E-commerce click-through rates on Facebook have tripled in the last two years, meaning the stakes are high, competition is fierce, and brands need to bring their A-game.
Every creative decision you make has the power to positively or negatively affect your Facebook prospecting ads’ CPA and CPC, and the pressure can turn the simple act of creating an ad into a Mission: Impossible movie. But it is possible to overcome the crippling decision paralysis, you just need to chop up the process into steps and keep some best practices in mind.
The Brainity team gathered our combined years of experience in the digital advertising industry, to create a short list of steps for creating high-converting Facebook prospecting ads. So if you’re ready to bust through your writer’s block please:
- 1. Turn on the creative side of your brain
2. Slip into the shoes of your customers
3. Get your end goal in mind and
4. Keep reading.
Step #1: Understand your advertising context
The very first step in this process is cheesy but bear with me. Close your eyes and visualize the first moment a new potential customer sees your ad. Take a second to imagine where they are, what they might have been doing right before, what they are wearing, and what you want them to feel when they discover your brand for the first time.
This is your advertising context. Your goal now is to build a prospecting ad capable of making the powerful first impression you just imagined, within the confines of your imagined advertising context. Ok don’t worry, the tips get less “meta” from here on out.
Step #2: Showcase the big picture
It’s now time to choose the general angle of your ad. Looking at what a lot of others are doing right now, it might seem like a good idea to showcase your best selling product page with at least 3 🔥emojis (and hey, we have nothing against that fire emoji). What we are against is the “if you show it, they will buy” strategy. Prospecting with a product page skips the “Discovery” phase of your customer journey and goes straight to the hard sell.
From our experience, prospecting ads perform much better when they showcase an aspect of the brand that is eye-catching, piques interest, but doesn’t give it all away. This can be accomplished by “zooming out”.
Do you sell hiking boots? Your beautiful ad creative should inspire me to boot up and get out to have an adventure. If your e-commerce store has lots to offer but your ad creative is too specific, you end up showing only a fraction of yourself and squashing your prospect’s curiosity.
Step #3: Check out examples on the Facebook ads library
Every brand needs to communicate their own unique story, but looking at examples of other ads in your industry can be extremely helpful. Especially if you are trying to conceptualize your first ads. The Facebook ad library allows you to view ads by keywords or by Facebook pages, so you can spot trends in the industry and put your own spin on them. Here is an example of what Brainity’s Library page looks like.
As mentioned before, you’ll also see a lot of ad examples that just show products or go straight for the hard sell. Just because someone else is using an ad, it doesn’t mean it works, but that being said, there are a time and place for product images (for example, retargeting visitors once they’re further into their customer journey).
Try to find examples of “zoomed out” prospecting ads and pay attention to any that are generating comments and interactions from users. Engagement is a great indicator that an ad has successfully connected with an audience and can help you spot your own ads next angle.
Step #4: Only use high-quality photos and videos
Although there’s recently been a trend towards more “natural” looking images for some types of promotions (like events and entertainment), for the e-commerce industry, high-quality images remain on top. This is because unavoidably, the quality of your visuals is associated by your audiences with the quality of your end products.
Images are responsible for 75%-90% of ad performance. So whatever angle you go for, use images that are at least 2048 pixels wide with good lighting. For videos stick to dimensions of 720p (frame size of 1280px wide by 720px). The official design recommendations guide can be found on Facebook for clearing up any other doubts.
Step #5: Use good words 😉
The perfect length of ad text is a topic still up for debate. The optimal length seems to vary depending on the items being sold, the brand identity, and the target audience. But in general, it is important to explain your points concisely and use simple language that’s easy to understand.
A good tip for choosing which terms to use is again to check the Facebook Ad Library or to run your keywords through a synonyms and antonyms website. Once you have a list of related terms you can check the popularity of each by comparing them on Google Trends. This way you can see which terms are most common more common. Regardless of the length or specific words used in your text, try to stimulate intrigue.
In the end, there’s no secret tip that will make it possible to sell hair care products to Patrick Stewart. Your audience targeting has a huge impact on the overall success of your campaign. But by following best practices and keeping in mind the above tips, you can be sure that your Facebook prospecting ads are visually and textually optimized to get you the best results possible.
You bring the creativity, we bring the automation. Let Brainity expertly manage your prospecting and retargeting campaigns and put Facebook and Instagram on autopilot.