1. Perform Conversion Trials
Conversion trials enable Facebook ad variants.
There are a couple of things that you need to know to get started.
Facebook allows marketers to test different versions of the same ad with image variations. While you’re at it, ensure that you have a combination of image, image + text, and other visually aesthetic mock-ups available for testing.
Since this is in trial mode, allocate a small budget to run all your ad variants. Check to see which post pulls in the most traction and which one doesn’t. That’s one way of getting started the right way before jumping all-in with your ad spend money.
A relevant example of the aforementioned scenario would be an audience, or placement of ads – to see which one performs the best. This method can reward the campaign we’re testing, but the findings can help enhance the creation of upcoming campaigns.
Once we have the variables we want to test, the budget is automatically split between the two variations, and exposure of each ad will be equally distributed.
A/B testing of our Facebook ads is recommended when we’re trying to measure changes to our Facebook ad results. This is a tool to test new strategies rather than informal testing, which requires manually turning your ad sets or campaigns on and off.
2. Target Your Audience The Right Way
Keep in mind the buyer’s identity in every ad creation process. Consider their intentions and interests. Always remember that this goes beyond the demographics of our audience.
We have three different audiences we can use with advertising on Facebook: cold, warm, and hot.
- A cold audience consists of all users on Facebook and can be slimmed down with detailed targeting.
- A warm audience can be users connected to your page or a custom audience.
- A hot audience consists of users that know your business and those who have specifically visited your website.
When targeting different audiences or buyer personas, create separate campaigns for each one.
3. Pick Ad Images That Stand Out
One crucial aspect to consider for the Facebook ad results is that you might have noticed the Newsfeed of Facebook is packed with advertisements striving for the user’s attention. You have to use images that stand out for top ad performance.
The most innovative way can be the distinctness of a user clicking through to make a purchase or scrolling right past.
Moreover, remember that your image does not have to be complex to gain the attention of your potential customers – just make sure that they are invigorating and well-groomed.
4. Try Ad Copies of Different Length
A common mistake made by most social marketers is that ads with short copy perform much better than ads with long copy. An even bigger misunderstanding is that any post on Facebook serves better if the copy is more concise.
The span of your copy will highly depend on your product and your buyer personas. You need to keep in mind who you are writing for when creating the Facebook ad copy. Ask yourself, “Will this marketing message reverberate with my audience out there?”
5. The Psychology of Color
Colors play an essential role in grabbing the attention of users. They can have a tremendous psychological impact on the viewers and should be taken advantage of as it’s a vital opportunity to improve Facebook ad results. It is of no surprise that colors evoke emotion. Let’s take a quick look at various colors, shall we:
Red: while this color highlights danger, it can be used in campaigns that aim to evoke strong emotions.
Orange: a color lively in nature, dynamic, and energetic and can be used successfully when you want ads to stand out.
Yellow: bright and full of energy; yellow signifies joy, intellect, energy, and happiness. Darker yellows (bordering on gold) can give a feeling of prosperity and security.
Green: firmly linked with nature and the environment in most consumers’ minds, green is also associated with reliability, safety, stability, honesty, and freshness.
Blue: this color sparks trust in the viewer. It can be severe and suggests intelligence, loyalty, calmness, and power.
Purple: Combining the stability of blue and the energy of red, purple is associated with luxury, royalty, dreams, mystery, and elegance. It stimulates problem-solving and creativity.
Blacks, Greys, and Whites: Neutrals depict traditionalism, conservatism, and neutrality, which can be used effectively in advertising.