The secret to successful Facebook Ads is simple. ABT. Always Be Testing. Facebook has incredible insights and targeting, but ads can still be costly if you do not test ways to optimize your campaign. You can significantly improve performance by simply tackling the design of your ads. Here is how to create ads that will help deliver better business results.
Image
Your ad will be competing with shared pictures of people on vacation, engagement photos or other personal events from friends or family. How can your ad be disruptive within that environment? A picture is not worth a thousand words when it comes to Facebook Ads. Be direct and choose an image that tells people exactly what you are offering. People do not want to guess what your product is, because they’d rather just scroll to see what’s next on their Timeline. Be sure that your image is high quality and authentic. Yes, authentic. People will know when you are using stock photography and will skim over it. Leverage existing assets and test to see what works best. Focus on what makes your business or product stand out and think about how to make it visually appealing.
Copy (above the image)
Your image caught someone’s eye. Now, you need to explain why they should buy your product. Be very clear and concise about the value of your products. Think about your customer’s mindset. What would motivate them to buy? Overcome their objections and create content that motivates them. Determine which tone of voice attracts your audience and stick to what’s important.
Headline (below the image)
The headline is your opportunity to ask for the business, provide an offer or clearly state the importance of what you are trying to sell. A clear call to action (CTA) helps drive clicks and conversions. Get a free quote, Learn more about XYZ, Check out our offer, etc. By using a CTA within the headline, you are setting the right expectations for the landing page. You want the process from clicking to converting to be seamless.
By implementing these simple tactics, you can better understand what works and what does not work for your ads. Facebook can drive a significant lift in sales if you know how to get the attention of your target audience.