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“C’on you are going to be late! Get up!”. I heard my mom calling out from the kitchen. She was preparing breakfast and as a brief look at the clock confirmed the fact that I was late, I jumped out of bed. If I wasn’t ready in 15 mins I was going to miss the bus.
I rushed to the bathroom and jumped into the shower while grabbing my toothbrush on the way. I was breathing heavy. I turned on the knob and started brushing my teeth to save time.
Today of all days, I couldn’t afford to be late to school. I’ve been waiting for this for months. Sleepless nights, bags under the eyes, countless iterations. A lot has gone in to contribute to the finishing of my little dream and it was finally the day to present it.
I’m sure you can relate. To the feeling of excitement when your product is all ready to be adored and you’re waiting for the orders to pour in.
With over 2.6 billion monthly active users, precise targeting capabilities ( women between 21 and 40 who are into high end fashion, likes Louis Vuitton and follows Kylie Jenner ) Facebook is one of the best place to advertise online.
So I’ve gone ahead and put together a quick guide on how to create effective ads, ones that will help you keep the orders pouring in.
But before we get to the really good stuff, appetisers!
More like checkpoints, leading to well performing advertising campaigns.
HAVE A CLEAR GOAL.
Knowing what your goal is, helps you take a focused approach down the line. Your ad can be a starting step of a funnel, it can just be used to increase awareness towards your products and brand or it can get a bunch of likes for your social accounts. Whatever it is, it’s important to be aware before you start putting your ad together.
Know your Target audience
This is the most important thing you’ll do not only for your ads but also for your brand. Map out your buyer’s persona and be as precise as you can be. Knowing your target audience will help you connect, influence and inspire your audience to take action.
Well then, let’s get to the good stuff!
VISUAL ( PHOTO / VIDEO / CARAOUSEL )
Be creative but make it seem natural. Something that piques the viewers interest and makes sure they stops scrolling. The best way is to have a photo or video showing your product being used.
Take a look at this example from Love Your Melon. Would we stop scrolling if a baby in a hat with ears graces you in your feed. Of course we would. This is a great example of an ad which is visually captivating yet natural.
HEADLINE
The Second most important part of an ad. This is where you introduce your offer. Keep it short. Be clear and concise. Make it known what the audience would be getting if they take action.
In the previous post the headline " Star wars x LYM: The child", shows the collaboration between star wars and the brand and appeals to all star wars fan with the baby yoda beanie.
Primary text ( body copy )
With our average attention span plummeting ( It’s down to 8 seconds! ), the body copy should be engaging. Personalise the text such that its intriguing to your target audience and aligns with the visual. Further explain the offer.
This is a great example and also further explains the amazing offer in the ad visual.
CALL TO ACTION
You have caught the viewer’s attention, your text have supplied him with benefits and introduced the offer. Now you need to have a disarming call to action. One that takes away the doubt and makes it simple to click. Like the " shop now " buttons in the previous examples.
OFFER
Your offer can make your break your campaigns. People love to buy but they don’t like to be sold. Gear up with your unique selling points and make them an offer they can’t refuse.
Again, in this example the brand provides a very intriguing offer. One that will probably have the audience clicking "shop now" a lot.
After you’ve nailed your buyer’s persona, targeting and gone through these steps you will see some promising results on your initial campaigns. From there on out it all depends on testing different creatives with different pieces of body copy ( primary text ).
The best performing ads will let themselves be known after a bit of testing but these tips should definitely give you a head start.
Here’s a little parting wisdom from the socrates of san Francisco
“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad” - Howard luck Gossage
Good luck!
XX
Siddharth
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