Facebook ads work and can help grow your business.
However, running successful Facebook ads depends on understanding the key elements and how to use them effectively.
Most small businesses find it indispensable and have made it a key part of their online marketing strategy as it affords them to reach a wider target audience with a minimal budget.
Overtaken by the anxiety to get their ads up and running and have the orders rolling in, users tend to underestimate the importance of proper set up of the key elements that make for a successful Facebook ads campaign.
Hence, undermining the potentials of their ad campaigns.
There are a number of elements in Facebook ads.
I’ll show you the 3 Key elements that embody the rest and how best you can use them to create good and compelling ads that halt the scroll.
Let’s take a look at them.
Great images will make people stop and engage with your ads anytime. If you want success in your Facebook ads, using eye-catching images is the way to go.
And don’t just use eye-catching images, use the ones that say something important about your business.
You would do well to maintain consistency between the image used in the ad and that of your landing page. This would help users who click your ad through to the landing page to quickly relate with the message on your site.
You can either create your own high-quality image or source it online.
However, if you choose to use stock images online, you must exercise some caution. Don’t just download any image that catches your attention through Google search.
The reason is some of the images are copyright protected and can’t be used for commercial purposes.
You can get high-quality stock images at little or no cost that are 100% free for commercial use and require no attribution.
I prefer using Pixabay.com. The reason is simple, it allows me to choose high-quality images that are small in size, and in the format I preferred.
At a glance you see the different sizes of the image in the different formats available.
Just check the size and format that suit your need and click download.
And you have your high- quality image.
Now that you are armed with your image head over to Facebook ad manager to create your ad. Ensure you use little or no text in the image when designing your ads.
Facebook found that ads with images less than 20% text perform better. If there is too much text on your ad, the Facebook ad system will not approve it. They consider ads with too many texts in the ad’s image or video thumbnail to be of low quality.
I believe this is in the best interest of advertisers, because if your ad is of low quality it won’t perform well and you may end up wasting your hard-earned cash.
But how would you know if your ads image contains too much text?
Always try to test your ad images with Facebook’s overlay tool. Mind you, it only supports a desktop browser.
And if you prefer to design your own ad image by yourself, then Canva will be of great help.
To design a high-quality Facebook ad image using Canva, follow these steps:
- Go to Canva.com
- Choose the Facebook Ad template.
- Click on a ready-made template to edit it just the way you like or choose a blank template and design it from the ground up using free tools available on Canva.
If you are using video in your ad, use the following tips for best result:
- Design your video for mobile. 92% of Facebook users access the platform via mobile devices.
- Keep your video short – When it’s 15secs or less, people are more likely to stick to it till the end.
- Capture attention quickly – Put the most compelling part at the beginning to grab viewers’ attention.
- Use vertical or square video – Most people prefer to hold their phones vertically, so choose a vertical or square ratio. Square Facebook videos get 35% more viewers than landscape videos.
- Feature your product or business in the early part of the video – This will help people see and remember it.
- Caption your video appropriately – Each video in the Facebook news feed is soundless by default. Adding caption to your video convey your message even without sound. According to Facebook, captioned video ads increase video view time by an average of 12%.
Now that you’re done with the first element in your Facebook ads, let’s see what the second element is and how you can use it to create successful Facebook ads.
The text that accompanies your ad is another key element of a Facebook ad. The ad copy (text) is as important as the image in the ad.
Facebook provides you an opportunity to word your ad the best way for you. You are expected to say what you want to say about your offer.
Be straight forward, make it short and sweet.
The text (ad copy) is meant to complement the image. Please, ensure it does.
This Google Facebook ad below is an example of a sweet and short ad copy.
No long thing!
8 Tips for Writing Successful Facebook Ads Copy
- Tie your text to your visual – The story you are telling with your image and ad copy should be complementary.
- Create different ads for different people – Do customized messages to your segmented audience with separate ads.
- Speak to your audience – Create your audience persona and let your copy speak to them.
- Be recognizable – Use a similar tone across your channels to let your audience recognize your message when and anywhere they see it.
- Keep it short and sweet- Choose what you want to say and say it nicely and briefly.
- Stick to one call-to-action – Remove ambiguity from your CTA. Tell them one thing you want them to do e.g Sign up
- State the Price (where and when it’s appropriate) – It can be the motivating factor to get them to buy.
- Include a timeframe – Add some sense of urgency with words like “Act now” “Offer ends tomorrow” etc.
The third element of a Facebook ad you need to master is the call-to-action (CTA).
Most times, people won’t act when they see your ads until you ask them to do so.
And not just asking them to act, you state exactly what you want them to do. This is where CTA comes to play.
Call-to-action helps drive people to start engaging or completing an action immediately.
Facebook provides an array of CTA you can use in your ads depending on your ad objective. Using the appropriate CTA is key to the success of your Facebook ads.
Please note that not all ads created on Facebook have the call-to-action button. If you noticed yours does not have, it’s no problem at all. Just proceed.
According to Unbounce, asking yourself the following 2 questions before choosing your CTA button can help you make the right choice:
- What is my prospect’s motivation for clicking this button?
- What is my prospect going to get when he/she clicks this
The WordFence ad above epitomises an effective Facebook ad.
The Copy and the image elements are top-notch. Then, the call-to-action closed the job effectively, telling users exactly what they want them to do after seeing the ad.
When creating your ads ensure you put some thought in your choice of call-to-action, where it is applicable. It can make or break every other effort you’ve invested in your ads.
The most successful Facebook ads clearly have one thing in common, the right blend of the 3 key elements discussed above.
Note that all the elements of the Facebook ad are meant to help maximize your ad potentials by reaching your target audience with ads they will like and respond to.
Tying together the 3 elements in a complementary manner should be top on your mind when setting up your next Facebook ads.
Do you know any other key element that make successful Facebook ads? Please share it with us in the comment below.