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Facebook offers a lot of advantages to advertisers, but seeing success on Facebook ultimately comes down to your strategy and how well you implement it. Here are 6 tips that will make your ad perform better:
1. Choose your audience wisely.
Audience quality is more important than size because, with Facebook advertising, the goal is engagement and/or conversions. Casting a wide net to individuals who are not your target audience will tank your relevance scores and give you bad data to work from.
The good news is that Facebook’s targeting capabilities are more robust than any other platform, including demographics, interests, location, and even behavior. That means you can get far more specific on who you want to see your ads. For example, you don’t have to settle for “women between ages 25 and 45” when you can target “women between ages 25 and 45 who like reading articles about nutrition.” Or you can target an audience that likes some other gym. If you use this tactic be careful and try to focus on your advantages over that gym. By getting granular, you end up excluding users who are not your target market, showing ads to only those who will find it most relevant and who are most likely to convert.
2. Ad needs to be relevant to the audience.
Relevance is critical for success when using Facebook advertising. Remember, you are spending money when someone views or clicks on your ad (depending on the settings you use). If you’re showing ads that aren’t relevant to your target audience, you’re wasting your time and money and will likely not see success with any kind of advertising.
Back in February 2015, Facebook launched a feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank in Google Ads. The more relevant your ad image, ad copy, and destination page is to your audience, the higher your score is — and the more favorably Facebook will treat your ads.
3. Ad needs to be visual.
Visual content is not only treated more favorably in the Facebook algorithm, but it’s also more likely to be shared and remembered than written content. No matter what type of ad you create, your image needs to be visually appealing. Spend some time and money on showing your gym in the best possible way.
4. The visuals and copy are closely aligned.
Since you are running ads for your gym. You’re targeting people who like fitness or nutrition.
You could use the generic “come to our gym to workout” copy paired with an image/video of your gym.
A better strategy, however, would be to create a more specific ad targeting group age for instance (e.g. “Specially tailored workouts for women in their 30’s” paired with a video of a specific workout).
Aligning copy and visuals in a way that’s relevant to the targeted audience provides a feeling of personalization which increases the likelihood of engagement and/or conversion. You’ll also see better ad performance due to higher relevance scores.
5. Includes an enticing value proposition.
A value proposition tells the reader why they should click on your ad to learn more about your product. How is your product or service different from any other? Why should the viewer click on your ad to see your website?
Your value proposition should be believable. For example, saying you have the greatest coaches in the world will not make people come to your gym’s Page, but maybe offering 20% off will. Or, perhaps adding social proof will help — something like, “Come workout with a former olympic weightlifting medalist and get 20% off your order with this coupon.”
6. Have a clear call-to-action.
A beautiful and relevant ad is great, but without a call-to-action (CTA), your viewer might not know what to do next. Add a CTA like “Buy now and save X%,” or “Offer ends soon” and add a sense of urgency to your viewer. Your CTA should encourage people to click on your ad now.