When it comes to Facebook ads, most companies use the “hit or miss” approach to advertising, and while “hit or miss” is great for finding out what works with new platforms, Facebook ads have been around long enough for us to have a few key principles figured out. Here are the six key components that every Facebook ad needs to succeed. Each and every successful post needs:
A Clear Goal And Call-To-Action
Before doing anything else, identify a clear objective for your Facebook ad. There are many objectives to choose from like:
- Encouraging comments that build a community
- Driving traffic to your website
- Improving exposure through shared posts
- Initiating a specific conversation
When your posts objective is specific and obvious to consumers, you increase your chances of having a
Each and every post also needs a clear call-to-action. Humans tend to procrastinate, so providing a call-to-action gives people a reason to act NOW. Adding a CTA like “Buy now and save X%,” or “Offer ends soon” will add a much-needed sense of urgency.
Opportunities for Engagement
For posts that are not asking you to “buy now”, (and not all of them should), it is imperative that you continue to set out a clear expectation for engagement.
When it comes to asking for engagement, be specific but realistic. No one is going to spend their time writing paragraphs and paragraphs about how great your company is. They will, however, write paragraphs about their personal experiences and opinions. Keep this in mind.
Types of engagement that don't involve a sales pitch include:
- Asking a question
- Fill-in-the-blank statements
- Photo caption
- A survey
A Visual And A Link
Facebook has told us that linked posts tend to outperform photo posts (even with links) when it comes to generating clicks.
However, we also know that compelling visual content is not only treated more favorably in the Facebook algorithm, but it's also more likely to be shared and remembered than written content. So, what does this mean for you? It means that; when you share a link on Facebook, make sure the page you’re sharing has an image that will appear in the News Feed.
If the link does not have an image (or the image is less than visually interesting) you might be better off creating a photo post instead and adding your own shortened URL (use a URL shortener such as bitly or owl.ly into the photo description area).
A Brief Message
Facebook is cluttered with the rants of your friends, family, and high school classmates. No one wants to read a lengthy block of text. Keep it brief, keep it clear, and let the rest of the ad do the heavy lifting.
For the best results, shoot for 40 to 70 characters.
A Balance of Promotional and Non-Promotional
Believe it or not, a lot of your key demographic doesn’t actually like being sold to all the time. Because of this, it is important that you balance out your promotional content with non-promotional content.
It is advised that your content shoots for a 30-70 mixture of promotional content and value-added content- content in which you share relevant information, humor, and personality with your target audience.
Relevance is critical for success when using Facebook advertising. Make sure your posts provide an authentic representation of your brand and engage your audience in a way that shows you understand them and their needs. No one wants to feel like they are talking to a faceless, nameless, robot. Show your customer base that you hear them and are open and excited by the conversation.