Eye-Catching FaceBook Ads

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There’s no such thing as a silver bullet when it comes to social media marketing, but there are definitely a handful of best practices we recommend. When it comes to FaceBook and Instagram advertising, less is more.

Experiment with
Color

Don't Be Afraid To Experiment

Give people a reason to stop scrolling.

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Only Use High
Resolution

High Resolution Images

This isn’t 1996! Step up your resolution—FaceBook and Instagram can take handle high resolution images. In fact, they’re recommended.

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Split Test Copy & Images

Always Be Testing!

Just because YOU like your ad doesn’t mean it’s resonating with users.  Test until you’ve got a campaign that’s working for you, then test some more.

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15 - 30 Second Videos

Less is More

You’ve got about 1 SECOND to capture their attention, then maybe 20 seconds more before they start to get bored.

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Mobile First Forever

Today, we use our smart phone for just about everything.

This obviously includes social media.  In fact, social media lends itself to mobile design.  Whether you’re uploading a gif to broadcast your mood or sharing a picture of your favorite meal ever, chances are high you’re posting from your smart phone.

We know it’s obvious, but it has to be said: Design your FaceBook and Instagram ads for mobile devices because chances are good that they’ll be primarily experienced on a phone.  Now that that’s out of the way, here are some additional tips to guide you through content creation.

Experiment with Color

Give your audience a reason to take notice…

It’s all about getting people to stop their infinite scrolling.  The offer is important but when FaceBook and Instagram users are inundated with a million flashy images a day, you need to give them a reason to take notice.

Sometimes the difference between people stopping to click on an ad and moving on in their feed is a simple change in color.  Don’t be afraid to experiment!

Go HIGH Resolution

Google, Facebook, Instagram and pretty much all the other platforms where you’ll be dropping images will “automatically resize and format your photos” so they’ll display properly on the site.  Minimize how much your images get degraded by starting off with high res photos at close to the right size (try to hit 2048 pixels wide if you can).  

Always Be Testing

The great thing about digital marketing is that it eliminates much of the guesswork of the past.  Technology allows us to market to a much more defined audience and to make changes to web pages and digital advertising campaigns.  Digital is dynamic!  There is always a better way to get a message across and there is always more we can learn about our avatar (target customer).

Your Facebook Ads Manager can provide you with a LOT of information.  However, the sheer amount of data can be overwhelming, even to a seasoned digital marketer and is often all but meaningless to a business page owner.  Skipping the myriad details when setting up the Facebook pixel, Google Tag Manager, Google Analytics and other integration, tracking and analytics tools, you can get a pretty good idea of your ads performance straight out of the Ads Manager box.  Here are the biggies:

The number of times an ad was served.

The number of people who saw the ads (always less than impressions because some people see the ads more than once).

Total number of clicks on ads (including link clicks).

The number of clicks on ads that led to the intended landing page.  Doesn’t include clicks to the page profile or reactions, comments or shares.  Always less than # of clicks.

The ratio of clicks to impressions.  This is a good indication of how relevant the ads are to the users. Benchmark = 0.90%

The ratio of link clicks to impressions.

The average cost for each click or link click.

The number of times users clicked on an ad & loaded the intended destination landing page.
 
 
The average cost for each landing page view.
The average number of times your ad was served to each person.  In general, we try to keep this below 4.0.

Brevity is the Soul of Wit

ko olina vid

Get In & Get Out

We’re not going to go into crazy detail with the Facebook video specs here.  Presuming your video fits the platform, our recommendation is to make an impression as quickly as you can (aim for 2-3 seconds) and then wrap it up as quickly as you can.  Test your video length but we generally try to keep it under 30 seconds.  People are fickle, especially on social media.

Some other things:

1. Keep it to a single key point.

2. Go with square videos.

3. Use captions (most users watch videos with the sound off).

 

Folks, there’s a TON more to say, but these tips are good things to keep in mind when you’re getting started.  When you’re ready to take it up a notch, you’ll want to get some help from someone with experience integrating and managing digital accounts.

Are your ads not performing?
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