Ads are everywhere now. Sometimes, you might find yourself just scrolling through ads on social media. And god forbid, if you stare at an ad a little too long, it’s all you see for the next couple of weeks across multiple social media platforms.
But what if that ad captured your attention… in a good way? It looked different from all the others that you’ve mindlessly scrolled past. You’re compelled to click on it, and over time, you’ve become a loyal customer, anticipating the next update.
If you’re running a business, you’ve probably realised just how increasingly difficult it is to stand out online. Your Facebook ad is not just competing with other ads, but also with posts from friends and family. Creating an engaging ad on Facebook requires some creativity and technical expertise, but you don’t just want an ad that gets people staring… you want them to act on it.
Is Facebook Still Relevant?
Yes it is. According to Sprout Social, Facebook is the third most visited website right after Google and YouTube. As of 2023, its total ad amounted to $135 billion, a number that has risen from the year before ($116 billion) and is projected to significantly increase in the coming years.
While splashy social media platforms like TikTok and Instagram have been all the rage lately, Facebook still reigns as the most used social media platform to date. As of 2024, it has 3 billion active monthly users.
And while you might assume, only boomers still use Facebook, research reveals that millennials, specifically those aged 25 to 34 are the platform’s largest audience. This is closely followed by Gen-Z users aged 18 to 24 years old.
Other relevant statistics you should take note of include:
- Approximately 59% of total users have reached out to a brand on the platform. Customer care queries make up 46% of those messages, signifying the platform’s relevance in maintaining customer trust.
- 54.3% of users use Facebook to follow and research brands.
- The average cost per click (CPC) for ad campaigns is about $0.83 across all industries for traffic ads and $1.92 for lead generation ads. This is much lower than the cost of running an ad campaign on Google.
- Facebook generates the highest return on investment (ROI), tied with Instagram at 29%.
So, how do you capitalise on these figures? How do you create a Facebook ad that converts?
Your Go-To Guide to Facebook Ads that Convert
Ask yourself, what type of ads have persuaded you? Those are the types of ads you should aim for. Here’s a four-step guide that will help craft an engaging Facebook ad.
Your headline needs to pack a punch
A good ad will have a hook that grabs your attention from the get-go and sustains it. It’s highlighted to the user immediately and presents a promise that the rest of the content is worth viewing. It makes you feel like you’re in for a treat. However, you don’t want your ad to come off as clickbait-y. It may get you clicks, but once users realise the true nature behind it, you’ll lose their trust.
Tips for good hook include:
- Using surprising details– for instance, “I didn’t write most of this. Want to know who did? Stick around.” Caught you off guard, didn’t I? Similarly, you want to create an unexpected setting or character, and you can do this by dropping surprising details, right from the start.
- Making your hook personal. Consider utilising personal pronouns when addressing your audience. Make it seem like you’re directly addressing their needs and concerns, “remember when you couldn’t find your keys…”. While it may hardly seem unique, chances are, it’ll get users curious about what to expect next because you’ve created the impression that the ad is directed right at them.
- Keeping it short and sweet. Actions speak louder than words, so have a few words but pair it with interesting visuals. More on that later.
Incorporate storytelling into your ads
Now that you’ve drawn your audience in, you need to make them stay. By telling your audience a story, you’ll create a sense of relatability, allowing them to connect with your brand on a personal level. Elements of effective storytelling include:
- Understand your audience– what are their values, challenges and inspirations?
- Prioritise authenticity– limit exaggeration.
- Craft a clear message– what exactly are you trying to say? Be straightforward.
- Create relatable characters– you want your audience to resonate with their struggles and aspirations.
- Incorporate visuals– complement your text with images and visuals that’ll enhance the narrative quality.
For instance, consider the ads that Apple creates. It weaves its narrative with the experience its products offer, suggesting to viewers the challenges its new inventions are able to solve.
It’s always an experience that is relatable, and with just a few words (or sometimes none at all), the viewer is able to gauge exactly what the product does and how it’ll potentially benefit them. Essentially, it communicates value.
Make them stop… and stare
Humans are visual creatures. Depending on who your target audience is, sometimes an ad that communicates “perfection” might not always be ideal. It may make your audience feel removed.
For instance, most beauty and skincare brands are heavily reliant on showcasing idealised features that more often than not, fail to engage and target the everyday person. Just viewing the ad wouldn’t convince them, they need to try it on themselves.
While it might seem unconventional at first, consider using images or videos that aren’t overly polished and feel more like user-generated content (UGC). It seems simplistic, but remember less is always more.
Consider Dove’s “Real Beauty Campaign”, it featured images of women whose appearances don’t fit that of the standard model. The images were paired with a copy that was short yet powerful. The message was clear and straightforward, questioning our perceptions about beauty standards.
Have a clear CTA…make them click
If you’ve already incorporated the steps prior to this, it is highly likely that your call-to-action (CTA) is loud and clear. A good CTA will convince your audience to engage even further. Common phrases include:
- “Sign Up”
- “Buy Now”
- “Subscribe For More”
- “Get Started Today”
- “Join Us”
…. and more. A great example is Netflix’s CTA. It invites users to sign up without needing to commit to the platform at first.
Don’t Forget to Test & Optimise
Test variations of your ad campaign with a small budget. Start with simple ads, campaign structures, and familiar audiences. Go with automatic placements and interests that make logical sense at first, and then over time, test on wider audiences. That doesn’t mean your ad should be broad and generic. Instead, target markets that are directly related to both the product and the solution.
Once you’ve tested many audiences and ads, consider testing different ad angles. Start with the most attractive angle and over time, go back to the most winning ads, make adjustments on the angle.
Be prepared to be wrong from your predictions. Audiences are volatile. You’ll never know what will work and what won’t until you test it out. Ads you spend hours on might not perform as well as the ones you took minutes to come up with.
In the midst of it all, remember to stay true to your brand. Audiences on Facebook crave authenticity. Prioritise highlighting what your brand stands for– don’t fall victim to popular marketing tactics.
Ready to win the Facebook ad game? The tips above are tried and true. Start seizing conversions today.