Facebook is a powerful tool that can be utilised by almost any business for advertising. Getting people to visit your website can be relatively easy, but in order to make the most of their visit, there are a few tips and tricks to learn first so you can convert clicks into customers.

Interests

One of the most powerful tools available on Facebook is the ability to create your own Facebook ads campaign and be able to target users according to what their interests are. For example, if you create and sell your own line of jewellery, you can set your ads to display for those who already have an interest in jewellery. You can even target ads to those you think might be curious about your products due to related interests such as fashion, pop culture or any number of other interests and hobbies.

Demographics

This is why it’s important to have a strong idea of who your market is, as the demographic information within Facebook ads can help you select potential viewers based on certain criteria such as age, gender and geographical location. If you offer a service in a particular city or you are only selling a product in a certain city, state or country, then limiting the ad to the right demographics is a very handy tool that can help ensure you don’t waste your advertising budget. Remember that it’s also possible to create identical ads but for different demographics, so you can make them more targeted to each group.

Visuals

If your business has a particular style, utilising certain colours, fonts or themes, it’s important to maintain these for your ads, so that viewers can quickly make the connection (consciously or not). Always make sure that what is being described in the copy is in the photo, and vice versa, so that the text and visual cues match up. It also pays to have simple visuals that aren’t cluttered by lots of extraneous items, and with a clear focus on the product, which could otherwise make it difficult for customers to know exactly what you’re selling. It’s therefore worthwhile investing some of your marketing budget in professional photos and videos so your ads look their best.

Value proposition

How will your product improve someone’s life, even in just a small way? How will your product improve on similar products that are already on the market? If there’s truly nothing like your product on the market, how can you convince potential customers that they need it? Working out your value proposition is one of the most essential steps in creating a Facebook ad (or any kind of ad, basically), so it’s something that you should know well before you even start creating the ad.

Formats/Copy

Facebook includes heaps of options for where your ad can appear, such as in Stories, Facebook Messenger, the Carousel (where you can include multiple images or promote multiple products), and Collection, with a main image and smaller images below it, giving users the ability to more easily purchase your product. You also need to think about whether you want to have a photo ad, with a static image, or a video ad, which can present a lot more information in a short time. What you choose can depend on how much information you want to give potential customers, keeping in mind that people won’t want to read lots of text or sit through a two-minute ad. Brevity is always best when it comes to copy.

Call to action

After spending so much time and effort (and therefore money) on creating a Facebook ad, describing what you’re selling and who you are, you then need to entice people to click on the ad and become your customers. Some of the best ways to do this are: mentioning a problem and how your product solves it (e.g. many people have poor sleep patterns but buying your product will help them); offering a discount if they sign up now (e.g. sign up for a year now and receive a 20% discount); or having a time- or allocation-based reward (e.g. the 20% offer is only available for the first 100 new customers).

Once you’re more familiar with the ins and outs of Facebook ads, you’re in a much better position to use this powerful tool for your own business and start reaping its benefits.