Hi there! Now that you know how to reach your target audience, what about the
creative side of Facebook ad? It's no secret that presentation is just as
important as the actual messages you're trying to communicate, so in this episode
we'll discuss what you need to do in order to make your Facebook ads look and
sound awesome. You'll learn how to find the perfect image for your product and
how to write great copy to convince potential customers to choose your store.
My name is Elizabeth and I'm one of over Lowe's resident Facebook ads experts. In
case you missed our last episode on Facebook Ads optimization or would like
to watch our introduction to Facebook ads tutorial you can find a link to both
in the description below.
Try avoiding the trademark Facebook blue-white color combo. When you're
setting out to get cold traffic these colors just disappear in the Facebook
newsfeed so you will not catch the users eye with your ad. It's pretty hard to get
your potential customers attention when she's quickly scrolling through her
newsfeed so try using vivid banner backgrounds for them to stand out in the
newsfeed. Usually a human face has the biggest impact in attracting your
customers attention but keep in mind that it could harm you as much as it can
help. For example, if the facing your ad is looking straight into the camera it
might fully grab the attention of a potential buyer. That may seem like a
good thing, but this way the customer might be distracted from the product
you're promoting so you'll be paying for an impression that gives you nothing. Try
to find images where the model is looking sideways or gesturing toward the
product or toward the area where the product information is listed. If you're
not using any faces in your banner make it all about your product; either way it
should be the main theme of your image. Call-to-action buttons tend to get mixed
reviews: on the one hand, it is good to have a clearly visible call-to-action
button in proximity to the ad image where you want people to click; on
the other hand, it puts even more elements onto your add image which
distracts people from what's really important: your product. Also Facebook
allows you to add a call to action button under your image natively so
there's no need to add another one on your product image the best advice here
is to make two banners: one with a CTA button on the image and one without so
that you can test them out with your audience. This way you can make the best
data-driven decision. If you decide to use a CTA button on your banner use the
RGB color wheel to decide which color your button should be. This method is
simple: look at the main color of your banner, find it on the RGB color wheel
and then look at the color opposite of it. This is the color your CTA should be.
For example, if your banner is blue your CTA button should be orange to attract
the most attention. There are a few reasons as to why you should not add any
text to your image: the first one is that Facebook's 20% text rule still exists
this means that no more than 20% of your image should be covered with text, logo
excluded. Facebook doesn't disapprove ads anymore even if you have more than 20%
text on it but it will lower the ads performance. You won't be able to reach
as many people as you could. Another reason is that, once again, you wouldn't
add unnecessary words to your image as it would distract from the product
itself. After all humans process images 60,000 times faster than text so let the
images speak for themselves. Moreover you shouldn't use text over your image
because Facebook leaves you with a lot of space above and below the add image
for you to write about your product, its pricing and where you could get it. Use
this space: there's no need to clutter your image by using it as a clipboard
This is the part where you can put all your creativity
into making your ads sound clever, but also remember to try to sell with the
text you use here. There are a few details that you must include in your
main text: first of all make sure you add value propositions. In this text you'll
also want to emphasize the value your product brings to your potential
customers otherwise it will be difficult to convince them to buy from you. For
example, "Getting ready for the new fishing season? We have the best
equipment at 20% lower prices than anywhere else!"
The second thing to include is a clear call to action. As I've mentioned earlier
this is why you don't put any calls to action on the ad image itself. The call
to action should very clearly declare what you're seeking with your campaign:
if you want people to buy from you use phrases like shop now, buy now, get one
now, etc. For example, "Getting ready for the new fishing season? We have the best
equipment at 20% lower prices than anywhere else!
Shop now!" If you want to encourage people to read more about your product, use
phrases like learn more, read about it, find out more, etcetera. Third, add a link
to your preferred landing page: you should give users as many opportunities
to click through and visit your store as possible.
I also recommend using tools like bitly to shorten your pages URL, which make it
more descriptive and appealing. For example, "Getting ready for the new
fishing season? We have the best equipment at 20% lower prices than
anywhere else! Shop now at www.fishing.com!" Your headline should be short and
it should reveal the main characteristics about your product. If
your primary selling point is the price, use it in your headline to emphasize how
reasonably priced it is. Don't use more than one selling point here because the
headline will be too long and you'll confuse your potential customers with
too much information, which could come off as too pushy.
For example, "Fishing - Fishing equipment from amateur to professional". News feed
link description text. This is the place where you can add any additional
information you want: you can add more details about the products or about your
store in general. There's no need to be super creative here and you shouldn't
put any extremely crucial information in this area. Keep it simple and only add
more general or supplemental information. When creating your ad, always think about
this segment to which you'll be advertising: is it young women or older
men? You need to use a different voice as well as different imagery for each
segment in order for it to be the most relevant to your audience. Even though
the creative part of Facebook ads doesn't sound as serious as the
targeting, bidding or optimization aspects, it's actually very important to
approach it with the same attitude as you would your audience research. True
it's a fun part of the campaign but you should also be sure to make data-driven
decisions here. So let's recap: always try to make your ads more vivid and colorful,
remember that the central object of your ad is the product so make sure that the
details aren't too distracting. Test out a few different combinations with regard
to CTA buttons; try to avoid using too much text on the image itself instead
show the value of your product in the main ad text. Make your headline short
and lastly try writing copy with a few different segments of your audience in
mind. That's it! You're ready to take your Facebook Ads campaign to the next level
if you like our video or have any additional questions let us know your
thoughts in the comment section below and if you like us subscribe to our
channel to get more updates on best Facebook practices. Thanks for watching
and I'll see you next time!
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