Three Facebook Ad Tests You Probably Haven’t Tried
Published: February 6, 2014
Author: Robert Brady
Facebook has nearly 1.2 Billion active monthly users worldwide. These are your neighbors, potential customers, and people who have never heard of you. You want to make a positive impression and win the click, but are your ads getting stale? Here’s 3 ad tests you probably haven’t tried:
You’ve testing the professional stock image against the informal, fun image. You’ve testing women vs. men. You’ve tested different ethnicities. You’ve got a couple of top performers by now, so how can you build on that success? Zoom in!
Take that shot of your clipboard holding business person and zoom in so that you only see the very top of the clipboard and their head. Maybe not even their entire head. For example, let’s look at this ad appearing in the News Feed:
This image does a great job of showing off the skyline of the city behind the couple, but what if you zoomed in? Cut off the sides, those ridiculous white pants he’s wearing, and really get the couple featured. Try it.
Say you’re a software company. You don’t actually have “product shots” in the traditional sense. Your logo is okay, but not memorable, recognizable or cool. Your competitors are all using shots of people on laptops, tablets, and smartphones using their incredible SaaS tool. So how do you stand out from the crowd?
Look at your targeting. What do you know about your audience? Do they play golf? Take cruises on Royal Caribbean? Watch Duck Dynasty? If you know something like this, test an image that relates to their interest. Sure it isn’t relevant to your product, but you’re trying to get their attention right? The headline and ad text should get the click, but test out leveraging the image as a pure attention-getter (and avoid the gratuitous cleavage shot).
People are on Facebook to catch up on what they’re friends are doing. They’re looking at pictures, commenting, liking, etc. If you’re going to pull their attention away from the interesting stuff their friends are doing, you’ve got to compete on their level. People don’t usually post un-exciting, lame stuff; they post about the most interesting things they’re doing. They’re excited about it and they have a much different tone. Here’s something a friend of mine recently posted:
“Picture overload! Enjoy!”
And here’s another:
“Absolutely pathetic performance by the Pats today.”
What do you notice about these updates? They are emotional. They use very strong words like “overload” and “pathetic”. They suggest excess and extremes.
Now look at these two ads from my Facebook account recently:
Maurice’s would have a hard time being more bland, but what if they got excited like this:
“Shop Our Epic New Arrivals. You’ll Be Amazed!”
What if Empire Emblems tried to tap into my interest more directly? Something like this:
“Flaunt Your Snowbird Pride. 25% Off Decals”
Come on, advertisers! I know you can do it!