If you want to make an impact with your online advertising in 2019, Facebook remains one of the best options available.
However, you should never blindly craft content in hopes of generating interest. If you’re serious about generating new social media and website traffic you need to focus in on producing creative content that converts.
To do that, here are tips on how and when to use different Facebook advertisements that convert in 2019.
Focus On User and Influencer Generated Content
Nearly every business advertises on Facebook in some shape or capacity nowadays. This makes it even more of a challenge for your business to stand out. Thankfully, it’s not impossible. You just need to outsmart the competition.
What is one of the best ways to do this? Take advantage of user-generated content. Any business out there can whip together a glossy image of a beautiful model wearing the latest clothing. While that kind of advertisement can sell (especially for high-end designer merchandise), it may not be the best approach for you.
Instead, you need to focus on user-generated content. User-generated content includes any kind of post a customer uploads featuring your product. This can be anything from someone posting visuals of your purse to just how clean your company managed to get a homeowner’s carpets.
Social media users have become so inundated with online advertisements that any old ad will not work. There’s a reason why major corporations spend hundreds of millions of dollars annually in order to get a leg up on the competition. Striking the right chord with the average consumer is crucial for success.
You can do exactly that by including the average consumer in your Facebook posts and ads. By asking customers to share their experience on Facebook it gives your business real-world material to work with, which is far better than any glossed over visual can do for the competition.
According to Obviously (2018), influencer and user-generated content significantly outperform that of brand-created content. 12 percent of businesses said the generated content greatly outperformed their brand content, while 39 percent said it somewhat outperformed their content. In fact, just six percent said influencer and user-generated content was less effective than brand created content (and 16 percent had never used other advertising means outside of brand content created by the brand).
Use Videos, But Know the Limitations
A video is one of the best ways to reach new customers on Facebook. One someone follows your page you can share live video feeds and update customers with a barrage of videos.
Facebook has become the king of videos and video advertising. According to Business 2 Community, more individuals will see your videos, more will watch the videos and more will interact with the videos. Videos uploading to Facebook have an engagement percentage of 4.9. This is nearly double that of YouTube at 2.8 percent, and Instagram videos have an engagement of 2.4 percent. Additionally, when uploading a video 16.7 percent of your subscribers will always see the video. This number drops to 11 percent for YouTube and just 3.6 percent for Instagram.
However, for both your posted videos and your Facebook ads, there is one crucial bit of information you need to understand before shooting one frame of a video: 85 percent of Facebook users watch videos without sound (according to Digiday).
This means you need to focus on the visual aspect of Facebook videos and not the audio aspect. Many videos uploaded to Facebook now have captions, making it possible to read dialog as the video continues. Using this kind of feature is beneficial for those who watch Facebook content and want to avoid making noise (such as those at work).
Including captions in your video is helpful, but always prepare your video as a visually stimulating advertisement. Far too often videos rely on spoken word, which reduces watch time.
Take Advantage of Facebook Targeting
You know your target audience. You’ve created an advertisement that is designed specifically for that. That’s great, but you still need to make sure these are the users who are seeing your ad.
You don’t want to simply rely on keywords when producing your Facebook advertisements. Chances are, you’ll ads will still appear for individuals who are not interested. Worst yet, those who are not interested may still click on the ads, which costs you money.
Instead, you need to harness Facebook Targeting. This is a feature within the Facebook advertisement customization feature that allows you to fine tune exactly who’s seeing your ads.
Here, you’ll edit just about every feature of the key demographic. You can select a gender, age range, where they live, and even what they are interested in. There are several major benefits behind increasing your audience definition within Facebook’s advertisement tool.
The first is you make sure your ads appear in front of your key demographic. This reduces the possibility of the ads popping up for those who will likely not have an interest in what your business has to offer.
The second benefit is you’ll cut down on your cost. A generalized advertisement that relies only on keywords for placement will cost more than an ad that has extensive audience definition and targeting. Fine-tuning your target audience will reduce your potential reach, but it increases the potential reach of the desired audience, all while saving you money and increasing the chance of converting the viewer into a sale (or, at the very least, a lead).
According to Neil Patel, there is no shortage of advertisement adjustments you can make with your Facebook ads. You can switch between up to 50 languages, target Facebook users between the ages of 13 and 65, target up to 250 cities, plus identify specific likes and interests. With so many variables, you can finely tune exactly who your advertisement is going after and, as such, improve your ability to convert those who interact with your ad.
Keep Your Advertisement Simple
Chances are, your company has a number of products you want to show off. You may have a handful of incredible shoe designs, or perhaps you offer vehicle-custom wraps and you want to highlight. With so much to show off, it’s easy to want and push as much as you can into your advertisement. After all, you’d like to get your money’s worth of the advertisement.
Problem is this may prove more detrimental than beneficial. The best performing advertisements are those with single images. The pictures are of a single product, highlighting exactly what it is you offer in greater detail. By doing this instead of glossing over a handful of products you’ll highlight one product.
You can always create multiple advertisements as well. Each Facebook ad should have a different visual and highlight a different product. This can work by not only attracting customers who may not have liked the first product image, but it also increases the potential from buyers who are now seeing multiple ads from you and they’ve liked everyone you have to showcase.
According to Connectio, using several single-image advertisements with similar targeting information allows you to split test your advertisements. This lets you identify which images are performing well and which images you may want to scrap in favor of other ad options.
In the world of Facebook advertisements (and marketing in general), you need to constantly search for better-improving ads and do what you can to maximize the potential.
Segment Your Facebook Advertisement For Greater Success
This step runs hand-in-hand with keeping your advertisement simple. You need to segment your Facebook ads.
What this means is don’t try to create an ad that speaks to all your target demographics. Because chances are, you have several kinds of customers who do not always fall under the same mold.
You might sell a good number of your products to college-aged women and men in their late 40s. One group may have children while the other is likely to be single and childless. Attempting to create a single advertisement that encompasses everyone is not a viable way to best attract all your customers.
Instead, you need a simple advertisement for each. Even if you only alter the text that accompanies the visual, it may be the difference in attracting a customer and missing out on them completely.
According to Social Media Examiner, just a slight shift in even one identifier for your target audiences can have a major influence on what the advertisement should include. Specific user demographics remain the most important variables when creating an ad. However, their location, behaviors, and interests should play a part as well. By focusing on where all of these points of interest intersect, you are able to craft the best performing Facebook advertisement for the segmented audience.
By following these tips you’ll ensure every target audience member has the highest quality ad created specifically for them.
If you’re already using Facebook advertisements for your business you’re on the right track. Chances are, you just need to make a few tweaks and slight adjustments to your current content in order to take it over the top.
By utilizing video advertisements with a focus on video, single image advertisements and curating different images and ads to meet the needs of your varying key demographics, you’ll be able to maximize your advertising potential, boost your lead generating, and convert more clicks into eventual sales.