Make Your Facebook Ad Stand Out in 5 Ways
Having a Facebook Advertisement is not enough to be considered a good advertisement. There are other factors that page owners have to consider to create a good ad on Facebook.
Facebook is one of the world’s most powerful social media platforms. You can go up to anyone and chances are that they have a Facebook account. Your spouse has an account, your siblings have an account, your parents have an account and, heck, even your pet probably has a Facebook account. The social media platform is used by so many people that it’s the perfect place for businesses to promote products, events and, more! The web platform has become such a popular place for businesses to show their wares that Facebook created a service aptly called “Facebook Business” to give business owners an opportunity to increase their business’ visibility. One of Facebook Business’ major features is the ability for businesses to promote on Facebook and even sister platforms of the company including Instagram, Messenger, and WhatsApp.
What are Facebook Ads?
Facebook Ads are advertisements that appear on a Facebook user’s feed on desktop, mobile and in the right column of Facebook on the desktop. There are two popular types of Facebook Ads: Traditional Ads and Boosted Posts.
A fair share of traditional ads is seen on the right side column of a user’s Facebook Feed.
- Traditional Ads are advertisements that users will see on the right column of a user’s Facebook feed on the desktop. When a business creates a traditional advertisement, the advertisements can also be displayed on Facebook’s sister services including Instagram, Messenger, and WhatsApp.
If Facebook feels that your page’s post can reach more users, the boost post button appears.
- Boosted Posts are Ads that use items from a Facebook Page as a source. Any item from a Facebook page’s feed can become a boosted post as long as the post abides by Facebook’s guidelines and policies. The ad can be a wall post or an original video that the page owner has shared, among other examples. Boosted Posts are only visible on a user’s Facebook Feed on Mobile, Desktop and on a user’s Instagram Feed. Users would not be able to see a boosted post on Messenger or Whatsapp.
Besides traditional ads and boosted posts, users can create advertisements using other types of Facebook ads.
Having a Facebook Ad does not guarantee that users will click on an ad. Advertisements should not be made simply for the sake of having an advertisement. Users should create advertisements that are catchy as they are informative. Page owners can do five things to make their Facebook Ad stand out. Good Facebook Ads are not just words thrown on a picture. Every ad needs more details than meets the eye.
- The Ad is Visually Appealing
Humans have an average attention span of 8 seconds which is one second shorter than a goldfish which is so advertisements have to capture the eye of the user within that precious amount of time.
An attention span that’s shorter than that of a Goldfish!
Selecting a low-quality image would make users browse away from your ad so you want to make sure that your image abides by the ideal size preferred by Facebook. The ideal image size for a Facebook ad is 1800×628 pixels. Once the user sees your ad, chances are they will be looking from left to right so your ad’s information should follow the same direction. When the user is browsing on Facebook, the normal direction that users browse is from left to right.
Nielsen Norman Group even released a study that proves a majority of users who browse the internet read from left to right possibly because of several reasons. One possible reason why users read from left to right is that the user is looking for the scroll bar which is usually located to the right side of a browser. Your ad should follow the same idea. Users should be able to understand what is going on as they swivel their head to the right side of the screen.
With your image now adjusted to the optimal form, the next step is to make sure your image appeals to the right audience.
- Know Your Audience
You can make your image as visually appealing as an advertisement but, you want to make sure that the ad is targeted at the right person. You can promote your ad better when you know who you want to sell to.
The popular GI Joe Cartoon and Toy series is famous for the phrase “Knowing is Half The Battle.” We can apply the same idea to your advertisement. Knowing your audience is one factor to consider when creating a good Facebook ad. The platform lets users adjust their ads to reach audiences based on Location, Behavior, Demographics, Connections and, Interests.
You could be a Denver SEO company who wants to promote your service to businesses that are interested in creating an online presence.
The first thing you want to do is to fix your location. Your business should cater to the Denver area and then, you adjust the demographics of your audience. Facebook can even adjust your ad to reach users based on their purchase behavior, device usage and more. Maybe your target audience tends to use the desktop more because they are not familiar with the Facebook app on the smartphone. As the advertiser, you should know what kind of audience you want to have that will consume your product.
Choose the age group, gender, level of education, relationship status, job title and much more.
Users may even receive advertisements because of a Facebook Like. For example, the user likes a particular brand of suntan lotion. The user may receive an advertisement from the suntan lotion’s sister company because the user liked the lotion’s Facebook page.
Other factors could also contribute to a user receiving certain advertisements based on mutual interests with Facebook friends or sharing the same location information, etc. Advertisers who target users with shared interests are an example of companies that narrow down the selection of their audience.
When the advertiser narrows down its audience, the advertiser can reach the type of audience they are primarily looking for. The chances of a user scrolling away are decreased because the advertisement is targeted to the user’s interests. Now that you have the user’s attention, you want to convince the user to click on the advertisement. The advertisement needs a hook that would convince the user to make a purchase.
- Have an Enticing Value Proposition
Now that your advertisement has been tailored to the correct audience and is visually appealing, the next step is to convince users to click on the ad.
All the advertiser needs to do now is to place a hook that will reel in the user to the intended action the advertiser wants to get. Let us say your ad is for your business that sells fishing gear. Don’t just tell your audience that you’re selling fishing gear. Give them more reasons to click on the link.
Maybe if the user clicks on the Facebook Ad, the user would receive a discount for accessing the website from Facebook. Advertisers could also tell users to use an exclusive Facebook discount code that other social media pages don’t have. Place the proposition to the right side of the ad so that users would be even more enticed as this would be the last item they will see.
Another way to convince users to click on your ad is through testimonials from public personalities. Many public personalities have their own followings that could give your business a try simply because the personality recommended your business to their followers. Inserting celebrity testimonials can increase the chances of getting a click because fans want to try something their favorite personality endorses.
Your ad, for example, can be about Guinness Beer endorsed by talk show host, Conan O’Brien.
“Conan O’Brien endorses Guinness Beer because he’s Irish. Get a 15% discount on your next Guinness purchase when you use the exclusive Facebook Code located on the bottom right of this advertisement.”
Now that the value proposition has been set up, the next step is to have a clear call to action right below your advertisement.
- Create a Clear Call to Action
The call to action is usually a phrase on the bottom of the advertisement and leads the user to the advertiser’s website or Facebook page. I’m sure you’re familiar with the phrases “Buy Now” or “Learn More” that you will see on almost every Facebook advertisement. Advertisers place the phrase on the bottom of an advertisement as a final hint to tell the user to visit their website or Facebook page and buy an item from the business. Adding a Call to Action also creates a sense of urgency for the user. The user would be enticed by the discount code or the limited time for the sale and the little value propositions could help the user become a buyer by clicking on the ad with the Buy Now button.
Calls to Action don’t stop on the ad itself. Advertisers can also place a call to action button on the button of their advertisement. The advertiser can adjust their intention for users who click the button. Users may be lead to the advertiser’s official Facebook page so the user can stay updated with the advertiser’s activities or the user could be brought to the advertiser’s website where they can purchase the item that was being promoted.
The final step, however, does not stop with the Facebook Ad itself.
- Consistent Details on The Website
The advertiser has the responsibility to ensure that what the user clicked on is what the user will get. Now that the user has entered the advertiser’s website, the advertiser needs to fulfill their promise to the customer of a discount or offer that was advertised on Facebook. In our example, it’s the exclusive Facebook Code for 15% off Guinness Beer.
When the user clicks on the advertisement for 15% off Guinness on Facebook then, the website should also display the same content of the deal. Customers clicked on the ad because they wanted a discount on beer so, one of the first items the customer should see is the beer promotion. Advertisers can’t just make an ad and mislead audiences with content that is not there. The advertiser can place a deadline on the Facebook advertisement and on their website to signify that the offer runs for a limited time which would not only count as a call to action but, the user would be encouraged to find details about an offer as soon as possible. Keeping details on the website and the Facebook advertisement consistent can show users that the advertiser knows what they’re doing and they will not be misled by the brand.
One Last Ad
Facebook ads are a wonderful way to increase the visibility of a brand online and attract more customers to a business’ website. However, businesses need to remind themselves that having a beautiful ad is one thing. The advertisement should also make sense.
You don’t want the customer to scroll past your advertisement because the ad was not aimed at the user. Narrow down the audience to the users you feel will surely interact with your post and maybe even click on the advertisement and convert the click into a purchase. Don’t forget to integrate all the details together to form an image that isn’t just beautiful but, also gets your message across the right people.
As the advertiser, users should understand the message you want to tell easily so they can click and make that purchase.
Author’s Bio: Dan Smink is the founder of C1 Partners, a Denver SEO company that helps small to medium enterprises with their digital marketing strategy. Dan comes from a background of 20 years in business leadership and has a track record of helping businesses achieve million dollar revenue values. He is an active community leader and a contributor to the Forbes.com’s Agency Council spreading the word on how digital strategies can make a positive impact on today’s businesses. You may connect with him on LinkedIn.