“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 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.