It’s no secret.
Out of all the social media platforms, Facebook is still dominating the online marketing space.
I confess. I’ve never been the type of person to follow the crowd, but when it comes to building my business, marketing on Facebook is definitely an exception to the rule.
With 28 million businesses in the U.S. alone, it’s hard to argue that your ideal clients aren’t on Facebook.
Especially when you consider that out of 1.8 billion users, 1.3 billion are on there EVERYDAY!
So if you’re not using Facebook Ads to market your business, you’re leaving some serious cash on the table.
Or maybe you are using Facebook Ads but you’re frustrated because you’re not getting the results you were hoping for (and wasting a lot of money in the process).
If that sounds like you, keep reading to discover the four fundamentals of a high converting Facebook Ad.
1. A Compelling Free Offer
First and foremost, you must have a compelling free offer. Let’s be real for a minute. Your free offer is the whole reason your audience is interested in your ad, to begin with. And, in order to create a free offer that your ideal clients want to get their hands on, you’ve got to make sure you understand her big picture problem. And once you identify the big picture problem, you’ll need to create a free offer that provides a small piece of the solution.
An irresistible free offer should help your ideal clients experience two things.
- They get a “taste” of how you can help them and
- Your small solution will take the edge off of the pain of their big picture problem.
So, here’s an example:
The big picture problem: A busy mom who’d like to lose 50 pounds but doesn’t have a lot of time to go to the gym.
A small solution or free offer could be, 6 Quick Fat-Blasting Workouts in 20 Minutes a Day!
2. Copy that Converts
Now, that you’ve got a compelling free offer, it’s time to make sure your ad copy speaks to your ideal client.
What do I mean by that?
In other words, the text in your Facebook Ad should grab the attention of your ideal client so much so that they stop scrolling through their news-feed.
As you’re writing the copy for your Facebook Ad, keep these tips in mind:
- Write an eye-catching headline
- Explain the benefits
- Make it conversational and not super formal
- And use the language of your target audience
Below is an example of my own Facebook Ad with copy that converted at $.25 per lead!
You’ll notice the ad copy calls out the people I want to see the ad. Then I proceeded to talk to them like I would an old girlfriend. And the text, “Let’s fix that…” leaves them curious enough to click on “See More”.
3. Relevant Image
You know the old saying, “A picture is worth a thousand words.” I know it’s cliche but it’s the truth, especially when it comes to running Facebook Ads. In addition to the text in your ad, the imagery is just as (if not more) important.
The image you use in your ad should be relevant to the copy you write. In other words, it should paint a picture for your audience.
Here are a couple of examples:
In this ad from Marie Forleo, she used a simple image of herself with text, to emphasize the question in the copy. The image is the icing on the cake to the question, “Will you be adored? OR IGNORED?”.
Then, Creative Live uses this eye-catching image to promote a course with Jasmine Star. Although there’s no picture of Jasmine, there is a beautiful image of a bride holding a bouquet that makes the image POP! Not to mention, the ad copy is short and sweet, “Jasmine Star’s Secret to Wedding Photography Success.”
4. Landing Page
Now that your ad is ready for your audience to click, you’ll need to make sure the landing page is going to seal the deal for them to opt-in.
How do you do this?
You’ll need to make sure your landing page is consistent with the language and imagery of your ad.
Here are a few things to look out for:
– An attention grabbing headline that similar to the headline in your ad. And sometimes you’ll find it fitting to use the same headline as your ad.
– A subheading that supports the main headline.
– An image that supports the headline and subheading.
– The benefits explained in the language of your ideal client.
– And a clear call to action.
Click here to see a landing page I created (when I was still coaching women to start online businesses). This landing page converted at 27% – not bad saying the average rate is 20-25%.
Then, I tried to keep it simple with this one. And it converted at a whopping 41%!
Depending on what you’re offering and the type of audience you’re promoting to, ultimately, you’ll need to test different pages to find out which converts the best.
Both of these pages were built using one of my favorite tools, Leadpages. Now, let me be clear… I’m NOT a graphic designer, but with Leadpages, I’m able to create landing pages literally in minutes. So, if you’re struggling to create landing pages on your website, STOP the madness and give LeadPages a try. You can check them out by clicking here.
And there you have it! Those are the four fundamentals of a high converting Facebook Ad.
Now, I have a confession to make – there’s more.
Yes, there’s more you need to know in order to really nail your next Facebook Ad. That’s why I created this checklist with these tips and 3 more you MUST use when running your next Facebook Ad. Click the pink image below to grab my FREE High Converting Facebook Ads Checklist now!
In the meantime, I’d love to hear your thoughts on running Facebooks Ads for your business. Go ahead and leave a comment below.
And if you know someone who could use this info, spread the love by clicking the share icon above this post.
Love these tips? Get a checklist for you (where I share 3 more must have tips). Grab my FREE checklist below.
Until next time,