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How to get ME to click on Facebook Ads

I’m probably one of the few Facebook users who hasn’t click on Facebook ads, but I’ve looked at lots of them over the years. There are many tactics that companies can try to make their Facebook Ads more appealing and effective. Just by modifying one element, you can alter the results in a positive way.

Here are 3 factors to consider when composing a Facebook Ad:

1) Execution – The number one way to improve Facebook ad effectiveness is the execution. Due to the habitual presence of ads, they need to grab the attention of users through a combination of creative content and engaging graphics. The ad title and offer itself should be compelling and have a direct result. A title, such as a company name tells me nothing about the offer. Choose content that has a clear call to action so the user will want to click the advertisement. For example, having the term “Get a Free Pair of glasses” is more enticing than “Look cool in designer frames”.

The image/photo should be relevant to the offer and be indicative of what the user may be
getting. People scan ads; they don’t want to waste time trying to figure out what the image is. Stick to colours that contrast with the blues of Facebook such as: orange, yellow, or red.

2) Targeting: Ads that do not target a particular audience can decrease their effectiveness because they are reaching random people. Consider who your demographic is and sculpt your campaign accordingly. Ads can be targeted from location, to connections, education and more. Having a more specific campaign that is more personalized and relevant to who you want to market to, will help increase the likelihood of click-throughs.

3) Most importantly…test, test, test: Ads should always be changed and modified to optimize
success. If ads are not working, try something else. If you get poor results, it doesn’t mean
that your brand is not meant to advertise on Facebook, it just means that you need to change an element or two. There are so many combinations of targets and creative possibilities to experiment with. Facebook Ads have a very short lifespan and usually peak at about three days, so it’s always a good idea to refresh them. With every Facebook Ad you try, monitor the results and keep track of what works and doesn’t.

Facebook Ads can help brands to connect with more than 800 million potential customers, but it has to be done right. The challenge is to continually evolve your advertising with what your online audience is looking for.

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