When people first began using Facebook to build brand awareness and increase sales for their business, the social media channel was an open field. Having a business page and with content that was published regularly was really all that was needed to see sales conversions rise substantially.
Unfortunately, that has all changed dramatically over the last several years.
It is now almost impossible to get new leads through Facebook without paying for them with Facebook ads. It's a pay-to-play game out there that requires a savvy business owner who is willing to keep up with the latest changes in Facebook ads.
In marketing everything ultimately comes back to how good your copy is, and Facebook ads are no different. Regardless of what type of ad you choose to run, the copy you write must speak directly to your ideal customer and make them want to listen to you. To do this effectively you have to know exactly who you are targeting and what you want them to do.
Start with the headline. Don't fill it with a boring list of features or blatant marketing jargon. Instead, make it conversational and interesting. When developing your ad, the field that is listed as the headline is essentially the first sentence that will be displayed above the image; it needs to be as good as the first line in your favorite novel if you want people to keep reading instead of scrolling past.
Finally, use the description field to combat any anticipated objections. This text will be prominently displayed beneath the image and is easily visible without the viewer clicking to read more. If viewers learn that your offer is completely free or has a money-back guarantee as they are scrolling past, you may get them to stop and reconsider.
Keep in mind that the copy you write will likely need to be changed for different audience segments even if the offer is the same. Additionally, it's important to try out different combinations and test them to find out which is most effective.
Editor's note: Need a social media management service for your business? Fill out the below questionnaire to have our vendor partners contact you with free information.
Images and video
You need eye candy if you want people to pay attention to your copy. This can be a carefully curated image that visually articulates your offer or brand, or it can be a video that people will want to watch.
If you use stock images, make sure you are using high-quality images that are relevant to the advertising copy. Facebook has several rules about the types of images that can be used as well as the ratio of words allowed on ad images, which one should be mindful of if you're planning to include a message within the image itself.
Because of the above issues and the popularity of video in general, it can be more effective to simply opt for video for your Facebook ads. People love to watch videos online, and editing video is easier than ever, thanks to the growing field of user-friendly video editing apps.
Facebook Messenger ads are still in the Wild West phase of marketing, which makes it the ideal time to jump on the bandwagon. The wonderful thing about Messenger ads is they are delivered directly to your customer's messenger app along with messages from their friends, co-workers and family. It's an intimate space that still feels very personal, primarily because so few businesses are using this platform.
It is important to keep this feeling of intimacy at the forefront of your mind when creating ad experiences for Messenger. To do this effectively, you will want to utilize a chatbot service to build full campaigns. This allows you to ask your subscribers (the people who have subscribed to receive messages from you) a question or offer them something of value and then create an automated experience that moves them further along a sales funnel in a way that feels less like a sales pitch and more like a friend offering advice.
Facebook ad-targeting specificity has come a long way in the last few years. Early on there were a few hit-or-miss approaches to creating Facebook ads. Now, Facebook allows you to choose the type of ad campaign you want to run, detailed objectives and custom audiences. You can also run multiple versions of the same ads to find out which is more effective and limit the amount you spend by carefully allocating your budget by day and ad.
If this all sounds very complicated, that's because it is. It is more important than ever to take your time to learn the fundamentals of setting up your campaign properly. Stunning copy and attention-grabbing graphics are no longer enough. It's good to understand how Facebook ads work, but if you don't have the time to stay on top of them and their updates, seek help from a marketer who is skilled with them.