Hi there, it’s Matthew Larsen from Ultra Growth Marketing. This blog post is about how to create good Facebook ads for eCommerce Stores.
How to Make Good Facebook Ads For eCommerce Stores
This post will act as a quick, yet valuable guide on how to create high-quality Facebook ads. A high-quality Facebook Ad is one that gets a large percentage of users to click-through to your website. This is referred to as the “click-through-rate” of an ad. On Facebook, this will be referred to as your “Outbound Click-Through Rate” meaning that the click was outbound, which means to an external page (your website).
The Most Important Parts of a Facebook Ad
The main parts of a Facebook ad are:
1. The Creative
2. The Headline
3. The Ad Copy
4. The Call-to-Action
5. The Targeting
For the purposes of this email, let’s focus on two main things;
1. The Creative
2. The First Line of the Ad Copy
You will notice that the part we are focusing on is the first line of the ad copy, and not the entirety of the ad copy itself. That is because while the total ad copy is very important, the first line is what draws them in and gets them to read the rest. Most people won’t even read past the first line and becuase of this, we need to put a lot of effort to craft a perfect first line that gets them to read the rest.
The Creative is the photo, or video and is the most important part of a Facebook Ad. We should think of it as the creative is what gets people to stop and read the first line of ad copy, and the first line of ad copy is what gets people to read the rest of the ad copy and the rest of the ad copy is what gets people to click-through and go to your website.
There are a few keys to making an effective creative, and some important things to remember:
- If possible, it should show and demonstrate your product(s) being used.
- If you can’t use or don’t have any videos, try using carousel ads.
- The whole point of your creative is to get people to “stop scrolling” down their feed and take a look.
- Your creative shouldn’t be confusing. It should clearly show the viewer what your product is and/or what it does.
- Your main value proposition should be displayed through text in the ad. Don’t just use a photo/video and nothing else because people might not understand. Add some text explaining why people should buy from you, even if it is just a few words.
- If you are using a video as your creative, make sure that you create a custom thumbnail and upload it, or Facebook will autogenerate a thumbnail and it may not be a very good one.
- Make sure you have at least three creatives going, and make sure you have a system that allows you to keep creating at least three new creatives per week. There is always a better creative that will lead to a better result and you need a system in place to help you “find” it.
- Don’t just look at your competitor’s ads and try to copy them. You don’t know if they work to begin with, and if everybody copies each other’s ads, they all end up looking the same and it is easier for people to “tune them out.”
These are eight keys and things to keep in mind to create high-quality ad creatives, and now here are some things to keep in mind when writing the first line of ad copy:
The First Line of Ad Copy
The first line of ad copy is so important, because that is what determines whether or not someone will read the rest. A large percentage of our effort and focus should be geared towards making this first line of ad copy as good as possible. We want to think of it as a “hook” on a fishing line. We bait the hook, throw it in the water, and catch a fish. It would be possible to catch a fish without a hook, wouldn’t it? .
There are a few keys to creating an effective first line of ad copy, and some important things to remember:
- There is a “Read More” button that cuts off the text. It is important that your entire first line of ad copy and offer can be read without having to click “Read More.”
- Convey the number one reason that people should buy your product in the very first line.
- If in doubt, ask a question. If you sell shoes, make your first line something like “Looking for new shoes?” That is always an effective way to do it, because anybody who is looking to buy shoes (or buy your product) will stop and read the rest.
There are many factors that go into creating a good Facebook ad for eCommerce, but the two most important are the first line of ad copy (it is called Primary Text on Facebook) and the ad creative. Always try to use video creative if you can, or if you don’t have any video, try to use carousel ads, as they tend to get a higher Ad Quality Ranking than simple photo ads. Above all else, make sure you are always adding new creatives to your campaigns and doing a lot of testing. If you do enough testing, you will eventually strike gold and earn thousands, if not millions of dollars from a single winning ad campaign.
This blog post went over how to make good Facebook ads for eCommerce Stores. I hope it was a big help, and that you put what you learned here to good use.
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