This could easily be a blog post in itself because quite a lot of people get this wrong.
The first thing to understand here is that people don’t care. It sounds harsh but it’s true. Users are not on facebook to read about your FaBs. They’re not mindlessly scrolling past their friend’s embarrassing night out pics to get to your ad about why your product and service is so great.
Your ad is competing with content that is (probably) of great interest to the user. Content from and about people they love, care about, find amusing and in some cases greatly dislike. This is some strong competition.
It highlights the importance of the point above (making sure your audience is relevant). But, should also demonstrate the importance of your need to stand out. This can be done one of two ways and the smarter marketers amongst you will utilise a combination of both – for serious results.
The first is to utilise eye–catching design. Bright colours, amazing imagery, bold and concise messaging. Give users a reason to stop scrolling and look at the image you’re using in your ad. That’s your first mission: Stop them scrolling. If you’ve honed your audience enough, you’re halfway there at this point.
The second (and most important) is to offer value to the user. It’s worth repeating – users don’t care about why your product is the best or how it’s more efficient. What’s in it for them?
Can you give something away? Offer more than your competitors and show this in a clear and concise way.
If you nail these three things: Have a precise and tailored audience, eye-catching, show-stopping design and offer value to the potential customer. You will get click-throughs – a lot of click-throughs.
We’re not over the line yet though, once a user clicks on your ad, it can still go horribly wrong.