Successful Facebook™️ Ads need more than just good targeting. 🎯
If you've been doing Facebook Ads you've you’ve probably been told you need to niche down and hyper target your ideal target audience. Hopefully, you've gone into Audience Insights, and have done some good in depth research for what audiences, interests, behaviours and demographics to use in your targeting. Discovering possibilities you hadn’t previously thought about.
There's a lot of Facebook pages out there, so it’s essential (and profitable) to dig in and do some extensive and ongoing research, so that you can get some really effective targeting going on. However, Facebook Ads require more than just good targeting because, even if you have your audience targeting dialled in, if your ad copy doesn’t resonate with the audience, your ads won’t work. Having the messaging in your copy to speak to your ideal client is such a vital part of well performing ad campaigns.
Now, this has got trickier, because Facebook is really tightening up on what we cannot say in our ad copy. For example, if you're saying, “you” repeatedly in your copy – which is what you do in direct response copy – you're often calling out pain points, with messaging that speaks directly to the person reading the copy…
“How do you feel when you get up out of bed in the morning? Do you feel weary and drained? Do you feel like you don't want to battle the day and you just want to pull the sheets over your head and go back to bed?”
Now, that kind copy in your ads is likely to get your ad disapproved, because you are talking about the person and their problems, not about your program, product, or service. So you need to be a bit more creative in your ad copy, rather than just saying “you” repeatedly, because your ads will get disapproved, and if it continues, then account shutdown is possible.
So, another strategy to incorporate is to involve more storytelling in your ad copy. For example, if you have a story or a client testimonial, include that in your Facebook ad campaigns. Include those struggles and those pain points that you or your client has overcome with your services. So that when they read your ad they self identify with the situation and are enlightened about a solution and you as the person to help them solve their problem.
Telling stories, by giving case studies and testimonials is a powerful way that you can open up the doors to your ideal clients to resonate with your message and realise that you can help them overcome the same struggle that they're facing in their life. So don’t underestimate the power of your Ad copy being essential for well performing ad campaigns.
Perhaps you have some Facebook Ads running which are getting some lacklustre results, despite you being confident in your audience targeting. Keep trying different ad copy, approach the problem you solve from different angles and test various headlines. And then when you do find a winner, keep testing!
So, if your Facebook Ads are not converting as you would like, don't just throw your hands in the air and say, “Facebook Ads don't work!” They do work, you've got to be persistent. You've got to keep testing. Try something new.
Your copy can actually be more important than the targeting in your Facebook ads. Therefore, if you have a habit of firing up Ads Manager and winging it with some ad copy, you’re treating Facebook Ads like a slot machine rather than an ATM machine.