Tips for Designing a Winning Ad on Facebook
An article was just featured in Business Week magazine called “Design a Winning Ad on Facebook”, by Kasey Galang, Principal, Performance Marketing at Facebook. It may have been a good article for anyone who has never done any advertising on Facebook, but very little information for anyone who already has. I thought I would build upon this article and provide a few more tips and illustrations on how to setup winning Facebook Ad campaigns.
In the BW article, Kasey mentions the key points of 1.) Target the Right People, 2.) Ask People to Participate and 3.) Keep it Fresh. Below are three visual examples (fictional ads/offers) to help you better understand how to create a better ad campaign.
1.) Target the Right People
In my previous facebook ads article I showed you how easy it is to setup a new campaign and targeting. The fictional ad campaign below was created to show an example of effective targeting. The ad shows a middle aged couple, targets to single men, interested in woman and are over the age of 40. Depending on how you setup your ads, you can show a picture of a middle aged single female/male, then target to the opposite sex.
2.) Ask People to Participate
Since advertising on Facebook started, zip/email submits and surveys have always done well. Facebook moved away from allowing survey to be advertised, but they still approve zip/email submits. Here’s an example of setting up a zip/email ad campaign.
When you start asking people questions that are relevant to them, they actually get more interested and active. Here I setup a fictional ad campaign for a free $50 gift card to Olive Garden. The ad copy is clear enough and gets the viewers attention. I didn’t have to change much from the default targetting settings, but I did bump age up to 25 as the minimum, as the offers usually convert crappy for the advertiser, the lower the age you target. The best part of this ad campaign, is actually being able to target the people who eat at Olive Garden through the keywords section.
3.) Keep it Fresh
Depending on how many people you are targetting in your ad campaign, this concept might not matter too much. If you are targetting all of Facebook, it’s most likely not many of them will see your ad twice, however if you are using keywords and targetting a small group, they will see your ad more often. With that being said, I always setup multiple ad copies for my Facebook ads. Not only will it keep your ad fresh, but it will give you a better idea of whats working and bringing in better numbers. Here are just a few different ways to promote the same fictional campaign. Also, I’ve seen some great click through rates when using a variation of colors in ads, try it out..
I hope you found this article helpful and maybe a bit of inspiration for your next Facebook ads campaign. Remember to try a different variation of text and images on all ads. Remove the ones that have low CTRs. Don’t be lazy, and make sure you take the time to crop your images properly (110×80), so they don’t look like crap. Now go make some money on Facebook!
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