If you really want to make the best of Facebook’s hyper-targeted ad platform there are a few things you need to understand.
Facebook has some very unique features, such as the ability to target based on user’s profile information, and Social Ads that allow you to “like” fan pages directly from the ad unit. These features still incorporate ppc advertising basics, but require you to write ad copy from a different angle.
1. Make sure titles resonate with your audience.
If you’ve created Social Ad the title of your fan page automatically becomes the title of the ad. When you name your page, make sure it is well-branded. Sometimes your company’s name will be more than enough, but if it is relatively unknown, I recommend giving your company name and a line about the service you provide.
If you are not running a social ad, use words in your title that tie in with your targeting parameters. Users’ interests are readily available, so incorporate their own words into the title of the advertisement. (e.g. Say Dominos Pizza is offering a discount on 10″ pizzas. Part of the targeting parameter would be for Dominos and Pizza related keywords and the title would read: “10” Dominos© Pizza $2.99″)
ProTip: adding the “copyright” or “registered tradmark®” symbols into your title will automatically build trust in the eye’s of those viewing your ad.
2. Personalize the Ad.
Because the ad is in a column with other ads, the aim is to stand out. Adding some flair and showing that you are not part of the status quo means your ad will be less likely to be tuned out. (Ad some flair?) Show that you’re not part of the status quo by asking rhetorical questions in your title (for example: you target movie lovers and ask “Do you like movies?).
State the offer directly, use the city that you have targeted in the title, use symbols. Be useful Do everything you can to stand out and still get your point across.
3. Use a clear call to action
Using phrases like “click here” “check it out” or “learn more” can significantly improve click-through rates. The primary goal in your ad copy is to raise interest; you have a brief moment to make it clear to users that the next logical step is following your link or “liking.” your page
Asking for the click and not asking for the click can be the difference between being clicked and being brushed off.
4. Be as clear as possible.
Remember the goal in running paid ads is not just to get clicks, but also to raise awareness . If someone clicks on your ad, deliver on the promise you’ve made. If your ad is poorly worded or raises false hopes, not only have you lost a , but you have also lost money because, you’re paying by the click.
Think of ways to not only be compelling, but to also weed out the people who aren’t going to make a purchase. Putting a price in your ad copy, or giving directions on how to redeem an offer are two reliable ways to do this.
Is there anything I missed? What are some more ways that you can optimize your facebook ads?