Last week we went through the different steps of the advertising process with the TAACO framework, and we focused on targeting.
Today, I would like to give you some insights about ads creation! The attractiveness of your ads is a major factor in your CTR, and ultimately in your CPA.
Step 1: You need to choose your Ad Type.
According to the objective you want to achieve with your campaign (mobile install, website click, website conversion...) you need to choose the relevant Ad Type. In this post I focus on ecommerce platforms such as Etsy, or Bigcommerce, and how we can increase online sales.
Let's start by setting up a website conversion campaigns with optimize CPM bidding:
An important condition to make the best of these campaigns is to have enough conversions per day to allow Facebook to effectively optimize your impressions. About 25 conversions or 0.5% conversion rate per day is the minimum (excellent article about it here).
Therefore, it's a good idea to set your pixel at the beginning of your check-out flow to maximize the number of occurence ( “add to cart” is a good example). I will expand on how to set up your pixel on my post about Analytics.
If you don't have enough conversions per day you would be better off focusing on website click campaign ("send people to your website") for now, and work on your landing page optimization.
Step 2: Now you need to design your Ads.
People's attention span on the newsfeed is extremely short (and decreasing): therefore visuals and copy writing matters a lot. Action triggers are more impulsive than AdWords, and the image is likely to be the most important part of your ads.
This is really important to draw attention using creativity. Impactful and fresh design can be game changer for your ROI.
There are a lot of recommendations online about Ads Design, the truth is that each ad has its own dynamic. Intuition can be counter-productive here. You will find the right image/headline/description combinations for the specific segment you are targeting only through relentlessly A/B testing.
I want to provide some of the general guidelines here, but please don't stick to them rigidly.
- Smiling and engaging people in the picture work
- Clear picture of the product (Pixc, one of our client, has actually an awesome tool for that)
- Add brand logo if you have a minimum of brand awareness
- No more than 20% Text (Facebook requirement)
- Play with the contrast of your background
- Avoid using before and after pictures
Copywriting (Headline, Description):
- Perfect grammar and punctuation
- Tell the right story, and talk like a fan not a marketer
- Sense of urgency (Limited time / Free Shipping …) works
- Social proof / Question / Humor work
- Don't forget your call to action (Learn more works better than Shop now on newsfeed)
- Respect consistency in the user flow from your ads to your landing page (image and text should match)
To illustrate here are some results we received on the same target for a flashlight selling for $19.90 onfieldtestedgear.com.
More elaborated visuals do not necessarily win (visual 1 wins vs. visual 2, and 3 wins overall with a large banner of text and logo). We were able to decrease our advertising cost by 29%with visual 3.
Another interesting example is this ad from Udemy:
Several interesting points to note here:
- The ads start with a question
- Specific length of commitment upfront (30 Days)
- Coupon code entitles user to strong discount
- Use of well-composed aspirational image
- Use of link display for tagline (Udemy.Learn Anything. Anywhere)
Here are two other interesting ads:
- Geolocalization and time-relevance
- Colors and shade are used to create relief and maximize attention
Step 3: You need to define your daily budget and your campaign structure (how many ads? how many ads set?)
I usually start a campaign with 3 ads set, about 4 ads by ads set, and a total daily budget by ads set below $5. After 2 days you should have enough data to draw some first conclusions (If you are not sure you can use this tool to check if you have statistical significance), and optimize your campaign.
I would recommend trying one of the publishing tools available on the market. Adespresso and Qwaya are not perfect, but they are among the most flexible options. Adespresso is probably your best option if you are newbies with Facebook advertising. It benefits from its easy-to-use-interface, and will pro-actively recommends some campaign optimizations.
In addition, both tool provide a few solutions to reconcile your data from Google Analytics and Facebook report, which is essential for your analytics and a good foundation for your overall infrastructure.
I will breakdown Analytics for Facebook and Campaign Optimization more in detail in my next post, until then feel free to shoot me an email (firstname.lastname@example.org), or comment below with any questions or feedback you have about your social media campaigns. What's the impact of your ad creative on your traffic and sales? What campaigns did you find particularly creative?