How to create Facebook ads that lead to high conversion rates

Do you want to make most out of your Facebook ads? Online advertisements are expensive. To avoid spending huge amounts of money on ads that don’t attract customers and as a result lead to low conversions it’s important to prepare and create your Facebook advertisements properly. We explain you the essential elements that are necessary to consider when you want to create high-converting ads on Facebook.

Have your specific target audience in mind when designing the ad

There are billions of users on Facebook. Obviously it’s impossible to target all of them. And this is not even necessary. However, trying to attract the highest number of people with ads is one of the most common mistakes businesses do as they think the more people they attract the higher the chance for new customers. But the reality shows that this isn’t true. Imagine you are selling men’s suits. Why would you like to attract female teens when your product is created for male adults? These teens would not even look on your advertisement as they have no need for your product. Thus, it’s a waste of time and money to create your ads in a way the majority of users would like it. You shouldn’t care about the majority of people but only about those who are likely to be interested in your ad as all others won’t even take a closer look at it. This is also the reason why you should filter exactly to which Facebook users your ad will be shown, including demographics, age, gender, interests etc. For our suit seller example it would be wise to show the ad only to men above 20years, interested in business fashion, in the area of where the company is distributing. This specific targeting strategy avoids the costs for a higher reach on Facebook as well as the costs of clicks on your ad from users who are not interested in your product. Conclusion: Always create the design and content of your ad specifically targeting your ‘ideal’ buyer, so those persons who are most likely to benefit from your products or services and adapt the style, language, images and content of your ad to their needs to attract them.

Create your ad goal-orientated by having its key purpose in mind

Before you start to create and design your Facebook ad you should know exactly what purpose the ad is supposed to serve for you. So in particular, what do you want to achieve with it? Brand awareness? Website traffic? More customers? The content and design of your ad is highly dependent on your ad’s goal. Having in mind what you want to achieve with your ad you will know how to write it (style and tone) and what features (e.g. links to your offer/landing page/website) are important to incorporate in it.

Express a specific and unique value proposition in your ad

Any successful ad needs a clear statement that indicates the benefit of your product or service to the customers. Especially in the jungle of ads users are confronted with on Facebook every day, your ad needs to be outstanding and valuable for your potential customer. Tell them exactly what problem your product/service solves for them. Do you simplify their buying process by providing an easy online shopping process to them? Do you give them a greater range of suits than in the stores? Do you offer them free delivery costs in contrary to your competitors? No matter how your product or service benefits your customers – tell them clearly and focused why it makes their life more valuable.

Visualize your ad by means of an exciting and/or personal picture or video

Text-heavy ads are often perceived as boring by Facebook users and don’t attract their attention. Users are more attracted by pictures and videos than by static text. This is because our brains can process visual elements way faster than text. Therefore, it is very powerful to include interactive and stunning visual elements like capturing pictures or even videos if you want to gain high attention on your Facebook ad. Human faces for example have proved to be a powerful piece of marketing content as people tend to automatically empathise with persons they see on advertisements. Instead of a picture of the product itself you could for example use an image of people using your product. Therefore, always include a suitable catching or appealing visual element in your Facebook ad.

Keep your ad simple and put the focus on the message rather than on pictures

As explained in the previous section it is essential to spice up your Facebook ad with a supporting (background) picture or even video to attract users. However, simultaneously it is very important to keep the colours and content of the picture/video simple to avoid any distraction of the viewers from the message you want to tell them. Thus, don’t use pictures or videos with a lot of action in – keep it simple. This ensures that users get and remember your point.

Now some final advices for the creation and design of your perfect Facebook ad:

6. Create your ad in a way that evokes curiosity by its viewers. This emotion is a powerful tool to influence them to click on your ad. Curiosity can be achieved by questions including powerful words like “free”, “new” or “you” in your headline phrases (e.g. “How you..” or “The new solution for…”) but also by using curiosity kindling, eye-catching pictures.

7. Keep the heading of your ad clear, concise, and most important: keep it short! A rule of thumb is that a powerful headline should be just 5 words long. This ensures that it is focused and clear to the point.

8. Use call to actions. “Buy now”, “Take advantage of our offer today”, “Subscribe to..”, “Download our free..” are examples of powerful and effective calls to action to influence the users and achieve higher conversion rates.

9. Ensure that your Facebook ad is consistent with your overall brand image (your landing page, website and any other marketing materials you use) so that users see the same look and impression after clicking on the ad. This ensures that users will remember your brand more easily. Further, it has the advantage that people can identify the ad as one of your company when knowing your design.

10. Always review and test the power of your ad. Ask others for their opinion and optimise your ad based on their feedback. Ideally use multiple design versions and test them before deciding which ad you will post.

So, let’s go. Good luck with the creation of your next Facebook ad!


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