Facebook ads are incredibly customizable.
You can have different headlines, links, images, videos and placements on every ad you run, and you can even choose overall campaign objectives that help you better and more efficiently reach your goals.
But having more options isn’t always better.
In fact, the ever-evolving features of Facebook ads can make it pretty hard to fall on a solid strategy, and they leave the door wide open for errors, missteps and downright disastrous campaigns.
So how do you ensure that doesn’t happen? What’s the secret to creating an effective, high converting Facebook ad that brings you leads and sales?
It all comes down to three things: the right audience, the right placement and the right creative.
The right audience.
An ad doesn’t stand a chance if it’s being shown to the wrong people, and that’s why really knowing your audience – or at least the audience you hope to have, is vital to a solid marketing strategy.
Invest time and resources into getting to know your customers – their demographics, their location, their interests and, most importantly, their needs and struggles. These details will guide not only who you target with your Facebook ad campaigns, but how you go about relating to them, resonating with them and inspiring them to do business with you.
When setting up your campaign, be sure to drill down deep with your audience targets. Specify ages, genders, geographic locations, interests and any other details you know about your customers. This might cut down on your audience size a bit, but it will increase the efficacy of your campaigns tenfold, as they’ll be more customized and tailored to the exact people you’re speaking to.
The right placement.
There are three major ad placements on Facebook itself (desktop news feed, desktop right column and mobile) and additional placements within Facebook’s Audience Network. You can choose to run your ads across all Facebook placements if you want to, but remember, not all require the same size photos or offer the same capabilities.
Your best bet is to choose one placement per campaign, so you can fully optimize every facet for that unique spot. A few notes about each placement:
- Desktop news feed – This will give you the most real estate image-wise, but it will also cost you the most, as it’s typically the most expensive placement on the books. Still, if your ads are driving customers toward a high-dollar sale or important lead generation campaign, the investment might be worth it in the long-term.
- Desktop right column – Images and text are smaller here, and ads in this area usually don’t garner as much viewing. As a result, they’re a little less expensive than news feed ads are. This is a good placement for retargeting ads and more awareness-based messages.
- Mobile – Mobile placements are ideal for lead ads, as well as awareness ads, and they’re especially effective at reaching younger audiences and those demos who are more on-the-go.
Facebook also offers placements within its Audience Network, which includes hundreds of websites, apps and other platforms where Facebook ads are displayed. Here’s a little info on the Audience Network, if you’re not familiar with it. It’s a good way to expose your brand to users outside of the Facebook platform and even on competitor’s sites. Keep in mind that you will not have control over what type of site your ad will be displayed on so if you want to be cautious we suggest avoiding this placement.
The right creative.
Your ad’s creative – the imagery, text, links, videos and other content, needs to fall in line with your audience and placement. An image cropped for desktop viewing isn’t going to look as good (nor have equal conversions) if seen in a mobile placement. And likewise, an ad aimed at 20-something travelers probably isn’t going to get as much traction with photos of an elderly couple swinging on their front porch.
Like puzzle pieces, your audience, placement and creative need to match up and work harmoniously in order for your ads to deliver results.
Here are some keys to honing in on the right creative:
- Know your display specifications. Every placement requires different display specs for its imagery and videos, and it’s imperative you fall in line with them for best results. Putting the wrong-sized image is the quickest way to muddle your message and turn potential customers away from good. (Use this guide to make sure your images are optimized for your placement.)
- Choose relevant imagery to your audience. Know what your audience does and doesn’t like, and make sure to choose images and graphics that will pop out to them. If your image has people in it, make sure they’re people your audience can relate to. If it’s text or graphics, make sure they’re on-trend and in a style your customers would find appealing.
- Use appropriate language. Speak your audience’s language. Are there certain buzzwords or phrases they say? Use them – and do it right. Are they more the professional type? Pay special attention to grammar and punctuation. Talk to them like a trusted peer, and you’ll get more traction.
Other Ways to Improve Conversions
Once the pieces are in place, there are a few other things you can do to up your campaign’s results. For one, you can use your ads to drive users toward specific, targeted landing pages. Your landing pages should be optimized with a single call-to-action in mind, using content that speaks to the user’s unique needs/challenges, positions you as the solution to those challenges, and drives them to take action and interact with your brand.
You can also use analytics to tweak and improve your campaigns as they go. Make sure the Facebook pixel is installed on your site, and set up event tracking so you can see just how many conversions your ads are delivering. If your results aren’t up to snuff, make changes and test new strategies as you go. Over time, you’ll settle on a method that works for your unique audience, placement and messaging.
Want help creating high converting Facebook ads for your brand? Outlet Creative Group can help. Contact us today for more information.