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Facebook is more competitive than ever for today’s social media advertisers, and unless you “get smart” about making your Facebook ads stand out and outshine your competition’s ads, you will continually be leaving money on the table or even letting it go down the drain.
But post ads to Facebook that catch the eye, send the right message to your target audience, and link all “clickers” an effective landing page or well-designed website, and you can expect a high click-through and conversion rate.
Here are 4 tips to follow in order to get maximum performance out of your Facebook ads:
1. Use Simplicity to Your Advantage
As in Web and blog design, simplicity can be a major advantage with Facebook advertisements. Check out the article Why You Should Not Overthink Blog Design at www.perth-web-design.com, and you will find that many of the principles inculcated there apply equally as well to ads design.
Specifically, your ads should be easy to find, easy to scan, not be so data-heavy that they don’t load quickly, be easily viewable on mobile devices, and not be cluttered up with too much text or too much visual detail. Simple design makes it easy to find the focal point at a mere glance and lets your ad to its work with “minimal effort” required from viewers.
2. Picture the Most Successful Image Types
Research at Facebook shows that a smiling, happy-looking female looking directly into the camera is the top conversion getter. Also, high on the successful list are pictures of cute little pets and adorable children. Tap into the magic and use what works, while still taking time to be creative and unique.
Funny or odd (not to say bizarre, necessarily) images are also very successful, though using them depends on the kind of “image” your company wants to create for itself via their “images.”
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Finally, use images that are relevant to the product or service you are advertising (unless it’s a logo or persistent them – then it can be anything, even a gecko lizard that talks with a British accent and sells car insurance, for example.)
But normally, it won’t do any good if viewers remember a Bengal tiger image you posted but can’t remember anything about the toothpaste you were selling (unless you plan to brush the tiger’s teeth). So, you might be able to find a creative connection in and “odd/funny” ad, but it still has to be a real connection.
3. Beware of Blue and White Images
Always test your images and view them before final posting. And given that Facebook is predominantly blue and white, try to avoid images that are also predominantly blue and white, or risk letting them fade into the background and go unnoticed. If your product or company colors are blue and/or white, then but up good in-image contrasting colors and a good contrastive border to make the ad still stand out. The good example is Uni Baggage company, whose main colors are blue and white, but they cut that contrast with pointy yellow and little bit of green and gray.
Typically, you want images with bright colors that will catch the eye, not drab old blacks, greys, and browns. And you want to post 1200 x 600-pixel images or so in Newsfeed, though it can be less on the side bar since those images are going to be a lot smaller anyway (few will notice the pixel difference at that size.)
4. Include Logos Sometimes, But Not Always
Putting your company logo into the Facebook ad serve to build brand awareness over time, but it tends to get old too. You need to strike a balance between consistency and variety and win the best of both worlds.
A good strategy is to rotate ad-types on a regular cycle. You might include your logo in only ⅓ of the ads you post, for example, make ⅓ of them aimed at gaining attention through humor and oddities, and have the last third feature a clear-cut image of someone simply using and benefiting from your products/services.