Jonathon Gorham is the founder of Engine Scout, a marketing agency in Melbourne, Australia, that specializes in SEO and web design services. He leads the team's business development and marketing efforts.
How to Create Effective Facebook Ads That Convert
And the numbers are increasing steadily.
But with such stiff competition on the platform, how can your business make sure your ads are converting and you are not just wasting your money?
Don't fret; we've got you covered. In this guide, we will talk about Facebook ads along with nine tips to help them convert like a pro.
Why Use Facebook Ads for Business?
We are all aware that Facebook is the most popular social media channel on the planet. With a strong user base of over 2.89 billion monthly active users - Facebook gives you numerous opportunities to connect with the visitors.
Plus, the ads on the channel are easy to set up, affordable, and provide almost instant results. The only challenge is to create ads that actually work and give you the outcome you are aiming for.
Now let's take a look at the strategies that can help you with the struggle of creating Facebook ads.
1. Always Have a Goal in Mind
When creating a Facebook ad, it's essential to have a goal in mind.
What do you want people to do when they see your ad? Do you want them to click on the link and purchase a product? Or to increase brand awareness?
Your goal will dictate the type of ad you create, the images you use, and the copy you write.
If you're not sure what your end goal is, here are a few common ones to consider:
- Increase brand awareness
- Generate leads
- Sell products or services
- Increase web traffic
When creating your ad, you will have to specifically consider the ‘goals’ point of view to decide the elements such as copy and pictures.
For instance, check this ad from My Doggy Training.
They simply want to increase followers on their page. So their ad is geared towards getting people to like their page with a clear call to action.
If you are a dog enthusiast, you will definitely click and like the page to see their future posts. Why? Because they aren't demanding any action, they are offering free learning resources when you like their page.
Successful ads will always be targeted and specific to what you are trying to achieve.
2. Use a Clear and Concise Headline
Your headline is the first thing people see when they scroll through their Facebook feed. The goal of your headline is to get people to stop and read your ad.
Your headline should be clear and concise. It should tell people what your ad is about and why they should click on it.
For instance, check these two ads from Slack:
The headlines they use are short, clear, and to the point. It distinctly describes how the app will improve business communication among remote team members.
Slack also succeeds in addressing the pain points of organizations looking to collaborate with remote teams. The ads convert well because the headline aligns with the product's USP.
When it comes to your headline, brevity works best. Don't try to cram too much information into it. Keep it short and sweet, and let the rest of your ad do the talking.
You should also test a few different versions to see which ones work the best.
Here are some example headlines for a brand selling weight loss programs.
First Headline: Want to Lose Weight Fast?
Second Headline: Lose Weight with our Brand New Program!
Third Headline: Get in Shape with our 30-Day Weight Loss Program!
Which of these headlines is likely to get more clicks?
In my opinion, the first headline is clear and concise but seems pretty vague. The second seems too promotional. But the third headline wins the race. It's more specific and promises to provide results in a reachable timeframe.
3. Use High-Quality Images
Facebook is a visual platform, meaning high-quality images are more likely to get attention rather than text only context.
When you're using Facebook for eCommerce ads, it's important to use images that align with your target audience and ad goals. That will help your ad stand out from the competition and increase your chances of getting successful results.
Always use good-quality pictures. If you use low-quality images, people are unlikely to click on them. Remember - the quality of your image can make or break your ad.
Avoid using typical photographs from free stock libraries too. Since these pictures are available for everyone, they appear on every other brand page.
For instance, if you sell men's shirts and use this free image (shown below). However, note that the photograph has been seen 15,472 935 times and downloaded over 121,856 times. Using such a picture may not be the best way to represent your product.
If you want your Facebook ads to be successful, it's essential to use relevant images that you own the right to use.
Even if you are using images from stock photo sites, choose carefully and avoid cliché representations.
4. Test and Analyze Your Ad Creatives
One of the most important aspects of creating successful Facebook ads is testing and analyzing the results. See, you never know which version will work best until you give them all a try.
The best bet is to split test your ads and see which ones get the best CTR, leads, and sales.
For instance, here are a few different Facebook ads from Uber.
All of them are focused on audiences from the United States but have a different message, CTA, and visuals.
The pictures should be like the bait that can hook the audience to stop scrolling and have the desire to know more about the product.
As you can observe, the ads vary in text and pictures. But they are all headed towards the same goal, i.e., to get customers to use their app.
The ride-hailing company is showing these ads to people with different perceptions of Uber. Each ad will target different people and won't generate the same results.
The idea is to see which one will get the best response to know which one to use again.
5. Include a Strong Call to Action
The best Facebook ad will not help your business if it doesn't get people to click on it.
Make sure that your call to action is crystal clear and easy to understand. Never use vague language or unnecessary words.
For example, "Learn More" is vague and might not get people to click because they don't know what they will learn more about. A better hook would be "Learn How."
This call to action creates a specific desire to learn, tells people what they will get when they click, and is easy to understand. A simple change can make a big difference.
Or, if you are an e-commerce brand, you could use a call to action such as "Shop Now, 50% Off All Summer Styles" or "Get a Free Sample of Our New Product." This way, you are giving people a reason to take immediate action.
6. Create a Sense of Urgency
People are more likely to take action if they feel like they need to act quickly. You can create a sense of urgency by using words such as "limited," "today," or "hurry" in your ads.
For example, if it's Christmas coming up, you could use words like "Last Minute Gifts" or "50% Off Holiday Sale Ends in Hours or Less."
FOMO always works! When consumers feel like they will miss out on a great opportunity, they are more likely to take action. This will create a sense of urgency for people looking for last-minute deals. So, they are more likely to click on your ad and buy what you are selling.
7. Use Emotionally Charged Language
People make most of their buying decisions based on emotion. So, it's important to use emotionally charged language in your ads.
Your ad should stir strong feelings with words that evoke something in people. For example, check this ad from Motivation Weight Management Clinics:
The message is concise, but it promises a change - a better 2022. These words will tap into people's emotions and get them to click on your ad.
8. Use a Landing Page that is as Simple as your Ad
Once people click on your ad, you don't want them to have to hunt around for the information they want.
You should have a landing page that is as simple as your ad. That way, people can easily find what they are looking for.
Keep it simple with just a few links that lead to the information they want. For example, you could have a landing page with just three links: one for more information about your product, one for buying your product, and one for signing up for your email list.
9. Use Testimonials from Satisfied Customers
People are more likely to avail your services if they can see that other people have had success with it.
That's why it's a good idea to use testimonials from your current customers on your Facebook ad.
You can either use text-based testimonials or videos.
Let’s see an example from Slack again. The company asked Neil Patel and Max Klymenko to share how Slack is transforming business communication and helping remote teams work together.
Testimonials from entrepreneurs like them will be more likely to convince target businesses to try Slack.
Facebook ads are the perfect way to reach more people and increase sales for your business.
The ads often fail to connect with their target market because they are not using the right tactics. To create Facebook ads that convert, you need to make sure that they are clear, concise, and interesting.
You should also use emotionally charged language, a sense of urgency, and testimonials from your loyal customers.
When creating your Facebook ad, keep these tips in mind. If you can get people to click on your ad, you are one step closer to achieving your business goals.
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