What Facebook offers with the Advertising Platform is to show your message to people you choose from its database (Targeted Audience). It offers variety positions: news feed (desktop and mobile), right column and audience network. And, the latest: Instagram Ads.
It also lets you to choose your objective for your campaign: new page likes, promoting post, website clicks, conversions, promoting events, offers…
However, it is nowhere stated that Facebook guarantees any kind of success for your Campaigns. So, Facebook just gives you space to advertise and promote yourself to people of your choice.
So, what would be the best way to advertise on Facebook? The answer is short: Be Creative.
Although the answer is short the execution is not so short.
Facebook has some creative tips for making your Ads, but are they enough? They just give you some guidance, but what you have to do is know your target audience and guess what they like.
So, how to advertise on Facebook best?
Catch the eye
The first thing you should focus on when creating your Facebook Ad is the visual part. It is the most engaging part of the Facebook Ad. So, make the image grab attention. You have to take in mind Facebook image dimensions, so that it appears just as you want it to be and show users your point with the image. Also, mind the 20% text rule and make sure your Ad is approved.
Do you think your you can use video in your Ad, based on your Objective? Use it. Video is what catches the most attention. However, many are using video just to use it, without it making sense with what they offer. So, once you decide to use video in your ad, make sure it is relevant to what you offer.
Once you catch their attention:
Don’t let the users wander around and skip your ad because they can’t figure what to do. Let them know immediately what to do, why take that action and what they are going to get out of it.
- Make the Headline actionable: Tell users what to do once they see your Ad. Let them know straight away what your Ad is about and don’t do hidden messages. If you want to fool users, that can only bring you either unqualified leads, or bad Relevance score and Facebook treatment.
- Use copywriting: Define the problem and offer solution. Include benefits and tell users your product or service different from any other?
- Tell users Next Step: In the context of Be precise, you should have clear Call-to-Action and encourage people to take action and click on your Ads.
- Mind the Landing Page: If you take people outside Facebook platform, you certainly are taking them to a Landing Page. Be sure the Landing Page is relevant to your Ads and share the same message. Otherwise the visitors may be confused and less conversions you’ll get.
Make it relevant
Facebook will assess your ads, starting from your image, ad copy, landing page and give each Relevance Score. If you want your Ads to be treated well by Facebook and shown to your Relevant Audience, you have to make sure your Relevance Score is higher.
The Creative Tips from Facebook combined with these tips will guide you make more relevant and better performing Ads.