Facebook advertising is a wonderful form of digital marketing, which will allow you to boost interest in your business regardless of the industry you operate in. It could be immigration advertising for employers or winter coats for Alaskans — the underlying principles for success with Facebook ads remain the same.
The one downside to Facebook ads, if there is one, is that it’s brutal if you do it wrong. It’ll suck away your entire daily budget before you realize what’s gone wrong and it will continue unless you command it to do otherwise. At the end, you’ll have nothing to show for it.
One of the most commonly-cited rules surrounds the structure of Facebook ads. If you don’t follow the basic rules surrounding structure, you’re playing Russian Roulette with your daily budget.
Sure, it’s sometimes good to experiment with your ads, but in this case, you’re probably better off sticking with a structure that actually works.
What is the winning structure for Facebook ads?
A Facebook ad is comprised of three main elements – the title, the image and the description. Below, we’ll explain what you should be aiming to achieve with each section.
Title – The title is where you want to catch the attention of your target audience. A commonly-recommended strategy for doing this is to call out the exact demographic you’re targeting. An effective title could be “Looking for immigrant employs?” or “Trying to keep warm in Alaska?” This way, you’ve got their attention and you won’t be attracting pointless clicks from people outside your target audience who sneak into the ad’s radius.
Image – The sole purposes of the image is to stand out and evoke curiosity. You need something powerful enough to stop people in their zombie-like scrolling state. Red borders are a great tactic to do this, as are attractive models. Any image that provokes the audience to want to find out more will work well.
Description – You have more words to play with in the description and it’s commonly suggested that this is where you highlight the benefits that the reader will get by clicking the ad.
Don’t get too emotional about these ads
You only need one or two days to test your Facebook ads, even with a daily spend of $5 to $10. By this time, you’ll know whether you’ve created a winning ad or a dud. There’s no need to let these duds run for days and days. This is one of the biggest newbie mistakes.
If you’re paying less than $0.30 a click, within a couple of days, you’re all good to let the advert run. If not, it’s back to the drawing board.
However, if your ad has a small target audience, the cost per click might start to rise, even for the most successful ads within a couple of weeks.
Keep an eye on that cost per click and refresh the ad completely once that CPC starts to rise. There’s no reason to pay a premium for your Facebook adverts if you follow these rules.