Over the last few years, Facebook has grown to be more than just a social networking platform. It has become a powerful marketing tool for brands and businesses of all scales.
Truth be told, running Facebook ad campaigns is far more cost effective than traditional advertising strategies. The platform has over 2 billion users each month and maintaining an advertising presence means tapping into this huge and diverse market.
Nevertheless, simply running paid content doesn’t guarantee spectacular results. Facebook ads still require strategy and research. In 2022, here are a few tips and tricks you can implement to create effective ads that identify leads and generate conversions for your brand:
Golden Rule: Provide Valuable Content
One of the most common mistakes brands make on Facebook is focusing too much on lead generation and conversion with their Facebook ads. While generating sales is the ultimate goal for most businesses, customers prefer brands that offer them valuable content on social media platforms.
Instead of turning them off with your pleas to BUY NOW, or ORDER TODAY, it is best to engage with potential customers with useful information that is related to your product. Incorporating content marketing with your Facebook ad campaigns is an effective way to convince the buying public that your product is relevant to their current pain points.
These days, trust is an invaluable currency with potential customers. One way to build trust is to be entertaining, interesting, and valuable.
Don’t Be Afraid Of Testing!
When creating ads, it is important to test, test, test! Make sure you are testing creatives in order to identify the combination that works best for your target audience. Do not skip out on this. While it may seem tedious to prepare different sets of creatives, copy and images or videos included, doing so will pay off.
At the heart of an effective Facebook marketing campaign is a brand that knows its audience. Testing out your delivery is a great way to know what works for them. A single test has the power to steer the course of your marketing campaign.
Invest in Your Copywriting Skills
There is nothing wrong with choosing to be short and direct with your Facebook ad copies. In fact, direct-response advertisement is one of the most effective forms of advertising.
As mentioned earlier, knowing your audience is at the heart of running an effective marketing campaign. It is crucial to learn how to speak to them in order to gain their all-too-valuable trust and eventually turn them into customers.
With the recent IOS changes, it has become more important than ever to put an extra effort into your ad copy and creatives. As interest-based audiences become less reliable, a well-written ad with engaging creative will do most of the heavy lifting in attracting the right audience to your advertisement.
Don’t forget about the power of a strong ad headline. It takes a split second for potential customers to decide whether they’d like to know more about your product. Knowing how to write headlines that catch their attention is crucial to making an impact through your Facebook ads. Keep it short and simple – ideally between 25-40 characters.
Showcase Your Products Correctly
Facebook offers many creative options for its ad users. Between video ads, and GIFs, as well as Facebook carousel, there are plenty of means for you to truly showcase your products. It is best to maximize these options in order to give your customers a taste of what your offer, product, or services has to offer.
One thing to keep in mind is to test! Ads that look like ads are less likely to perform best. Think of how you use social media. If I can guess correctly you usually scroll past ads that don’t capture your attention, mainly because most people scroll their feed to engage with family and friends and not with the intention of buying anything.
The goal with your ads should be to create what we call pattern interrupt. Grab the attention of the user so they can stop their scroll and actually read your Ad!
Make sure you test a variety of images and videos. Depending on your offer make sure you test native images against ads that look like ads or selfie videos against more professional videos. You can also test single images versus carousel images. The main idea here is to make sure you test to find what resonates best with your target audience.
Target Specific Audiences
Facebook’s targeting capabilities are extensive. In fact, for non-marketers, the ability to target specific groups of people within the platform is downright unnerving at times.
That said, it is important for you to remember that you always have the option to be hyperspecific about your target audience. Recently we are seeing that broader audiences work best, so don’t get overwhelmed trying to get nitty gritty here. Select obvious audiences that relate to your offer.
Track, Analyze, Pivot
Similar to targeting, Facebook Analytics is a dream for most marketers. The platform’s analytics page offers a plethora of data that can guide your future campaigns. Once you’ve run your first ad, you no longer have to go into the next campaign with blinders. Let the data from previous successful ads guide you through this journey.
Creating Facebook ads that deliver results is an ongoing, and ever-developing process. At the end of the day, what works for one brand might not be effective for your company. Nevertheless, like most things, it is an area of your operations that you can master with practice and diligence.
I hope this helps you get your Facebook ads going!
If you need a helping hand and are looking for a done-with-you program make sure to check out our coaching program here. If you are a business already using Facebook ads to grow and you are looking for a done-for-you solution to scale your ads check out The Agency here!