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Criteria for Effective Facebook Ads

Facebook ads have been a heated topic among marketers and business developers since it’s the most popular social media, consisting of 8.93% of website visits in US, following Google. In fact, according to comScore, Facebook ads are so effective that people who are fans, or friends of fans, of Starbucks or Target are more likely to buy something than those who were not fans. Thus, marketers are trying to obtain as many fans they could. We all know CTR and CPC; their effectiveness depends on different ad categories. For example, below is a chart demonstrating different CTR and CPC for different ad categories. Although there can be a huge disproportionation between the blue and the red bars, even ads in Health Care category with High CPC and low CTR are considered successful.

Despite the ease for people to become fans by clicking the button “Like”, marketers should pay more attention on their message and the social media campaign than their desire to merely acquire fans. Below is graph from comScore which indicates there are details beyond what seems easy to us.

In order to reinforce the process from getting fans to creating ROI by utilizing Facebook ads, three criteria for deciding the message in an ad are important: relevance, call-to-action and value proposition.

1. Relevance

It’s a benefit for marketers that they can choose the demographics they want to target using Facebook ads tools based on the immense database. However, just because you think the target audience is subject to your ads doesn’t mean the people think your ads are related to them. Designing the message requires more than demographic segmentation.  Relevance often stems from the consumer insights you’ve gained through other research. By knowing their behavior, their shopping habits, their interests and their lifestyle, it is not difficult to draw people’s attention. Not only the message on the Facebook page is important, but also the landing pages after someone clicks through the ad need to be relevant. After all, the conversion is the most important, rather than the click-through rate.

2.  Call-to-action

Speaking of conversion, nothing more effective than call-to-action. The essence is to motivate users to click on your ad right away by simplify the process from clicking the ads to what you really want them to do. It shortens the time of considering to click the ads and decreases the possible hesitation. For example, some terms are preferred in an ad such as “now,” “discount,” “don’t miss,” and “here.”

3. Value proposition

The value proposition means what value users can get by clicking the ad. There are a lot of marketers that put incentives such as discounts in part of the message to trigger users to participate. The value is not limited to price incentives. Some offer the newest collection of certain designers, downloads of new albums, and so on. There is a common logistic behind all those distracting marketing schemes: fulfilling one’s need. For example, satisfying one’s curiosity and the desire to belong to a group. However, when putting the value proposition in a message, it’s important to limit the amount of incentives and make the message simple but strong.

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