Creating Facebook Ads that Convert

Everyday users can literally see thousands of posts in the Facebook feed. From cat videos to baby pictures, FaceBook can cover a wide breadth of quality AND quantity on it’s newsfeed.

But Facebook has never been more saturated with entrepreneurs looking to promote their business on the platform. In April of this year, Facebook passed the 5 Million Advertisers mark. To illustrate the rate of growth – they were at 4 Million Advertisers in September of last year!

With this overload of ads, it’s produced some crazy stats on ad consumption from it’s user base: 

91% of people say ads are more intrusive today than two years ago 
81% of consumers have closed a browser or exited a web page because of a pop-up ad
34% of consumers say they have mistakenly clicked on an online ad

“That’s great Dan, I could have told you that!” I hear you say. And I totally agree, people hate ads interrupting them when they don’t expect or it’s not native to their browsing experience on that platform.

…so why do we insist on still serving so much junk to people via advertising? Seriously! It needs to stop! [end rant]

Advertising is only considered so when it’s not valuable to the user. This is a really important concept to remember when creating your ads.

When you get to the stage of creating your ads, ask yourself ‘how I can take this offer and generate a reaction from the person I’m going to show it to?’. Reactions can be triggered by all different types of cues and that’s where I ask myself these 7 questions to create better ads.

1. Is my Facebook Ad novel, unique and distinctive?

At the end of the day, will my ad stand out against all the other ads they see? If you have a new product that is completely new to market then this is easy. But if you’re an existing product, what’s an angle that you can take, or an approach that can attach your product to something novel – even if it’s a new idea? So you need to stand out if you want to make an impact.

2. How can we make it simple and easy to understand?

We can all be guilty of being ‘too deep’ in our own business’ so how even if it’s obvious to us, it might not necessarily be that way for our customers. If you can to sum up what you’re offering, how can you do it without having to make someone think too much then it’s easy for them to make a purchasing decision and give your product more validity straight away. Make it too hard and they will simply keep on scrolling.

3. What is a question we can ask that will evoke a reaction to make a conversion or purchase?

How can I get them stop scrolling by asking a question in the copy or in the ad that makes them think? A question that makes them ponder more about how you can offer a solution to their thought trail they’re now going on as a result of it. It’s important to note that it needs to be the right question. Something that not only engages their brain but also their heart (yep, I went there). If they simply answer ‘yes’ or ‘no’ it’s not enough to get them thinking about themselves, their reaction to the question and how they’re now reflecting on the potential of your product to solve the problem.

4. How do we pre-expose our audience to a concept linked to the desired emotional stimulus?

This is a little bit complicated so stick with me… firstly, you need to think what they desired emotional stimulus is. Is it to connect with them? Entertain them? Humor them? Get that right first and then think about the concept you can use to trigger that emotion. As an example, I loved this ad from Digital Marketer that advertised their event ticket sales were ending soon. The use of the iPhone battery getting close to empty immediately makes me feel like I need to be quick before the battery runs out, or to take action and plug it in so I can still browse Instagram. Taking action before time runs out is now the concept I can associate with booking tickets before sales end. Genius.

5. What mental links and associations or nostalgia can we tap into?

If you can associate your ad with a positive mental reaction, you immediately negate any chance of it being considered an advertisement because you’ve added value to them. So what can you use to trigger a memory that helps draw a closer relationship to the user? An example of this in action was the Pokemon Go craze of 2016. The reason it captured so much immediate attention as Gen Y were taken back to the days when Nintendo (who partnered with Pokemon) and Pokemon would entertain them before and after school every day. It was now ‘cool’ to chase these animated figures the reminded them of their childhood. They created a positive association and people acted on it.

6. How do we use the idea of creating an open loop or a cliffhanger?

People’s brains need closure and need to know how something concluded. Think about it, TV series have been doing this for years with their ‘to be continued…’ at the end of an episode. Hey, maybe you saw a post about this article and your brain needed to know what the 7 questions were. It’s the same principle. Create curiosity and give people the feeling that they need to find the answer and your ads will be extremely compelling.

7. How can we create a portal for the prospect to pass through to make them open to new opportunities?

Ok, by now you know I’m a bit kooky and enjoy human behaviour so stick with me as I try to explain this one. If you can change the environment for someone and move them from one place to the other they have made a subconscious mental decision that changes the way they’re thinking. Funnily enough, you have probably done this before. You’re sitting on the couch, and you get up because you need to go into another room to get something. You get up, and you walk into the new room, and when you get there you’re like, “Why the heck did I come here? What was I looking for? I don’t remember.” There is something kind of magical the way that our brains work. There is something fascinating and magical about moving from one room to another, passing through a door. So for instance, if you can get someone to go from Facebook to your website or to expand a video on Facebook, then you create a new environment and a mental reset that opens them up to different decisions.




About Your Guest Blogger: MEET DAN…Dan created Organik Digital to show businesses how to engage and convert their customers through Facebook by showing the right ad to the right person at the right time.

He values businesses that speak honestly and market to their audience authentically to drive consistent results over time.