Poor Facebook Ads Performance? Here’s What We Tell Our Clients to Fix
There are various ways to make your Facebook ads as powerful as a race car, zooming past all your competitors. Aside from watching for metrics that depict the strength of your messaging and targeting, the key to success lies in the creative - it’s the engine that drives your ad to victory.
But in an age where content rules everything on social platforms, but how do you make your Ad creatives truly stand out from the crowd? This is how we answer these three common questions for current and prospective clients alike:
Stand out in a Crowded News Feed
High-performing Facebook ad creatives are bold, eye-catching, and unique. However, aside from using vibrant colors, strong visuals, and engaging copy to grab attention, what’s going to make your ad stand out from the crowd are the hooks you use to draw your audience in.
Meta, like all social platforms, is committed to delivering content that users want to engage with. This engagement is what keeps users on their platform. Ads are a strategic investment to reach a desired audience, but the auction always factors in relevancy.
Test your hooks until you find the one that resonates
If an ad stumbles in resonating with its target audience, efficiency will wane, reflected in rising cost per result. Creatives that start conversations or produce engagement are rewarded with more reach, resulting in cost efficient CPMs.
Be sure to test various hooks that capture your audience’s attention and stop their scrolling throughout the rest of their feed. Whether it’s tapping into their emotions, providing a solution to a problem, or serving visually appealing content, concepts/creative messaging angles should be ready to test and iterate on.
Connect with Your Target Audience
Successful Facebook ad creatives speak directly to your target audience's pain points, desires, and needs. Understand your audience's demographics, interests, and behaviors to create relevant and compelling ad creatives that resonate with them on a deep level.
A great way to generate relevant creatives that resonate with your audience is by directly asking your current customers what attracted them to your product and why they love it. Once you've received sufficient responses, distill the most valuable insights to construct your ads.
Ask the right questions, get the right answers
It’s important for brands to understand not only who their ideal customer is, but how that aligns with their actual customers in their audiences. Balancing how to reach similar audiences, while targeting net-new customers is part of the creative and audience testing process.
Stop Investing in Ineffective Ad Creatives
Investing in high-performing Facebook ad creatives should not feel like a gamble - it's a strategic decision that if done correctly can yield results. By focusing on quality, relevance, and creativity, you can ensure that your ad creatives drive engagement, conversions, and ultimately, ROI.
Our paid media buying experts use specific account and campaign structures to ensure optimal performance and reach, even during creative testing. Each account behaves differently, so a nuanced approach is necessary when performing creative tests alongside proven evergreen ads. Contact us for more information on how BlueSwitch media buyers can help manage this delicate balance for your Facebook ad account!
