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What Makes A Great Facebook Ad?

Posted by Gary Henderson on Nov 28, 2018 6:37:50 PM

Facebook ads are a proven way to get in front of your specific target audience. 

Whether you've only dabbled with ads or have played around with them for years, there is always room for improvements when it comes to Facebook ads.

With over 6 million brands currently advertising on Facebook, it is imperative to have the best looking and functioning Facebook ads on the platform.

One of the most important factors when it comes to creating any Facebook ad is to understand who you are showing your ad to and to make sure they are interested in your product or service.

Every advertiser and business is different, which is why it's so important to understand your advertising objective and how well your message aligns with your audience. 

In other words, the goal you want to achieve with a particular ad campaign with a specific person in mind. 

Marketers and businesses need to make sure that they are showing the RIGHT THING to the RIGHT PERSON at the RIGHT TIME.


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What Makes A Great Facebook Ad?

1. It's Relevance 

You want to find your most ideal target audience(s) who are most likely interested in your content and will engage with your products and services, leading to a sale.

You don't want to waste your time on people who will never engage with your content on social media or become a customer.

The more relevant your ad image, ad copy, and landing page is to your audience, the higher your relevance score is and the more favorably Facebook will treat your ads.

2. Offers Value

Businesses should make sure that their Facebook ads offer some type of relevant information to an audience they have warmed up or know they are interested in their content.

This should include ad copy that will explain why they should click on your ad or why they might be interested in your business or product.

Here are some examples of the best Facebook ads.

This goes back to showing the right thing to the right person at the right time.  If you have tracking in place then you should know what stage your people are in the buyers journey.

The Home Depot does a great job at this. 

If someone is struggling with limited storage space, then this ad will speak right to them.  This gives them a solution to their problem, and that is what people want.  


Facebook Ad Example


3. It's Visual

Images on social media are easier to remember than words and are also more likely to have the highest engagement and social shares.

Research has shown that the best length for a headline you can create is only FOUR words.

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Instead of trying to provide every bit of information or explain every little detail about your product or service, add an enticing image, and be short and exciting. 

The goal is to grab your target audiences attention and get them to click to find out more.

Keep in mind that images account for 75-90% of Facebook advertising effectivity and performance.

Here's a great example of a Facebook ad that does an awesome job at grabbing someones attention. 

They have a great caption too and it makes you want to see how comfortable these shoes really are.

4. Has An Actionable CTA

It is so important to have a clear call-to-action on your Facebook ad. 

Without a CTA button your audience may not understand what action to take next, which typically leads to them taking no action at all.

You could add a CTA that encourages your viewer to sign up for a free trial, a product demo, request a eBook, lead magnet, etc.

To ensure the most success with Facebook ads, you want to make sure you are targeting the right people, acknowledging and connecting with them and giving them a realistic call-to-action.


Facebook Ads are super important because they allow you to get personal with so many people on one of the world's biggest communities. 

You have so many opportunities to get your business in front of thousands, potentially millions of people. 

Why wouldn't any business, marketer or influencer want that?