With online advertising closing in on television as the most prominent form of marketing in the U.S., it’s high time to explore your options in the internet advertising game. And though there are multiple ways to do that, one of the easiest to master is Facebook Ads.
By now, most business are running a company Facebook page to varying degrees of success. It is, certainly, not a requirement for selling fishing tackle, but Facebook is an excellent customer outreach tool. However, it can also be leveraged as an advertising tool—if you know the rules.
Here’s what you’ll need to get started with Facebook Ads:
- A company Facebook account
- A credit card linked to your profile and that company account
- A photo editing app like Adobe Photoshop and basic knowledge of its functions
With these tools in hand, you’re ready to start creating Facebook Ads for your business. That part about a credit card? It means you’re going to be charged for displaying these. We’ve delved into the depths of the interwebs to help you save some money by unraveling attributes of effective ads on Facebook. These tips are derived from Consumer Acquisition’s survey of 100,000 Facebook ads in 2015.
You can access the Facebook ads builder by selecting “ad shortcuts” on the right-hand side of your newsfeed on a desktop computer. Once you’re in, you have several choices of goals to accomplish with your ad. For eCommerce, we’re assuming you want to send people to your website to check out a product or promotion.
- Test your images. Studies show that images are responsible for more than 75 percent of ad performance, so finding the right one is critical. If you’ve already got good ad copy, create several versions of the ad using different images alongside it. Give each a test run on your Facebook page along with a small boost—$15 or so—to see which performs best. Contently recommends 10 percent of your monthly Facebook ads budget be devoted to ad testing.
- Test that copy, too. This comes from the same funds as your image testing. Now that you’ve identified a strong image or two, try switching that copy up until you find a few effective combinations. Don’t forget that ad headlines are an important part of copy on Facebook. You can change them within the Facebook Ads console.
- Keep visuals simple. When you’re advertising online, less is almost always more. Mobile devices make up the vast majority of viewers on Facebook, so keep that in mind when you want to data-dump. Don’t do it! Consumer Acquisition found that “text often performs best when positioned in a horizontal or vertical copy bar, with a background color that increases contrast.” Add a strong call-to-action to increase response.
- Be vibrant. Facebook’s user interface is dominated by their trademark blue and gray backgrounds. That means you’re trying to avoid those colors for maximum effectiveness. This should be no problem in the tackle industry, where lure colors give you nearly unlimited options to choose from.
- Leverage user-generated content. People like things that seem real. It comes as no surprise, then, that user-generated photos typically outperform stock photos. Including real people like employees or customers can make your ad more relatable. The goal here, basically, is to make your ad seem more organic on a platform that thrives on user-generated content—like photos of your grandma’s cat.
- Use images of happy people. People like happy people, especially women and children. If you’ve got a photo of a happy child with a fish, for instance, you’re halfway to having a high performance Facebook ad. Who wouldn’t “like” that picture? Only a Grinch.
- Geo-target ads. Make sure you’re not spending money promoting your store to someone who isn’t likely to visit by selecting cities and areas in-line with your marketing strategy. Think about where your customers come from and then hit them with an ad.
- Refresh your campaigns week after week. Once you’ve found a good Facebook ad, run it for about a week. Then, let it rest for a bit. Ideally, you’ll be regularly creating campaigns that tie in to calendar-based promotions like sales and new product launches.
With a little practice, you’ll be cranking out Facebook ads in no time. This will leave you free to tend to other important store duties while reaping some of the benefits of online advertising—including that guy out in the parking lot on his phone right now.