Creating a Facebook Ad that converts is vital to the overall success of the Facebook Campaign. Getting traffic to the website is the easy part, but receiving traffic to your website is just a piece of the puzzle. Once you receive traffic on your website, you want to have people take a desired action.
- Are you looking to drive leads? Try using a Lead Generation Campaign. You can ask specific questions to people interested in your business through an automated chat and then continue the conversation with qualified leads directly in Messenger. You can gather customer preferences and create disqualifying questions to prioritize the most qualified leads.
- Are you looking to drive Page Likes? Try using an Engagement Campaign. Reach people more likely to engage with your post. Engagement includes likes, comments, and shares but can also include offers claimed from your page.
- Are you looking to drive online sales? Try using a Catalog Campaign. Show products from your e-commerce store’s catalog to generate sales.
Awareness
| Objective | Your business goal is to: |
| Brand Awareness | Increase people’s awareness of your business, brand, or service. |
| Reach | Show your ad to as many people as possible in your target audience. |
Consideration
| Objective | Your business goal is to: |
| Traffic | Send people from Facebook to any URL you choose, such as your website’s landing page, a blog post, app, etc. |
| Engagement | Reach people more likely to engage with your post. Engagement includes likes, comments, and shares but can also include offers claimed from your page. |
| App Installs | Send people to the store where they can download your business’s app. |
| Video Views | Share videos of your business with people on Facebook most likely to watch it. |
| Lead Generation | Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters. |
| Messages | Connect with people on Messenger, Instagram Direct, and WhatsApp. Communicate with potential or existing customers to encourage interest in your business. |
Conversion
| Objective | Your business goal is to: |
| Conversions | Encourage people to take a specific action on your business’s site, such as having them add items to a cart, download your app, register for your site, or make a purchase. |
| Catalog Sales | Show products from your e-commerce store’s catalog to generate sales. |
| Store Traffic | Promote your brick-and-mortar business locations to people that are nearby. |
The overall goal is to drive customers, not just visitors.
Best Practices:
Think of how people use social media and how you use social media. You likely don’t spend hours scrolling through your feed and reading everything you see there. Instead, you probably scan your feed rapidly and only tap the things that catch your eye in a few seconds or less. You need a Facebook Ad creative that’s bold, eye-catching, and engaging.
How To Make Your Facebook Ad More Engaging:
- Use vertical videos: Use a vertical or square aspect ratio. Most people hold their phones vertically, so you’ll cover more of their screen.
- Use less text on images: When you use text on your image, try a smaller font and fewer words to lower the proportion of text to image. We’ve found that images with less than 20% text perform better, though there is no limit on the amount of text you can use in your ad image. Learn more about text on images.
- Add multiple images using the carousel format: Carousel allows you to show several images for people to scroll through at the same cost. It’s a great opportunity if you have lots of product or brand images. Get carousel tips.
- Add movement: Ads with movement stand out in News Feed. When you make a Stories ad, you can use free templates that automatically animate your ad. You can also edit the colors, images, and fonts.
Here are some tips to take into consideration when creating your Ad.
- Keep Your Ad Copy Short – People on Facebook and Instagram scan quickly. In research conducted by the Mobile Marketing Association, it took 2–3 seconds for two out of three people to see and cognitively recognize desktop ads compared to 0.4 seconds on mobile. Keep your text short, clear, and concise to get your message across.
- Give Audience Fewer Choices – It’s smart to give your audience as few product choices as possible. The reason for this is that ads with fewer products tend to outperform ads with many products. If you’ve ever heard of “decision fatigue,” you know that extensive decision-making is stressful for the human brain and that people tend to shut down when faced with too many decisions.
- Keep your discounts in dollars vs. percentages – When it comes to discounts, your customers want to know exactly how much they’re saving. For example, “$35 off carpet cleaning special” rather than “15% off carpet cleaning special.” This streamlines the decision-making process for your customers and saves them from having to do the math in their heads – something we all appreciate.
- Have a Strong CTA (Call-To-Action) – A strong call to action can help you stand out from others and allows you to tell people the action that you would like them to take. Here is an example: “Contact Us Today” people already know it’s today and that you want them to contact them. That is obvious, but you can re-write the call to action to be more robust and more actionable. “Contact us on how you can save hundreds off your electric bill this summer.”
- Experiment with Different Ad Types – Facebook offers a variety of different ads. Single image ads, carousel ads, video ads, catalog ads, and dynamic ads. Knowing how each Ad works will allow you to see how you can make that applicable to your campaign. You can also know what type of ads your customers are more likely to interact with; just be careful with Ad Fatigue.
Conclusion:
When creating a Facebook Ad, make sure you have a strong message and that you’re setting your campaign up for success. At V Digital Services, we understand that managing your Facebook advertising can be challenging. That’s why we provide turnkey solutions that will take your online advertising to the next level. Contact us today.