In this post, I will be talking about how to craft engaging and highly converting ads.
The number one secret of creating engaging and highly converting ads is “Empathy”. This is because when you have empathy for your audience or customers it evokes a sense emotion and concerns. Why is emotion so important to creating a Facebook campaign? That’s we humans are naturally emotional beings. Almost every decision we have made in our lives has stemmed from an emotional need or reaction. As such people evaluate purchases based on facts and features but, they buy because of emotions and how your product makes them feel.
Features are basically what your product can do and it’s from the standpoint of your product while the benefits are from the standpoint of the consumer and it is what they will gain from using your product. What do people feel about the outcome of your product/service? Does your product or service make them happy, relieved, excited, etc. These are the factors that drive your audience to engage with you ad and brand.
The above Facebook ad examples show you what benefit statements can look like. In the 1st example the 1st line “Spend time doing the things you love, rather than the things you don’t…” is something that most of use can agree upon because it saves our time. Can give you the feeling of being liberate or relief from wasting your time. While the second example asks a questions that triggers you to think about the frustration of losing your valuables, again its evoking an emotion.
When you create visuals and write content you must always start with what is in it for them, what the audience will gain by using your product, only then will you grab their attention. Your number one goal in marketing is to give them a reason to care about your product.
Here is my strategy in creating killer ads that engage and convert. To be honest it’s not my strategy, just the stuff I have learnt, tested and what has worked for me. This technique applies to just about any feed based platform but here I am going to be specific to Facebook’s feed.
What a user is doing on Facebook 90% (figuratively, not factually) of the time is scrolling or flicking through content in their feed. Now let’s try to imagine this action in real life. A user is on his or her mobile phone and the thumbs are flicking through his Facebook feed. This action is happening so fast that it’s almost a subconscious pattern. According to Facebook, on average a user spend about 1.7 seconds on any given post in the Facebook feed.
The only time the flicking stops is when something ‘catches’ the eye of the user. A user evaluates the need to stop based on two questions, first, What’s in it for me? and secondly, why should I give you the my time? If you can answer this questions you have their attention.
Here’s another way to look at the same scenario, let’s say it’s lunch time in your place of work and you are going to have lunch (your objective is to have lunch) on your way you see a $50 note on the floor, the likelihood of you picking the note is high because it is something you don’t get to see often, and the second reason is that the $50 note is relevant. Let say it is something like 2 cents or 5 cents you see on the floor, the likelihood of you picking it up is less because it doesn’t carry much value (key point being value, or a degree of relevance). You see the 5 cents as pocket change, but $50 is not pocket change because it carries a lot more value.
Similarly, in your feed, you must do two things; you must create something unique and engaging yet, relevant to your audience. What you show must evoke an emotion in the audience to want to take action.
Other factors such as color and relevant objects in visuals can also help to break the thumb flicking action on feeds.
Here are 2 example we can draw from. In the 1st example, immediately the vibrant colors will stand out and capture your attention and if you are into yoga, the yoga post will signal that this could be something you might be interested in. In the second example, a big image of smiling baby is sure to stop most people. If your target audience are parents this would be relevant to you.
So you managed to capture their attention for the next few seconds, now what? The next step is to make them care.
Use the headline to define the benefits of your product or service. This is where you tell them why they spend the next few minutes checking your ad out.
A headline in Facebook may not necessarily be the big bold title like the one you would get in newspapers. Headlines in Facebook can be the first line in your description. In fact to make the most of your headline, place it in the visuals. This way users who are already engaged with your visual can immediately understand what the ad is about and how it can benefit them.
The 1st example uses an attractive visual with the benefit stated directly in the headline. While, the headline gets the user to imagine the feeling of having lesser meetings. Both ads do a great job at using the headline to sell the benefit, thus answering the question of what’s in it for the audience to pay attention.
This is the single most important purpose of the body copy. This involves using imperatives words that are crafted to get people to take actions. It involves using actions words like “get”, “sign up” and other actionable words. When creating ad copy, think about it like having a normal conversation. Since your headline has shown why they should care, what happens next is showing them how you intend to achieve the benefit you mentioned in your headline.
For example, if I go to someone who wants to buy a property and I tell him “hey, would you like to buy a property without having to pay a 10% down payment”. I will get his attention and the next question he or she will ask me is, how can do that?
So learning from the example above the next step after making them care is, telling them how you plan to achieve it.
The ultimate goal of this step is to craft a call to action (CTA), this is what you are trying to get the user to do. It can be something like “sign up now”, “buy now”. The type of call to action you use depends on the type of product you are selling or the service you offer. For example, If you sell an educational product, people will want to know more, so the best type of CTA to use is “learn more”.
In the example above, the ad explains how you can spend more time together in the next line by using their service. In the closing text, the ad uses a combination of trigger words such as ‘Free’ and imperative verbs such as ‘open’ to get the audience to take action.