Facebook is an advertising monster with unlimited potential for marketers. After all, 1.4 billion people can’t all be wrong!
But, that doesn’t mean that any old, slapped together ad will get you the great results you desire.
There are specific steps that you must take and specific components that must be present for your ads to be successful.
These four components are:
The ad image.
The ad’s message to market match.
The value proposition.
The Ad Image
People use Facebook for its social content. They normally don’t go there looking to buy “things”.
You’ve got to get their attention really quickly…probably about 2 seconds. Your ad must contain a visually enticing image to attract visitors. Remember, they aren’t looking for you, so it’s up to you to get their attention.
The best way to accomplish this is with a strikingly alluring image.
Here are some interesting stats:
40% of people respond better to visual information than plain text (Source: Zabisco
1% of people say a website’s design is the number one criterion for discerning the credibility of the company (Source: Stanford Persuasive Technology Lab).
90% of information transmitted to the brain is visual and visuals are processed 60,000x faster in the brain than text (Source: 3M and Zabisco).
So, no matter what, you must make sure that your ad contains an image that appeals to the eye and grabs attention.
The Message To Market Match
This is crucial to an ad’s success but is very often overlooked.
Your message and your market must be a relevant match.
That means that you must select a target audience that’s the most likely to be interested in your offer. To do otherwise would be a colossal waste of money because your campaign has no chance of success.
Your image, you ad text, your landing page and your sales page must be congruent and consistent throughout…otherwise, you will confuse your visitor. The saying goes “A confused mind always says NO”.
Don’t advertise a free ebook and take your visitor to a landing page that talks all about your great new course that just became available.
Instead, talk about the benefits that your visitor will receive from your free ebook. After they opt in and download their copy, you can gently transition them to your product sales page, but only if it logically follows what came before it.
Finally, avoid all the “me-tooism” found in today’s ads.
Marketers are all touting the exact same things with the exact same language. If you do the same, your message will be lost in the crowd.
Find a way to deliver your message in a different, yet, appealing way. This will pay huge dividends.
The Value Proposition
People will not click on your ad or give up their email address unless they have a compelling reason.
Remember, they weren’t looking for you.
If you’re offering something for free, make sure to spell out all the benefits your product will provide THEM. They are mostly interested in what’s in it for them…harsh, but true.
Make sure your proposition is both believable and very relevant to your target audience. Avoid
brash claims, unless they’re true.
If you’re offering a product for sale, it’s probably not a good idea to attempt to make the sale directly from the ad. People don’t go to Facebook to buy things, they go to socialize.
You’ll be much better off taking them to a pre-sell page first. But, your ad still must have an enticing value proposition.
You’d be shocked to know how many marketers forget to add a call-to-action to their ads.
Do not assume your visitor knows what to do next…tell them exactly, in clear concise language what you want them to do.
You can reinforce your message in your call-to-action. For example, “Click To Get Your Free Ebook While The Supply Lasts”. Adding a sense of urgency or scarcity is always a good idea.
Facebook ads are a great source of continually flowing, highly targeted prospects. To get the most out of your ad dollars, always be sure to focus on these four “must do” components.
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