4 Tips For Publishers To Boost Facebook Ads
After diligently waiting for your favorite Facebook posts to increase your web traffic, your engagement and your bottom line but only getting worthless results, your last resort will be to “boost your post.”
If you don’t know what boosting a post is, it’s basically paying Facebook to transform your post into something that screams “I AM AN AD” to your fans and audience.
Although “boosting” would be a clever move, it’s essential to know how to modify Facebook ads into selling machines that will drive your readers to like, click, comment, share your post and purchase your services or products.
There are 4 major steps to take to enhance your Facebook ads to generate conversions.
Those 4 ways were tested and endorsed by a digital marketing agency (Keywee) that has created & managed digital ads for major publishers like National Geographic, The New York Times, or even The BBC.
While processing thousands of A/B testing its clients, that agency found the best 4 ways you can create Facebook ads that generate conversion. (Click here to know more about A/B testing ads)
1. Opt for Listicle Headlines
Uh, what is a listicle?
Easy: List + Article = Listicle. Content that brings together text and photos in a list form. If you’d like to incorporate a listicle into your content marketing efforts, consider the following to make the most effective use of the art form.
A listicle is a blog post or article found on the web which is outlined in a bullet point or numbered fashion. Listicles have become all the rage and entire websites have surfaced which dedicated themselves to nothing other than creating high-quality listicles. People just love listicles!
So, when writing your headline, use listicle principles. It’s critical that you thoughtfully copywrite your headlines. A headline is the line that appears directly below your ad’s image.
Actually, headlines are extremely important. They -alone- can influence your customers into clicking your ad. (if you want to know more about how to write headlines, click here). In one of its ad tests, the agency found that a headline using a listicle blueprint performed better than the others.
The listicle method yelds higher CPRs. It has been confirmed that Listicle headlines trigger more clicks.
Your Facebook listicle formula is the following:
- a number
- a noun
- a personal pronoun
- a modal
This listicle word structure above shows the correct recipe…
Example when you take one word from each column and form a phrase:
- 3 workouts you should do everyday
- 4 reasons you could slim faster
- 10 fruits you can have for breakfast
The best listicles are headlines that go viral. People click, share, like them… These are the reasons why:
- Numerals attract the eye and provide concrete detail: with a list, your readers know exactly what to expect when clicking the article.
- Nouns help people understand that we are targeting their category: example, baker,
- Personal pronouns single out readers: your prospects are more likely to read and interact when a headline directly calls them.
- Modals’ imperative tones urge readers to take action: modals such as “should” and “must” are words that cause readers to believe that they have to do something. Modals suggest that the action you’re urging readers to take is necessary.
2. Limit Your Post Text Within 20-55 Words
Post text, which appears above your ad’s image, affect your ad’s reach.
Remember that a Facebook post has a lot of parts.
You have about 400 characters to use up before your post is truncated, but more and more pages are completely minimizing the length of their posts.
The agency analyzed more than 200,000 organic posts from more than 300 marketers. They found that the volume of text in a Facebook post affects how it is prioritized in Facebook’s news feed.
As a consequence, its organic reach is also affected.
In the graph above, the number of reach increased exponentially with the post text word count of approximately 20. After the 20 word count, the number of reach enters a plateau, with a slight rise at 55 words.
This graph above shows that posts with less than 20 words are performing worse than the ones above 20 words. Keeping your word count in a post between a range of 20-55 is key to obtaining the highest reach.
3. Use Images with Identifiable People or Objects
Images generate 104% more comments and shares than non-image content. That’s because an image is a 1,000 words. It sounds trivial, but so true, and much more on any social media… This rule works particularly well for Facebook.
Here are several specific rules you still need to follow:
- If you want a post to look perfect, create images of 1200X628 in size: Facebook will crop it anyway, so you can’t risk a quality.
- Choose landscape images for Facebook posts: most users read content from mobiles, and horizontal pictures are easier to perceive.
- Don’t attach several images to your posts. (People are lazy, remember?) Follow the “one post = one concept = one image” rule, and if you are going to share collages
- use two pictures maximum.
- Don’t use the carousel. It’s a Facebook experiment that is not working or a trap, if you really want to be negative.
- To grab followers, don’t buy stock images. Please can see it at first sight. Nothing screams more than “I AM AN AD” as a stock image. Make sure your images aren’t dull. Use natural photos but don’t forget about their quality.
Use Celebrity Attachment
Keywee A/B tested two different ads for Fortune Magazine:
- one with a picture of Beyonce
- the other with an picture of an unknown woman
They found out that the ad showing the picture of Beyonce performed better than the one with the picture of an unknown woman.
Those results confirm that prospects are more likely to click on a post or an image when they see someone they recognize.
In fact, this habit is so compelling, that the use of celebrity Attachment in ads is widespread among different brands.
Take Maybelline’s ads, for example. Maybelline has hired Sarah Michelle Geller, Julia Roberts, and Sofia Vergara to endorse its line of cosmetics.
By the same token, Proactive has used Katy Perry, Kelly Clarkson, and Alicia Keys to promote its products.
When readers see a public figure on a post or an ad, they are more likely to trust that ad and consequently click it, especially if they like that public figure.
Similarly, using objects that YOU DO NOT SELL, but that your readers use can boost their engagement.
In this series of posts from TheEssentialTools (they sell printed material for essential oil distributors), the images are pictures of everyday product related to essential oils, but not pictures of their products.
As a result, engagement is up 40% compared with post referring to their products.
Using identifiable people and objects in your ad’s image builds your brand’s credibility.
4. Use Images Relevant to Your Audience
I hope that before doing anything else, you have done your homework and created at least one avatar, or buyer persona. If you don’t know what an avatar is, just check this.
Thanks to your avatar, you have a better idea of what your potential audience is. Of course, the demographics data from your avatar will greatly improve your ad targeting.
You should also use your avatar to improves conversions when applied to your ads’ image. That’s because images relevant to your target audience perform better than ads with irrelevant images.
When choosing your ad’s image, keep your target audience in mind. Think of your audience’s needs and desires and use a relevant photo to lure them in.
Of course, there’s more to this than meets the eyes. You can’t summarize Facebook ads in 4 points, but if you change the way you are currently doing and apply those 4 points, your Facebook ads conversion will definitively improve. If you want to know more about Facebook ads, I have several trainings, some in the form of a 100-page text-book, another one in the form of dozens of hours of video training. If you want to know more about this training, click here.
In the meantime, next time you create a new ad for Facebook, just remember to use the following:
- Use listicle headlines
- Write a 20- to-55-word post text
- Use images with identifiable people or objects
- Use images relevant to your target audience
Now that you know some of the best ways to improve your Facebook ads, you’re one step closer to obtaining those coveted CTRs.
What do you think of the four best ways to upgrade your Facebook ad creatives? Leave your comments below or share this to your friends.