4 Tips for Better Facebook Ad Performance
Published: June 2, 2014
Author: Melissa Polsky
Facebook ads require constant testing, and there is rarely a one-size-fits-all approach. It can be difficult, frustrating, and even costly, but by using data from your campaigns, you can analyze the best approach to use for your ads. Take the tips below and put them into use as you continue down the road to finding the best Facebook ads for your company.
Tip #1: Make sure your image is spot-on
Whether you’re selling a product or encouraging users to like your page, it’s important that your ad image matches your brand message and your copy. Some studies say that the ad image can be 70% responsible for the success of an ad. With the platform becoming more and more image-focused, it’s important that the image you choose will make users want to click and convert. In addition to making sure the image is correct; also ensure the size and cropping are visually appealing. As a reminder, images on Facebook should be 1200×627 pixels for the best resolution.
Tip #2: Include a call to action
This tip is so important. Countless times I have received a Facebook ad that gives me no direction and no indication of what action I should take on the ad. Am I supposed to Like the page? Share the post? Purchase a product? Make sure that you always directly call out the action that you want the user to take. This helps them better understand the ad and convert at higher rates.
Tip #3: Bidding is not one size fits all
There are several articles and resources out there that try to explain the best bidding structure, and frankly, this is something that will range widely depending on your campaign goals, your industry, and the competition out there. I would recommend testing out different bidding structures in your campaigns and making a decision based on the performance you see. You may have been using CPM this whole time and find that CPC actually works better for your goals. You’ll never know unless you test it out.
Tip #4: Don’t always rely on what you think will work
As advertisers, it’s easy to go through the motions of ad creation and say to ourselves, “This ad will perform well because I think it looks good.” It is all too easy to forget that most of the time, we are not in the target market our ads are hitting. Only by testing out different copy, images, and calls to action will we discover how the audience truly feels about the ad and if they react appropriately. Using data you collect from creative tests, you can decide the best tone and appearance to use on your ads. In addition, most News Feed products will allow the user to comment on the post; use this to your advantage! Maybe the users are confused by the wording, or don’t understand the product. Use this feedback to change and test new ads.