Ever wondered what kind of things the most successful Facebook ad campaigns have in common?
There really are some factors that just about every smart marketer relies on for optimal ad performance.
Specifically, the experts over at AdEspresso have identified four key pillars of Facebook marketing.
Ads that perform well meet these criteria.
For the most part, ads that don't will see mediocre results.
(There's an exception to every rule, of course, but you get what I mean.)
The best ads have these four things in common:
– They're visually and conceptually simple.
Your audience is already facing a massive information overload.
Clean, minimal design and a clear CTA go a long way toward catching their interest.
If it takes too long for them to figure out what your ad is trying to say, they'll move on.
– They're eye-catching.
Despite simple design, they grab attention fast.
– Their copy is compelling.
Strong, impactful language is a must.
– The ad's message matches its landing page.
This one seems obvious, but it's a mistake people really do make.
In a recent blog post, AdEspresso explains how to use these four pillars to create more impactful, more successful Facebook ads.
#1 – Simplicity
A lot of people drive ads to a page that’s way too visually busy.
There’s too much effort put into the design, too much animation or too many ways to navigate throughout the website.
These days, simple is in. Take advantage of it.
How does simplicity work? Here are three fundamental tips:
1. Have ONE call to action.
This action call should tell customers to do something, but it should also look visually simple and clear-cut.
White space is usually frowned upon, but not here.
Make sure it’s easy to read and stands out on the page.
2. Minimize page elements.
If a potential customer is looking at a web page and there are too many elements, they may feel overwhelmed and completely skip over an ad.
Some things to look out for include text that is too wide and overly fancy backgrounds.
Make sure that clickable links look different than other text on the page to reduce distractions.
3. Keep your text columns narrow.
Don’t have your text carry over the entire page.
This will also force the potential consumer to put in more effort into reading your advertisement, making them less likely to read it to the end.
#2 – Drawing The Eye
Once you have simplicity nailed down for your advertisement and landing page, you’ll have the power to direct your reader’s eyes to where you want them to go.
However, you’ll have to figure out what works best for your product, your viewers, and your brand.
There are four main rules to follow:
1. Break up long sections with different patterns or colors.
This can be done by using different-colored fonts, color blocks or patterns.
A good time to change up colors is to separate ideas, tones or chunks of content.
2. Great design should amplify, not distract.
A strong design does not have to be large.
It can be subtle and deliver a message much more efficiently. In the era of simplicity, this is very often the case.
3. Use images when appropriate.
It can be easy to overuse photos (or not use them enough).
Place them where the subject of the image will draw the eye of the potential consumer.
With landscapes or pictures of office spaces, pay close attention to where the lines are.
There’s usually a perspective that will draw the eye in the right direction, such as a road or river.
4. Use subtle animations that draw your eyes in the direction you want to lead your visitor.
#3 – Copywriting
Once people are hooked into your advertisement or landing page, they will have to read the text.
How the text reads is critical for maintaining a consumer’s attention throughout the rest of the advertisement.
Spelling errors and jargon should be minimal. It should be as easy to read as it is to view.
The two best practices for a perfect copy:
1. Showcase transformation.
Transformation sells to people. Show off the before and after state of your product.
Seventy-five percent of the people that land on your page may not scroll below the fold, so your headline has to speak to a transformation of their main point.
Even if no one saw the rest of the page, you should be able to communicate what you do on the top of the page.
2. Have your call to action button in plain sight to the viewer.
Don’t hold it until the bottom of the landing page. This will delay and reduce engagement.
#4 – Message Match
It is essential for the content of your advertisement to be related to the landing page in some way.
Not only does this make more people likely to engage with your product, but it legitimizes your product, making you more consistent.
There are three basic rules to follow:
1. Make sure your ads and landing page are consistent with their message.
This is especially important on Facebook, where your ad will fail if its message is not consistent with the landing page.
On the contrary, there will be higher quality leads and conversion rates if the messages match.
2. Message match does not have to mean the exact same phrases or wording.
However, both the advertisement and the landing page need to make the same value proposition.
3. Visuals and color should match on the ad.
Having the same artistic style or same characters in the ads makes your advertisements more consistent.
They don’t have to be exactly the same, but it helps further establish the identity of your product and your brand.
You can find some great examples of Facebook ad strategies in action in the full blog post, over at AdEspresso.