You may have noticed Facebook is now allowing brands to purchase ad space in its News Feed on both desktop and mobile devices. Facebook calls these ads Suggested Posts.
Previously Facebook ads were limited to the right hand rail which meant they were only visible from a desktop computer (or a tablet viewing in Desktop mode).
When it comes to putting together Facebook ad campaigns for News Feed – especially the mobile News Feed – there are a few things social advertisers must consider:
Make the Benefit Clear Without a Click
When creating your Facebook Suggested Posts be sure to make the benefit for the user very clear in the copy.
Think of the words on your Suggested Post as ad copy. Write them in such a way that makes the viewer want to click right now.
Warby Parker does a great job with the above post. They draw me in with a question and then hit me with two awesome benefits: a free Home Try-On Program and a starting price of only $95.
This Suggested Post would definitely catch my interest if I was in the market for new prescription glasses.
Make Your Copy Short (Enough)
When a Suggested Post has copy that is very verbose, Facebook shortens it down by adding a “Continue Reading” link:
This might be okay if you’re writing for an audience that already knows you well (think: loyal customers). However, because Suggested Posts are shown to people who do not yet know you, they are not likely to take the time to click “Continue Reading” to hear what you have to say.
To ensure you get the most bang for your Facebook advertising buck, be sure to keep your message short enough so that it doesn’t get hit with a “Continue Reading” penalty.
Use a Mobile Optimized Landing Page
When you elect to make your Suggested Posts available on mobile devices, you are making a promise to viewers that if they click from their phone or tablet, the landing page will render properly.
For example, when I land on the above Rent the Runway mobile landing page, I can easily begin browsing dresses and shopping. However, if when I land on the above InfusionSoft landing page, I need to pinch and zoom a bunch of times before I can successfully read the full landing page.
Whenever you launch a new Suggested Post be sure to test out the experience on your own mobile devices and ensure you have a seamless experience.
As a general rule, user experience should always be the #1 priority with any campaign.
Don’t Annoy First Time Visitors
Speaking of user experience, there’s nothing more annoying than a popup, except maybe two popups. Actually, let’s take that a step further and say there’s nothing more annoying than two popups when you can’t get past the second popup unless you register for an account.
For example, I clicked a Suggested Post that told me I could now purchase a cool new clock.
When I clicked the link in the post, the landing page showed me a popup asking if I wanted to download a free iPhone app:
Nope, not interested, let’s continue to the site…
Oh look, another popup telling me I can’t see the clock that prompted me to click the Suggested Post in the first place until I register for a membership!
Yikes! That’s asking a lot from someone who just clicked a link in a Facebook post.
Remove the barrier to conversion by not showing popups right away or asking for a membership signup before the visitor even gets to view the product.
Track Your Results
The most important component to any mobile Facebook ad campaign is ensuring you have the ability to track results.
You can do this by including a Promo Code in the Suggested Post copy that is unique to the Facebook campaign like in the below Rent the Runway example:
Or you could use campaign tracking parameters in your URL that feed data back to Google Analytics.
Whichever option you choose, just be sure that you are able to track the ROI of your campaign so you know whether it is successful or not.
And there you have it: 5 tips for rocking Facebook Ads on mobile devices!