Whether you are a seasoned veteran or working with Facebook ads is new to you, you’ll need to know how to create better Facebook ads in 2021. In an industry as quick-changing as online advertising, you want to stay up on the best practices for the advertising platforms that give you the best return on your investment.
There is a wide range of advertising options on Facebook, and whether you DIY or work with an agency to run your ad campaigns, it works the same:
- You choose an objective.
- Decide where you want your ads to run on the page.
- Create your ad.
- Set your budget.
- Start your ad campaign.
- Measure, manage, and adjust.
In no time at all, you can see your ad popping up on people’s Facebook scrolls, so you’ll want to make sure you know how to create the best ads possible.
Facebook Ad Best Practices for 2021
In a June 2020 report published by Statista.com, they found that during a March 2020 survey of social media users at the beginning of the pandemic, 63 percent of respondents said that if they were confined to their homes as a result of COVID-19, they would use Facebook more during that period. No surprise, Facebook has seen a marked increase in usage, which means more eyes on ads, which means more competition for ad space.
Increased competition for Facebook ads emphasizes the importance of creating better ads to give Facebook quality ads they want to show to and increase conversions when your ads do show. Follow these best practices to beat out the competition.
Present the Right Offers to Improve Conversions
Focus on creating the best offer possible for your target market. The right offers creates a desire to buy within your chosen audience. People aren’t looking for ads. If you’re going to distract them from their purpose of being on Facebook, you have to provide offers to solve a problem in their lives. It should be so valuable your potential customers can’t pass it up.
To create an irresistible offer, you need to have a deep understanding of your customers’ needs and pain points. Paying for ads when you don’t know what your customers want is a waste of money. Even if you know your customers need your products or services, figuring out how to present your ad offer as something they want is how you get people to click on your ads.
Get More Clicks with Engaging Images
If you want to engage Facebook users, you have to show something interesting for them to look at. Images are the main element in an ad, and the only way to catch the eye of someone online is to stand out with an image that draws the eye to your ad.
The Facebook ad platform is huge, and there several locations for your ad to show up and attract clicks:
- Facebook Feed
- Facebook Carousel
- Facebook Right Column
- Facebook In-stream Video
- Facebook Marketplace
- Facebook Instant Articles
- Facebook Stories
- Facebook Collection
Each ad type has very specific image size specifications but remember that Facebook wants your ad to succeed (because then you buy more ads – GENIUS). Closely follow the image specifications to optimize your ad for the best results.
So, the takeaway here is that with Facebook ads, the image is more important than the copy and the biggest influencer on your ad’s performance.
Improve Your Ad Copy
While ads should be eye-catching, no image can close a sale as words can. And ultimately, you are paying for Facebook ads to create sales. The wording of ads and how written content is structured are the biggest factors for increasing your conversion rate.
Suppose you are not experienced at effective copywriting. In that case, you’ll want to learn the basics or turn to a professional to ensure your attracting and converting pre-qualified leads that understand the benefits of your offer and your products. Even small but purposeful changes to the copy of your ads and sales funnels can reap monumental results.
Stand Out and Follow Through on Unique Promises
With even more people spending even more time on the internet, the ad market is overcrowded with similar businesses showing the same ads. You need to stand out with unique promises to your customers and follow through, so your reputation sells for you.
Facebook users could see hundreds of ads a day – all with big promises they don’t believe. You’ll want a unique hook that persuades viewers of your ads to click through and get more information. Offer something your customers have never seen before to convince even the most jaded viewer that your offer is worth exploring. To do this, you need to know your ideal customer, their pain points, and what they want.
Remember, you know your business and products and have a good idea of what consumers needs, but sometimes that doesn’t match up with what they want. You create a smoother path to the sale when you cater your images, messaging, and offers to what they want (which may not necessarily be what you think they need).