The messaging and content of your Facebook ad creative have always been important for Facebook ads. Recently however with the change in Facebook's ability to track Facebook users, it has moved to the forefront in terms of importance for today's Facebook advertiser
As recently as 1-2 years ago, your ad targeting in the Facebook Business Manager was the key to success as a Facebook advertiser if you could find niche audiences that were broad enough to scale you could grow your business exponentially.
Today, developing well-thought-out creative that resonates and connects with your target demographics' needs and wants has taken the place of audience targeting.
In this blog post, we will cover a popular three-step process that you can use to scale your Facebook ad creative and begin testing new ad creative.
4-Step Process To Test Your Facebook Ad Creative
Start with the hook
Decide how you wish to frame your message
Choose the messenger
Optimize and track results
Start With The Hook
What is a hook?
A hook is anything that draws your audience into your Facebook ad. It could be a statement, an image, or a question.
The point of the hook is to grab your audience's attention and make them want to learn more about what you have to offer. It should create curiosity in the minds of your viewers.
Here are 7 different hooks that you can use to get started
Frame Your Message
How do you frame your message?
Your frame is the topic or subject that you wish to cover in your Facebook ad. It should be something that is relevant to your target market and speaks directly to their interests.
Think of your frame as the main story or point that you are trying to communicate in your ad. It’s the core message that will lead to your call-to-action (CTA).
Below are a few ideas to help you get started
Problem/Solution
Bold Claim
Secret
Irresistible Offer
Authentic Story
Choosing Your Messenger
Your messenger will be the communicator of your hook and frame for your Facebook ad.
Here are some Messenger ideas...
Presenter
Voice Over
Animation
UGC
Text
Influencer
Comedy
Putting It All Together: Optimize Your Facebook Ads
Now that we have the 3 pieces of your Facebook ad it's time to launch your Facebook ad.
You can get your copy of the video testing spreadsheet below.
The goal is to run a variety of different marketing "angles".
An angle is created by choosing your hook, then combining a frame with a messenger.
Looking into our Facebook Ad Manager we will properly label each of our ads, so that we can easily view which angles have been successful and which ones have not.
We can then go back to our spreadsheet and select the angles that were successful, needed more testing, or didn't work out.
As we find successful Facebook ads. We can start to ask follow-up questions.
For example, when we look at our successful Facebook ads
What happens if we change the length of our ad copy
What happens if we change the environment of our video or ad
Does the type of presenter, influencer, or voice-over matter
What happens when we tweak the story
Facebook Ad Creative Is Important Download The Sheet And Start Testing Today
In some ways, the lack of tracking on Facebook has led to an increased focus on ad creative that has leveled the playing field.
Businesses that can craft authentic messages that connect with their audience should see an increase in Facebook traffic and sales.
If you're interested in learning more about this process or need help with your own Facebook ads feel free to book a call with me.
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