3 simple tips for building better Facebook Ads
Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI
“The creative is by far the most important aspect of Facebook Ads”
If you ask most Paid Social Managers what their goals are for 2020, they’ll probably say something along the lines of: “I want to build better Facebook Ads”.
A whopping 62% of small businesses report that their Facebook Ads are failing to hit targets. A statistic that should come as no surprise, given that the average CTR for a Facebook Ad stands at a meagre 0.9% today. But nonetheless a statistic that puts a lot of pressure on those tasked with driving traffic and customer acquisition through Facebook Ads.
Fortunately, there’s some easy steps every Paid Social Manager can take to start building better Facebook Ads.
Let’s look at 3 simple tips for improving our Facebook Ad campaigns in 2020.
1. Prioritise the creative
The creative is by far the most important aspect of Facebook Ad performance. It’s by far the largest element, and, according to Ipsos, “creative quality” is responsible for 75% of the impact of said ad. This is because our brains process images much faster than words.
Nevertheless, many Facebook advertisers relentlessly experiment with ad copy and audience, thinking these are going to drastically impact performance.
However, both the targeting and ad copy of most mature campaigns has reached diminishing marginal utility (or, more simply, ‘the plateau point’). And it’s actually the creative experiments that drive significant performance increases.
Moreover, even if you have a very effective creative, its performance gradually decreases as it’s seen over and over again over a period of time (i.e. as its frequency increases). This means constantly refreshing your creatives improves performance as a standalone factor.
Read more about what which visuals create the most successful Facebook Ads.
2. Guide your creativity with artificial intelligence
Most Facebook advertisers are skilled at optimising targeting, bids, ad copy and budget allocation based on data. However, when it comes to the creative, we don’t tend to use data in the same way.
Yet each creative contains within it huge amounts of creative data which contains powerful insights for building better Facebook Ads.
Creative data is every element within the ad, for example the imagery, layout, copy, colours. These can be identified with simple analysis of each creative, and when combined with brands’ engagement data, we can use these features to understand which elements correlate with performance for every audience and segment – a process called semantic content analysis.
“When it comes to the creative, we don’t tend to use data in the same way. Yet each creative contains within it huge amounts of creative data”
That said, with so many different elements in each creative, it’s just much harder (hence more expensive) to test hypotheses. How do you test colour, nature vs buildings, graphics vs photos etc. and the combination of all these possible aspects effectively and at scale?
Fortunately, our artificial intelligence (AI) tool can help you with this.
Datasine Connect analyses all your creatives and identifies every feature in the image, from the more basic features such as the colours and objects present, to more specific elements such as facial expressions or the ‘feel’ of the image. Connect then presents these insights to you in a digestible way, as well as making predictions about the engagement rates of the images you upload.
You can use this powerful creative data to make/commission/test creatives that will get you conversions.
3. Ad copy
As mentioned, Facebook Ad copy isn’t as important as the visual when it comes to impacting performance. But it does make a difference – and in the competitive world of online advertising bids, every little helps.
Keep these simple things in mind for effective ad copy:
- Keep it short: Get the value across as concisely as possible
- Keep it relevant to your audience
- Supplement the visual: Your creative attracts the attention and gives some sort of info. Use your copy to complete the message you’re trying to get across.
- Experiment: Try using exclamation marks, capitalisation, emojis and different types of messaging. But make sure you only prioritise ad copy experiments once you’re confident in your ad visuals.
This should be enough to get you going, but you can check out Facebook’s own ad copy cheat sheet for a little bit more help.
A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.
Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.
Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.
Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.
Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing
Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using content data and AI leads to a steep increase in ad performance.
Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.
Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.
Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.
Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.
Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.
Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.
The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads
Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.
Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.
Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.
Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.
Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.
Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.
Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.
Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.
A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand
Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.
Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]
Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.
Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population
Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.
Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks.
While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives
Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler
I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.
We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.
Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts
Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.
Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]
How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.
Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.
Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.
Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.
Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.
Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.
Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry
Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.
Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.
AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.
We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time
In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.
A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.
Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.