Facebook Ads: How to Build an Ad that Gets Clicks


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Facebook Ads are quickly becoming the go-to online advertising avenue for businesses. With unheard of targeting, the ability to socially endorse your advertisements, complete mobile integration and a 35% lower cost-per-conversion than the online average, you can see why.

If you’re looking for one of the best option for online advertising, with 70% of companies experiencing a 300% or more return on their ad spend, look no further.

This comprehensive article will give you a step-by-step walk-through for building a great Facebook Ad that gets Clicks.

We’ll go through creative best-practices, dive into the most awesome targeting abilities currently available online, outline the analytics you need to know, and even get into A/B testing your Facebook Ad to increase Click-through-Rates.

So let’s get started.

Published in: Social Media, Technology, Business

Facebook Ads: How to Build an Ad that Gets Clicks

  1. 1. Facebook Ads: How to Build an Ad that gets Clicks
  2. 2. Facebook Ads: How to Build an Ad that gets Clicks 1 Step 1: Setting your Creative 2 Step 2: Targeting your Facebook Ad 3 Step 3: Deciding your Facebook Ad Spend 4 Step 4: Understanding your Facebook Ad’s Performance 5 Step 5: A/B Testing Introduced
  3. 3. 1 Step 1: Setting your Creative
  4. 4. Step 1: Setting your Creative: Choosing your Headline and Body Copy Your ad headline and and body copy are what increase your Facebook Ad’s clickthrough-rate, while your image attracts the eye. Ad text is where you use a great Value Proposition and encourage people to find out more. 5 Ideas for your Ad Headline: ● ● ● ● ● Calls-to-Action like ‘Enter to Win’ or ‘Lose 20 Pounds!’ Dollar amounts The word ‘Free’ Your brand name (if it’s recognizable to your audience) A Value Proposition like ‘Win a Free Getaway!’ or ‘Learn A/B Test Secrets’ We recommend you include your brand name somewhere in your text, but (unless it’s easily recognizable and popular) not within your headline. Instead, choose text that will grip the reader, sell them on your subject, and encourage them to engage now.
  5. 5. Step 1: Setting your Creative: Choosing your Ad Image Your image is what attracts a Facebook user’s eye. It needs to be colorful, bright and interesting to stand out. Recent studies show that a picture of a happy, smiling person’s face creates the most engagement for Facebook Ads. Use a simple image, with very little to no text. Although Facebook Ad best practices state image size should be around 1200 x 600 pixels, we’ve found as long as you’re at least 144 x 72 you’ll be okay. Use your own judgment (and the Wishpond Ads preview) to be sure your image looks clear and appealing.
  6. 6. 2 Step 2: Targeting your Facebook Ad
  7. 7. Step 2: Targeting your Facebook Ad: Targeting by Location Targeting by location is pretty straightforward. Running a spa weekend getaway contest? It doesn’t make any sense to target Cambodian Facebook users, so limit your ad by the realistic reach of your business. Advertising an ebook? Go with every English-speaking country on the planet! Facebook Ads can’t be targeted to two specific cities within two different countries (both New York and London for instance). You’ll have to create two different advertisements or campaigns to do so.
  8. 8. Step 2: Targeting your Facebook Ad: Targeting by Age and Gender Age and Gender can limit your Facebook Ad’s Reach metric substantially. This can improve click-through-rates, as the people who see your Ad are more likely to click on it. Or it can decrease our overall conversions by not showing it to enough people. Pro tip: Views matter: Remember that Facebook Ad Click-through-Rates are calculated by dividing Clicks by Views. A CTR of .1% is not necessarily fantastic, if only 400 people saw your ad. Whereas a CTR of .03% is awesome if 4000 people saw your ad.
  9. 9. Step 2: Targeting your Facebook Ad: Targeting by Precise Interest and Broad Category This is where Facebook Ads get awesome - targeting your ad at an audience who has all but told you they’re interested in your product beforehand. Precise Interest targeting allows you to define your advertisement target by what they are interested in: ● Listed interests ● Activities ● Education and job titles ● Pages they Like ● Apps they use ● Groups to which they belong Broad Category targeting allows you to target your audience based on what they’ ve included in their timelines: ● Relationship status ● Political leanings ● Travel ● Birthdays ● Job Title ● Recently moved
  10. 10. Step 2: Targeting your Facebook Ad: Targeting by Custom Audience Facebook Ad tools will allow you to import your business’ contacts from email, phone numbers, CRM tools and MailChimp or SalesForce accounts. No longer are you targeting by age group, gender or specific interest and hoping you’re right. Now you’re targeting by name, literally. You’re targeting people who have already engaged with your brand and encouraging them to do so again. An ecommerce company who targeted their email list found a 43% conversion rate increase among sign-ups and a 30% decrease in cost-per-lead.
  11. 11. Step 2: Targeting your Facebook Ad: Targeting by Lookalike Audience Once you’ve found success with a custom audience, Facebook Ads can be targeted by Lookalike Audience. This matches your existing contact list with similar Facebook users - giving you a list of people with the same demographics and interests, optimized for conversions. A great way to use this function is for lead generation: ● ● ● ● ● Run a Wishpond contest Generate a great email list of the contest’s participants Run another contest with a similar prize and format using a “Lookalike Audience’ Exclude the first contest’s participants entirely Generate a whole new set of similar leads!
  12. 12. 3 Step 3: Deciding your Facebook Ad Budget
  13. 13. Step 3: Deciding your Facebook Ad Budget Determining your Facebook Ad budget is a vital part of the Facebook Ad process. Luckily, most Facebook Ad Tools (including Wishpond’s) give you a sneak peek into the possible reach of your ad and how many clicks you can expect on your ad per day. In order to increase your ad’s Clicks we recommend you put time and effort into optimizing your ad: Choose a great image that grabs the attention of Facebook users 1 2 Create a strong value proposition by advertising a discount, coupon, or sweepstakes 3 Optimize your Facebook Ad copy with an effective headline and a solid Call-toAction 4 Target your Facebook Ad as specifically as you can, while keeping your ad’s Reach high enough that your CTR results in significant numbers
  14. 14. 4 Step 4: Understanding your Facebook Ad’s Performance
  15. 15. Step 4: Understanding your Facebook Ad’s Performance Understanding your Facebook Ad’s performance is essential for a successful campaign. You need to know when your ad’s no longer effective, and recognize what’ s working well for you so you can implement it in the future. We recommend focusing your attention on these four metrics: 1 Views: How many times your Facebook Ad showed on a user’s News Feed 2 Clicks: How many times your Ad was interacted with - a click-through to your website or contest landing page 3 Conversions: Conversions are the amount of real-world actions your page sees 4 Spent: Viewing how much you actually spent per day allows you to increase, or decrease, your maximum daily ad budget
  16. 16. 5 Step 5: A/B Testing Introduced
  17. 17. Step 5: A/B Testing Introduced A/B testing is a strategy in marketing in which two versions, A and B, (the Control and the Treatment) are tested against each other. The goal is to identify changes that increase the chance of the what you want to occur, occurring. 1 When we A/B Test a Facebook Ad, we’re looking at five different variables: A/B Testing the image 2 A/B Testing the title/headline 3 A/B Testing the body copy 4 A/B Testing the details 5 A/B Testing the target audience
  18. 18. Step 5: A/B Testing Introduced: Images Your ad’s image is what grabs the attention of your target Facebook user. Maybe it’s the color, maybe it’s the image itself. Whatever it is, you need to be sure it’s eye-catching, intriguing, and colorful. 1 Let’s say your Facebook Ad control image is a pair of designer sunglasses. Here are 4 Facebook Ad Image A/B Test Ideas: Test the same sunglasses being modeled by a smiling female model 2 Test the same sunglasses on a red background 3 Test the same sunglasses modeled on a smiling male model 4 Test a different pair of sunglasses
  19. 19. Step 5: A/B Testing Introduced: Title/Headline After your image, your title is the most important factor in catching the eye of your audience. We recommend a value proposition for your Facebook Ad’s title. Here are 3 Examples of Great Value Proposition Titles: 1 Try AcmeTools for Free! 2 Win a $500 Shopping Spree 3 Kick-Start your Career
  20. 20. Step 5: A/B Testing Introduced: Body Copy Without good copy all you’ve got is someone to pay attention (which is a feat in itself on Facebook, but 100% immaterial if they’re not clicking through). The body copy of your ad is where you communicate the “why”. 1 2 Your body copy is also what is most affected by your target audience: Consider targeting parents and changing your copy to ‘do your kids need…?’ or ‘do you deserve a break?’ Consider targeting middle-management professionals and changing your copy to ‘boss hounding you?’ or ‘do you need a raise?’
  21. 21. Step 5: A/B Testing Introduced: The Details One of the amazing things with A/B Testing (and sometimes the most surprising) is how effective a small change can be. A border around your image, a slight shadow, the word ‘now’ within your body copy, or the subtlest nuance a graphic designer throws at an image and suddenly you’re seeing a 100% increase in click-through-rate. 1 5 Small Details to Test to Increase your Ad’s Click-through-Rates: A colorful red, green, or orange border 2 A subtle shadow around your image 3 A colorful background around your logo 4 Increasing the yellow/green gamma on your image 5 The addition of the word ‘Now’, ‘Free’ or ‘Proven’ to the body copy
  22. 22. Step 5: A/B Testing Introduced: The Target Audience Keeping your Facebook Ad exactly the same but changing who sees it is a fantastic way to increase your conversions with little effort. Changing your demographic targeting ensures the audience who sees your Ad never overlaps. 1 Here are 5 Target Audience A/B Tests: Target your Facebook Ad at men and include a picture of a sexy model looking seductively over her sunglasses 2 Target your Facebook Ad at parents and include a picture of three children shading their eyes with their hands. 3 Target your Facebook Ad at women with children and include a picture of an average mother amidst stressful children. 4 Target your Facebook Ad at 45-65s and include a picture of a model of a similar age. 5 Target your Facebook Ad at people living in sunny parts of the country
  23. 23. Thank you for viewing! Did you like this presentation? Check out corp.wishpond.com for more! Wishpond makes it easy to run interactive social media marketing campaigns. Learn more at Wishpond.com