It is very easy to create a Facebook Ad. If you have not already done so, Facebook has made the process very straight forward on how to go about it. However, you can spend A LOT of money spinning your wheels with Facebook Ads if you do not properly create them. Below I give some advice on how to Optimize Your Facebook Ads.
Step 1) Identify Your Goal
First things first, and like everything else should be, you should start off with identifying your goal. You have to know what you want before you start planning and venturing for it. If someone clicks on your ad… okay, then what? “You have to have a strategy for what you want to do AFTER a person clicks your ad (Maurice Evans).”
What are you trying to accomplish? Increase in sales? Generate awareness? Promote something? Just like any other organization goal, determine the end result and look at Facebook ads as a tool to help you reach that goal.
Also know that focusing only on ONE goal at a time is going to be the most effective.
Step 2) Keep Users Within Facebook
People are on Facebook to socialize and are comfortable being on Facebook to do that. Many individuals are hesitant to click on ads because they have NO idea where it is going to take them. If you create a very compelling ad and it takes them off of Facebook, chances are they are going to quickly close out of your URL.
Make sure that you tailor your ads experience to the typical Facebook user. Use custom landing pages and applications on Facebook to give users a consistent feel.
If you want to lead people to your landing page off of Facebook, try to give your page a more “social” look. Include “Like” and “Share” buttons. Get some user generated reviews and videos on the page.
Step 3) Have a Catchy Headline
The headline of your ad is the first thing a person will typically read. Make sure that you “write a headline title that is simple, yet gripping“.
One way to add to your headline is to make it a question. Short catchy questions are best.
Another element is to capitalize some words within the question to make them stand out. Don’t capitalize all the letters because its not as noticeable. For example, Do you want to Lose Weight? or Need a New Fashion style?
Step 4) Create a Compelling Offer with a Clear Call to Action
Make sure that your ad is talking to the viewer. Tell them exactly what your trying to get them to known, tell them what to do, and most importantly do not let them down if they do click on your ad.
When creating the ads content, think about putting keywords that someone would recognize. Words like a location, a persons name, and other strong keywords related to your topic.
Make sure you are using some kind of call to action as well. Tell the viewer what you want them to do. Use words like “click here” and “learn more” to have no assumption on what is the next step.
Step 5) Use a colorful and engaging images
This one is simple! Make sure that your ads image is colorful and relevant to your offer. A good idea that was given on the Mashable website was to make sure that you are “Adding borders to your photos in colors like orange or yellow, which contrast with the blue and white Facebook interface, is a simple way to pull the user’s eyes in your ad’s direction.”
Step 6) Segmentation is Key
Segmentation of your ad is a HUGE factor when it comes to optimizing your Facebook ads. First off, the idea is to create a bunch of ads that are very focused and targeted on a specific demographic.
Do not take the shot gun approach and advertise to all males 18 to 55 in the United States who have an interest in “working out”. Instead, use a multiple shot riffle by creating a hand full of ads that in whole target the same group. Break down the age group into multiple age ranges, break down to specific cities and towns, add more interests that relate to working out. By doing this you are potentially creating 100 ads, but they are much more likely to speak directly to someone! In turn, this will generate better results.
Anything Else?
What are some other ways that someone can optimize their Facebook ads? Have you followed a path similar to this that worked or didn’t work for you?
I would love to see image examples of ads from you that worked!
Sources Used:
https://www.facebook.com/adsmarketing/index.php?sk=gettingstarted_audience
http://mashable.com/2010/10/28/improve-facebook-ad-performance/
http://tommy.ismy.name/and-these-are-my-thoughts/optimize-your-facebook-ads/#comment-1046
http://justindupre.com/optimize-your-facebook-ad-headlines/
