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6 Tips for Improving Results of Your Facebook Ads

6 Tips for Improving Results of Your Facebook Ads

Facebook is an excellent place to post ads for your brand. In fact, 70% of adults spend time on this platform. With well-targeted ads and a good strategy, you can reach a wide audience, whether you’re targeting B2C or B2B. Facebook makes it easy to hone in on a particular audience based on locations, demographics, interests, behaviors, and connections. You can do all of this on a set budget, AND use Facebook’s tools to track your progress, so you can easily optimize your ad campaigns.

But how do you create an ad that does more than simply look pretty? Here are 6 crucial tactics for successful Facebook advertising:

1. Keep it short and sweet. Too much text doesn't work well in Facebook ads. Get to the point, and make sure you have a hook to draw your audience in. According to a recent study, ads with 40 characters or less of text get over 80 percent more engagement than longer ads.

Takeaway tip: Create a few catchy ads and try them out. Figure out which ad texts perform the best and use the same approach with future ads. Be sure to consider different audience groups when you test each ad. One ad may under perform with one age or buying group but soar with another.

2. Don’t overpower your image with too much on-ad text. First of all, Facebook frowns on using more than 20 percent of your ad space for text. Trust us, more text here won’t help you. If your ad includes too much text, it’s likely to have a much lower reach. Or worse, it might not run at all.

           Use the following dimensions for creating your ads:  

           Recommended News Feed image size: 1,200 x 900 pixels

           News Feed image ratio: 4:3

           Right column image size: 254 x 133 pixels

           Right column image ratio: 1.9:1

Takeaway tip: Facebook has a handy tool that makes it easy to check if you’ve overdone it on text. Check it out here.

3. Make it eye-catching. You know the old saying, "A picture is worth a thousand words," and that still rings true on Facebook. Choose an image that catches the eye and makes your viewer want to read your offer and learn more. 

Takeaway tip: Make sure your image is easy to understand at a glance, and consider taking time to crop it for added effect.

4. Create a custom call to action (CTA) button through the ads manager. If you’ve created an effective Facebook ad, your viewers should get the gist of what you want them to do, but that doesn’t mean they’ll just automatically do it. Having a call to action button encourages them to take that next step by clicking to perform the action you want. Custom CTAs can significantly increase your click-through rate. Keep in mind that you won’t have the option of creating a custom call to action button for a boosted or promoted post, but this option works for website clicks, conversion and offer claim ads.

Takeaway tip: When Facebook says it will allow you to customize your CTA button, this really means choosing from a selection of buttons the social media platform has to offer. Select the button that best matches your ad. Choices range from Shop Now, Book Now and Learn More, to Watch Now, Donate Now, and Contact Us.

5. Show more than one image. If one photo is worth a thousand words, how much are multiple images worth? Using the Facebook carousel format for your ad, you can show not only multiple images but also multiple headlines and calls to action. It works like this: Your audience member sees your awesome ad but doesn’t have to stop there. With just a swipe of his finger or a click of arrows, he can scroll through up to 10 images with accompanying links, headlines, and calls to action. 

Takeaway tip: Use the carousel format for your Facebook ad when you want to showcase several offerings, share details that would be difficult to share with a single image, or use your images to tell a story. 

6. Put Facebook to work for you. At some point you may run out of ideas for whom to target next. If that happens, try this handy trick. Acting as yourself, "like" one of your page’s updates in your home stream. The result? Facebook will recommend pages for you based on the content you’ve liked. Look at the pages it suggested. Since it believes you will be interested in those suggested pages based on liking your own content, it makes sense that fans of those suggested pages will also like your content. So, go ahead and target those fans.

Takeaway tip: Make sure you like your page update on your home stream and NOT on your brand’s page.

With the creation of Facebook ads, you can really focus on your unique audience, reaching the demographics most likely to be interested in your products and services. Use the tips above to create a compelling ad, and put this social media giant to work for you.

Click here to read the full article by Christina Strickland.


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