#1: Target the Ad
The
very first step is to know your customer. If you’ve been marketing
online for a while, you most likely have a buyer persona.
You
can use this buyer persona, but you may need to adjust it just a tad
for Facebook users. They are different in several ways.
·
Facebook users aren’t on Facebook looking to make a
purchase.
·
People using Facebook aren’t necessarily ready to spend
money.
·
Since Facebook is socially oriented, people on it have a
certain degree of emotional responsiveness.
·
Facebook users have become ad blind, so only the most
attractive ads stand out to them.
Despite
these differences, you can create Facebook ads that work. You simply
have to know what your prospects want, and then give it to them in a
way that they can’t refuse.
Facebook
has done a great job analyzing their users. They know their
demographics, interests, affiliations, and even behaviors. When you set
up an ad, you can choose people who have searched for your products and
services. You can also choose people who have already been to your
website or Facebook page. There’s even an option to show your ad to
people who have purchased or considered making a purchase from your
competitor.
Targeting
the ad to the right people will increase the likelihood they will
convert. Prospects may not be looking to make a purchase at that
minute, but if they were researching an item in the past then they are
much closer to converting. Plus, even if they may not be ready to buy,
an enticing ad can change that. They are seeking an emotional spark
(since they are on Facebook), so if the ad is attractive and reactive,
they will be more likely to act.
#2: Create Simple and Attractive Images for Your Ads
People
will see the image before they look at anything else. This is why it’s
important that the image you choose for your ad grabs their attention.
You are competing against posts from their Facebook Friends, news
stories, and funny YouTube videos, so your ad has to be good.
What
type of image is attractive?
Simple
images with vibrant colors. Of course, if you are promoting a product,
you can simply create an ad with a picture of it. If you can target it
to people who have already searched for that product, it will convert
well.
If
you are promoting a business as a whole, you need an image that relates
to not only what you sell, but to the individual consumer.
Let’s
say you own a weight loss supplement business and you want to promote
your business, not one of your products, on Facebook.
Think
about what your consumers want to see. If you thought about a slim,
toned woman/man, you’re right. People who want to achieve a specific
body type are attracted to pictures of those who have it.
So,
the best image for this type of ad would be of a couple (man and woman)
with an attractive physique.
Remember,
the image should be simple. You don’t need much to entice a person to
look. If something is too complex, people will ignore it. They have
more important things to do… like look at their friend’s latest baby
picture or viral video of a monkey feeding a squirrel.
#3: Have an Enticing Value Proposition
The
ad copy is the next thing people look at because they want to know why
they were attracted to the image. This is the make-or-break moment for
your ad, so you want to make that second count.
Create
ad copy with a value proposition so enticing that the person cannot say
no. The word “Free” or words “Limited Time” work, but if you can’t use
those, try to come up with something that gives your prospect a reason
to want to learn more.
Consumers
react to ads because of one or more of these reasons:
·
They feel as though if they wait they will miss the
promotion.
·
The advertised product is unique and interesting.
·
It’s a product, service, or result they never thought they
could have, and the ad makes it seems like it’s easy to obtain.
Let’s
take the weight loss products again for an example. A person sees the
image of the beautiful woman with the body that she wants, and
immediately she says to herself, “Ugh….I wish I could look like that.”
She
then sees the title, “Get a Body Like This in Just 30 Days.”
Now,
she’s really paying attention. “30 days! That would be amazing!”
This
person is on the hook now. You just need to reel her in for the
purchase.
#4: Use a Quick and Engaging Call-to-Action
The
person looked at the image and liked it. She looked at the ad copy and
is interested. Now, you just have to get that click.
A
person will make the decision to click on an ad if it sparks an
immediate reaction. This immediate reaction comes from the
call-to-action (CTA).
You
have one last shot to convince people that what you have is something
they really want. You do this by hitting their impulse button and
telling them what to do next.
·
Limited supply. Call NOW.
·
Click here to learn more.
·
Click to claim your free sample.
·
Get it now.
The
person who wants the perfect body won’t want to lose the chance to
achieve the body of the woman in the image, so she will react most to
“Get it now.” or “Click now for more information.”
You
have to decide what your prospects will have the strongest reaction to.
Some will be more likely to click if there is low risk (spending money
vs. just getting information) unless your consumer is ready to make a
purchase. This means that your CTA has a lot to do with your targeted
audience, which brings us right back to #1.
Create, Run, Track, and Adjust
Targeting
the right audience with the right images, titles, and CTA can greatly
improve conversion rates for Facebook Ads. It’s important to know that
it’s a process, though.
Marketers
don’t just create effective Facebook Ads on a whim and achieve success
every time. They create a few Facebook ads, run them, track their
results, and then adjust ads based on the results.
After
testing out the ads they run, marketers have more information to work
with, and that is what helps them create effective Facebook Ads.
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