Facebook Ads remains an effective digital advertising tool for brands due to its large audience and detailed targeting options.
When developing a Facebook Ads strategy, combining creativity with data insights is critical to distinguishing yourself from your competitors.
However, achieving this and following through can be more complicated than it seems. Success takes getting to the heart of what drives someone to click your Facebook ad and then convert.
I’ve said it before, and I’ll say it again: This would happen at the first point of contact in an ideal world, but it’s important to remember that your audience encounters multiple touchpoints with your brand on their journey to conversion.
So just following the data or writing something catchy won’t cut it – you have to have both to earn that click.
Read below to learn more about effectively increasing engagement and earning clicks on your Facebook ads.
Before you start: know your audience
Knowing your audience is the first step to any successful marketing or advertising campaign.
Using available data about your customers and feedback about your products can help you “read the room” as to what potential buyers are seeking during the buying process.
It works like a domino effect:
- Understand your audience’s values regarding your product Tailor your ads to their needs.
- Understand who is reading your ads and their needs It highlights the most compelling details for them.
- knowledge What is most convincing? to your audience that leads to additional clicks and increased conversions.
Diving into the data to understand your target audience on Facebook is a skill in itself.
Once you have a good handle on this aspect of your business, it is time to start advertising on Facebook.
A great ad can help your brand create compelling campaigns that drive consumers to your products with the right mix of appeal and visibility.
Let’s take a look at the two most important factors for earning clicks on your Facebook ads: ad setup and ad design.
Part One: Preparing the Ad
Businesses have different priorities when creating ads, and Facebook offers options for formatting ads to best promote your brand.
Whether you want to use images, videos, sounds, or words, there is a format to help you achieve your marketing goals.
Companies should use different ads because everyone deals with ads differently.
While some people prefer video presentations, others prefer words that accompany strong visuals.
Experimenting with a variety of formats gives your business insight into which ads appeal to your target audience.
Some of the format options available through Facebook Ads are:
Single image and slideshow formats
A Facebook image ad is a simple format for using a single, high-quality image to showcase your brand.
This format is quick to create and allows you to feature a specific product, which helps it stand out in your feed.
Slideshow can also display multiple images.
This format takes the images you already have, adding motion and sound to create an ad that loads quickly across devices.
Slideshows are also easier to create, less expensive than videos, and load up to 5 times faster than a video ad.
Here is an example from hungry root It uses a single photo and includes a discount to increase engagement (which I highly recommend!).
When to use this ad format
This format is ideal for companies that have a simple and easy-to-understand product, particularly for startups or those on a tight budget.
If you’re still collecting data via ads, starting here will give you the metrics you need (like images, wording, etc., that work best) before moving on to more expensive and more advanced ad types.
Video ad format is probably the most effective for Facebook PPC, no matter what your industry is.
Offers his Facebook Content Creators Studio A tool to help you create a video clip or slideshow of the images that will make up a video.
You can also create your own video and upload it to Facebook.
to me promoFacebook video ads receive 10% to 30% more views than other ad formats.
Here is a great video example from revealing.
Creativity becomes easy if you have a product that you can show off with a video.
However, if you’re providing a more complex service, a common idea is to picture someone on your team talking about your company.
It is attractive and eye-catching. Keep it short and sweet!
You can see an example of this at helium.
When to use this ad format
Like static ads, you can and should test video ads as soon as possible.
While video ads usually perform better regardless of the type of business, it’s still worth testing alongside your static ads to see what works for your audience. So whether you’re a startup or more established, videos are worth it.
Another pro tip: Add captions to all your videos!
The carousel format allows marketers to display up to 10 photos and videos within a single ad.
Each photo or video has its own link, which will take potential buyers directly to a landing page to provide more details about promotions, product details or additional information about services.
The carousel format also allows you to display a series of events related to your ad.
Carousel ads condense the content into a single ad while providing users with the opportunity to click on images to interact with your brand.
Check out the example from West Elm – Notice how the overall theme is outdoors, but each photo has its own creative button and a Shop Now button.
When to use this ad format
Carousel layouts are useful for showing different angles of a single product, showcasing multiple products, showing a process, and providing engagement as users scroll through slides.
If your product or service has more than one use, this is the best form of advertising to get your message across.
Collection Coordination (e-commerce)
Facebook Collection Ads It allows consumers to browse products through an introductory video, paired with a series of product photos in a grid layout.
The initial video highlights the range of products you’re promoting in the campaign.
When the user clicks through, they can browse the products that are part of the collection on a fast loading page. Links are available to make the journey from discovery to browsing to purchasing seamless for the customer.
Want to step up your creative game even more?
Boost your group ad with an instant experience.
Instant experience A full-screen experience that opens after someone clicks your ad on a mobile device. It is a great way to highlight your products and services.
noticeable It has one of the most creative ads we’ve seen using this format.
When to use this ad format
The collection is best suited for e-commerce brands with a catalog of products to display.
This format creates a storefront where four or more products are available for customers to browse through, allowing you to group related items to increase sales.
Facebook offers dynamic experiences for single image ads and video ads.
This option tailors your ad to the viewer using variations of the same ad – your team creates an ad with a single image or video and other text options.
The platform automatically creates different ads with scripts, modifies the media with optimizations, and creates the most effective ads for the target audience.
This process might include adjusting the brightness, cropping an image, or using a filter to make your ad stand out.
Compositional changes to your ad may consist of ratings, showing relevant comments, and various text combinations to create an attractive headline.
Facebook then displays the personalized ad to the user, anticipating which change is likely to garner responses.
A dynamic ad is similar to one of the ad formats above.
However, it changes based on the user.
You can learn how Create a dynamic ad here.
When to use this ad format
I usually only recommend this type of ads to large companies that have a third-party team or company to manage Facebook ads.
Additionally, this format is best for those with slightly different audiences for the same product or service.
Also, you will need to engage aggressively with your different audiences before diving into this type of ad as it can be confusing.
Part Two: Ad Creative
The creatives displayed on Facebook require thoughtful planning to engage with users and get the message across appropriately from marketers.
Keep in mind the following elements that can lead to successful campaigns and more clicks from users.
Since ads are quickly scanned as users scroll, keep your body text short and to the point. Facebook suggests limiting your words to 125 characters to avoid truncation.
Acknowledge your audience demographics by choosing the best words to engage with your users.
Are you targeting potential buyers based on their age, interests or behaviors?
If so, highlight these essential elements in your body text. Attracting consumers to your product requires useful text that meets their specific needs.
It’s important to write directly to the audience, whether you’re trying to engage potential buyers or remarketing to a consumer previously interested in your product.
When creating your ad, choose media assets that are unique and represent your brand.
Authentic content is excellent at engaging with users and generating clicks.
Additionally, make sure your media is diverse in race and gender – inclusion and representation are important when marketing your brand and making connections with your target audience.
Your Facebook ad headline should complement your call to action.
For example, a CTA could encourage a user to click to download a free catalog, view exclusive deals, or find out more details about a collection.
Make sure to highlight special offers in your header.
A call-to-action like “Save up to 30% + Free Shipping” should be highlighted in the title to attract consumers and encourage clicks.
Keep in mind that you only have up to 40 characters before truncation.
It’s time to get creative!
Thoughtful CTAs meet the consumer at their place on the shopping journey.
If they are browsing a product range, CTAs like “shop the collection” or “see new arrivals” generate interest in the brand.
Offering free trials, catalogs or exclusive deals are all opportunities to engage with your audience.
Customize your call-to-action for each company and industry.
Using a “shop now” call-to-action is valuable to e-commerce retailers, while a “learn more” or “download now” call-to-action provides communications for business-to-business (B2B) marketing.
Landing page optimization for ads is crucial in creating a seamless experience for potential customers.
The landing page should be relevant to the ad, whether it is a product detail page or a lead capture page.
It is essential to provide consumers with the information they want to explore your products or services and the logical next steps in the conversion process.
Optimize your landing page for mobile users, meaning content loads instantly so users can navigate easily, and checkout (e-commerce) is efficient.
Facebook ads generate revenue for businesses large and small with their wide audience.
Therefore, taking the time to create ads that generate clicks can be worth it in the long run.
Your marketing team can create a Facebook campaign that clicks by thinking of formats to best showcase your products while actively engaging with your audience’s interests.
- 12 Facebook Ads Features Every Marketer Should Know
- 5 creative ways to use the Facebook ad library to your advantage
- How to Advertise on Facebook: A Beginner’s Guide
Featured image: Kaspars Grinvalds / Shutterstock