Facebook advertising is a key platform for businesses looking to grow their digital presence and achieve more sales online, especially in business to consumer markets.
It offers an array of targeting options, from behavioural analysis to pixel tracking, along with multiple ad formats, to help you reach your target audience in just a few simple steps.
However, the skill in creating a successful Facebook ad lies in the content, the headline and the Call to Action (CTA), which, if you get it right, can result in floods of your ideal customers becoming aware of, and engaging with your brand.
Here, our digital experts reveal their top tips for creating the perfect Facebook ad campaign:
Choose the right CTA
The main aim of your Facebook Ad is to get people to click on it. You should choose your CTA carefully to ensure it aligns with the main objective of your ad.
For example, if engagement is your goal, then CTAs like ‘Learn More’, ‘Watch More’ or ‘Listen Now’ are good options, because they prompt the user to engage with your brand by visiting your website, watching a video or listening to an audio file.
Likewise, if you are using your ad for lead generation, then CTAs like ‘Sign Up’, ‘Contact Us’ or ‘Subscribe’ are a better bet, as these allow you to cultivate an email list of potential customers that you can qualify, then engage with later.
And if driving sales is your goal, CTAs like ‘Shop Now’, ‘Apply Now’ and ‘Get Quote’ get straight to the point, taking the user directly to your eCommerce store or getting them to contact your sales team.
You can also give you facebook ad extra punch by combining your CTA with a no-nonsense headline which makes clear what you are offering, such as:
- Get more sales
- Lose weight fast
- 50% off
- Free pizza offer
Be clear and concise
Users tend to scroll down their Facebook feeds quickly, which means it’s important to ensure that your ad grabs their attention immediately, otherwise you will lose it.
So, don’t waffle.
Be clear and concise with your headline and CTA so people know straight away why they need to click it and give them a compelling reason to do so.
‘Free pizza near you’, ‘Meet singles in your area’ and ‘New movie T-shirts in stock’ are all good examples of direct, attention-grabbing Facebook ads.
Remember, you only have a second to make a good first impression, so make sure your ad stands out.
Promote benefits, not features
While Google Adwords are designed to showcase your products directly to the people who are interested in buying them at any given moment, Facebook is completely different.
People probably aren’t going to be interested in buying from you at the exact time they see your ad, so you have to give them something to capture their interest.
So, instead of directly promoting your brand or your products, you need to demonstrate the value you provide.
What’s your unique selling point? Do you offer free shipping on all orders where your competitors don’t? If so, focus on that.
Do you offer a solution that can make a customer’s business more profitable or productive? Tell them.
By writing about the benefits of your product, rather than the features, you’ll demonstrate value which will help you to capture qualified leads.
Ask a question
Using a question as the hook for your Facebook Ad could be a great way of attracting interest, especially if you can provide the answer to your potential customers’ problem.
People tend to think in questions, rather than statements, which can be a very powerful tool to market your business.
Asking questions can pique their interest, allowing your CTA to provide the answer, for example:
- Need more sales? Download our free ebook on how to convert more sales online.
- Hungry? Buy one pizza, get one free.
- Stuck for gift ideas? Check out our free Christmas gift guide
Don’t be afraid to be negative
This one may seem counterintuitive, but negative words, when used in the right way, can be extremely powerful.
Words like ‘Stop’, ‘Don’t’ and ‘Stuck’ can play into people’s fears about making the wrong decisions and give you the opportunity to demonstrate how your product or service can improve things for them, for example:
- Stop making these diet mistakes
- Don’t miss out on our latest offers
- Stuck in a career rut? Find your ideal job today
When all else fails, choose ‘Free’
Offering something of value for free is the easiest way to get someone to click your Facebook Ad.
It may be crude, but it’s an easy hit and is a good way of getting people to engage with your brand.
However, you should use it very sparingly, as it may cheapen the value of your product or brand if you are offering for free what you want people to pay for.
The best way to apply ‘Free’ to your Facebook ads is to utilise the 80:20 rule, particularly when it comes to advice, information or expertise.
You can entice people in by giving away 80% of whatever you are offering but holding back the real 20% of value for those who want to pay for it.
It’s a good way of getting people engaged with your brand and rooting out the time wasters, so you can reach out to those who want the ‘good stuff’ later.
Be careful with this approach, though.
It might be a loss leader that’s good for generating clicks, but it’s ultimately a race to the bottom.
Need help with your digital marketing?
At Purpose Media, our in-house team includes social media and digital marketing specialists who have what it takes to help you get started with Facebook or take your ads to the next level.
Always results-focused, every job we undertake is based on the strategic objectives and KPIs of your business, ensuring we understand and deliver exactly what matters most to your customers.
Our purpose has always been to help our clients achieve their business goals – it’s that simple.
So, if you need help creating a Facebook ads campaign or a results-focused strategy for your business, we’ve got your back.