The advertising potential of Facebook is enormous. The number of users of this social network is approaching 2 billion accounts. This makes companies increasingly turn to its advertising platforms, which today offer to influence consumers in a targeted and unobtrusive way. Creating a good Facebook ad is extremely important. The 5 rules of how to do this will be discussed below.
Image or video clip?
It cannot be said that a video is always preferable to a static image. However, in some cases, it is video that guarantees the best conversion rate. First of all, this applies to videos that contain a sequence of steps, some explanations, which are optimally done in video format. For example, if the ad sells transformer beds, then showing the transformation allows you to successfully interest the user. In addition, one study showed that ads with videos have the lowest cost-per-click at $0.18. Otherwise, videos don't offer any significant advantages over static images, including they don't guarantee better conversion rates. When it comes to images, there are well-established rules on how to make an ad more eye-catching:
The image is often more appropriate to make bright, if it does not contradict the concept of the product. So, for example, if the ad sells telescopes, a dark sky with stars might be more appropriate than a flashy picture.
If the image is "not flashy" with colors, it should contain something that draws attention to itself. For example, an ad selling coffee can show a cup with a ready drink and foam, the taste of which will be felt even by the photo.
The image should be of high quality.
A ring gallery is a good choice if the ad sells multiple items.
Promoting Headline
The headline is of utmost importance. It is what the user pays attention to after the media element. The headline should meet the following criteria:
be concise and clear;
it is desirable to use verbs that call for action;
emphasize the most important advantage of the product or service.
Make the offer interesting
The user should see their benefit from the offer in the ad. Free period of use, significant discount, other ways to gain customer loyalty - all these should definitely be used in the headline and in the text of the ad. Would you be interested in:what Facebook ad campaigns to use?
Keep it simple
The average internet user lives today in a state of information overdose. There are a small number of people ready to appreciate complex thoughts and syntactic constructions, but the majority is more receptive to simple sentences and clear words. Remember, brevity and clarity are good qualities for advertising copywriting.
Add social weight to the ad
It is very good if the ad will appeal to the reputation that the brand or product has. This is what large companies do, but small companies can also use this rule, increasing the clickability of advertising. It is not necessary that the customers are millions of people. Quantity does not play a role here. The effectiveness of this tool is explained by the fact that any person who finds himself in a situation of choice (in our case it is to click on a link or not), more often makes this choice when he sees that others have already made it. Let's summarize the basic rules that should be followed when composing a Facebook ad:
A memorable image.
In some cases, video content is more appropriate.
Use of wording that can interest the user.
Concise and clear presentation of information.
Motivation of users by giving the advertising publication social weight.
Correct application of these rules will allow you to create an effective ad and guarantee conversion.
