Facebook marketing, much like Google ranking, is subject to ever shifting algorithms and changes in the marketing landscape. As recently as a couple of years ago, simply posting things on your Facebook page was often enough to get people visiting your site and considering your products and services. Nowadays, not so much. Organic reach on most social sites is being deliberately throttled, which now corners businesses into relying on sponsored posts and column ads in order to find their target audience. It’s not all bad news, though – if you know how to craft a good Facebook ad, you’re well on your way to getting much better reach than you ever did organically. But what makes a good Facebook ad in 2018?
Strong visuals. It’s no secret that images and video are the way forward on all kinds of marketing channels, and Facebook is no different. If ever you were looking for an opportunity to push forward with visual marketing, now is the time and Facebook is the place. Show off just how beautiful your product is, or demonstrate exactly why your service is what your audience needs to make their lives easier. If you really want to take the game seriously, shift some of your ad budget over to production, and get a professional in to help you create some visuals that will wow people.
Compelling copy. With all the focus on images and video, does it even matter what you write in your ads? Yes! Strong copy is not only the key to stronger conversion rates, it’s a basic building block of getting people to take you seriously. Luckily what constitutes good marketing copy doesn’t change that much from year to year (good writing is always good writing), and it’s a skill you can learn to improve with practice.
Spot-on targeting. Spending on Facebook ads isn’t just about increasing your budget and throwing more money at campaigns to reach more people. It’s a lot more nuanced than that. Effective targeting requires you to know who your audience is, and Facebook has the best tools around to help you discover that information, and target more accurately. Audience Insights can teach you everything you need to know to find out who your audience is, where they spend their money, and what their habits are like. Once you know those key factors, you can start testing different kinds of ads and experimenting with various targeting options to find the right combination that works for you.
Remember, the best Facebook ad is the one that gets people to choose your company, so prioritize the content of your message, and then move forward with testing targeted audiences. If you’re looking for ways to kickstart your ad strategy, download our guide to growing your business with Facebook.
Cogo Interactive is an award-winning digital marketing agency specializing in online marketing strategy, web design, SEO and social media marketing. We work with clients in Virginia, Maryland, Washington, DC and nationally.
