Facebook reigns supreme among all social media channels. According to one research, 74% of Facebook users visit the platform daily and about half of them do so several times a day. People in Australia are especially active on the network with more than 60% of the population being an active user and 50% of Australians logging into Facebook multiple times a day.
So, it should come as no surprise that more and more businesses are trying to reap the benefits of Facebook advertising and reach out to their potential customers, build brand awareness, and ultimately increase their sales.
The problem with Facebook being so popular is that it’s also extremely competitive. That means that several other businesses might try to get to the same audience you are targeting. So, how do you stand out among all the other ads that show in your potential customer’s news feed?
The short answer is this: you need to create successful Facebook ads. We’ll show you how to do it in today’s article.
Everything Starts with the Goal
Sure, your goal is to create successful Facebook ads that will help you grow your business, but you have to be more precise than that if you want to see a return on your investment.
So, ask yourself this: what do you want to achieve with your Facebook ad campaign? Do you want to drive traffic to your website, get people to like your Facebook page, boost brand awareness, get more engagement, or promote your product or service?
Your marketing objective will be the first thing you will see when you create an ad. For example, if you want to get more email sign-ups, then you will run a lead generation campaign.
Target Your Audience
With 2.69 billion monthly active users, it’s safe to assume that your audience is on Facebook. Reaching them, however, isn’t as simple as creating a few ads and sending them into the social media realm.
But, here’s the great thing about Facebook marketing: it boasts the best and most versatile audience targeting features. You can target your audience based on location, gender, age, the devices they are using, interests, education, relationship status, and more.
With the Custom Audience feature you can generate lookalike audiences similar to the people that have already liked your page. This will allow you to tap into the news feed of potential customers who may have a need for your products or services but are not aware of your brand just yet.
You can (and should) also use Facebook’s Audience Insights to learn more about your audience and create an ad that will speak directly to their needs and interests.
Hook Your Audience with Stellar Ad Copy
If you want to create successful Facebook ads, then you need to:
- Grab the attention of your potential customer;
- Show that you understand his problem and can provide valuable information;
- Make him eager to learn more.
It seems pretty straightforward, but when you get down to it, writing compelling ad copy can turn into a doubting task. It helps to know a few tips and tricks based on psychology. Here are some examples:
- Use questions or interesting facts to grab their attention;
- Tell them how you are planning to solve their specific problem. For example, if they are looking for a weight loss regimen, they want to know how fast your product will work;
- Provide just enough information to intrigue them and get them to click on your link. Example: “You’ll be shocked to learn how much you can save with our services;”
- Create a sense of urgency and scarcity. Tell your target audience that your offer is limited and that it expires in just a few short days to tap into their fear of missing out (FOMO;)
- Always include a call to action in your ad copy and tell prospects exactly what you want them to do – click, download, shop, call to make an appointment, etc.
- Use split testing to see which ad copy performs better so that you don’t waste your Facebook marketing budget on ads that don’t get any results.
Pictures Speak Louder Than Words on Facebook
Facebook is a highly visual platform. Users scroll through their news feed, stopping from time to time whenever an image catches their eye. Your ad copy may be on point, but if your image is anything less than perfect, then your ad may go unnoticed.
Needless to say, you need to use high-quality images that are relevant to your business, but you will need more than just that to send your click-through rate through the roof.
- The highest converting Facebook ads use images of happy people looking directly at the camera;
- Avoid images with Facebook’s color scheme and use bold and vivid colors;
- Use your logo to build brand recognition;
- Make sure that the image contains less than 20% text. Otherwise, Facebook will show your ad to fewer people;
- Just as with the ad copy, test multiple versions to see which images perform better.
Create an Awesome Landing Page Too
Congratulations! You’ve managed to persuade prospects to click on your Facebook ad. But, the hard work doesn’t stop here. The experience people have once they reach your landing page will play a significant role in the success of your Facebook ads campaign.
Make sure to give prospects all the information they need to make a decision quickly and convert. If they have to look around for your phone number or a subscribe/shop button, then all your efforts may be lost. The landing page should be informative, to the point, intuitive, and easy to navigate.
Facebook Campaigns Done Right
A lot goes into setting up a Facebook marketing campaign that drives results without wasting your budget. And, you really have to pay attention to all these details if you want to take advantage of all that Facebook’s ads features have to offer.
If you feel overwhelmed by the prospect of diving into Facebook advertising, then you should let us take the wheel. Here at Australian Internet Advertising, we are a team of professionals with years of experience in social media marketing, content marketing, and pay-per-click advertising. Get in touch to find out more about how we can help.