5 Secrets to Creating Effective Facebook Ads
On November 6, 2007, Mark Zuckerberg introduced the beginning of Facebook Ads. Zuckerberg claimed this feature would be, “an ad system for businesses to connect with users and target advertising to the exact audiences they want.”
Originally, businesses were able to set an ad budget and promote their information to their audience members on Facebook. This is a way for businesses to get in front of more people than they could ever dream of.
Unfortunately, now in 2020, creating Facebook Ads can seem a little complicated if you don’t know what you’re doing. The techniques businesses should follow for Facebook Ads has drastically evolved since 2017, so what does that mean? What should you do to make the most effective Facebook Ad possible?
Here are 5 secrets to creating effective Facebook Ads.
1. Create Eye-Catching Copy in the First Line.
When you create Facebook Ads you don’t have to include body text, but it’s definitely additional real estate to grab your audience’s attention.
Body text within your advertisement is an effective way to add additional information to engage with your audience, but humans don’t like to look at a lot of text. In fact, most people only read 20%-28% of words on a page.
So, don’t wait to make your point until the end of your post or after Facebook decides to add in the “… See More” to the end of your post.
If you are going to capitalize on all the ways you can grab your audience’s attention, you need to hit them hard hard right from the beginning.
Emojis, humor, quotes, statistics, promotions, emotion and story snippets are great places to start when making your opening line eye catching.
2. High Quality Images & Videos
Humans have gotten numb to traditional advertisements —especially on the internet. People use the internet for a reason, and they don’t want to be interrupted by a traditional salesperson that’s begging them to spend money on things they don’t need.
As Craig Davis once said, “we need to stop interrupting what people are interested in and be what people are interested in.”
If you’re sharing images and videos in your Facebook Ads that look like this:
Image: 90s Coke Advertisement
People are going to immediately say next. Poor quality media makes people feel cheated and lied to. Worse than that, people don’t see your business as very credible.
People make an assumption about your media within 13 milliseconds, which is essentially a blink of an eye. Make sure you’re using high-quality and relatable media to build trust in your audience.
Here are a few examples of quality advertisement mediums.
Bonus tip: Facebook only allows advertisement images to have a limited amount of text because Facebook wants the ads shared on their platform to be successful, so you’re better off just leaving the text off of the images all together.
However, videos are a little different, make sure you’re adding captions to your videos. Video captions increase engagement by 12%, and videos that are played aloud decrease engagement by 80% — so the takeaway for increasing your media is text throughout your videos, no text or limited text on images.
3. Implement and Understand Placement & Content Optimization
When Facebook first launched Facebook Ads, they only owned Facebook. Meaning Facebook Ads were only displayed on Facebook.
However, in 2011 Facebook started purchasing other social applications including a messaging, analytical, and virtual reality service along with WhatsApp & Instagram. That means now, your Facebook ads don’t just necessarily show up on Facebook. They can now be placed on Instagram, Messenger, and other 3rd party platforms.
To make the most effective Facebook Ads possible it is important to understand where your ads will be placed and what content will be shared where.
To do this, during your ad creation process you can edit your ads placement to choose between “automatic placement” or the “manual placement” setting.
Image: Facebook Ad Manager Screenshot
There’s not a definitive right or wrong answer in specifically choosing your content or placement for ads; it depends on what you’re trying to accomplish.
Ultimately when you create Facebook Ads, you’re doing so with intention and strategy — what goals do you hope this ad will achieve, where does your audience spend most of their time, etc.
4. Create Mobile First Designs
Last year, Facebook revealed that 90% of their advertising revenues were from mobile devices, which means that the majority of people that see Facebook Ads are interacting with them on their mobile devices.
What that means for your ad creation is that you can assume that your audience members will be viewing your advertisement on a mobile device. Therefore, you should make sure that you’re designing your ad to meet mobile needs first. Preview your ad creation in a mobile format first before making your ads live.
Mobile screens are smaller than desktop and tablet devices, so Facebook automatically changes how advertisements look on mobile devices — but if you design your ad the way you want on mobile devices first you can be sure that there won’t be any issues when you push your ad live.
5. Test Everything!
One of the beauties of Facebook advertising is it is relatively easy to test every aspect of your Facebook Ads — especially now.
There is a reason you’ve decided to create one or several Facebook Ads, and with that you probably know the type of people you want to advertise to, but you can’t possibly know everything about them.
Are more people interested in clicking on ads that say “Learn More” or “Book Now?” Do people click on ads with a lifestyle or product image?
This is where the importance of testing comes in.
When testing ads you can either create an A/B Testing or implement Dynamic Content
If you want to test two different ad creations for the same goal A/B Testing could be a good route to go. You can run one ad with different headlines, medium, audience, times, everything and then compare it to something similar and see which advertisement outshines the other one.
If you want more robust testing dynamic content might be your best bet.
Dynamic content is similar to A/B testing but it allows you to add up a number of different headlines, images, CTA, devices, platforms and more and then Facebook automatically optimizes each combination to see what converts best with your audience.
Regardless of which route you go, you should be testing everything and cross examining each ad with your analytics to fully understand which ones are the most effective and ultimately is the best bang for your buck.
Start Creating Your Facebook Ad Strategies
With these tips, you are ready to start creating your Facebook Ad strategy.
However, if you don’t know exactly what type of content you want to promote you can always start by analyzing the top social media trends in 2020. Create content based on that, and then transform it into effective and robust advertising campaigns using these advertisement strategies.
Have you started implementing any of these Facebook Ad strategies? What has worked best for you? As always, if you’re still struggling with your Facebook Ad campaigns please contact us — we can help!