As Facebook welcomes more than 2.6bn active users each month, it gives businesses —— big and small — an amazing opportunity to reach more consumers. But that’s easier said than done with so many other brands vying for attention.
That’s why focusing on engagement is so important. And in this post, we explore how you can make your Facebook Ads more engaging to your target audience and achieve better results.
Write the Right Ads for the Right Audience Segments
Segmentation is crucial for relevant marketing. You need to understand the different demographics within your customer base and tailor ads to their diverse goals, income, location, etc.
For example, if your business specializes in selling hats, there’s no sense promoting thick, knitted ones designed for winter wear to prospects based in locations with warm climates.
Unless they’re considering buying a hat for a loved one in another country or for an upcoming vacation to a cold destination. But playing those odds may not help to bring the ROI you’re looking for.
So, research and understand your audience to make sure you segment it properly. This will help to maximize your ads’ relevance.
Take Advantage of Strong Visuals
If you’re not taking advantage of good images in your Facebook Ads, you could be wasting their potential.
Research shows Facebook posts featuring images win more than three times the engagement that those which don’t. But not just any picture will do, especially if you’re in a highly-competitive niche.
Check out your leading competitors to see what visuals they incorporate into their posts. Original pictures are always best, rather than stock images. But if you do have to use stock pictures, try to avoid the same ones we’ve all seen online a hundred times before.
And videos are a fantastic addition to your Facebook Ads, too. They can engage customers, convey messages, and capture interest in a more dynamic way than static images.
But creating high-quality videos that advertise products or services effectively, to a professional standard, can be much more complex than working on images alone. Keep that in mind if you lack the resources to get it right.
Experiment with Different Variations
A/B testing is a simple way to identify how well your Facebook Ads are tailored to your target audience. It’s particularly helpful when you’re embarking on a new campaign, aiming at a new audience segment, or both.
Running tests on Facebook Ads can help to minimize the risk of wasting money on ads which fail to engage audiences, and show what doesn’t work well for your prospects or existing customers.
Experiment with different copy, images, video, and CTAs that appeal to target consumers. Ad A may perform much, much better than ad B, giving you a clear indication of which type of content suits customers best.
These three tips can help you boost engagement with your Facebook Ads, grow your customer base, and increase ROI.
Want expert advice from our Orange County digital marketing team? Looking for a bespoke PPC campaign? Get in touch now!