Sorry to disappoint, but you won’t find any dancing girls or male underwear models in this post. What you will find, however, are easy tips to take your Facebook ad strategy from mediocre to magnificent. If you’re going to pump money into social advertising, that money better be working to bring you something beyond traffic—it has to convert. And it has to convert the way you want it to convert: page likes, clicks on a post, or even sales.
There’s nothing sexier than a click on a well-designed Facebook ad. Let’s make that happen.
Start With Why
If you haven’t seen Simon Sinek’s TEDx talk, check it out. Then start thinking about your Facebook ad strategy. Ask yourself, “Why am I running this ad?” Whatever the answer is to that question, is where your smart Facebook ad strategy should begin. Facebook’s ad platform will take the answer to that question and guide you through building an ad designed to help you reach those goals. Here's a tip to consider before you go down that path: Ads designed to increase likes on a page are always the most cost-effective. Ads designed to increase traffic to an external website are always the most expensive. Try to keep your “why” on Facebook. It’ll save you in the long run.
Use Custom Ad Images
I don’t know about you, but it’s a total snooze for me when I see an overused stock photo in a Facebook ad. Since Facebook now lets you use custom images for your ads, take advantage of this! Have your graphic designer come up with something fun (and tiny … and special) that matches the ad's "ask"—you know, that thing you're asking people to do.
Amp Up Your Ad Headlines
Now it's time to add some words. Facebook gives you 25 characters to create sexy, irresistible headlines. Use them! Don’t simply default to the lameness of using your page name. The most effective Facebook ad campaigns I’ve created for clients ask a burning question in the headline. To come up with that burning question, ask yourself: "What do my customers need and want?" Create the question based on those needs. Need more clients? Tired of erratic cash flow? Wish you were fishing? Whatever the burning question is, you can now use the text of the ad to move your target demographic toward a click.
Don’t Leave Your Audience Hanging
Aside from lame stock images, nothing is worse than an ad that doesn’t tell your audience what to do. That's the number-one reason I see ads fail—they don't tell the audience what to do or they don’t tell the audience what they’ll get if they make the click. Don't make this mistake. Follow this example of a Facebook ad that works:
Headline: Have a cash flow crunch?
Text: Amp up your cash flow and kick slow paying clients to the curb. Click now for cash flow tips.
Stop Selling, Create An Offer
If you haven’t had success with getting previous Facebook ads to convert into sales, let’s talk about something you probably haven’t tried: Facebook Offers. Offers are tools that any page owner can use to create a sense of urgency and entice audience members to make that oh-so-sexy click. If you haven’t tried an offer, simply click on the green Offer, Event+ button in the status update box. You’ll be given the chance to write your offer, add a custom image for the offer, and define the terms of the offer. You can even set a limit on the number of redemptions, create a redemption code, and enter a custom URL for people to redeem their offers. The best part about Offers? You can target them just like any other ad you create. While targeting isn’t as robust as Facebook’s main ad platform, you can reach individual genders, geographies and age groups with ease.
Get Smart With Facebook Ad Targeting
While Facebook’s ad targeting engine is changing all the time, there’s one bit of sexy that stays the same. You have the ability to target your ads to the fans of other pages. Why wouldn’t you take advantage of your ability to reach those folks?
Under the age and gender section of Facebook’s ad targeting tool, you’ll see a line that says Precise Interest. Type in the name of the page whose fans you want to target. Granted, not all page names will come up, but keep trying until you find one in Facebook’s system.
Remember: Sexy Facebook ads convert. They get the clicks. And it's not about sex—it's about appealing to what your audience wants, getting their attention through imagery and words, and letting them know what's on the other side of their click. Just because you create a Facebook ad doesn't mean you're guaranteed clicks—clicks are a (very sexy) byproduct of an ad well-designed.
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Photo: Getty Images