Before we get into Facebook ads best practices, it’s probably important to cover why running ads on Facebook is important. With a user base of 2.41 billion active users and growing, it’s highly likely that a good portion of your prospective customers probably make use of the platform. Unfortunately, as Facebook has grown, so too have the costs of actually reaching your followers. Organic reach has dwindled, and it’s no longer enough to simply have a Facebook page.
While there are ways to increase your organic reach, you’ll never reach all of your followers, and if you want good results, Facebook advertising is the way to go.
93% of marketers make use of Facebook ads, but unfortunately, achieving high ROI isn’t as easy as it seems. To ensure success, you need to implement certain Facebook ads best practices and consistently be working on your campaigns. While Facebook ads aren’t exactly rocket science, these best practices can help you to get the most out of your campaign.
Facebook Ads Best Practices to Create Engaging Ads
Optimise Your Targeting
One of the most important aspects of your Facebook campaigns is to know exactly who you are targeting. The goal is to reach only those who will be interested in what you’re selling. Ideally, you’d like to show your ads to users who are:
- Interested in learning more about your type of product or service.
- Curious about how your products and services can help them.
- Receptive to your marketing messages.
Unfortunately, targeting is one of those Facebook ads best practices that are taken for granted. This is because many brands feel like, the more people they reach, the better their results will be. Big numbers won’t get you very far if your ROI is low, though. Having a clearly defined target audience helps to improve conversion rates and decrease wasted spend. To get your targeting right, there are certain things to take into account:
- What social platforms does your target audience use?
- Which languages do they speak?
- What kind of communication are they used to?
- What content excites them, and how do they usually engage with it?
Hopefully, you should already have the answers to most of those questions. You can also make use of Facebook’s Audience Insights to get to know your audience demographics. Analysing this audience data will allow you to target your ads more effectively and create super-relevant ad copy which gets you noticed.
Knowing your audience well goes a long way when it comes to running successful Facebook ads. You need to spend time understanding who you are targeting and why.
Focus on Writing Better Copy
There’s no denying thatFacebook ads are visual. When people are scrolling through their Facebook feeds, it’s most often the images which catch their eye. In fact, according to HubSpot, the most successful Facebook ads have almost the same elements. Their images were:
- eye catching
- familiar or recognizable
- convey the product, service or event
- have consistent color palette
- have elements that guide eye movements
- and present the information immediately
85% of consumers say that color has a strong influence on their purchasing decision. So you should also choose the right colors to elicit the right emotions from your target audience. Unfortunately, a good image is useless if it isn’t accompanied by an equally good copy.
Investing in Facebook advertising will only be worthwhile when your ad actually makes an impact. Relevant and powerful copywriting helps you get more clicks to your site, but also gives direction to users. Improving the relevance and impact of your copy is definitely one of the most important Facebook ads best practices.
There are three things that your Facebook ad copy needs to do to work:
When you have the above three elements in your copy, it’s easy to make a strong connection with your audience. It also gives them the exact information they need to take action. The right copy is an integral part of a profitable Facebook ad.
There are three simple ways to write higher-converting Facebook ad copy
Make Sure Your Copy Matches Your Visuals
Getting the right visuals for your Facebook ad may seem like a struggle, especially when you’re into B2B marketing. As a result, many businesses don’t take their visuals seriously. But using an image that is irrelevant to the ad copy is a mistake that can cripple your campaign. The last thing you want is to confuse the people who see your ad. And that’s exactly what happens when the image and copy don’t match. This naturally leads to a lower response rate and a poor ROI.
Use One, Clear Call-to-Action
Successful Facebook ads don’t try to achieve too much. They are laser focused on achieving one single goal. Which is why it’s important that you have a call-to-action or CTA that resonates with your main goal. Whether you’re trying to generate more leads or achieve higher sales, you have to direct your users with a clear call-to-action. Even well-designed Facebook ads can fall flat without a proper CTA. Spend time coming up with the right one.
Some of the best ad copy written uses simple language without complicating things. The purpose of your ad copy is to convince people to take action, not impress them with your language skills. Remove any verbosity and aim to write your Facebook ad in a way that your audience can understand.
Anyone seeing your ad should have no problem understanding:
- Your offer and what it is exactly about
- The benefits that they can get from it
- What action you want them to take
Remember, the easier your Facebook paid ads are to understand and connect to, the more response you will receive.
Make Use of Facebook Remarketing
One of the best things about using Facebook ads is the fact that you are not limited to a certain type of marketing. Facebook gives you the freedom to reach your existing leads by remarketing to them, which can make your advertising strategy even more impactful. In the list of Facebook ads best practices, remarketing has its own, profound place.
By leveraging Facebook remarketing, you are able to show your ads to people who have already had an interaction with your brand in the past, including:
- Pevious website visitors
- Previous customers/clients
- Current email subscribers
Facebook remarketing is one of the most effective ways to reconnect with the prospects or leads you’ve had some kind of interaction with. These leads matter, because their potential to convert is much higher. They are already familiar with your brand, and they know what you and your products stand for. So when compared to other leads that don’t know much about you, here even a little nudge can prove to be a big push.
When Buffer wanted to increase the number of podcast downloads they were getting, they didn’t pick a random set of users and target them. No, they actually created a custom audience made up of Facebook users they were sure of.
Here’s what they did in a nutshell:
- They created a custom audience made up of recent blog visitors
- Their ads only targeted blog visitors who were using iOs devices such as iPhone and iPad
- They promoted only the successful episodes of their podcast
As a result of taking a strategic approach to Facebook ad targeting, Buffer was able to generate 3,870 laser targeted clicks to their podcast episodes, spending $0.24 per click, with a budget of less than $1,000.
So, if you already have a significant amount of traffic coming to your site every month, or if you have a list of targeted email subscribers, then it makes more sense for you to remarket to them rather than creating your own audience.
Because this way you’ll not only decrease your chances of losing your advertising dollars, but will also get quicker results.
Leverage Video-Based Ads
A large number of Facebook users are consuming more and more video content on Facebook on a regular basis. If you don’t add video to your Facebook advertising mix, then you may be leaving money on the table. It’s one of those Facebook ads best practices that often gets ignored since it requires more effort.
When done right, Facebook video ads can and do surpass image ads. They can prove to be a powerful part of your core video marketing strategy.
Here are some useful tips to effectively leverage Facebook video based ads:
- Use Text with Your Videos: Video marketing isn’t always easy. Sometimes you create videos that take a little time to get to the meat. So if there’s a risk that the video’s message may not be understood right away, try adding some text to keep viewers enticed. Use some effective copy along with a strong headline to get them to pay attention to your video before they decide to scroll away.
- Have a Strong Start: The first 10 seconds of your video are very valuable. They can either make or break your video. Because people usually leave within the first few seconds of a video if it doesn’t interest them. So make sure to catch their attention with a strong start.Use persuasive imagery right in the beginning to make that impact. Give viewers exactly what they are looking for so that they continue watching your video. Make it worth watching.
- Take an Authentic Approach: Ever wonder why a stock photo doesn’t work as well as a real, natural photo? It’s because the latter feels more authentic. Similarly, videos that look staged with fake/bad acting aren’t as appealing as video content that is real, genuine and relatable.Facebook is a place where people want to connect to people. So as a brand, your job is to make your video ads more human and approachable.Forget the ads you see on the television. Focus more relating to your target audience in an authentic manner. Aim to speak directly to your prospects/customers. Only then will your video ads stand out from the rest.