An In-Depth Analysis Of Crafting Successful Facebook Ads
Updated on: 22 April 2022
There are different uses of Facebook ads: some use it to promote their page while others use it to guide users to specific posts on their website itself. While Facebook moves toward focusing on native ads and ensuring traffic stays on the application itself, individuals and businesses can still be successful in boosting their website traffic by sending consumers to their targeted page.
There are many different ad formats such as images, carousels, videos, collections, and instant experiences. Ultimately, these variations of Facebook ads target consumers and users based on their demographic, profile information, and location.
Once the ad is created, Facebook users that fit within the targeted range will be able to receive your ad in their newsfeed. This in-depth analysis aims to guide you through some recommended tips that you can take note of in your next CPC (Cost Per Click) ads.
Who will Facebook ads benefit?
Many brands are not successful with Facebook advertising because their industry might not be an excellent match to the tool. Facebook ads in the past were geared towards display ads rather than search ads. However, over the years, a new variation of ads, such as product ads, allows brands to sell their products or services directly to consumers.
Here are some types of businesses or brands that are more likely to benefit from Facebook advertising.
- Brands with low-friction conversion. Facebook users are fickle-minded and aren’t likely to make a commitment to purchase off the bat. Rather than getting them to make a direct purchase, it would be better to target simple conversion by getting them to fill in the necessary details should they be interested.
- Business model with small purchases or long sales cycle. Subscription pages and daily deals are ideal examples of business models that thrive using Facebook ads. Instead of banking on a large purchase, they profit from small purchases over an extended period.
Targeting Facebook ads
The primary mistake most brands make when using Facebook ads is not targeting users correctly. The extensiveness of Facebook ad targeting options is undeniable. You can target audiences through demographics and lookalike users similar to your current pool of customers. You can even select the option to target users who have previously visited your website.
Facebook ads allow businesses to target Facebook users by the following factors:
- Relationship Status
While every option can be helpful in your campaign, it is good to focus on interest, age, location, and gender. When creating an advertisement, you have two interest options:
- Broad category: It includes general topics like movies, electronics, and gardening. Broad interests allow brands to reach a large pool of users better and efficiently. However, these users may increase the cost of the ad and does not guarantee ready-to-buy customers with purchasing power.
- Detailed interest: It allows brands to reach specific users using the information in their profile, such as liked pages, listed likes and interests, and linked applications.
Some of the most common Facebook ad mistakes many brands often make is trying to cast their nets as wide as possible, hoping to catch as many fish as possible. This is definitely far from what should be done. Rather than target general terms, focus on specific keywords and interests. Do some research on what your customers are reading, who they follow on their social media, and the products or services they go for.
One advanced tip that you could utilise is to use Facebook logins as a sign-up option on your page. That way, your brand can access a pool of data and insights into what your audience is interested in, thereby allowing you to fine-tune your campaigns.
Facebook ads images
You can have the most compelling and meaningful content on Facebook, but if the image you use does not go well with your targeted audience, it’s unlikely that you will get any clicks or conversions.
A few things about images you should note are to avoid using low-quality and stock images or your brand’s logo (unless your brand is famous). You should either purchase images, create them from scratch, or get licensed photos. We will let you on a must-know style of images that works well with most audiences.
- Ensure that the age of the person in the image fits the age category you are targeting. One good tip is to use pictures of people facing the right. This is because your ad text would be on the right of the image. Hence consumers will typically follow the subject’s line of sight and will more than likely go through your ad text.
- If your image includes text, always consider those texts as a continuous flow of your ad text. Use bright colours with clear and readable fonts.
- Memes or humour related images always catch peoples’ attention and bring in clicks. However, using these types of ads does not generally bring in as many conversions. Hence, if you were to use this form of ad images, it would be better to set a lower budget to prevent a lot of curious clicks that don’t eventually lead to conversion.
At the end of the day, it is always best for brands and businesses to hire a digital marketing agency or engage a team of creatives to handle these aspects of marketing. Facebook users are exposed to tons of posts and ads each day, and they can quickly snuff out stock images or low-quality ones.
Successful copywriting for Facebook advertising
Facebook ads have a character limit of 40 for headlines and 125 for body text. Nevertheless, you can still utilise the AIDA method to craft out an attention-grabbing ad text.
- Attention: The headline of the advertisement should be “clickbait-y”. Not false information, but something that will, at a glance, grab the potential consumer’s attention.
- Interest: Briefly describe the one key benefit the user can get from your product or service. You only have limited characters. So, jump straight to the point!
- Desire: Throw in some fresh bait in the form of discounts, limited time offers, or free trials to entice them to want to purchase your product or service. People like free and cheap stuff!
- Action: Conclude the ad text with a call to action.
Here is an example should you be writing for an app developer course your business is conducting:
Headline: Want To Become The Next Mark Zuckerberg?
Ad Text: Learn everything you need to know to design the next biggest and most used app. Save up to 60% when you sign up with us now!
There are still many aspects of Facebook advertising that you need to take note of, from optimising your landing page, to ensuring optimal conversion rates and tracking the performance of your Facebook ads to tweak and adjust them accordingly. An advertisement will inevitably deteriorate over time as the content becomes stagnant. Hence, you must constantly refresh and rotate your ad by changing the images or content accordingly.
Nevertheless, despite the steep learning curve Facebook ads have, they can be an ideal marketing tool for the right brand if done correctly. If you are looking to utilise Facebook ads in your marketing campaign and just do not know where to start, one way to succeed is to engage professional help.
As a Meta Preferred Agency Partner in Singapore, Impossible Marketing has helped managed over $4 million worth of Facebook Ads spending for hundreds of brands in Singapore. On top of that, we also offer an array of digital marketing services such as SEO, SEM and lead generation – contact us to get started on your campaign by reaching out to us at +65 6208 8111 today!