Facebook ads continue to be a powerful way to reach your target audience in 2022. Driving sales through social media platforms and Facebook PPC (“pay-per-click”) tools should be a key part of your ad management strategy. Let’s look at some of the best ways to ensure you are making the most of the many custom advertising tools available on Facebook right now.
1. Take Advantage of Free Templates
Stories templates are a user-friendly way to transform an image into an eye-catching ad for your Facebook story. This is a design tool that will also work on Instagram and Messenger. With minimal effort, these templates allow you to create custom ads that are specifically tailored to a social media platform. Using a vertical aspect ratio, story templates resize your ad so that it fills a mobile screen and adds movement to help make effective Facebook ads.
2. Add Multiple Images to your Facebook Ads
Facebook’s “Carousel” feature lets you show multiple images in a single ad, which can be a great cost-saver. Each image or video within the ad has its own description, header, link, and call to action. Viewers can scroll through the carousel images with a swipe or a click.
Carousel allows for more creative space within a single ad, giving you the opportunity to highlight several products or services, and to tell a “brand story” that develops in a specific sequence as viewers scan through each carousel card.
3. Source Some Helpful Apps
In addition to the templates we noted earlier, which you can find right in Facebook’s Ads Manager, it’s also worth checking out some external apps that can really make your advertisement stand out.
Apps such as Hyperlapse and Boomerang can create a timelapse effect or loop your video to make it more visually interesting. Photo editing apps such as Photoshop Express, PicMonkey, and Adobe Spark are all useful for giving your images a more professional look and can also be used to add text or superimposed images.
4. Use a Call to Action
A call-to-action button can be added to any social media ad, making it easier for viewers to engage with the material and offering a direct route for them to buy what you’re selling. For example, a “Shop Now” button will take customers directly to your online store, while a “Book Now” button will encourage people to make an appointment on the spot while your ad is still fresh in their minds. Adding a CTA is always a good idea to effective Facebook ads.
5. Make the Most of Facebook PPC
“Pay-Per-Click” (PPC) is a specific promotional tool where the advertiser pays a platform (in this case Facebook) only when the ad is clicked. The advantage to this type of advertising is that it allows you to collect real-time analytics and understand how your target audience is engaging with your content. On Facebook, this type of ad can be created directly in the Ads Manager, using any of the templates that the platform offers.
6. Maximize Your Ad Placement
Once your ad is set up, it can be used in a variety of spots, including Facebook’s sidebar, on the desktop page, in the mobile newsfeed, and on Facebook Marketplace. Since Facebook now owns Instagram, it can also be featured on your audience’s Instagram newsfeed.
The Ads Manager will give you the option to choose an automatic ad placement, but we recommend taking a more targeted approach to make the most of your advertising dollars. By selecting the “Edit Placement” option, you can choose exactly where your ad will appear. Maximize your placement for effective Facebook ads.
7. Experiment With Custom Tools
Facebook offers some interesting custom options that are not available on other advertising platforms. For example, “Instant Experience” allows advertisers to really get creative, adding a full-screen experience for the viewer when they click on your ad. This mobile-only option can take the form of a video, carousel, or another creative element.
Facebook’s Collection feature is another way to create a more engaging, interactive experience for potential customers. It allows you to feature multiple products under a cover image or video, which opens up into an Instant Experience when viewers tap on the ad.
8. Set Up Your Ad Images For Success
Using only crystal clear, high-resolution images in your ads is a given, but it is also important to choose the correct aspect ratio for each image, which can vary depending on where it is being placed. Different Meta platforms, whether Facebook, Messenger, Instagram, or Audience Network, often require a specific aspect ratio for an image to fit properly and look its best.
There is an Asset Customization feature in Ads Manager to help take some of the guesswork out of this process. Most photo editing apps also offer a feature that can size any image to the correct aspect ratio for the purpose it is being used for.
9. Use Text Sparingly
While there is technically no limit to the amount of text you can use in a social media ad, it has been proven that effective Facebook ads has less text. Focusing on one or more high-quality images is always going to get your ad more attention than a large block of words. Social media users tend to scan very quickly, which is why any text you use needs to be on point, concise, and directly relevant to the image in the frame.
10. Don’t Get Overwhelmed with Ad Management
If it seems like there are almost too many tools and options for those of us who want to take advantage of social media advertising, you may be right! While Facebook offers multiple creative outlets for marketers to display their goods and services, deciding how to best use these options can be overwhelming. You may want to keep it simple to start and experiment with increasingly complex tools as you become more comfortable with the platform.
If you would like support crafting your social media advertising and ensuring that it is presented in the most advantageous way possible, we’re here to help! Contact Goorooz today to learn how we can set up your social media advertising to take your product or service to the next level.