Amanda Clark — February 9, 2017 Follow @GrammarChicInc
Over the last few years, Facebook has subtly but significantly shifted its focus toward paid ads. While it remains highly important to distribute valuable content and to seek organic reach, it’s just as vital for businesses to pony up for some paid Facebook ads. Companies that don’t pay to play may not receive as much traction in Facebook news feeds.
The good news is that Facebook’s ad platform is a powerful one, providing both a broad reach and the ability to narrowly target the people who see your ads. The bad news is that it can be hard even to understand Facebook’s ad platform, much less optimize it—especially if you’re relatively new to Facebook advertising.
The Grammar Chic team has ample experience with Facebook’s ad manager. We know what works, but also what doesn’t. If you’ve tried your hand at Facebook ads and not gotten the results you’d like, there are a few potential reasons why.
Poor Targeting
The first potential reason is that you just haven’t honed your audience enough. Though it may seem counterintuitive, it’s actually better to target a very specific audience than a wide one. Simply put: When you target with precision, you increase the likelihood that your ad will truly resonate with the reader.
Buyer personas can come in handy here. Before you start work on a Facebook ad, really think about who you’re trying to reach—basic demographic information, values, pain points, etc.
Poor Headline
Another potential issue? A headline that doesn’t grab the reader. In the age of Facebook, attention spans aren’t what they used to be, and it’s important to choose a heading that really conveys the value of your product or service.
Directness is key. You want something that will register with people who are quickly skimming through Facebook—so avoid the temptation of making your headline too clever. Instead, simply articulate the value you can offer to readers. Say what’s in it for them.
Poor Image Selection
Your Facebook ads should include images; those without images tend to receive much less engagement, sometimes just a fraction of the engagement that a good image will bring. Actually picking the right image can be tricky, and may require some trial and error.
Our advice is to remember that your ad will show up in people’s newsfeeds, and you want it to look like it belongs there. Something casual and organic—a photo of people using your product, for instance—may be a better option than something glossy and staged.
Poor Landing Page
One more note: When people click on your Facebook ad, they should be taken to a specific landing page—not to a generic home page. You want them to land somewhere they’ll receive specific information about the content of your ad, and ultimately where you can convert them into clients.
A good landing page shouldn’t have too much information, but it should clearly state your value proposition—and it should close in a strong call to action.
Make Your Facebook Ads More Effective
Your Facebook ads can have a major effect—and to make that happen, we encourage you to meet with our team. Grammar Chic can help you craft compelling ad copy, write beautiful landing pages, and ultimately get a strong Facebook ad strategy into place.
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