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Facebook Ads Basics
This is what you should pay attention to at the beginning
This Facebook Ads Basics video covers topics like: Should you use light or dark images? How do you create emotions? Why shouldn’t you run carousel ads in the beginning? What is a buyer persona and how do you create one? Answers can be found in the video.
Facebook Ads Basics - The Creatives
Let’s start with the Creatives. Small basic rule: never test images and videos in one ad group. That is relatively briskly explained why. If you have a video as an ad under the ad group and an image, then no matter how useful the content is or not of that video, the video will probably always win. This is simply because the autostart feature in the Facebook feed often makes the video work, which increases its relevance to Facebook as a result. Thus, a picture has less of a chance against a video, which is not always the case. Must be said quite clearly that is not always the case, but for the beginning as a beginner, if you are not quite so well versed you should not do that. As an advanced user, of course, you can already do this, but there should be data sets to know when or how I test a video against an image. As a beginner, I definitely don’t recommend it.
Bright images vs. dark images
Light images vs. dark images theme. In the past, I’ve networked with many media buyers and we’ve all found that Facebook does indeed notice a difference – logically a difference – on the content of the image. Logically, this is partly due to whether you once assumed you sold bags, then of course you can use a picture. that shows the bag with a white background or that shows the bag with a lady or gentleman who carries this bag and this in turn has a different impact on the audience and Facebook also perceives this and tries to recognize in the algorithm how relevance affects the audience. And thus it can even be partly that an image that has not yet been properly tested through is immediately preferred by Facebook, because it determines that through other while three advertisers this format of the image is positively likely to be received by the audience. So very simple basic rule: test light images vs. dark images, test product photos vs. product photos with people, test product photos that are outdoors vs. indoors, different colors, different ad types and so then you already have some clues for testing that you can use.
Facebook Ads Basics - A practical example
It is similar with videos, then of course it continues with the picture. Do I use the texts of my offer, that is, the benefits I have. Do I use them in the image or do I use them only in the copy, that alone can be tested against each other a lot. So for example discount promotions or important information that the customer must see immediately, because of course you have to understand the image is the first thing the customer sees most likely, as far as it appears in the format of broadcast in the feed, respectively Instagram or Facebook, the image is the first thing he sees and that must hold him. Thus it is also important to create a pattern interrupt in the video area. How you design it? What does this pattern interrupt look like? Of course, this is highly dependent on what you sell, so you can’t say “what?” across the board. There are many tricks for this. Let me give you a simple example. Let’s imagine you sell cargo pants with a military touch, now you have two options you can offer your corporate identity, your brand seriously and clearly list the benefit now. Explain why these pants are great or you do it with a bit of silliness and fun, very simple example: an explosion, an eagle flies out, so really really trashy and then comes a somewhat not ridiculous but exaggerated male voice saying that these cargo pants are quite great, where the customer immediately calls out his nose like that and thinks “What the f****?”.
Seriousness vs. Humorous Creativity
After all, something like this keeps the customer happy and he may find it funny, and of course that can win against seriousness. Of course, if you’re a temp agency now or an electrical retailer then it doesn’t lend itself to that, but you should keep something like that on the radar because the most important thing with the Creatives, the Copy, etc. or let’s say no, only with the Creatives. The most important thing is that you are not immediately recognizable perhaps as an advertisement. Because that’s where we come to one of the topics concerning improving CTR. You can improve CTR through copy if you pick up the customer emotionally. Emotional always means you are addressing something positive or something negative in him. You sell love necklaces, then mention that soon is Valentine’s Day and you love your wife, girlfriend, sister, wife, husband, whatever and he deserves to own this wonderful necklace, or a small example of negative emotions Pain Points to address the customer. For a long time there were these LED dog collars and they liked to sell about the subject. Example: it is probably a text or even set to music the indication that so and so many dogs per year are run over by cars because they are not seen in the morning or evening in the dark. Here we have a solution for you: LED dog collar, very briefly. As an example, trigger positive vs. negative emotions to engage the customer with you or create an interest.
Why not use carousel ads in the beginning?
A question we were also often asked: Why don’t you test Carousel Ads at the beginning? This is also explained relatively simply. In my personal experience, carousel ads are best at retargeting/ remarketing. Very simple example: you are an electrical wholesaler, you run Google Ads, you pick up customers who buy a lot of fuses for meter cabinets, i.e. you have the keyword “fuse meter cabinet” / “surge protection” something on Google, you rank on it and get interested people. Everyone who clicks on it is of course directly interested. Now it makes sense in Facebook to make a retargeting ad, if you were so clever your tracking on your landing page. with the pixel of Facebook and that of Google to connect, thus Facebook also knows the people who came via Google and possibly have a Facebook account or or have stayed on your page, Facebook also knows “okay, this person is interested in surge protector fuse”, now you can send him via Carousel Ad with surge protection fuse pick up, remarketing, retargeting.
That’s where it’s recommended, because if that customer came to your landing page before on via Google and then realizes in their Facebook feed – when they actually just want to see some funny videos – three different backups show up, three different prices that they looked at before. He is reminded again “oh, that’s right, I wanted to order that”, maybe for some reason he now has the impulse that he needs that quickly and goes to the ad again. Here’s how you can generate a sale via remarketing vs. retargeting.
Facebook Ads Basics - Create a Buyer Persona
Create a Buyer Persona. This means too much as you put yourself in your target audience in the person you want something from. Simple example: you are a craft business, looking for employees, put yourself in craftsmen who are looking for jobs. What could be the reason that they may not be able to find real jobs? Or are too dissatisfied with their current job? It can be: the working climate, the pay, the working hours, they have to go on assembly, they don’t get good tools, things like that. If you now mention in your ad that exactly these things are not the case in your company, or or are to be improved, or you attach particular importance to the fact that these things are clarified in your company, then you pick up the person. Maybe not with all five points, but maybe with two or three of those points. This means picking up on negative beliefs of the target and turning those negative beliefs into positive ones, because it’s different for you. By the way, this also works in the product area. By the way, it’s similar to what we talked about at the beginning with the emotional triggers.
Facebook Ads Basics - Ad Spend
Let’s move on to the topic of Ads Spend. We are still in the process of having a campaign up and running and then evaluating the metrics. But it may happen that maybe one of the ads is already running well, or one of the creatives is running well, then you may want to make sure that this ad is scaled. Here it is important to note that you increase the Ads Spend maximum every two days, by – yes to be on the safe side I go to 15% one says 20, but I do it anyway only by 15% – or you can of course also duplicate the ad group. Now the question is “yes, moment either or?”. The thing is – what did I say in the previous video – Facebook advertising means testing, testing, testing. Unfortunately, no one can tell you which will work better.
Facebook Ads Agency eBakery
I hope we were able to give you an overview of the Facebook Ads basics. If you’d rather have a hands-on approach to the whole thing, feel free to contact our Facebook Ads experts or make an appointment right here.
Do you have questions or need an individual offer? Do not hesitate to contact us.
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