Are you trying to get better ROI from your Facebook Ads? With Facebook advertising dominating the Paid Social market, rising costs to advertise will force marketers to create better ad content.
Unfortunately, there is no one perfect formula for creating Facebook ads content. That’s because each brand is different and so are their customers and advertising goals. One of the keys to social media marketing success is to keep experimenting until you find what works for you. With that in mind, there are some strategies that every brand can employ to create Facebook ad content that attracts the attention of their target buyers.
After you have worked to create a killer Facebook ads strategy, it’s time to start developing content that converts prospective buyers into loyal customers. Use the tips below as a jumping off point:
1. Create multiple versions of your Facebook Ads targeted to unique audiences.
On Facebook, you are not only competing with other businesses for the attention of your target buyers but also with the consumer’s friends and family. This makes it extremely important for each of your ads to clearly and immediately communicate relevancy. One way to do this is to ensure that your ad content is targeted to each unique audience.
When it comes to social media marketing, one size does not fit all. An ad that appeals to one segment of your target population is not necessarily going to attract another audience segment. Even if you are promoting the same offer, product, or event to multiple audiences, you still want to create unique ad copy that works to appeal to each segment’s needs and preferences.
2. Include an enticing offer that’s relevant to your target market.
People like free stuff! Use this to your advantage when developing Facebook ads content. Giving away free content assets that your target market would find useful, like e-books or reports, is a great way to attract new customers. In the ad, you can link to a complementary landing page for your promotion that requires a name and email. This is a great tactic if your goal is to generate leads and populate your email marketing list.
The great thing about offer ads is that they eliminate one step in the buying process, making it easier for users to convert. If you want to drive sales, offering a free or discounted rate can help bring in more customers. Try testing your promotional offers by targeting fans first. If the ad is a success then you can try to targeting those who have not already liked your business page.
3. Create a killer title for your Facebook Ads that’s compelling and communicates relevance.
You only have a split second to grab your target customer’s attention on Facebook. This means that your ad needs to immediately answer the question, “what’s in it for me?” The best way to do this is to address what you are offering to the customer in the title. Not only should the title be attention-grabbing, but it should let the viewer know how your brand is going to address their challenges or help them solve their problems.
A great way to do this is by asking a question. Questions pique the viewer’s curiosity while still allowing you to communicate relevancy. For example, a company that provides sleep solutions might ask, “Having trouble sleeping?” Another way that to establish relevancy and get the user interested is by placing your call-to-action in the title. The title, “Get Our Free Sleep E-book,” tells the reader exactly what they are getting.
4. Use split testing to determine which images are most effective.
It is nearly impossible to guess which ad images will convert more often than others. Not only is this type of guessing game ineffective, but it can also be costly. Split-testing allows you to determine which images best help you meet your conversion goals.
The key to successful split-testing is to focus on the campaign’s end goal when you are measuring performance. The click through rate (CTR) is not the best metric for every campaign, so make sure that you collect the right data (and enough of it) to make an informed decision.
While you’re at it, why not test the title, copy, and targeting options as well? Though you only want to change one variable at a time when split-testing ads, this sort of testing can help you identify the recipe for Facebook ads content that converts. Testing your Facebook ads saves your company time and money in the long run as you are able to focus your efforts on what works rather than wasting resources playing the guessing game.
Whether you are new to the Facebook advertising game, or you are just not seeing the results that you would like from your ads, these strategies are a great place to start working toward ad content that converts.
Any other strategies that you would add to the mix? Please comment below!