How To Write Better Performing Facebook Ads
With approximately 2.91 billion monthly active users as of January 2022, this massive user count is a great opportunity for advertisers. Today, Facebook is one of the best advertising platforms for B2B and B2C businesses. In 2020, Facebook’s global ad revenue was $84.2 billion. Facebook grew by 25% in 2020. The onset of the COVID-19 pandemic compelled many small businesses to move their operations online. To retain their previous levels of engagement and customer base, coming up with great ads that meet their goals was very important. Many factors contribute to making a Facebook ad very successful and effective. You will need to leverage the right targeting, a high-quality image, an engaging video, and write highly compelling copy. The strategies we highlight below will assist you in writing amazing Facebook ads that convert! So if your Facebook ads have been under-delivering and you have been wondering how to improve their performance, you are in the right place!
- Your ad should have a simple CTA with a clear goal and focus on pre-selling the offer
A specific goal usually accompanies the best Facebook ads. They are very intentional about the actions they desire their prospects to take. These ads don’t take a lot of time to figure out. They are usually very direct and detail explicitly what a product is all about. Here, the ad is usually accompanied by a time-sensitive offer to compel prospects to buy the product right away. The CTA you include on your ad may intend to:
- Increase brand awareness
- Educate the viewer on your product or service
- Boost the number of followers, signups, or subscribers
- Increase product sales
- Utilize imagery that captures the viewers attention
The Facebook feed is a busy place with billions of users and millions of businesses competing for the other users attention. Typically users will pause briefly when scrolling their feed for imagery, this is your opportunity to capture their attention. When used correctly, imagery will make your offer stand out in all the noise, here’s some tips we recommend to enhance your ad performance:
- Keep the text short and concise, avoid excessive text
- Utilize carousel imagery for “uniqueness”. Carousel imagery or “multi image ads” are a format that can be utilized to showcase multiple slides of images, video, or text in a single ad unit. This technique can be utilized on Facebook as well as Instagram
- Include human elements, people love seeing other people
- Utilize colors beyond the colors utilized on Facebook (Blue and White)
- Include authentic testimonials
Gathering testimonials from previous customers and adding them to your ad copy is one of the most effective tricks you can leverage. When selecting which testimonials will work best with your ad copy, go for those that highlight the exact pain points that affect your target audience. For example, if you run a local gym, include testimonials that say more than how your customers love the gym’s facilities, it’s wide range of equipment and cleanliness. Include remarks that talk about how the pricing was within their budget. You can also add “grateful” remarks of your customers talking about how their bodies are in the best shape because of you! Testimonials usually act as social proof. If your ad goes above and beyond to demonstrate how your previous customers are pleased with your products and services, there is a higher likelihood that your prospects will also be more open to buying what you offer!
- Leverage Facebook targeting to narrow your audience and tailor your ad copy to it
If you want your ads to be effective, you must target your ad to get in front of the right audience. Facebook lets you “zero in” on your target audience which maximizes your campaigns effectiveness and conversions if the people who want/need your product are seeing the ads. For example, if your target market is age 40+ and people that are interested in fitness, you can focus on that market when setting up your ads audience. Through Facebook targeting, you can customize the content of your ad to your target audience and thus illustrate how your product or service solves their problem.
- Test your Ad Copy
Running tests can significantly help you improve your Facebook ad and its overall effectiveness. To establish if your ad is performing optimally, it is highly recommended to conduct split tests. You can run two test versions of the same ad, each with the same image but a different ad, to discover which ad gets more clicks, engagement, likes, or comments and resonates with your audience more. An example of a nice technique here would be changing your ad copy from a statement to a question while retaining the same image. This helps you establish which ad copy works more effectively with the selected image ad.
- Customize your ad with location-specific imagery
This strategy is very good if you have a local business. Here, you will need to focus more on the potential buyers located near you. Facebook provides you with various geo-targeting options that make your ad more effective. For example, if you run a local car dealership business in New York, you can create an ad that has an image of the showroom found in New York that your potential buyers will immediately recognize. This technique is great when utilized to target the “buy local” audience.
Final Take Away
These techniques are simple to implement and will help your ads campaign chances of success. Always ensure you display your Facebook ads to the most suitable target audience with specific demographics, interests, and specific locations for better results. Then also consider using a time-sensitive offer for your call-to-action to create a sense of urgency. The CTA you have on your Facebook ads should also be concise and easy to understand. Utilize effective imagery to grab the viewers attention and set your ad apart from all the “noise”. Finally, we recommend testing and refining your ad to develop the “winning formula”.
