Social media ad spending continues to grow every year. Why? It is a lead magnet when done right!
According to eMarketer, “Digital spending will see double-digit growth each year of the forecast, soaring from $83.00 billion in 2017 to $129.23 billion in 2021.” Moreover, other reports indicate that brands spent 65 percent more on advertising on Facebook, Twitter, LinkedIn, Instagram, and Pinterest in 2016 than in 2015. Therefore, it makes sense for businesses of all sizes to leverage social ads to reach their target audience.
When it comes to social media advertising, Facebook tops the list. The social media giant has been introducing a plethora of new targeting features to help businesses reach their target audiences. However, it is not easy to create an effective ad campaign. In fact, marketers often lose hundreds of thousands of dollars on Facebook ads.
So how would you ensure your Facebook ad campaign makes the right impact and encourages more people to engage with your brand? Here are a few tips:
1. Have a Good Offer in Place
When it comes to social media, a lot of elements vie for a click. You’re bound to see numerous news feeds from your friends, brands, trending topics, friend suggestions, and ads as well. It, therefore, becomes difficult to attract the audience’s attention to your particular offering.
In order to get attention, your ads need to offer something that is truly eye-catching. This means you need to have an excellent offer in place. Check the two examples below:
Both offers are great, but the second offer makes a greater impact on the audience. This is because most people look forward to doing something good for the society and dog lovers will automatically want to buy a product to support the helpless creatures.
This means you need to sell in a way that won’t make customers feel that you’re directly selling something to them. Remember, your competitors are also vying for the audience’s attention and they will also be offering them discount coupons, free shipping, and similar offers. The idea is to come up with something out-of-the-box that will make your ads stand out and encourage people to take an action. For this, you need to understand the audience’s emotions and make your offer accordingly.
2. Images Create a Great Impact
When it comes to creating Facebook ads or other online ads, people often stress on the quality of the ad copy. But owing to the fact that this generation has an attention span lower than that of a goldfish, having only an excellent ad copy isn’t enough.
Visual content makes a deeper impact on the human mind compared to textual content. According to the Social Media Marketing Industry Report 2016, 74 percent social media marketers use visual assets in their social media marketing. Moreover, according to Brain Rules, 65 percent people remember information if a visual is paired with it. Therefore, using relevant images within your Facebook ads increases the chance of your brand getting noticed by your target audience.
Look at the ads below:
Which portion of the above two ads draws your attention first? The images, definitely. Images make your ads stand out from the other elements on the page, thus attracting immediate attention. The titles and descriptions typically tend to be in the default blue and black colors, and don’t create the kind of impact as images do.
When it comes to using visual content, people often think they must invest in professional-quality images. But that’s not true. Use images that are relevant to the subject of the ad and ones that are close to real life. Take, for example, the ad below:
This ad by Verlocal uses a real-life image to promote an event. Anyone interested in cooking classes is sure to click on this ad. Use images appropriately and watch the click-through rate shoot up.
3. Know Your Specific Audience
The best thing about Facebook advertising is that it allows you to target super-specific audiences. However, in order to ensure a high click-through rate, you need to target the right segment of people. Facebook’s Audience Insights can be a useful tool here. It allows advertisers to find potential customers based on characteristics and interests of people who already like your business. By knowing your target audience, you can minimize the risk of losing money on ads that offer no ROI. The insights not only help advertisers target their ads better, they also help marketers create stronger content strategies.
For example if you are selling running shoes, Facebook allows you to target people who are specifically interested in running shoes rather than promote them to anyone and everyone. By using Facebook Insights, you can scale your campaigns to get more sales by finding dozens of other related interests. Here is how you can use Facebook Insights to refine your audience for better ad targeting:
- Navigate to the Ad Manager listed under ‘Tools’ and select ‘Audience Insights.’
- Select your audience (choose from three categories – Everyone on Facebook, People connected to your page and Custom Audience).
- Choose the parameters (such as age, location, gender, occupation) of the audience you want to analyze.
- Save your audience.
By using the valuable data thus received, you can build audience personas and create ads that are perfectly relevant to them. By targeting a specific segment of people, you can ensure lower monthly expense and higher ROI.
Creating an effective Facebook ad campaign is no rocket science. You need to understand how the platform works and know your audience thoroughly. With the above tips, you canget started with creating an ad campaign with some initial success. Remember, Facebook is always upgrading its features, so keep upgrading your knowledge accordingly and try out new features to create ads that create a greater impact on the audiences.