An ad campaign with great copy can still be unsuccessful if it is partnered with the wrong creative, so it is very important to understand all the elements of a successful ad. One very important element to consider is tailoring. Successful ads are tailored to the medium or platform on which they are running. The reason advertising should be tailored for a specific medium is because each medium has its own unique audience. In this post, we will focus on Facebook audiences in order to get a better idea of how to design ads for Facebook users.
The Facebook audience is conditioned to scrolling through posts on their News Feed. Posts within the News Feed are considered “native” and viewed as content that is intended for them. This audience is more likely to engage with visual content such as pictures or video. One thing to keep in mind however, is that the average time spent looking at a post on Facebook is very short, so your message needs to be conveyed quickly.
Armed with this basic understanding of the Facebook audience and their habits, let’s take look at a few simple steps to make better ads more suited to Facebook users specifically.
- Be Visual
Because Manning Media is able to post your ads directly within the News Feed of your potential customer’s Facebook pages, they see it as that native content. Great copy doesn’t hurt but it isn’t the hook. To assure they spend time looking at your post, use visuals that will really capture their attention.
- Be Focused
One of the biggest complaints viewers have about advertising is that it can be misleading or confusing. To avoid this situation, make sure your ad and its contents are relevant to the viewer. For example, if you are advertising lawn mowers, only feature images of lawnmowers or lawn related images and avoid the temptation to display multiple products that you sell. Alternatively, if you want to show a range of products, Facebook’s carousel ads can display three to five images and are great for highlighting multiple products.
- Be Worthwhile
The best ads have enticing propositions such as coupons, deals, or even freebies. Make sure that what you’re offering would warrant an interaction. If there is anything else needed from the viewer once they click, make sure the action can be done quickly and easily. This is where your great copy can help. Once the viewer is hooked by your visual, make them click by providing an offer they can’t refuse. The following ad offers great value and demonstrates this by using the copy combined with the “free trial” visual.
- Be Engaging
Make it easy for people to engage with your ad. The best way to accomplish this is a clear “Call-to-Action” (CTA). Figure out how you want people to get in touch with your business, brand, or product, and make it as easy as one click. Facebook allows CTA terms such as shop now, book now, learn more, or sign up to appear in the news feed. Take advantage of these CTA’s to make it easier for Facebook users to engage with you.
Facebook is only one medium with one unique audience. When you start designing ads for specific audiences and the way they use the internet or platform you are targeting, you will begin to see better results. Manning Media’s expert marketing team can help you design specialized campaigns with the right audiences in mind. Contact us in Frederick, 301-620-7700 or in Hagerstown, 301-733-4500 or fill out our online request form by clicking HERE!