Dress Up Your Facebook Ads to Really Make Sales

Thirteenth in a Series

Last time, we focused on the prep work before launching a Facebook ad. Now let’s look at creating the ad itself.

An ad is basically some words and a picture that you hope will prompt a large number of viewers to complete your Call To Action (CTA). That sounds simple, but it’s way more complicated than you might imagine! Big-budget marketers can go really deep, but not everyone has that luxury. Let's highlight some of the main elements for folks who are just starting to wade into the advertising waters.

Headlines are important

In blogging, longer headlines get more clicks, but that’s not true in ad headlines. You are trying to make your point in a very few words that also need to be very persuasive. Online, you can find lists of the most effective words and articles discussing their potency with different audiences. You are no doubt familiar with some of these from the consumer point of view. Think of all the superlatives you see such as “most” and “best.” A sense of urgency is also important as in “today” or “limited time.” Use the research that has already been done and take the time to carefully craft your message.

Details make a difference

Writing “$1.99” leaves a different impression than writing $2.00” and that’s just the beginning. Think about what it means to use an odd number rather than an even number. Is an exclamation point or two an attraction or a turn-off? Decide where the CTA should go – in the headline or at the end? Will your audience respond more favorably if you add emojis? Knowing your buyer persona inside and out helps, as will a little research.

The picture is worth a thousand words

Yes, there are places you can find copyright-free images. There are also places where you can purchase unique rights to an image, which means no one else can use it. Or maybe you’re in a position to create your own graphics. Regardless, you need to choose something unique and eye-catching. Consider the best use of color and contrast. Should you use a photo of your product or should you illustrate the feeling someone gets when using your service? Also think through whether to superimpose text on the photo itself.

Test and test again

Even after careful deliberations, you won’t know whether you have created the perfect ad until you test it out. A/B testing is simple and effective. A/B/C/D/E testing is dumb because you won’t know which change is the one that worked. Run ad A with one version of the headline and ad B with another version. Measure and go with the winner. Next, try the yellow version vs. the green version or some other A/B test. Maybe “Half-Off” works better than “50% Off” or “Click Here” is more compelling than “Buy Now.”

Even when you’ve narrowed down the possibilities to craft a well-performing ad, audiences get bored and you’ll have to come up with a new ad. But you will have learned so much that the next time around should be a little easier! If this still sounds like too much when you’re already overextended, then it’s time to call in the Sprocket team. We can work with you to develop successful Facebook ads to meet your goals. Give us a call today to learn more.

Read the next post in this series.

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Other posts by Kate Gingold

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Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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