Google Ads are uniform in nature and easy to place, track, and optimize. With Facebook ads, varying size templates sometimes make it more challenging to juggle headline, image, text, and options for a Call to Action. There are different placements and different message opportunities across all types of devices.
What’s this mean for marketers? What sometimes looks great on one platform will almost certainly not work for another.
Here are 5 tips to optimize your Facebook ads and make life a lot easier – and save you a bunch of money.
1. Use Striking Imagery
Facebook has gotten very good at embedding their ads seamlessly into a user’s newsfeed. This means your ads don’t have to just compete with other ads, but also with your target’s friends’ posts, too. Choose an image and create content that makes someone stop scrolling and pay attention to you. Photos or graphics with bright colors help catch your target’s eye. Creating an emotional connection by using slice of life content and highlighting actual people they can relate to will entice them to click and learn more about you and what you can offer them.
It’s also great to utilize whitespace.
2. Optimize ad placement
Facebook provides 3 default options for running your ads: desktop news feed, desktop right column, and mobile.
The desktop newsfeed location is best for conversations and high engagement (but can get cost prohibitive for other objectives). Reserve the desktop right column option for retargeting and remarketing to brand-aware people. Finally, using the mobile location is great for driving discovery and brand awareness.
Think about your audience – then decide what the best option is for you, your brand, and your audience. Running on all three locations might not make sense, or might eat into your overall budget, so be smart about which locations may perform better for your business.
It might be time for a little analysis to see which locations perform better. To do this, you’re going to want to look at the “Breakdown” section of your ads in the Facebook Ads Manager. Choose “Placement.”
From there, you’ll be able to see how your ads are doing based on cost and click-through rate (CTR). Choose only the ads that are performing the best, and eliminate the rest.
Digital Marketing Institute recommends adjusting this in your ad’s “Placement” settings.
From this panel, you can even decide whether or not you display ads on Instagram and Facebook’s Audience Network.
Gain control of your ad placement to maximize results.
3. Short and Sweet Headline
There are many headline strategies that companies and publications are utilizing to increase clicks. For example, you could utilize the “cliffhanger” or “clickbait” strategy which has a sole purpose of inciting intrigue and clicks.
Ex. Man Tries to Hug Wild Lion. You Won’t Believe What Happens Next!
There’s also the “odd numbered list” strategy which, backed by many studies, claims that grouping information in parcels of three or five can help people absorb information better. In marketing communication, it is also believed that odd numbers of facts suggest the content of the list has been dictated by the nuggets of information available, making it more authentic, than even numbered lists.
Ex. 5 Incredible Tips to Increase SEO
No matter what strategy you use, make sure to make all headlines short and sweet.
Concise and pithy wins. The median length for headlines on Facebook ads is only 5 words. Which means you need to get your point across fast, and get out of the way.
4. Include a strong value proposition
Your Facebook ad creative all starts with the value proposition. On Facebook, audience targeting is more important than ad creative. Better audience targeting with an average ad will almost always outperform an ad with amazing creative and average audience targeting. Be sure to combine both logic and emotion to sell the value behind whatever it is you’re advertising.
Here’s how that fits into the hierarchy of a successful ad messaging:
- Headline: The big, bold promise you solve for customers.
- Supporting Copy: The benefits that add context to your offer, explaining how quickly, how easy, or how effective it is.
- CTA: The action (or verb) someone takes to attain the value you’re promising.
5. Have an action-oriented CTA
The CTA is like the anchor in the Olympics 4×1 relays. It’s the element of the team (read: ad) that can make or break the user completing the desired action. The best CTAs use a verb to hint at what the target is going to get when he/she clicks. Short phrases like “Sign Up” or “Shop Now” are best.
Facebook ads are tough to pull off and can take a lot of time to get optimized for your audience. There are many different variables in play, so you need to be smart about strategy and trial-and-error to secure eventual conversions.
Start by outlining your company’s objectives, choosing your ideal placement, and develop a strong value proposition that will deliver what your buyer wants. Then, create content that’s visceral and evocative, and that drives a strong call to action. Then, manage those impressions and analyze your results!
What are your favorite tips and tricks when it comes to Facebook Ads? Comment below!