Facebook has announced that advertisers can now more easily target their markets through Facebook ads. The announcement is good news for businesses that use this form of Internet marketing, because it just got a lot easier to make ads more effective.
When you create a Facebook ad, you can now target your market based on general categories: location, demographics, interests and behaviours. These categories may seem broad, but they allow you to target people based on recent events like engagements, where they live and even what kind of education they have received.
But, even with this update, it’s still important that businesses understand how to create a successful Facebook ad. The features Facebook provides will help you reach your market, but you still need to create ads that inspire your audience to take action.
An Attention Grabber
First, Facebook users are practically flooded with posts, photos, content and yes, ads, on the social network. If you want your ads to work, you need to grab your market’s attention.
The way you do this will depend on your brand and products, but using attractive pictures, entertaining ads and readable text and making your ads different than your competitors’ can help them stand out. You will likely have to do some testing to find out what kinds of ads your market notices and responds to.
The best ads, on Facebook and other sites, have influential content. You need to know what inspires your audience, what they are looking for, what needs they have and what they are interested in. When you know this, you can create influential content.
The images, taglines and copy you use all need to influence people in ways that inspire them to want to learn more about your company, make them more aware of your brand or encourage them to respond to your calls to action.
A Call to Action
Every one of your ads needs to include a clear call to action. This is absolutely essential, and is what makes your ads worthwhile and what will bring you results. Some common calls to action include:
- Buy a Product
- Visit a Website
- “Like” a Page
- Read a Blog
- Visit a Store
- Fill Out a Lead Form
Of course, these are just a few of the most common calls to action, and yours could be very different depending on your business and goals.
People are busy and when they are browsing Facebook, they don’t always want to stop looking at their friends’ pictures or posting a status update to respond to your ad. You need to provide an incentive.
The incentive you use could be tangible, like a free sample or a discount, or it could be something more abstract. For example, you could tell your market that if they “like” your page on Facebook, they will be the first to hear about your new product launch.
Facebook is always adding new features that make it easier for businesses to use the site and target their markets. When you include these elements in your ads, they will be much more successful and you will be able to reach your current and potential customers.