Considered the king of social networks, Facebook is one of the top platforms that the majority of marketers use, and for great reasons. It offers affordable advertising in which businesses can boost website traffic, brand awareness, leads, and revenue. And whether you’re planning to create new demand for your products or starting to build your brand, Facebook advertising is absolutely worth the investment.
If you’re looking to promote your brand on Facebook, read on. Listed here are the best practices for creating ads that get more clicks and more sales.
1. Aim to write better copy.
If you want to show the people why your brand is better than the rest, you will need to write exceptional ad copy. With the right mix of strategies and techniques, you can get your readers to take action. Ensure your ad copy focuses on your target’s pain points and the emotions they cause. Understand the issue and the market you are serving.
And as we all know, stories are amazingly powerful. So always tell a compelling story in your ad copy. When it comes to Facebook Ads, simple and very specific is the right technique. Share stories about some of your loyal customers, the history of the brand, or the benefits people can get from your products and services.
Furthermore, make sure to write short and impactful headlines to catch the audience’s attention. When writing your headlines as part of your optimized ad copy, consider the following elements:
- General callout to customers
- Adjective, adjective, adjective
- Specific feature statement
- Are you frustrated with/tired of [pain point]
Lastly, sell sets of copy to your customers! Include variations of text and different headlines that focus on a single pain point or strategy. Utilize different stories, messaging, offers, and styles on a regular basis to see which copy formats work best. You can even use the native split testing option on Facebook Ads for your testing.
2. Make use of Facebook remarketing.
Facebook remarketing or retargeting is an approach to advertise to people who have already been exposed to your brand. These people can be your current email subscribers, past clients or customers, or previous website visitors. And since these individuals are already familiar with your business, they just need a little push. Remarketing to such leads or prospects can make your strategy more impactful and increase the potential for conversions.
When using Facebook remarketing, you can create a custom audience made up of your recent visitors and promote your best products. It also pays to remind customers of abandoned carts. These people may have done more research or got distracted and forgot to proceed. One effective way to revive those almost lost conversions is to give them personalized offers such as free samples or coupon codes.
Another Facebook remarketing strategy you can try is sequencing ads. This is useful given that customers may need to see several ads in a series, exposing them more to the brand. Choose your high-value offers and determine the specific time windows that work for you. You can then create multiple individual ads for different timelines. For instance, if you’re targeting days five to eight, focus on people who visited your website in the past eight days.
3. Leverage social proof.
If you think that social proof is just all about likes and comments on your Facebook ads, you’re definitely wrong. You will need to offer social proof that eliminates the perceived risks of your customers and reaffirms your products’ quality and value. You can boost the power of your ads by using user metrics and case studies.
You can also use real client reviews to provide testimonies on why people should buy your product. Pair customer feedback with user-generated content to make your Facebook ad more persuasive.
Another way to leverage social proof is by using influencer endorsements. An endorsement by a well-known personality or celebrity can raise the sense of confidence, trust, and credibility in your product, leading to more clicks. Or you can always choose to use Facebook retargeting to reduce the number of visitor abandonments and create paying leads.
4. Leverage video-based ads.
Videos are undeniably some of the most engaging content you can use for Facebook Ads. The platform itself already offers easy-to-access video tools like Facebook Live. So when making use of video format, be sure to not overcomplicate it. Another good practice is to take advantage of subtitles, which are crucial to keeping the attention of viewers and making the message easier for them to understand.
Also, know that the first ten seconds of a video ad is critical. You can utilize persuasive imagery to make it interesting and impactful to the people. Nevertheless, Facebook suggests producing video ads that are fifteen seconds or shorter, as they typically get higher completion rates compared to longer ones.
At the same time, your video content should also be relatable and authentic. Make the video ads more approachable and human; focus on connecting with the target market in an authentic manner.
Moreover, if you’re planning to encourage the viewers to take action, put your call to action (CTA) in the middle of the video. The very first seconds of your content are important to creating interest and presenting the brand, so don’t pitch too soon, or you’ll lose viewers’ attention.
5. Utilize calls to action.
Not only on video content, a call to action, or CTA, can be deemed the most vital element of a Facebook ad. But using it is tricky and can make or break your ads. It is where the audience decides whether to stop and click.
One tactic to use is adding an action word that focuses on how the audience can perform a routine activity better and easier. This can be something in their personal lives, such as cleaning or working out, or in their professional lives, like creating monthly reports or making sales pitches.
In addition, avoid lack of intent. Instead of primarily promoting a product, promote a benefit. give your audience something valuable and interesting. You can also incorporate negative works in your call to action. Concentrate on things that your target audience is trying to improve and deliver a solution.
With all that in mind, ensure to also focus on four elements of the Facebook call to action: your image, headline, description, and status. Making these four work in harmony can help you encourage targets to take action.
6. Use placement optimization.
Placements refer to anywhere an ad is eligible to be served. It can be on Audience Network, Messenger, Instagram Feed, Stories, or in Facebook News Feed itself. According to Facebook, activating all ad placements is an excellent way to run campaigns. The more placements you utilize, the better the Facebook Ad platform can optimize against which ones are the best for your campaigns.
While this is one of the most recommended practices for Facebook Ads, it is always better to consider your own goal before opting for placement optimization. Let’s say you are prioritizing metric. You do not want to focus ad placement on Audience Network as this can’t give you engagements.
That being said, take into account that not each of the placements effectively works with each campaign objective. Be goal-centric and check off those who don’t suit your campaigns, or do a trial and error. In the goal-centric approach, you first need to determine your ad objective and the expected experience of targets. Be hyperspecific in your strategy. As for trial and error, it is simply running a campaign on automatic placements for a designated period and collecting data.
7. Plan your post frequency.
Your post frequency and subject matter for your Facebook ads are more important than you think. For these, you have the option to post twice a day if your brand is looking to get post impressions and build engagement. On average, a user’s feed can be filled with numerous stories from their friends and brand pages they follow. So, without annoying them, create at least two posts a day that guarantee consistency, quality, and freshness.
Another prime time for posting is in the afternoon or early evening between 1:00 p.m. to 4:00 p.m., as this is the time most users use Facebook. Still, don’t limit your posts to the exact times as it may look robotic to the audience. What’s more, make sure to also use trending topics or hashtags to make your posts relevant. It’s also recommended to add images whenever possible. Visuals play a vital role in boosting interaction.
8. Keep budget in focus.
With the freedom and affordability that Facebook Ads offers, it’s easy for advertisers to get too excited. If you don’t keep tabs on your campaigns, there’s a high chance you’ll lose more than you earn. Prior to running ad campaigns on Facebook, consider two important factors first—the niche you’re targeting and the size of your audience.
As previously mentioned, it’s better to run a test first before shelling out a huge amount of money on your ad campaigns. And luckily for you, Facebook offers a split testing feature. Split testing ads can help you determine what ads have the strongest potential. Some important elements to test out include ad copy, ad headline, ad creative, ad type, call to action, and target audience. The more variations you test, the better you know what’s best for your campaigns.
Furthermore, Facebook also lets you choose what type of budget works for you—daily or lifetime (a flat fee). There are no strict rules in setting your budget, as it can greatly depend on how well you know your targets and the type of risks you can take.
With tons of strategies and techniques to consider, we hope our tips can help you improve your campaigns and give you additional ideas for experiments. There is no one-size-fits-all approach when it comes to Facebook Ads; testing is the key. Ready to create or maximize your Facebook Ads performance? We at Feedback Systems can help you out! Get in touch to learn how our advanced Facebook Ad services can help fuel your brand growth.