Facebook is becoming more saturated with ads, which means they are more expensive to run and they are getting less engagement.
Or are they?
Yes, they are, BUT no, they don’t have to be. There’s always a way to beat out your competition and put out Facebook ads that are rockin’ it. All it takes is some creative thinking and staying ahead of all the over-used ad strategies and trends.
That’s what we’re here for, and we won’t disappoint!
We’ve talked about retargeting, custom audiences, and Facebook pixels before. We even discussed how to design your Facebook ads and how to set up and measure your ads, but if you want to kill it with your ads, you need to have a new angle.
In this article, we’ve put together 5 Facebook ads tips that you are most likely not using. We know that because these tips are under-used across the whole marketing industry. Not only that, but these Facebook ad tips produce results most of you won’t even believe!
So, here they are…
5 Facebook Ads Tips That Will Kickstart Your Ads
1) Incorporate User-Generated Content in Your Ads
User-generated content is content that fans put out on their own about a brand. It could be photos, videos, blog posts, tweets, testimonials, or any other content that promotes your product or service from a fan’s perspective.
This type of content benefits marketers more than any other type of content. It provides social proof that people like what you have to offer, and it adds a level of authenticity to your campaign that cannot be attained any other way. Therefore, it gives your brand instant credibility.
According to the Mavrck Facebook User-Generated Content Benchmark Report, user-generated content that features a brand drives 6.9 times higher engagement rates than brand-generated content, so it’s one of the best types of content to use in your Facebook ads.
You can do this through any of the following means:
- Use images that your customers have taken of your product – This makes your ads look more natural, which draws more attention since they look less like ads. Just make sure to get permission to use the photos! BONUS TIP: Try using multiple images in a carousel ad and/or combine these photos with reviews.
- Integrate reviews into your ads – You can do this by using the Dynamic Product Ads feature in Facebook. This offers social proof that others love your product or service.
- Share the most engaging user generated content – This method works really well because you can choose content that you know is already performing well.
This article from Falcon.io provides some visual examples of these strategies.
2) Split Test Your Ads Like a Fiend
We all know that we should be split testing our ads, but in all honesty, are you really doing it? Yeah, you might be split testing a couple different photos or maybe even a headline, but if you want to get the results that the pros get, you need to start acting like them, and that means split testing everything.
According to Facebook, split testing provides a 14% improvement in CPA (cost per action).
Photos and headlines are a good place to start, but don’t stop there. After you’ve got those elements worked out, try split testing the following:
- Words used in your ad copy
- Positive verse negative copy
- Ad placement
- Videos verses images
- Different Call to Action buttons
- Adding a review verses not adding a review
- Targeting changes (age, gender, mobile verses desktop, behaviors, etc.)
- Single image verses multi-image (carousel)
You never really know what is going to work until you try it, and even the pros are often surprised by what they find. Split testing is something you can continually do to improve your ad. Just remember to only make one change at a time so that you know what is working and what isn’t.
3) Convert Your Facebook Fans into Facebook Messenger Subscribers
By using Facebook Custom Audience targeting and Click-to-Messenger ads, marketers can set up their ads so that people who click on the CTA button in the ad are sent right to Messenger. Those clicks then become contacts that they can converse with immediately and follow up with moving forward.
According to Facebook, there are 1.3 billion people using Messenger every month and 10 billion messages are exchanged between people and businesses every month.
More importantly, though, the conversion rates on Facebook Messenger Ads are astronomical. MobileMonkey even goes as far as to claim that they are 100% since you get everyone’s contact info that clicks on your ad and you can converse with them via Messenger from then on out.
This type of ad works well in situations where you know someone has looked at one of your products but didn’t purchase it. In this case, the ad might say something like, “Do you have questions about product X? Click here to immediately chat with a product specialist.”
Once you have these Messenger contacts, you can follow up with them at any time. You can even automate the process by using software such as ManyChat, which uses chatbots to get a conversation started. This is especially useful when you want to notify your contacts about a flash sale or a new feature or service.
4) Try In-Stream Video Placements
In-stream video placements have extremely low CPMs (cost per impression) right now since there aren’t currently many marketers using this strategy. These ads are 5- to 15-second video ads that are placed within existing Facebook videos. They are non-skippable and appear at least 60 seconds into the video, assuring that people are already engaged in watching the video.
By far, non-skippable video ads like these outperform all other video advertising choices when it comes to holding the viewers’ attention. People are already engaged in watching the video. They have chosen to watch it (instead of it just catching their attention), and their volume is on. It gives marketers access to a captive audience that will sit through the video ad because they want to get back to the video they were watching.
Within the Facebook Ads Manager, you can determine your in-stream video objective from 4 choices: Video Views, Brand Awareness, Reach, and Post Engagement. These ads can also be highly targeted since they use the same targeting parameters as any other ad.
The one downside of in-stream video placement ads is that they aren’t clickable, so it’s more about brand awareness than generating immediate sales. Nevertheless, it’s an incredible tactic.
5) Leverage Life Events for Better Targeting
Most marketers skip right over this feature, but it can be one of the best ways to spark an emotional connection, which inspires people to click on your ad. By targeting your ad according to life events, you can personalize your ad in a new way.
For example, we can use life event information to target our ads according to…
- Marital Status
From there, we can creatively target those people based on that event.
This type of marketing seems obvious for companies that sell wedding services or houses, but if you get creative, any company can use this strategy. For example, a company that sells unique wooden furniture could target individuals who are coming up on their 5th wedding anniversary since wood is the traditional gift for the 5th year of marriage. A landscaper could target someone who is moving, and of course, any company can offer a birthday coupon.
Consistently think outside of the box with your Facebook ads and you will continue to get the results you want. These 5 Facebook ads tips will do that for you now (until they become over-used).