7 Components to Clickable Facebook Ads
Facebook is a powerful platform for small businesses and brands to connect with customers. With more than two billion users, you can reach target audiences like never before. The key is to create a compelling ad campaign that entices potential customers.
One of the most significant measurements of an ad’s success is the conversion rate. A robust conversion rate drives customers to action, whether it is subscribing to a newsletter or purchasing a product or service. Here are seven tips to boost your conversions with highly clickable Facebook Ads.
Use Eye-Catching Images
The saying a picture is worth a thousand words may be a cliché, but there is evidence to back up this notion. That’s because the human brain processes visuals 60,000 times faster than it does text. Put another way, make sure your images are eye-catching.
When deciding what images to select for the ad, you want to find something that is visually interesting and compelling. The goal is to stand out from the rest of the page while conveying your brand message and style succinctly.
Offer an Incentive
Incentives are a great way to grab people’s attention. Consumers are 57 percent more likely to buy from a brand they have never heard of if they have a coupon. Coupons, discounts, and other incentives alleviate the pressure of purchase in the case that it does not work out.
To quote Don Corleone, make them an offer that they can’t refuse. Stronger offers mean more click-throughs. Also, make sure the deal is in line with your business or organization, and always follow through on promises.
Have a Strong Call to Action
A call to action distills your business, product, or service down to its essence. It invites viewers to engage with the ad and “act” on it. A successful call to action will generate consistent click-throughs and ultimately boost your bottom line.
There is an infinite number of potential ways to write a call to action. Some of the most common options include phrasing such as:
- “Read more”
- “Learn more”
- “Try it now”
- “Call now”
Regardless of what phrase you use, make the placement easily visible, and the design distinctive.
Keep Copy Punchy
The language, tone, and diction in ads say a lot about a company. The copy will convey to target audiences what your brand stands for and the value it creates. Make sure to stand out from the competition with engaging writing that grabs hold of people’s attention.
One outstanding example of punchy copy is Dollar Shave Club. The text in their ads is casual, yet fun, which makes their content apply to a broad audience. The lack of formality or technical jargon makes their copy more accessible, so readers are inclined to want to read more.
A/B Test Everything
A/B testing is a process where two different versions of something are tested against each other to determine which performs better. Using multiple variations of an ad will help you decide what keywords, images, and incentives work and which don’t. This information is vital when it comes to informing further Facebook ad creation.
Constant A/B testing is the best way to hone in on your target audience through ads. After an ample sample of tests, ad creators should have a vivid sense of their client’s desires, demographics, and reasons for purchasing the product or service. A/B testing can also reduce bounce rates and increase content engagement.
Select the Right Ad Format
Facebook offers several different formats of ads, which have various strengths and weaknesses depending on the campaign. An example of this is Adidas’ use of Facebook’s collection feature to showcase their latest hoodie. The result was a 43 percent decrease in cost-per-conversion.
Collections and carousels are a powerful tool for businesses with multiple features or products they want to display. Facebook Offer allows for exclusive deals and discounts, including a reminder to readers to redeem the discount. There is also Facebook Canvas, which is best suited
Hone Targeting with Audience Insights
Understanding your audience is probably the most important component of highly clickable Facebook ads. One way to reveal your audience’s interests is through Audience Insights. This tool allows you to use demographics, gender, geography, and more information to pinpoint target consumers.
Audience Insights also allow you to see what content worked and what underperformed. Based on the clicks and conversions within specific audiences, you can make more informed choices about which ads to keep and which to change.