Killer Best Practices for Facebook Ads
How to perfetly orchestrate format, visual, copy and CTAs for Facebook ads that really work
Recently on Novarize’s blog, we discussed key tactics employed by Facebook Ad gurus to generate millions for their clients.
In that series, our focus was mainly on the more technical side of advertising on Facebook, such as audience targeting, bidding, and ad placement and scheduling. To be sure, knowing how to best approach these aspects of Facebook Ads is vital to the overall success of your campaign.
But, it will all be for naught if your ads don’t effectively engage your target audience, and nurture them further in their buyer’s journey.
That said, today we’re going to be looking at the different types of ads you can create on the popular social media channel—and discussing a number of best practices for doing so.
Let’s dive in.
Key Best Practices for Advertising on Facebook
While we’ll be discussing a number of different ad formats throughout this series, let’s start by addressing a few best practices that apply to Facebook Ads in a more general sense.
Choose the Right Format
Facebook offers eight different ad formats to choose from—each with their own use cases, advantages, and disadvantages.
That being the case, you need to choose the ad format that will allow you to most effectively communicate your message and engage your audience. More than that, you want to also take full advantage of the features offered to you by each format you use.
The other side of this is that you shouldn’t use a certain format just for the sake of using it. Start with a purpose for your campaign, then find the Facebook Ad format that will allow you to best accomplish your goals.
Use Visuals to Deliver Value and Information
It’s pretty well-documented and accepted that humans process visual information much quicker than we do text.
Applying this to the world of Facebook, in which consumers are constantly scrolling through various ads and content, it’s safe to say that the focal point of your ads should be the visual aspects of them.
However, these visual aspects must deliver the most important information you have for your audience. Show your product in action, illustrate how it works, showcase “before and after” social proof...whatever makes sense to further engage your target audience.
Offer Tailored Value
Two things to think about, here:
First, your Facebook Ads need to provide some kind of value to your intended audience. If they have no need or desire for what you have to offer, they’ll have no reason to interact with your ad.
Moreover, the value you offer should be tailored as specifically as possible to your intended audience. Through retargeting and Facebook’s Dynamic Ad technology, you can create highly-targeted ads to be triggered when an individual belonging to a specific persona takes a certain action.
The more tailored and valuable your offer is to a given prospect, the better your chances of catching their attention will be. As we’ll discuss momentarily, how you present this value can often make all the difference.
Use Urgent, Customer-Facing Copy and Calls-to-Action
Circling back to the importance of providing information, your copy needs to clearly state two key things:
- What you have to offer
- What your customer has to do to get it
If the customer can’t figure out the answer to either of these questions with little to no effort, they’re going to pass right by your Facebook Ad for good.
When providing this information and calling the customer to action, do so in an audience-facing manner. Focus your copy on the benefit or outcome to be experienced by engaging with your offer (rather than on the offer itself). Speak from the customer’s perspective when presenting a CTA (e.g., Facebook’s standard “Learn More” button).
Regarding urgency, you want your prospective customers to feel like they simply can’t scroll past your ad, can’t wait until later, and must take action now. Whether by providing one-time offers or by playing on the audience’s fear of missing out, it’s vital that your ad stops them in their tracks—and gets them to engage further with your brand.
While these best practices apply to all Facebook Ads regardless of format, the way in which they’re implemented varies in a number of ways.
That said, we’re now going to dig into the specific types of Facebook Ads you can choose from for your next campaign.
Facebook Photo Ads
Facebook Photo Ads are, perhaps, the simplest ad format offered by the platform—forming the template on which the other formats were built.
(example or template image)
Because Facebook Photo Ads can include just one image, it’s vital that you choose a good one. “Good,” here, means:
- Vivid and high in quality
- Product- or benefit-focused
- Complementary to copy
Piggybacking off that last point, the photo or illustration you use must relate to your copy—and your copy must serve to strengthen the message and get the customer to move further along in their journey.
Facebook Photo Ad Example: Dollar Shave Club
The first thing to note about this ad is the burlap-colored background. Remember, this ad is being shown on Facebook—a site primarily dominated by blue and white; in other words, this ad is bound to stand out from the get-go.
Next, our eyes track to the ad’s copy—of which there is very little. But, in very few words, Dollar Shave Club manages to mitigate risk and alleviate worry on the part of the customer. Moreover, the ad provides a specific URL to click on, making doubly sure audience members take advantage of the offer at hand.
One “bonus” point to mention is the inclusion of the company’s shave butter product within the ad’s image. While not all that essential, it does introduce new customers to another product offered by the company, which can lead to successful cross-selling opportunities in the future.
Facebook Photo Ad Example: HelloFresh
Meal-kit supplier HelloFresh takes a creative approach to Facebook Photo Ads, including photos of three different meals with a single image file. The content of the photos—the finished recipes being advertised—is as engaging as the meals are appetizing.
HelloFresh also made good use of the reaction button in this ad—which, presumably, was developed at a time when the reaction button was still a novelty. Nevertheless, the point is that the team used the feature to engage further with—and learn more about—their customers.
Finally, though the content of the ad is focused on current HelloFresh customers, the message to non-customers is loud and clear: If you were a customer, you’d be eating these amazing meals in the week to come. Anyone who loves to eat, but never has time to shop or cook, will almost certainly check out what HelloFresh has to offer after seeing this ad.
Okay, now that we’ve given you a quick taste of how you can advertise your brand on Facebook, we’re going to let that taste linger for a bit while we put together the second part of our series.