make sure your Facebook pixel is set up properly on your website. This will help Facebook track your users that make it to your website from Facebook ads and complete certain actions. You can use the pixel to create conversions for actions that you would like your users to take.
Offline events
Facebook offers many insights and tracking to ads already (as long as the pixel is setup properly), but it often doesn’t have the ability to track what happens after the online conversion, such as becoming a client of yours. You want to make sure there is a system in place for this.
There are many other pieces of a Facebook ad that is needed to create a strong campaign, but these are my own top 5 that I find important. This biggest factors of all will be how well you test and how well you optimize based on the data you collect throughout the campaign. For help with your Facebook ads, I offer Facebook ad account setup, creative strategy and management. If you want to try it on your own, use my free resources to get you started! If you still feel you need help, don’t hesitate to reach out!
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