They built it, and 1.73 billion active daily users arrived! Facebook boasts the biggest social media audience in the world and is home to one of the most robust advertising platforms in existence. This makes it possible for businesses of all sizes to reach their target audience using Facebook Ads.
You can choose the format, the visuals, the ad copy, the call to action, and who will see it. Then after you launch your campaign Facebook tracks how your ads perform. Remember, the more relevant, appealing, and creative your ads are, the better they will perform.
Remember, people are scrolling through infinite posts for entertainment. Humdrum ads will easily be drowned out in this 24/7 variety show that is your Facebook feed.
And we know that’s not what you want so we’re here to share the Facebook Ads best practices that will help your ads stand out and score more clicks.
What are Facebook Ads?
Facebook ads provide digital marketers and companies alike with the ability to promote their product or service through the massive social media network’s audience. With the ability to target users based on their unique demographics such as age, location, and other profile information, Facebook ads are a prime candidate for PPC real estate for brands worldwide.
The Facebook Ads creator is a built-in tool equipped with dynamic features to give each advertiser the VIP treatment. Why does Facebook put so much effort into ad platform development? Facebook became a $680 billion business through advertising revenue. 85% of its income is from paid ads.
Facebook offers five different ad formats that advertisers can choose from, and they still aren’t done adding new and improved features. Here’s a quick look at the different ad formats you can use.
- Image – A high-quality image or photo is the most basic type of Facebook ad.
- Video – It’s no secret that internet video consumption is at an all-time high. Videos tell a story, express more brand personality, and demonstrate products.
- Carousel – Want an ad that markets multiple items? No problem. Carousel ads are an interactive mini-catalog to feature your best offerings.
- Instant Experience – Formerly called Canvas ads, this interactive feature is all about mobile-first. When the user clicks the ad, it opens to fill the entire screen to create an intimate engagement. Videos, carousels, slideshows, collections, and forms can all be viewed with this feature.
- Collection – Showcase multiple products as an instant experience.
Having many options at your fingertips allows you to advertise in a way that is most effective and flattering to your business. You make Facebook successful by investing your ad spend with them and in return, they help you by giving you the features you need to be competitive and reach your target audience.
1. Write Copy That is Clear
Ever scroll through Facebook and stop to look at an interesting image but after you read the copy, you just keep scrolling? Social media ads are built around visuals, but without the right words, they fall flat. Images are there to support the ad and won’t make up for a weak message..
Ideally, an ad should accomplish three things: persuade, excite, and entertain.
Ask these questions from a user perspective.
- Does the copy make sense alongside the images?
- Who is the ad targeting and does it cater to your target audience? When you know exactly who you’re talking to the wording becomes easier to phrase.
- Is it too long and wordy? Cut out the fluff and avoid fancy vocabulary.
- Is jargon appropriate here? If you use terms people don’t understand, they won’t know that your ad is intended for them.
- What are the reasons someone would click?
Some brands prefer to engage the audience with storytelling that pulls their ideal prospect in. You’ll see these ads with a teaser followed by the “see more” button. This creates an intimate exchange where the prospect will hear the advertiser out.
Recap: When writing Facebook Ads, make it clear what the offer is, what the benefits are, and do so in a way that speaks to your specific audience.
2. Include a Call to Action
If you want more clicks then you have to give users something to click on. That’s where an effective call to action (CTA) comes in handy.
Facebook Ads best practices call for a strong call to action that is urgent and specific. It should also fit both the ad and the campaign strategy.
Sprout Social found that users are more likely to click “Learn More” compared to other common CTA types.
The CTA you choose depends on your goal. “Learn more” is appropriate for the top-of-funnel awareness campaigns and “Book Now” or “Sign Up” is more geared toward the bottom-of-funnel strategy.
Tip: Take full advantage of Facebook Ads A/B testing features to determine what works before expanding your campaigns. Learning how to write good Facebook ad copy takes time and split testing will help you refine your message.
Take the ad below for example, it clearly states the offer and its key benefits. The image shows examples of the templates they offer and the call to action matches the ad by inviting users to sign up.
3. Narrow the Target Audience
Many would say it’s creepy how much information Facebook collects from users, but as an advertiser, this works in your favor.
Facebook’s targeting features allow you to be extremely specific..
You can target users based on demographics, interests, behaviors, or any existing Facebook connections between a business and the user base.
Facebook retargeting allows you to drill down even further. Remarketing (or retargeting) directly aims for an audience who has previous touchpoints with your brand. This would be site visitors, email subscribers, etc.
Pixel coding in your website works with Facebook’s custom audiences to generate ads especially for people you’d like to invite back to your site.
Say someone visited a store site and added a few things to the cart. For whatever reason, they left the site. A retargeting ad offer with a deeper discount may lure the customer back. You can even use Facebook dynamic ads to show them the exact product they added to their cart.
Ready to Create a Facebook Ad That Works?
The Facebook Ads interface is easy to access. All you need is a Facebook account.
From your account, set up a page for your business and find your way to Facebook ads manager. The Facebook Ads Manager interface is user friendly but if you get lost, you can check out these resources provided by Facebook to help you navigate the various processes and features.
Now that you’re familiar with Facebook Ads best practices, it’s time to implement these tips and take your Facebook Ads to the next level!
Luke is the founder of Linear, a PPC agency with an intense focus on helping clients increase conversion rates and greatly improve their ROI. If you like what you just read, you’ll love getting your very own custom proposal. [email protected]
Interesting related article: “What is Social Media Marketing?“