Facebook ads are very common these days and a lot of brands are using these to promote their businesses. But not everyone is getting the same results.
So what is it that makes some Facebook ad campaigns more successful than others? How do expert marketers make their campaigns stand out from the rest?
Read these 6 expert tips to find out the Facebook ad hacks that successful businesses use to run successful ad campaigns.
Don’t Include a Call-to-Action
This might seem counterintuitive and goes against everything you know about advertising.
The first advice that anyone gives to someone creating ads is to include a CTA. While that works on most platforms, the situation is a bit different from Facebook ads.
If you don’t include a CTA in your Facebook ads they will appear like native content on Facebook. This is much better because people engage with native content more than advertisements.
This ad for The New Yorker magazine is a brilliant example of how an ad can be made to look like native content.
Use A/B Testing
This is not so much a hack as it is a best practice. A lot of marketers use split testing to measure the performance of their ads. It is as simple as using the “Create Split Test” option while creating your ads.
However, what a lot of people don’t know is that there are numerous ad elements that can be split tested. Here are some of the things that you can split test:
- Ad headlines
- Ad copy
- Ad landing pages
- Campaign objectives
- Facebook audiences
- Ad types
- Ad images
- Images versus videos
- Ad placements
Split testing lets you try out various options to find the one that works best and gets the highest ROI.
Research Your Competitors’ Ads
Doing competitor research before planning your marketing (or in this case advertising) strategy is marketing 101. Then why not apply it to Facebook ads as well?
And don’t worry, there’s nothing wrong with spying on your competitors a little. You can do it in a legit way from their Facebook pages.
Follow the below steps to find your competitors’ ads:
- Go to a competitor’s Facebook page
- Select “Info and Ads’ from the sidebar
- Select the country and see all the ads that your competitor is running in that country
This is a brilliant facebook ads hack that most people don’t know about. It provides you with a lot of ideas for running your own campaign.
Refresh Your Ads
In the Facebook Ads Manager, there is an option to select the frequency of ads. This basically refers to the number of times a particular ad is shown to your target audience.
There is a lot of confusion about what is the optimum frequency to ensure that your audience notices the ad, but does not get exposed to the same ad too many times.
If you show an advertisement just once or twice people might not even notice it. Even if an ad is displayed while a user is online, that does not mean they will notice it.
On the other hand, if you show it too many times, then people might start ignoring it. This is called “ad fatigue,” a phenomenon where viewers subconsciously ignore or block out ads that they have seen too many times. These ad displays will never lead to conversions but will increase the cost per click and decrease your campaign’s ROI.
In fact, an Adespresso study found that if the frequency of an ad reaches 9, it can increase the average CPC by up to 161%.
So, it is best to keep your ad frequency somewhere between 3-4 and keep rotating or refreshing your ads after that. It is a good practice to regularly refresh your ad copy to ensure that the same people don’t see the same ad too many times.
Measure the Right Metrics
When measuring the performance of Facebook ad campaigns, you should look at cost parameters like CPC, cost per registration, etc. This is because these are the parameters that tell you the actual ROI.
Start of the funnel KPIs like click-through rate may be a bit misleading when calculating the campaign ROI.
I am not denying the fact that parameters like reach, impressions, click, etc. are important. They are however not the best measure of performance. Especially when you are comparing a set of ads to see which performed better, you need to place more weight on the end of the funnel KPIs.
Get Creative With Your Ads
At the end of the day, the success or failure of an ad campaign comes down to how effective and engaging your ads are. You need to write attractive ad copy and titles that grab audience attention and encourage conversion.
Following are some of the best techniques that you can use to make your ad creatives stand out:
Offer Value to Consumers
Ask yourself why would someone click on your ad if they don’t realize what’s in it for them.
The first rule of writing an ad copy that converts is to clearly highlight your value proposition. Whether you’re offering a discount, listing product benefits, or describing your USP, it should be highlighted in your ad copy.
Whatever your value proposition is, it should be the first thing that people see in your ad.
Check out this ad by Amazon where they have clearly highlighted the fact that customers will get a bonus product with purchase. This is a good way to get customers.
Provide Social Proof
This is another tried and tested method to improve the click-rates of ads. Tell people that others are buying your product and they may also want to do the same.
You can use statements like “Join the X million people who subscribe to…” or “Be part of this community…” or anything that shows that a lot of people are already doing it.
You can also leverage influencers to promote your ads or ask them to feature in your ads. To find relevant influencers to partner with you can use influencer search platforms like Grin.
These Facebook advertising hacks are really useful and can help you optimize your ad campaigns.
Leverage these 6 hacks now to get better ROI from your Facebook ad campaigns.