Benefit Driven Headline For Facebook Ads

According to reports from Facebook, authored by Eimantas Balciunas, CEO at Travel Ticker, and reported by ClickZ, every year the average business spends thousands of dollars on Facebook ads but has little or nothing to show for it. The platform boasts over four million advertisers with 70% of Facebook’s advertisers coming from outside the United States.

The basic rules for successful Facebook advertising, according to the report, are:

  • Use a benefit-driven headline
  • Use only CTAs that resonate with your business
  • Use eye-catching images
  • Remember the Facebook 80/20 rule in ad sets.fac

Digging deeper to fix possible leakages and faults in unsuccessful or unyielding campaigns, the report says that there is no magic wand raining huge conversion numbers, but applying the tips here can help your campaign for success in 2017:

#1: It is a generally accepted fact among marketers that Facebook ads have more potential than Google Adwords. For Google Adwords, people search, get to SERPs, click and buy if they choose to. But with Facebook, the ability exists to target customers who are not actively searching, but will be interested in your offer with custom audiences.

Advertisers know that cost per click is cheaper on Facebook than for Adwords. In highlighting the differences between Facebook Ads and other PPC networks, the ability to target certain demographics, choose an audience, and select lookalike audiences, trumps other advertising networks.

#2: Be wary when your ad reports deliver numbers in which conversions and clicks are close. Facebook pixels can show an actual figure of your intended conversion metrics in your ad manager, but categorize your report into separate conversions to get a real time figure of your desired conversion rates.

The new Facebook pixel combines the “Custom Audience Pixel and Conversion Pixel” into a single, powerful pixel which can be misleading if you have no idea of what to track. When running ads with multiple conversion pixels, look at every type of conversion, and not the entire number of conversions, cautions the report.

#3: A/B testing Facebook ads is among the best practices in creating successful ad campaigns, says the report. When selecting ads to run with your campaign, tagging your URLs with special characters will aid in identifying which ads are converting the most and which should be terminated.

Data from tagged URLs can show the customer’s journey down to the campaign’s target destination. According to Facebook, you can add tags to your ads’ URLs, but you will need a third-party analytics tool to track the results. To add tags to your URLs on Facebook, do the following:

  • Create a new ad campaign or edit a draft
  • Fill in the required information at the “Campaign and Ad Set” levels, cross to the “Ad level” and set your URL tags
  • In a section, you will find URL Parameters which is where you add your customized tags

#4: Before launching an ad campaign, a campaign objective has to be drawn and pursued, says the report. If you are running ads to boost product sales, then metrics to measure success will be the total number of sales compared to the cost of ad per sale.To gain ROI and launch successful campaigns, the campaign should be started with the end of the conversion funnel in sight, recommends the report. Each ad should be modified to achieve goals and meet the most important metrics in your ad report, concludes the report, which, in most cases, are the number of conversions and the cost of conversions.

For more from ClickZ, please visit here.



1 comment about "Benefit Driven Headline For Facebook Ads".
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  1. Jonathan Hutter from Northern Light Health, March 28, 2017 at 8:08 a.m.

    When I see the phrase, "it is a generally accepted fact," I have to view the entire posting with extreme skepticism. 

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