In our previous post we looked at the basic steps in building a Facebook ad. Without question, the most important step is defining your target audience, and second to that is building the perfect ad. As you know, with over 890 million people signing into Facebook daily, posts to your timeline are not enough to catch prospects attention, especially for an emerging business.
Designing optimized ads is the key to attracting your ideal customers and business through Facebook. But what is an optimized ad? It’s an ad that takes clear consideration of your target audience by speaking to them visually and through enticing copywriting, which leads them to take an action. Optimized ads will help you spend your PPC budget wisely and see a positive return on your investment.
First, let’s look at the four critical components of a great Facebook ad (any ad actually). Remember, people are on Facebook to stay up to date on their social lives, not necessarily check out your products, therefore, keeping these four things in mind is important for any Facebook ad you make.
4 Components of Successful Facebook Ads
1) They're Visual
Visual content is treated more favorably in the Facebook algorithm. What’s more, visual content is more engaging in the ever-changing News Feed, and therefore is more likely to catch the eye of your potential customer. 90% of information transmitted to the brain is visual. No matter what type of ad you make, your image needs to be visually appealing and attention grabbing.
Check out this blog post for a detailed guide to image sizes for various ad units on Facebook along with some tips on posting visual content.
2) They're Relevant
Relevance is critical for success when using Facebook advertising. Remember, you are spending money when someone views or clicks on your ad (depending on the settings you use). If you're showing ads that aren’t relevant to your target audience, then you're wasting your time and money and will likely not see success with any kind of advertising.
Facebook recently launched a new feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank in Google AdWords. The more relevant your ad image, ad copy, and destination page is to your audience, the higher your score is and the more favorably Facebook will treat your ads.
3) They Have an Enticing Value Proposition
A value proposition tells the reader why they should click on your ad to learn more about your product. How is your product or service different from any other? Why should the viewer click on your ad to see your website?
Your value proposition should be believable. Saying you have the best cupcakes in the world will not make people come to your business's Page, but maybe offering 20% off will. Or, perhaps adding social proof will help; something like, "Cupcakes loved by over 1 million people every year, come try yours today! Get 20% off your order with this coupon."
4) They Have a Clear Call-to-Action
A beautiful and relevant ad is great, but without a call-to-action (CTA), your viewer might not know what to do next. People actually want to be told what to do, so tell them and be specific! Add a CTA like “Buy now and save 20%.”. Adding a sense of urgency will motivate people as well so consider adding in “Offer ends soon” or "Limited Quantities".
The 2 Placements for Facebook Ads (With Examples)
Although there are a number of types of Facebook ads (video, offers, events, etc) there are only 2 placements available (for now): the right-hand column ad and the News Feed ad. Almost all ad types can be used in either placement, so let's look at differences of the two placements.
Format 1: The Right-Hand Column Ad
This type of ad is the most traditional on Facebook, it appears on the right side of a user’s Facebook News Feed. This is the first type of advertising Facebook had, and it still exists today.
Although ads in the News Feed are likely to get higher engagement metrics due to their native advertising features, right-hand column ads shouldn’t be forgotten. We often see less expensive clicks and conversions when using these ads. In order for a right-hand column ad to be successful, it needs to be relevant, have a value proposition, a good visual, and have a call to action. Let’s look at an example below from Club W:
Why is this ad a good ad?
- It's visual. The visual is clear, simple, and appealing to people seeking writing coaching.
- It's relevant. This came up on my own Facebook Page. You may not know this about me but I am writing 2 books right now, so I would give this two thumbs up on relevance
- It includes an enticing value prop. Why wouldn't you want to learn from the best - the world's best-selling author! They also pull me in with an additional values - tricks and techniques
- Call-to-action. Huh - they're missing one. Not good. It tells me that his teaches his techniques but a clearly more direct CTA would improve the ad. Also, a time limit would help with clicks.
Format 2: The News Feed Ad
A News Feed ad appears directly in a user's News Feed, and looks more like native advertising. In our experience, these ads have a higher engagement rate than right-hand column ads, but they can also be more expensive. They also must follow organic Facebook posts best practices and be engaging and visual.
This is how an ad from Club W would look in the News Feed:
Again, what makes this a good ad?
- It's visual. You can't tell here but this ad is actually a video. Very powerful! The image area is larger than the right-hand column ads. The video is clean with the logo clearly displayed throughout.
- It's relevant. Same as with the right-hand column ad, it is relevant to me. I'm always seeking out educational, informative information. Facebook knows this about me.
- It includes an enticing value propositions. Ad-free streaming and just $2.99 a month and ad free. Wow - that's less than a cup of coffee. Although there's no discount on this ad, I still find value in their content.
- It has a clear call-to-action. They're telling me to "Learn More". This way, I know exactly what to do -- and what to expect when I click.
Implementing the 4 critical components of Facebook ads with the correct placement while focused on your target audience can provide excellent results. As with any internet marketing, tracking and tweaking the ads will lead to better results.
Next up... examples and insights of 8 types of Facebook ads: the video ad, the photo ad, the multi-product ad, the local ad, the offer ad, the event ad, the retargeting ad, and the boosted post.
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