Currently, Facebook is home to 1.45 billion active users every day. The platform has seen an 8% increase in its monthly active users (MAUs) since 2018, thus any business is missing out on one of the biggest audiences in the world if they are not using Facebook Ads.
Many brands have used Facebook Ads in the past and failed miserably to generate any results worthy of implementing this strategy into their marketing mix full time. One mistake these people make is simply throwing money at their efforts in the attempt to drive more users to their website or Facebook Page, this only works if you are smart about it.
Facebook Ads must be optimised to target the kind of people you want visiting your business Overall, this will reduce your CPC and give you the most out of your ad spend budget.
Regardless of the format and template your ad is using, these 4 factors that every ad must satisfy:
Not only is an ad more likely to be noticed, shared and remembered by a reader if it looks good, but it will be treated more favourably by Facebook’s algorithm. An ad should always have some kind of photo(s) or video that are attractive to the users
This point is critical when it comes between an ad that succeeds and one that does not. Every time someone clicks or views one of your ads, you are spending money. If your ads have no relevance to your target audience, then you are wasting both time and money.
As mentioned before, Facebook favours visually appealing ads. The same applies to relevant ads. This is due to a feature that Facebook launched back in 2015 that acts in a way similar to that of Ad Rank in Google AdWords. It rates your ad and gives you a relevance score. The higher the score the more favourably your ad is treated.
To entice the reader, you want to use a value proposition. This tells the reader why they should click on your ad. What differentiates your product or service different from the competition? Why should the viewer click on your ad? You want to make a claim/offer that is believable. You don’t want your ad to look like an ad.
The final step to creating an ad that works is adding a call-to-action (CTA), you may have won the reader over with the ad, but they need clear instructions to follow up with your offer. Add a CTA like “Buy now and save X%,” or “Claim your free X here" and add a sense of urgency to your viewer. Your CTA should encourage people to click on your ad now.