More than 32 million French people are on Facebook, which makes it an essential channel to find new customers or gain visibility on your site. The problem is, you don’t know how to do it. You have already boosted your publications or tried your luck in the Ad Manager, but it did not work …
You must have told yourself that you had chosen the wrong targeting.
Often the problem is even broader than the simple choice of targeting.
Your advertisement was so boring that no one clicked on it. And when nobody clicks on your ads, you also pay…
It’s not your fault. Advertising writing is an art which is acquired with time and experience.
Fortunately, this article will make your job easier since I will show you the 4 essential components of a successful Facebook ad (and examples of advertising to inspire you).
Let’s start with the first element of a Facebook ad that converts: your offer.
Criterion # 1: The offer
I wanted to talk to you about the offer first criteria because an advertisement that does not offer the right offer, at the right time and in the right person, is doomed to failure.
First of all, know that your offer is NOT your product.
For example, an online course that helps you learn new skills is the product.
Your offer could be a 14-day free trial or a 50% discount for the first 50 participants.
In other words, the offer is what gives a reason to those people you target to click on your ad.
If your offer is not attractive, don’t expect to get clicks.
The second point to take into account when advertising Facebook is that your offer must be different depending on the “temperature” of traffic.
On the web, we can distinguish 3 types of traffic:
- Cold traffic (people who don’t know you at all) – TOFU;
- Hot traffic (people who know you a little and have been exposed to your brand at least once) – MOFU;
- Very hot traffic (leads or prospects that we want to convert into customers, existing customers) – BOFU.
Depending on the traffic temperature, your offer will be different.
Typically for cold traffic, the offer that you will promote with Facebook advertising could be a blog article, a video (educational or that introduces a need) or a post on social media.
For hot traffic, you will try to convert some of these people into leads (prospects) through offers such as webinars, guides, white papers, free trials, freemium version of your software, etc.
For very hot traffic, you will essentially show ads to your existing leads or customers and therefore be more “aggressive” in your offer, as does Spotify.
Before you start any campaign, take a few minutes to think about your goal:
- Do you want to gain visibility and reach new people?
- Would you like to generate qualified leads?
- Are you looking to sell?
Depending on the goal you set, you understand that your approach in terms of targeting and the choice of offer to promote will be different.
For the last 2 objectives, you will most often do what is called retargeting (targeting people who have already interacted with your brand) while for cold targeting, you will use socio-demographic targeting.
Now that I have introduced the importance of defining your offer, you must now communicate it via:
- The catch of your advertising;
- The image ;
- The title of the advertisement.
This is what we will see later in this article.
Criterion # 2: The hook (copy)
The 3 advertisements that I presented to you are fairly standard with an image, text above the image (hook) and a title (bold text below the image).
The role of the catchphrase is to hold the attention of the user who stopped on your advertisement and to raise the temperature!
In 1 or 2 sentences, you must be able to motivate the person to take action.
Over time, I learned that good hooks contain at least 2 of these 3 elements:
- They are short : the shorter and more punchy your text, the better;
- They identify a problem and give the solution ;
- They contain a call to action : When giving your solution, include a call to action.
In 90% of cases, your hook should contain a call to action (unless it is already mentioned in the image).
A short and direct catch gives good results, even if an advertisement with a longer catch can work (but then, it is necessary to tell a captivating story).
Let’s see together some formulas so that you can better understand.
Question + Solution
It’s my favorite formula and it’s very simple: think about your audience’s problem or a question that arises.
Formulate a question and give the solution…
Besides, the simple fact of seeing a question mark stimulates our curiosity, so it’s no coincidence that you see so many ads that start with a question.
Questions allow you, as an advertiser, to start a conversation (since a question implies an answer).
These questions should imply a positive answer like a big yes!
Watch this example of Social Media Examiner. He is excellent.
From the start, we understand that the ad is not aimed at anyone, but only to people who know Social Media Examiner.
Look, I imagined a little dialogue between Social Media Examiner and me…
Social Media Examiner : “You didn’t know how to come to Social Media Marketing World? ”
Me : Uh … no, it was 10,000 kilometers from my home.
Social Media Examiner : “Find ALL conference sessions remotely, for a fraction of the cost of the conference.”
(This is the solution, that is, the offer).
Me : Um, interesting. And what do I have to do to get it?
Social Media Examiner : Get your virtual pass this week -> [Lien]
This is the call to action, essential for any publicity.
The direct approach
The direct approach is to give your solution directly, like Airbnb.
Nothing to say about this advertisement.
It’s very difficult to state your offer in a few words and be persuasive at the same time, but it is possible.
You can also add intrigue, like Shopify did.
“It’s time to think differently”.
This type of catchphrase works well enough to promote an article because it contains that touch of curiosity that makes you want to read the article.
Mention your audience
Another way to attract the attention of the person is to mention it in your advertisement, as did Markeet, the French pop-up tool.
This ad is also interesting because it first highlights the offer with hooks [Webinaire] before I mention the audience, the bloggers.
In this blog post, find other examples of Facebook ads that are even more creative than these.
Criterion # 3: The title
According to Copyblogger, 8 out of 10 people will read your title, but only 2 out of 10 people will click on it.
What does it mean ?
You will have to spend a few minutes tweaking the title of your advertisement, which aims to clearly communicate your offer and its main benefit.
And this, with as few words as possible.
Indeed, according to QuickSprout, the perfect size for a title is 6 words.
It is not much, it is true, but remember that the average attention time on the Internet is only 8 seconds.
Fortunately, there are a few techniques for increase the click rate of your titles. Here are 3:
Curiosity is a bad thing … and you can take advantage of it by writing articles that play on curiosity.
But be careful not to fall into the clickbait.
Note that the person must have at least initial knowledge of a particular subject to make it work.
Indeed, we are not curious about things that we do not know at all.
Here are other examples:
- How to get 10,000 visitors / month to your blog (without paying);
- 11 destinations for those who are young and broke;
- Why you should stop sugar.
2) The urgency
Have you ever wondered what has the greatest influence on sales?
Is it the price? Product features? Its benefits?
But if I were to bet, I would say it’s the fear of missing a good deal, a deal as they say.
When a product is in limited quantity or on sale for a short period, it is immediately more desirable.
This is called the rarity effect (scarcity), popularized by Robert Cialdini.
Scarcity materializes in different ways:
- Offer limited in time;
- Offer limited in quantity;
- Offer available only once;
When a product is rare or scarce, intuitively we hurry not to miss the offer.
Hence the fact that you will often see titles that seek to provoke an emergency with words like:
- Do not miss
- Last chance
- Only 10 places available
- Today only
- Limited offer …
This is what you can see in this advertisement that I had presented to you a little earlier. “Deal ends soon…”.
The idea with urgency is to “force” the click. Why else would a stranger take his time to care what you have to offer him?
3) The specificity
When I say “specific”, I’m talking about clarity. There should be no confusion about what you are offering.
To add specificity to your offer, it’s very simple, use the numbers!
[Etude de cas gratuite] Find out how we increased our conversions by 338% in less than 72 hours.
This is the kind of title that makes you want to click because specific numbers have been used, which strengthens the credibility of this offer.
Besides, if we remove the numbers, this title no longer looks credible at all (take the test).
To finish on the titles, try to include an action verb:
Criterion # 4: Creative content (image, video, etc.)
For now, I told you about the offer and copywriting of advertising, but there is one element that should not be forgotten …
It’s the creative content.
Whether it’s a picture or a video, you understand that it takes up most of your ad.
So choose your creative content carefully, because it plays a key role in draw attention of the Facebook user.
And not only … it can also drastically lower your costs.
AdEspresso realized by testing (as always) that the image had the potential to reduce the cost per download of their ebook by 2.
Creative content is one of the most frequently tested elements.
It’s impossible to know in advance which image will work best for your ad.
For an e-merchant, it could be a photo of a person who uses the product.
For a service provider, an image with a MacBook and text could also work just fine.
There is no hard and fast rule when it comes to choosing an image.
However, I can still give you two concrete tips for choosing your images.
Tip # 1: The context
By context, I’m talking about associating your image with your offer or the content of your advertising (text).
If we resume this advertisement, we notice that the advertiser is holding a notebook in his hand.
If you are a normal person, you quickly understood that the notebook represents the case study that we are sold in the title of this advertisement.
Here is an example of misuse of the context.
Pardot, an American B2B software, promotes marketing content, but the image that is highlighted in this advertisement shows hikers …
This image is beautiful and inspiring, but what does it have to do with the content of the advertisement?
Hard to say !
Tip # 2: Contrast
You can use it in the image by using a light background to put dark products on it.
The light background highlights the products, it almost looks like they are going to come out of the picture!
Another way to take advantage of the contrast is to choose bright colors (red, orange, green, etc.) that stand out naturally in the predominantly white and blue Facebook news feed.
These are 2 simple tips that can make you money.
(Also think of these 2 criteria for the choice of the miniature if you make a video advertisement).
I shared other tips for choosing your images in this article at CWT Advertising & Co’m.
This article has detailed the 4 components of a successful Facebook ad: an ad that you want to click on.
Together, we have seen that the choice of offer is decisive and that it begins with the definition of your objective.
The way of communicating your offer, both in the catchphrase of the advertisement and in the title, is also very important.
Finally, the creative content (image or video) has the role of attracting the attention of the user so that he reads your advertisement and ends up clicking on it.
And if you want to know more about the complete methodology to launch advertising campaigns on Facebook, I suggest you download my ebook for free, The guide to Facebook advertising.
I explain in detail how to choose your advertising objective, determine the targeting of your advertisements and write your persuasive advertisements.
Click here to download it from my website.