There are several aspects that compose a successful Facebook Ads campaign. It's important to set up your ads properly and constantly measure and test your ads to improve your results.
The three most common Facebook ad placements are the Facebook Feed, Instagram (owned by Facebook), and Facebook Audience Network (a collection of websites and mobile apps that monetize through Facebook Ads).
The four main components of a successful Facebook ad are the same regardless of placement: ad copy, ad image, landing page, and location targeting. Let's see how these elements can impact the quality of your ad and your overall campaign results:
1. The Facebook Ad Copy
The success of your Facebook ad campaign hinges on the quality of your ad copy. Your copy must include 1) An enticing offer, and 2) A call to action. Try to create an ad as relevant to your landing page as possible. Ad copy and the landing page go hand-in-hand because the viewer will expect to find your offer immediately after being taken to your landing page.
The more eye-catching your ad is to your intended audience, the more ‘relevant’ Facebook will consider your ad, using a metric known as the Relevance Score. Facebook rewards ads that are highly relevant to your target audience with more placements and a lower cost per click.
It's a best practice to keep your message simple and related to what you are promoting. When creating a Facebook ad, make sure that the copy is clear as to what you are offering the user. Adding a call-to-action lets the user know they need to click to learn more or receive your offer.
Can you identify the differences in the ads above?
The first ad has the most effective copy, because of its concise intriguing offer and simple call to action. The second ad lacks a call to action, contains confusing copy and has an unclear offer.
2.The Facebook Ad Image
Since images and rich media are what usually catch the eye of online users, make sure your ad image is attractive and offers enough information to generate a click.
Facebook requires that no more than 20% of your ad image contain text. If more than 20% of your ad image is covered by text, Facebook will reject your ad or limit its potential reach. To test if your ad image meets Facebook’s standards you can use this text overlay tool. Facebook’s standard ad image size, across all placements, is 1,200 x 628 pixels. If you’d like to read more about Facebook’s image size requirements you can find out more here.
Note the two ad examples above, the first ad image example will be rejected by Facebook for excessive text. The second ad image is a great example, because of its simple and relevant.
You don’t need to have graphic design experience to create a compelling image. If you don’t have an image in mind for your ad, there are high-quality royalty-free image resources such as Unsplash.com and easy editing tools such as Canva.com.
3. The Landing Page
Facebook considers several factors when displaying and determining an ad’s relevance to its audience. One factor that often goes unnoticed is the landing page (the URL that your ad links to). Not only should the landing page be relevant to your ad, but it should also contain the offer that you are promoting in your ad.
If a landing page is not exactly what users expect to see when they click your ad, they'll bounce quickly, which can influence your ad relevance negatively.
Here's an example: A Facebook user clicks on an ad for a winter jacket. When they click the ad they are taken to the store website’s homepage. More often than not that user will bounce from the store’s website, because they were not directed to the page they expected to see upon clicking on the ad. Users have little patience in finding the information they're looking for unless it's given to them quickly. Since the user didn't find what they were looking for right away, they bounced off that page and looked for jackets on a different website. This user interaction also affected the relevance of that ad and clothing company’s bottom line.
The content on your page can also make or break your ad relevance. If your content does not relate to what you are advertising, chances are your ad will have a low relevance score and be displayed less often. Remember to always optimize your landing page for the user, so they can find the information they're looking for at a glance.
4. Location Targeting
Last but not least, location targeting is extremely important when creating an ad campaign. Facebook offers some basic demographic targeting options, but location targeting ensures your ads are served to your specific target audience
You can fine-tune your targeting using any of Spatially’s four location targeting objectives seen below.
Geofence targeting: Target people within a distance radius of one or more locations. Enter addresses you’d like to geofence or drop a pin on the map where you’d like your ads served. Any Facebook user within your selected geofenced areas will be served your ad.
Behavioral targeting: Target the people that have historically visited a physical location. If you’d like to serve your Facebook ads to users who frequent a specific location, enter the address and this targeting objective will serve your ad only to users that frequent that physical address. This targeting strategy is great for businesses with a physical location, or those looking to target a competitor’s customers or a complementary business/point of interest.
Custom audience: Find the areas with the highest concentrations of people that match your audience. Pinpoint your target audience by only serving your ads to demographics that correspond with your audience such as income, education, housing value, and more advanced options. The map will highlight the areas that match your intended audience and only serve your ads to those Facebook users.
Current customers and their neighbors: Upload a list of your customer’s home addresses to retarget them and their immediate neighbors. Upload a CSV with the addresses of those you are trying to retarget and Spatially will draw 1km geofences around each address. This will ensure your Facebook ads are served to those customers and their neighbors.
Supercharge your Facebook advertising
Spatially Ads simplifies the ad creation process and provides layers of location intelligence for your business that aren’t available anywhere else. Get started with Spatially today, and we’ll work together to make your next Facebook campaign a success. Come experience the positive effects partnering with Spatially will have on your business's bottom line!