Congratulations! You’ve launched your Facebook marketing campaign!
Perhaps it’s been running for a few days, or maybe a few weeks now. Maybe it’s doing super well (awesome!) or it’s becoming a bit challenging (don’t give up!).
As the time goes by, you’re beginning to wonder if there is anything you can do to improve it.
The hardest part about online marketing is figuring out how to improve your campaigns. It may be challenging to pinpoint what works and what can be improved.
To begin, keep in mind that Facebook charges us for views and/or clicks, so we need to ensure we are getting a compelling offer in front of the right audience. This means we don’t want to be showing our ads to people who will not be interested (narrowing down location, demographic and interest). Plus, we want our ads to be clear, concise and appealing.
This article focuses on the second aspect of the challenge – great ads that capture the attention and filter your ideal leads.
Here are 5 key questions you need to ask yourself when reviewing (or creating) your Facebook ads.
1. Is my message clear?
Here is an example of a great, clear ad. The image qualifies well: it points out that we are targeting females interested in attending classes such as pilates or yoga.
The text of the ad clearly states the offer and call to action, as does the title. The price of the offer is clear (which is also a very competitive price, considering studio membership prices). And the text under the title reconnects with your motivation to sign up.
Evolution Business College
Here is an example of an ad that is a bit out of sync.
The image is great – and the text is clear and contrasting in a way that draws attention and qualifies viewers. But, notice how the copy says “enrol now”, the title of the ad urges to “check out” the course guide and the call to action button says “download”. Conflicting actions if ever I saw them!
I would suggest creating a separate ad geared towards the course guide views, with the angle of “Here is a list of skills/tools that you need to be a great event manager,” and ensure that everything in the ad: the ad text, title and subtitle re-enforces that notion.
2. Am I relevant to my audience?
This example below is a very relevant ad to me. I have always struggled with spelling.
I love the way this banner taps into insecurities. Ability or inability to spell does not mean much by itself, but the fear that it will hold you back in life is indeed a problem.
A clear, results-oriented title will offer a solution to this problem.
This ad is less focused on qualifying the leads. It does state the offer clearly, but doesn’t really tap into their target market or connect with them on a personal level. I’m personally left wondering and a bit confused. Is it targeted at freelance copywriters or just freelancers in general? What sort of proposal/work? Etc.
3. Do I use a clear call-to-action?
This ad screams clear offer. From glancing at the banner, we learn straight away that this is a voucher to advertise on mobile, targeting startups.
Ad copy is consistent and informative, viewer knows with 100% certainty what to expect when clicking on the ad.
Australian Institute of Business
Here is an example of an ad that is very pleasing aesthetically, but may be ambiguous in terms of call to action/offer.
For some people it may be unclear what a BBA is (when they just glance over without reading through the ad copy). Then there is a problem of expectations; it’s highly unlikely that the person will enroll in 2-year program from one Facebook ad. So offering “enrollment” straight off the bat is an unrealistic goal. A good alternative would be to offer a survey or a consult.
4. Is my banner attention grabbing?
Most people will first connect with your banner image before reading any copy. So banners are a gateway to your ad.
This is a very successful banner because it offers a striking photo in a way that connects with the viewer. Eye contact and balance of light and dark in the image makes it look powerful, meaningful and classy.
This banner is an interesting example. Although I find that the native banners (real photos of real people with minimal Photoshop) work very well. This banner is a bit disjointed from the message on the ad. I would create a test with the same image and a different title like “Fish out your first 10K of sales online” to connect the image to the offer, or alternatively I would test another banner.
5. Do I offer A LOT of value to my prospects?
Lastly, and probably most importantly, let’s come back to the offer. We need to ensure that the offer we are adding to our ads are compelling for the target audience.
For example, Asana is a great project management tool for small businesses and startup. One of the key benefits of Asana is that it’s free, which is quite a big point of difference for small business. What I would do to make the below ad more compelling straight away, is to add that into the title.
Research what your customers like about your product and make it known.
Frank Kern, on the other hand does not mince any words. He is going straight for the pain point. People who run free webinars are very sensitive to their conversion rate: one or two extra sales on the webinar may be the difference between the business making a loss and making a profit.
Use those 5 lenses I have covered above to cross-examine your posts to pick up any “gaps” or test alternatives ideas.
Focus on your ideal client, address their desires by creating a killer offer, create a clear call to action and grab their attention with a meaningful banner.
Now let’s put this plan into action!
If you want to learn how to build campaigns like a pro, check out my FB Lessons membership. Enjoy weekly fun tutorials, get personalized help with live Q&As and watch your marketing skills skyrocket (your bank account will thank you for this also).