The way we surfed the internet has evolved to the point where social media is part of our everyday life. This led to the fact that social media has increasingly became the most sought after advertisement tool today. Many organizations, and individuals as well, now see it as a necessity to advertise in social media.
Let’s take a look at why we should advertise in social media as well as how to design effective ads. Since Facebook is second to none, we will be focusing on Facebook in this article.
Why Are Facebook Ads Effective
There are many reasons why Facebook is the number one social media tool for advertisers.
(1) Audience Targeting
Facebook allows its advertisers the option to narrow down their target audiences based on personal information eg demographic, locations, language, their likes & interests and so on. This would help increase your click-through rate.
(2) Budget Management
Facebook allows advertisers to set their own advertising budget. You get to choose whether you want the cost-per-click (CPC) or cost-per-thousand-impression (CPM) basis. Then place your bid and set your daily budget. This way, you get to control your advertisement costs.
Designing Effective Facebook Ads
Bear in mind that not all Facebook ads received the desired results. There are many reasons behind this but the main reason is the ineffectiveness of the ads itself. Not many realized that it takes quite a fair bit of effort to come up with the right ads in order to deliver the right results. Others went through trial and error before discovering what work best.
This article will serve as a guide to providing insight into designing effective Facebook ads and let you to stay ahead of your game.
Tip #1: Plan Your Ad
Like traditional advertising, you would need to plan your Facebook ad campaign. Facebook has a few advertising methods depending on your requirements so do ensure that you know what you want out of the advertisement campaign in order to maximize your results.
Start by determining your end results. Do you want new customers, more traffic to your Facebook business page / website or build brand awareness? What are you promoting? Is it an event, product or service?
For example, if are just starting out, then you may wish to place marketplace ads that are linked back to your Facebook page or website. These ads reach a larger audience base and hence, create awareness of your page. If it’s new customers you want, then you can consider Sponsored Story. This way, your customers / friends’ like your page and these likes would be seen by their friends. Adds word-of-mouth credibility here too.
Simply go to your Facebook page and you will see a button in the right sidebar saying “advertise your page” as shown above.
Tip #2: Target The Right Audiences
As mentioned above, Facebook gives advertisers the flexibility to determine who gets to see the ads. You should take advantage of this by specifying the criteria you want your audiences to have. You can set general information targets like age, gender, location and interests as well as specific information targets like “friends of friends” and “those who enjoy outdoor activities”.
Tip #3: Captivating Images And Text
You only have this much of space and time to get your audiences’ attention so go all out.
Images are usually the first thing that captures the eyes of your potential surfers. Your image should be colorful and striking so to distract the surfers from what they had intended to do eg reading friends’ status or looking at photos.
So unless your logo is unique enough, look for a creative image that also represents your brand, product, service or organization.
Now that you have grabbed their attention, your text will play an important role here. Remember to write briefly but precisely. Mention details like a new product or a contest. Recently, I put up a free web hosting contest and advertised this contest in Facebook in order to get more participants. I spent a total of $61.08 in a few days and I managed to get 608 clicks. These traffic were directed to my giveaway page and some of them should have participated and even signed up to my mailing list.
Oh, do note that this contest is still valid as of writing time, so I would strongly suggest you to check it out. Who knows, you might be one of the lucky winners!
Tip #4: Diverse Your Ads
Even though you are confident about your ad’s quality and effectiveness, it helps to create a few ads to be run at the same time. Who knows, you may be surprised as to which ad actually has a higher CTR!
Fortunately, duplicating a similar Facebook ad takes only a couple of clicks so running a few different ads is not difficult. Instead of trying to figure out whether to go for CPC or CPM, why not run both. Just allocate your budget accordingly.
Tip #5: Manage Your Ad Campaign
Last but equally important is to review and manage your ad campaign frequently. Facebook’s Ads Manager has reports and charts that help you to edit and optimize your ads. Find out which ad brings in the most results and you can adjust your ad budget there.
Sure thing, anyone can design a Facebook ad but the trick lies in designing an effective Facebook ad. You want an ad that persuades readers to click it or at the very least look at it and of course, brings in new customers or leads. By putting the above tips into practice, I hope you will be able to create Facebook ads that work for your organization or brand. Do feel free to share your thoughts below!