How to create the best Facebook Ad,…(for your brand, business or product)
With the decreasing effect of your organic Facebook reach,
…If you want any real traction on Facebook today, you need to expand your marketing into the world of PAID Facebook ads.
We all know the effect a good Facebook campaign can have on our business. And a central part of your success is understanding how to create the best Facebook Ad possible.
But, before we get into that…
It’s not as simple as “Just being on Facebook.” It takes some work to get a positive result.
A big part of your success will have to do with your Facebook Ad design.
In this blog, I’ll share the process I use to create my best Facebook ad designs.
We need to talk about split testing…
The only way to create your best Facebook Ad is to run split tests…
By running one ad against another to see which Ad performs the best. Over time you’ll figure out what works best for your market.
First-time advertisers can often find it a bit overwhelming. But if you take a patient approach, and only test one element per week. Soon enough you’ll discover the best Facebook Ad design for your brand.
Things you should test are:
1. The Audience (who see’s your Ads)
2. The Image
3. The Offer
4. The Headline (first sentence of your copy)
5. The body copy
6. The call to action
7. The AD scent
8. The landing page
The Key to proper split testing is to keep track of what’s helped and what failed.
This way you don’t get caught going back over the same ground. I recommend starting a testing diary where you can keep track of what you tested and when, as well the result.
And last but not least,
To measure your results, you’ll then need to select which performance metric to use.
…But there are so many reporting metrics for you to choose from,
Which metrics matter most?
There’s one metric which stands, above all others – your ‘conversion rate’.
But in your initial stages, you can still use cost per click (CPC) and engagement to help determine which is the best Facebook Ad.
Next step, set your parameters for victory…
The bottom line is,
When you run a split test, there doesn’t have to be a winner and a loser. Early on there may be a lot of Ads which fail. So you need to set a minimum requirement to consider an Ad to be a success.
…if your Ad has a CPC higher than 80 cents it’s a losing Ad.
But if both Ads meet your base criteria,
…then you keep the best performing Ad only.
This Ad would now become your CONTROL (the Ad you’re trying to beat). Which you’d then run a VARIATION Ad against.
It’s all a process of elimination…
…and patience wins!
While creating your first obvious winner, may take time. Once you crack your first winning Ad, it becomes easier to build more from then on.
TIP: Don’t discard you losing Ads, as often parts of those ads can be re-used in future tests and become one of your best Facebook Ads…
For example, An AD you determined was no good against one Audience, may, in fact, work great for another…
Or, an audience which may not respond to one headline, but will do for another.
There’s no Rime or Rhythm to what will work.
Ok, Let’s get down to the nitty-gritty,
How to Create Your Best Facebook AD!
Below are the essential parts to consider when constructing your Bets Facebook Ad.
PART 1: Understand your Audience
It’s fundamental you know who your market is. The best way for you to do this is to spend time creating a Buyer persona (otherwise called an Avatar).
PART 2: Your message (what you write)
I could argue good copy-writing is the most critical element to your Ads chances of success.
With a weak or confusing message, you’ve no chance of sustained success. Write in a conversational tone and speak to your audience wants and desires.
When creating ad copy, I use the following formula…
WHO: Call out your customer
PAIN: Highlight their problem/Challenge
GAIN: Provide your solution
PROOF: Show them it works
ACTION: Tell them what to do next
PART 3: Create STRONG headlines
Now I’m not talking about the “Facebook headline” I mean the first line of text of your Ads copy (above your image).
This sentence is your Ads real headline. It’s the first thing your prospects read, and it determines if they read anymore.
It’s so important; I run one ad with a headline only to try out new headlines on a constant cycle. Once I find a winner I use it on my primary ads.
TIP: Bing Ads can be a cheap and effective way of testing your Headlines.
PART 4: Use a good image
The image creates 80% of your Ads initial attention, get it wrong, and you’ll struggle to get your desired outcome.
Get it right, and you’ve got a sure-fire winner.
So what makes an excellent Ad image. First, it must represent what you’re talking about in your copy in a precise manner. A great free tool I use for creating my best facebook Ads is Canva.com
• Real life images perform better than stock images, as they look more like social posts.
• Use text overlay of your headline (part 1) on the image. But ensure it doesn’t exceed 20% of the total image or Facebook will disapprove your AD.
Your image should focus on the BENEFIT or outcome of the benefit. Try to use an image which provokes curiosity.
PART 5: Your hook (the Facebook headline)
This section of your ad should be your BIG promise. The number one benefit they’ll receive from clicking your Ad.
PART 6: The call to action
Use the link and description to drive them towards an action. It’s also essential to choose (and test) the most relevant Facebook button
TIP: Incorporate social proof in your call to action. I.e., Join over 60,000 people who’ve already downloaded our eBook.
PART 7: Your AD scent
Ad Scent refers to the continuity between your AD and the Landing page you’re sending them to. It’s crucial your ad copy and image reflect the landing page or website they will on. Keep your images, text and colours congruent with your Ad.
PART 8: Your landing page
While not an element of your Facebook Ad, it is yet a critical element in the Ads success. Track and optimise your landing page for conversions. Use your analytics and screen tracking to make changes. Remember your goal is to increase conversions.
PART 9: Platforms and devices
Ensure you use the preview tool to see how your ad looks on all devices and platforms. There is no point in creating an image for desktop, which looks poor when its seen on mobile.
Interest targeting on Facebook – should you do it? (watch video)
If you do, how do you make it work?
For those who aren’t familiar, in Facebook’s Ad Account dashboard when you run an ad, you can target your audience through different things they’ve shown interest in.
So the first question is: Should you use interest targeting?
The answer is no if you’re a small business or a local business!
Yes, if you’ve got a large enough audience.
See, interest targeting can be a great way segment a larger size audience.
But if you’re a local business, generally the audience you’re trying to get your ad in front of is too small.
And if you start playing around with interest targeting, you begin to narrow the field too much, and you’ll find that you’re burning through your audience too quickly.
Then your frequency rate goes through the roof which will drive your costs up.
If you’re a targeted small business in a local area, I say let your ad copy do the work and focus on putting out engaging content.
If you’re a more substantial business, then, yeah interest target is an excellent way to segment and break down your different target markets.
When it comes to finding the right interests to target – there’s a lot of ways you can go and do this.
There’s a lot of different tools. For instance, you can look at your page insights. You can look at other ads “why you’re seeing this ad” link.
You can even use Google Insights; there are all sorts of different ways to try to refine your interest targeting,
But the truth is a lot of it is just overkill.
As a small business owner who’s just trying to run a few ads, you don’t have the technical skills or time to be able to sit down and troll through all the data.
Therefore, I think the best way to find interest targeting is to look at the interest ideas in these three columns.
The first column is general interest.
This is where I would write down all of the interest targeting ideas I think people would know on a broad scale.
So almost everybody would know this interest was relevant to your topic. For instance, if we’re talking about tennis.
Interests such as Roger Federer, or the Australian Open are topics almost everybody whether you like tennis or play tennis would know about.
They’re the most common interests, and we’re lead to believe they’re the ones we should stay away from ‘because they’re too broad’ but I’ve had great success targeting the broad interests.
Then, from there the next column is the enthusiast interests.
This is when I’m looking at people who use the product or service or play the sport etc.
They actively participate in your niche, and so keeping with the tennis analogy.
This is where I would look at things like the different brands of rackets or balls.
Or they’ follow other less well known professional tennis players.
Then, the third column is where I look for the fanatics.
These are the people who- they are so invested in your niche; they know every little detail.
People who are fanatical would have an interest in things such as the minor tournaments around the world.
They’d follow the new rookies on tour. Or the best tennis coaches and past players who aren’t in the mainstream media.
So now I’ve created my three lists of interests.
I run one against the other and split test the interests to see if you’re getting a better result from one or the other.
You can do group interest targeting. But It takes a little bit more work, and it’s a little bit harder to track the results.
So when you’re just starting out with interest targeting…
My tip would be to keep it simple and focus on one interest per ad set.
This way you can easily define whether one interest group is better than the other.
So, play around with interest targeting if you’re targeting a large audience. But if you’re a local business and you’re targeting a local area, then I would suggest you only focus on your customer demographics: age, sex, location.
Facebook Ads are a powerful tool for you to get your message in front of your audience. It does take time and a bit of work to create your best facebook Ads. But the results are worth it.Use this guide to help you create winning Facebook Ads. Share in the comments tips you’ve found work for improving Facebook Ads…