Some time ago we told you about the algorithm changeseither From Facebookwho from that moment prioritize the content of friends over that of the companies in your feed of news. This means that posts from brands, companies and organizations that are not paid will appear less frequently. Still, it is undeniable that Facebook is still a great tool for promoting and selling products. Therefore, paying to promote posts became an increasingly necessary alternative for the companies.
Knowing more about Facebook ads
In our University of E-commerce there is an article for you to understand the , what is the objective of each one and even how to manage your campaigns. Knowing that and the type of campaign you want to do, it’s time to discover how to make a successful ad on Facebook.
Ads are generally composed of image and text. Both elements have to be complementary but they also have to be able to express the message individually. The image alone has to manage to transmit even if it is the central idea of what you are going to announce. The text, on the other hand, has to be more specific, saying exactly what you are advertising, be it a product, a special offer, a sale, etc. Let’s talk about each of these things separately.
Images
1. Use images to captivate
As we said before, the image has to manage to communicate the central idea by itself, but it should also convey the personality of your brand. If you sell ice cream, for example, that has to be clear in the photo you choose. It is true that your image should have an attractive ice cream. But, in addition to placing a photo of the product, you can be even more creative and have people interacting with the product. In the example below, the girl eating ice cream expresses a very different climate than a single image of ice cream.
2. Avoid information overload
Use simple images, without much information, because they have to attract attention even when someone looks at them in a small size or on a cell phone. Therefore, it is preferable that you use neutral backgrounds, without many details and let the product in question be the center of attention.
3. Use bright colors
Depending on the campaign, you have to think about whether it is preferable to use a black and white photo or one with pastel tones. But there is no doubt that an image with bright, contrasting colors is easier to see. Keep in mind the color palette of Facebook itself, which is blue and white, and avoid using images with the same tones.
4. Don’t use images that include too much text
It is better that you enter the text in the indicated space. Mainly because Facebook has a rule that only allows ads with images that include up to 20% of the total space. So, add only the text that is essential. To find out if your image is within those parameters, Facebook has a tool that measures the percentage of text that includes a photo, dividing it into parts.
As you can see, in the second image the amount of text exceeds the 20% required by Facebook. In such a case, the ad is rejected.
Text
5. Be specific
The copy is your chance to get your audience to act on the ad. Therefore, if what you want is for them to find out about a liquidation of your products, that information has to be clear, using keywords such as “liquidation”, “offer”, “liquidation sale”, etc.
6. Encourage your audience to take action
If your ad wants to drive people to a shopping site, sign up for a list, or download an app, for example, use words that invite them to do so, such as “buy now,” “sign up,” or “download the app.” . Asking questions also arouses people’s curiosity.
7. Keep it short
Your ad text should not exceed 90 characterssince a very long text, in addition to running the risk of being cut off on the screens of smaller devices, can make people lose interest in the midst of so much information.
8. Test
With these tips in mind, now it’s time for you to give it a try. The truth is that there are not too many rules; things work differently for each brand, so feel free to test. Launch campaigns for the same product with different photos and texts, analyze the results in the Ad Manager and Facebook Statistics and see which ones brought the best results. Thus, you will begin to understand the best way to get people’s attention.
Synthesis
Well, I hope these tips will help you create more effective and targeted campaigns for your brand.
And if you want to sell online, we advise you. You do not need technical knowledge and it allows you to integrate your store directly with Facebook so that you can sell through your fan page. Good luck!
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