Advertising on Facebook is a must for any marketer. First of all, it’s a goldmine when it comes to users. As of June 2017, the channel boasts more than 2 billion monthly active users and an impressive 1 billion+ daily users. That’s an extremely powerful channel to tap into, but in order to reach those masses, businesses have to advertise.
Following Facebook’s latest algorithm update, it’s harder than ever for businesses to reach users organically. Even before the latest update, brand’s organic reach sat at an unimpressive 2 percent on average.
Luckily, Facebook ad’s reach is greater than ever. Time and again it proves to be the most popular social media advertising channel, with 93 percent of social media advertisers using Facebook ads.
The key takeaway here: your target audience is likely on Facebook, but to reach them, you need to advertise.
Key elements of a great Facebook ad.
Now that you know that you need a Facebook ad, the next logical step is making that ad great. To do so, there are a few elements every ad must have.
1. It’s visual.
When it comes to social media, visual content is 40 percent more likely to get shared than other types of content. And that extends to advertisements. In fact, images account for 75-90 percent of Facebook advertising effectivity and performance. Simply put, an effective ad must have an effective visual.
So what makes an image effective?
- It takes up the majority of your screen
- It features your product or service, either stand alone or in use
- Any text is simple and legible
- Backgrounds are bold to attract attention
2. It’s short and concise.
Your ad isn’t what sells your product; it’s what catches potential customer’s intrigue. And you only need a few words to do so. The most effective length for an ad title on Facebook is just four words — and 15 words for a link description. This tells us that users don’t want to read paragraphs and full product descriptions; they want to immediately know what you’re selling and where you’re trying to send them.
They do, however, want to know what your product or service will do for them and how it’s different from anything else on the market. That’s your value proposition, and it needs to be clear to your readers.
3. It has a clear call to action.
You may have created the most visually stunning ad of the year, but it won’t lead customers anywhere if you don’t tell them where to go. That’s where a clear call to action (CTA) comes in. Tell your users you want them to click, download or call today. And because a CTA takes up precious text, it’s…
