Advertising on Facebook is an easy and convenient way to acquire new customers. It is relatively easy to learn how to advertise on the platform, and you have access to an extremely large pool of consumers. Unfortunately, you can’t just simply publish an ad with a random image and copy. Many marketers fail in their advertising efforts because they don’t learn the fundamentals of building an attractive ad that actually leads consumers to a conversion. If this sounds like you, or if you are just curious about how you can build better ads on Facebook, check out how you can utilize the three main components of ad building below.
The 3 Components Of Every Ad
Before you publish an ad, you need to put yourself in the shoes of your target audience, and walk through the journey the ad will lead them on. This can be broken up into the following three components:
Creating A Hook
The hook component of your ad will generally always be the image or video you are using. This is what will stop the user from scrolling, and should elevate their curiosity about what is being advertised. This means that you need to be using vividly eye catching images that stand out from the average news feed. Once you have created your image or video, you will also need to ensure you optimize the images so that it does not become distorted when you click publish. According to Hootsuite, videos and images should be within the following dimensions on Facebook feeds:
Facebook Feed Videos:
Recommended: at least 1,280 by 720 pixels
Video ratio: 9:16 to 16:9
Video file size: 4GB max
Minimum video length: 1 second
Maximum video length: 240 minutes
Facebook Feed Images
Recommended size: 1,200 by 628 pixels
Minimum width: 476 pixels
Minimum height: 249 pixels
Aspect ratio: 9:16 to 16:9
For more information on optimizing Facebook stories, carousels, and other forms of Facebook ads, check out this post by Hootsuite about choosing the best ad size.
Telling A Story
Once your eye catching image or video stops the user mid-scroll, the next thing they will do is read the copy attached to the ad for more information. It is absolutely essential that you use this opportunity to connect with your viewer, and potentially bridge the gap between a pain point the consumer experiences, and the product or service you offer. Check out this ad we created for Fuego Box, a subscription based hot sauce delivery company, as an example.
We used an eye-catching video of hot sauce being generously poured over a mouthwatering sandwich as our hook to stop the user from scrolling past the ad. Then, we crafted a headline and copy that explain exactly what the value proposition is, while also concisely communicating how Fuego Box can help solve a problem the audience may be facing. Since we know our target market consists of foodies who like to try new things, we chose to engage the viewer by challenging them to “spice up a boring meal.” As you learn more about your target audience and collect data on how to best advertise to them, you can better sculpt your story to match their preferences. Overall, remember that your story must connect with your audience, validate a pain point that they are facing, and concisely outline how your product or service can solve this problem.
Extending An Offer
Once the viewer has read the story your ad is telling, they should be directed to the most relevant page on your site based on what the ad is about. This will then expose the user to your offer. When creating an offer, it is important that you are logical and that the perceived value of the product or service is greater than the price. The ultimate goal is to build up the perceived value as much as possible and then create an irresistible offer that makes it a no-brainer for the customer to make a purchase.
The three most important things to remember when creating an offer is that it needs to make sense, it needs to promote the viewer to take action, and the perceived value of the offer needs to be greater than the price.
Bringing It All Together
It can be frustrating when your Facebook ads don't perform as well as you want them to. But as long as you are putting yourself in your audience’s shoes when you publish the ad, you’ll be off promoting conversions in no time. Just remember these three secret ingredients: