Deirdre Anne Lopian

How to Create Facebook Ads that Compel Clicks

By: Deirdre Anne Lopian | March 29, 2017 | 
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How to Create Facebook Advertising That’s Worth the ClickOnce upon a time investing in Facebook ads wasn’t an option for most businesses.

Those days are long gone.

It’s now possible for businesses both large and small to invest in the world of Facebook advertising.

Facebook has more than 1.2 billion active users daily, is home to 40+ million business pages, and made well more than $4 million in advertising revenue in 2016.

What does that mean to your?

There is a huge opportunity to make money because people are clicking on ads.

Not sure where to start with Facebook advertising?

Here are five tips to help you create a successful first Facebook advertising campaign.

Make Your Facebook Advertising Visually Interesting

Today’s Facebook users have news feeds filled with status updates, cat videos, friendiversaries, and shared viral content.

For your Facebook advertising campaign to be a unicorn in a colony of penguins, it needs to be visually appealing.

Regardless of the product or service you’re selling, your ad must include high quality, attention-grabbing images or video that supports the ad content.

In a previous blog post, Corina reminds us that we engage with visual content based on how we feel about it.

We make purchases based on emotions. Moreover, studies have shown that colors can influence how we take action, especially when we make a purchase. — Corina Manea

Monitor Your Ad Relevance Score

The Facebook target marketing capabilities are among the most sophisticated in the digital advertising industry.

This means, if you build ads that are relevant to your target audience’s personal interests and behaviors, they are guaranteed to see it.

Facebook values ad relevance and states the following regarding the importance of adding a relevance score to their ad metrics:

On Facebook, we try to show people the ads that are most pertinent to them. That’s why we’ve always used relevance as a factor in determining how we deliver ads. Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike. — Facebook

It is important to check your ad relevance score throughout your ad campaign.

If it is lower than five, then you know you need to make changes to your Facebook advertising content or target market.

Show a Clear Value Proposition

Your ad’s value proposition must provide a reason for consumers to click on your ad to learn more about your product or service.

What value are you offering the consumer?

Is it educational? Will it save them money? Will it make them look cool to their friends? Or will it impress their colleagues at work?

The value proposition should not be buried in your ad, it should stand out in your headline.

Hubspot advises adding social proof to enhance your value proposition.

Social proof is the thought that, if my peers use the product being advertised then I should use it too.

Include a Strategic Call-to-Action 

Great, you have your ideal customer’s attention.

Now you need to create a call to action to tell them what to do next.

Unbounce has an easy formula to remember when creating a call-to-action to optimize conversions:

Value + Relevance = More Conversions

It’s really that simple; the more value and relevance you can convey via your call-to-action copy, the more conversions you are likely to get. It is, of course, important not to disappoint your potential clients by making outrageous claims you can’t support. So keep your copy relevant and focused on the benefit of clicking—but don’t over-exaggerate. — Unbounce

Examples of effective calls-to-action that create a sense of urgency include, “Enter Now to win” or “Download our free trial now.”

Create a Customized Landing Page

This is where many new advertisers trip up.

Too often, great ads don’t convert because they dump people off on a generic landing page.

Or worse yet, the website’s homepage.

To increase your conversion rates, it’s important that each ad links to a relevant corresponding landing page.

The landing page must establish trust between you and your consumer by being an expansion of your ad, and to continue to engage the consumer.

This landing page allows you to control what the user sees.

It is an easy way to gather additional information about the customer.

This means there is a higher chance for conversions.

Always Be Testing for Facebook Advertising Success

Throughout your campaign it is important to experiment with A/B testing by swapping out visuals, changing value propositions, and new to find out what works for your brand.

Truly understanding Facebook advertising is a learning curve, and depending on how savvy you are in marketing, it can take a few weeks.

It is not overnight gratification but it does work.

Have you had success with a Facebook advertising campaign?

Share your questions, thoughts, and comments below.

About Deirdre Anne Lopian


Deirdre Lopian is a consultant at Deirdre Lopian Public Relations, LLC. She specializes in public relations, social media strategy, and events. Behind closed doors they call her the vodka whisperer.

  • This is such a good reminder of how important Facebook advertising is for marketers.

    You made valid points, Deirdre. I’ll stay with “Always be testing for Facebook advertising success.”

    You cannot learn what your audience wants and likes without testing. As much as you think you know what they want, here is a secret: You don’t! So keep testing.

  • DeirdreLopianPR

    Thank you Corina. I love that you pointed out: “You cannot learn what your audience wants and likes without testing.”

    This is where first timers and novices give up. The going gets tough and the towel gets thrown.

    They do one ad, watch for a week, then complain that FB Ads don’t work. It is so important to understand that no one knocks an ad out of the park their first time. A successful FB Ad campaign is monitored, analyzed, tested and retested. It also cost money. The questions are: “Are you willing to not only invest money but your time in a FB Campaign?” Also, “Are you prepared to crush obstacles and stay persistent in your campaign?” If yes to both, LETS DO IT!

  • Anthony Rodriguez

    So good. I can’t wait to share this with my colleagues and get marketing.

    • DeirdreLopianPR

      Thank You, Anthony! If any of them have questions or comments, direct them here. I would love to chat about it!

  • Bill Smith

    Some great tips here, I plan to leverage FB Advertising for an upcoming project and this will come in handy. Thank you for writing this Deidre.

    • DeirdreLopianPR

      Thank you, Bill! I am so glad you found it resourceful. Looking forward to hearing about your results!

  • Sarah M

    Unless you are selling a consumer good or “experience”, Facebook ads are a complete waste of money. They used to have a low barrier to entry (price-wise), great reach and respectable return. Now they charge you up the backside for minimal reach. If you have the right profile of product, it can be okay, but for 90% of marketers it’s no longer worth the effort or money.

    And Organic reach? Biggest scam in history. Facebook convinced us all to advertise them on all our websites, build pages, hire social media managers, send people to “like” our page, and then throttled organic reach to minuscule levels (.4% if you’re lucky!).

    Facebook is also passive advertising of the worst kind. There’s no buyer intent. So it’s only good for serendipity products. At least with Google people are showing some intent when they perform a search.

    Sorry, don’t mean to rant and I think your story has value to a subset of marketers, but FB used to be 50% of my budget now it’s maybe 3% (enough to boost a few posts to our existing followers).

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