Advertising on Facebook is a great way to reach and engage both current and potential customers on a local level. Facebook allows businesses to connect with their most valuable audiences across multiple devices and generate conversions both online and in-store. With over 1.4 billion people using Facebook and more than 900 million logging into the site daily, that’s a huge market you do not want your business to miss out on.
So what’s the best way to reach that audience? One of the most important aspects is through the design of your ads. Here are five tips to help you create great Facebook Ads.
It’s important to include a call to action to tell your customers what you want them to do. Call-to-actions can include: Request Free Quote, Take a Virtual Tour, Shop Now, etc. Keep in mind where your audience is in the buying funnel and how long the buying cycle is for your product or service when using a call-to-action.
Pro-Tip: Make sure to include the call-to-action within the first 90 characters to prevent it from being cut off on devices with smaller screens.
A specific offer or special helps entice and engage customers with something they want. Offers can include: Free 30-Day Trial, 50% Off First Order, Free Shipping, Free Appetizer, etc. Test out multiple offers to see what works best for your business. Avoid generic offers as they do not stand out as well and are usually less effective.
Pro-Tip: Avoid industry jargon that the average consumer may not understand to increase your chances of conversion.
Per Facebook’s Advertising Policies, text can cover no more than 20% of the image to ensure people only see high-quality content. Facebook offers a free grid tool that allows you to verify whether or not your images meet this guideline. While 20% is the maximum text requirement for ads, many businesses choose to include even less text.
Pro-Tip: Images with minimal text keep the focus clear and uncluttered, which can increase engagement.
Just as with ads for search and display campaigns, Facebook ads can suffer from ad fatigue. Once your target audience sees the same ads repeatedly, the ads become less effective and performance begins to decline. Positive ad engagement, such as likes and comments will likely begin to decrease, and negative feedback, such as hiding the ad, will likely begin to increase. To prevent ad fatigue, it’s recommended to refresh ads every 1 to 2 weeks.
Pro-Tip: This doesn’t mean you need an endless supply of ads; having a few ads on hand that are frequently rotated will be enough to combat ad fatigue.
High resolution photos tend to grab the attention of customers more than low resolution or pixelated images. High resolution images also convey a sense of quality and should showcase the product, service, or business itself. Keep in mind that many Facebook ads appear in a user’s News Feed, so select the appropriate image.
Pro-Tip: Image size recommendations can be found in the Facebook Ads Guide.
These five tips will help you create great Facebook Ads so your business can reach and engage with both current and potential customers. Let us know what Facebook ad tips you’ve found most helpful in the comments below!