Is your business currently running advertisements on Facebook? Are you fully confident that your ads are flawless?
Between writing an ad’s headline, creating its image and developing its content, it’s easy to fall victim to some pretty common Facebook Advertising mistakes. Even major brands make them! And every mistake made costs advertising dollars and potentially causes you to miss out on sales. Check out our list of Facebook Advertising malpractices below to limit your mistakes and perfect your ads on Facebook!
1. Don’t: Confuse viewers with too much information or complex concepts
An example of a confusing Facebook advertisement is the one below by AT&T that is promoting their internet and home phone services with an image of children playing in the snow and a headline that says “Perfect Together.”
While a creative concept may work for other advertising outlets, it is important that a Facebook ad’s message and call-to-action be easy for a viewer to comprehend within seconds. Additionally, the headline should include the business’s name, state what is being offered, or at least be of relevance to the product/service.
On the other hand, including the deal of $39 per month for 12 months in the ad’s message was a great idea and will definitely interest potential customers.
2. Don’t: Forget to proofread all ads – twice!
This may seem like an obvious mistake to look out for, but it is actually one of the most common mistakes made. It is crucial that an ad be reviewed before publication at least twice to avoid posting ads with typos, grammatical errors or other mistakes.
Take the Concrete Ready Mix Inc. advertisement below for example. It has multiple capitalization and punctuation errors and it was published on Facebook in front of hundreds, thousands or possibly millions of users.
*Bonus Tip: Reviewing ads twice before publication should be practiced no matter what advertising outlet is being used, yet even large businesses forget to do this! Here’s an example of a Skype ad by Target that clearly was not reviewed before being used.
Choose your ad’s image wisely! It should be clear, focused and high quality. Your ad’s image is arguably the most important part of your ad, as it provides the greatest opportunity for your business to grab the attention of its target audience.
Take a look at the Facebook ad below. Before reading the headline or message, can you tell what the ad image is of?
While an image of a book may be a good idea for Wiley Digital Photography to include in an advertisement, the image they chose in the ad above is confusing and difficult to interpret. Perhaps an image with better lighting where the book is entirely visible should be used instead.
4. Don’t: Use an ad image that is more than 20% text
When it comes to choosing your ad’s image, be sure to select one that is high quality and focused, clean and simple and not more than 20% text.
This ad by Miami Dade College is not only busy with text, but the text in the ad is completely illegible. Perhaps instead of using the copy, MDC could use an image of the smiling students in front of the university or inside of a classroom. MDC could also test the success of multiple different ad images! One of these new images, along with the existing ad’s headline and message would be a strong Facebook advertisement that could drive lots of traffic to the MDC website.
Now that you’re up to date on what not to do when it comes to Facebook Advertising, here are a few of Facebook Advertising’s best practices!
1. Include a clear call-to-action
Using a clear call-to-action tells your audience the purpose of your message and makes them much more likely to take action.
This Facebook advertisement by Mighty Leaf Tea includes a call-to-action that is clear and to the point.
Mighty Leaf Tea also included some brilliant incentive! By including a promo code for 15% off of each customer’s first purchase, ad viewers will be more likely to click and more likely to buy.
2. Choose an image that stands out, but represents your brand
In newsfeeds full of images and advertisements, it can be difficult to catch the attention of your audience, especially when your ad image must also be reflective of your brand. Select images that are eye-catching and find ways to incorporate your brand through colors, including your product or cleverly integrating your logo.
The Chegg ad above is vibrant and fun. The bright orange, Chegg’s primary brand color, is sure to catch the eye of a Facebook user scrolling through their busy newsfeed. Chegg also used their signature orange box that they ship their textbooks in, and they used it in a silly, playfull manner; on the heads of college students – their target audience.
3. Use an ad message that will resonate with your audience
The concept and message of your ad should be developed with your target audience in mind. Even if users notice your ad, they likely won’t take action and click on it unless they find it relatable and interesting.
Warrior Dash developed an ad that is sure to catch and keep the attention of its target audience. The ad’s image is intense and exciting, which is definitely representative of the brand and program. Additionally, Warrior Dash used the headline, “Push Your Limits in 2014. Join Warrior Nation!” This headline includes a clear call-to-action, along with a motivational statement that the Warrior Dash audience will certainly relate to. With its audience primarily being athletes and workout enthusiasts, they are sure to be focused on the New Year and their fitness resolutions.
4. Keep it consistent and simple
In the few seconds that you have to catch the attention of Facebook users, it is crucial that your ad does not confuse or overwhelm them. To avoide this from happening, keep your ad simple. Each ad’s headline and message should be consistent, paired with an image that is relevant.
This ad by OOSHIRTS contains a headline, message and image that is consistent and descriptive of its company and service. The ad also includes a key selling point for OOSHIRTS, which is the low cost and added benefit of free shipping!
Avoid these don’ts and practice these dos when developing your business’s Facebook advertisements to create ads that get noticed, generate clicks and drive sales!
Have any favorite or least favorite Facebook advertisements that you’ve come across? Why do you like or dislike them? Post them below and share them with us!