EFFECTIVE FACEBOOK ADVERTISEMENT. DOS AND DON’TS
IMAGE IS IMPORTANT. MAKE IT BIG
Your advertisement image is the attention grabbing element. Make it visible. The design should be your arsenal in the attention grabbing war. Always test. Never assume that something is what you believe it is. Test it, see the results and let the facts guide you. Here is a simple example: a brand fond of animated images uses those king of images in all their posts and advertisement campaigns as well. Once, their marketing team decided to change the strategy and use picture. It turned out that a picture showing people faces is much more effective than animated illustrations.
CREATE YOUR BUYER PERSONA. CREATE SPECIFIC OFFERS FOR EVERY SPECIFIC PERSONA
Most businesses have different type of customers who have different type of needs. Create a profile of every type of customer you have (woman, man, profession, age, interests) and you will not only make your advertisement design better but you will also satisfy more effectively your customers needs.
INCLUDE A SOCIAL PROOF AND A CLEAR CTA
Do you know which emotion impact the most our decision for making a purchase? It’s fear. The fear of loosing money, the fear of making a wrong decision. That is why offering free products is always winning strategy. With free offers the risk of loosing something is minimized and the fear is equal zero.
For over-win this customer emotion we need to use proofs. Always, when possible, include social proofs: satisfied customers, celebrities, professionals using your product. It’s even a good idea to tell how many your loyal customers are, or how many fans or followers you have. This tactics will also gain you the trust you need. In addition, always use clear call-to-actions. Your customers don’t want to feel lost in your communication not knowing the next step to take. You are supposed to tell them clearly what is expected from them. Be exact and clear.
VISUAL CONTRAST MAY BE WRONG FOR BRANDING BUT HERE IS MORE THAN RIGHT
If advertisement is a war for attention than Facebook newsfeed is the battle field. Battle field which is huge and crowded. Therefore you might want to choose wisely the image of your advert. It’s necessary for your advert to be visible, to grab the attention immediately. The easiest trick we know is to use contrast. Even if this may sound as a bad branding strategy or poor design, we assure you that it’s effective. And isn’t it effectiveness what we as marketers are fighting for?
GOOD ADVERTISEMENT = GOOD PLACEMENT
One of the very important thing about Facebook advertisement is the placement.
- Desktop, newsfeed: the perfect placement for more engagement, sales and interests towards your products. It allows longer copy and links.
- Desktop, right column: less effective but cheaper. Images are smaller, copy texts – shorter but it works great fro re-targeting. It’s better to use image which is easily recognizable and familiar to your fans (they have to understand from first sight that this is your advertisement).
- Mobile, newsfeed: perfect for engagement. Perfect for app advertisements. Copy should be very very short so be careful with that! Mobile advert is perfect for discovering your product. Have in mind that customers may discover your product via mobile but make a purchase via computer.