When you’re planning your next Facebook ad campaign, there are several things to keep top of mind. They include your goals, strategy and target audience. All of these are important to the overall execution and reach of the campaign, but one item is crucial to achieving success and capturing the attention of potential prospects – the campaign’s creative elements.
Your campaign creative can be displayed in multiple ad formats such as carousel, slideshow, collections, canvas or instant experiences. But regardless of what ad units you choose, the success of the campaign will be dependent on the quality of the creative images and/or videos.
Here are four basic considerations to optimize the photos and video that will be used in your next Facebook campaign.
Make them Attention Grabbing
Allow your creative to be thumb-stopping – think scrolling through the feed via a mobile device. The visuals should grab the attention of the user as soon as they lay their eyes on it. Take time during your campaign planning process to come up with ideas to develop creative that is eye-catching, vibrant, and unique to your brand. Design something that is unique and will inspire users to engage with the ad. There are multiple ways to get creative with photos and videos, check out a few of these examples below:
The bracelet brand Pura Vida uses eye-catching, bright images in a carousel format to grab a user’s attention. Source: SproutSocial
The Bermuda Tourism Authority used cinemagraphs as a part of their “Summer Fridays” campaign. Source: Bermuda News
Align them with your Call-to-Action
Having a strong call-to-action (CTA) is imperative to motivating consumers to respond to your ad and help achieve your campaign goal. Make sure that you only have one, singular, clear CTA to garner the best results. And, be sure that the context aligns with your creative. For example, if you are targeting potential visitors with interests in “beaches in tropical destinations” to sign up for your email newsletter, you should use beach related images or video in your ad campaign to align with the user’s interests. Check out this great example from Discover Puerto Rico:
Include Minimal Text
Facebook recommends using as little text as possible in your ad creative. Creating images or video that are text-heavy for your ad campaigns can cause them not to perform well in the ad auction and will ultimately affect the deliverability to users in the news feed. Remember to keep it simple and use minimal text to relay your message effectively.
Here are some examples of appropriate use of text in both video and images:
Retargeting with Video
You can maximize your future campaign efforts with the use of video in your most recent ad set. This is most commonly done with Facebook’s Retargeting capabilities. For example, using a video for the first flight of the campaign will help solidify your core audience. Then, for the next flight, you can retarget this audience with an image-based ad built on the user engagement with the video. Facebook’s machine learning technology allows you to pick the level of engagement you’d like to target. You can specifically retarget based on watch time, (between 3 and 10 seconds), as well as percentage watched, (25%, 50%, 75%, and 95%). You can then select future potential targets based on engagement. You can directly retarget those users or build lookalike audiences with similar user personas from the Facebook database.
Whether you’re trying to simply increase traffic on your website, gain email subscribers, or convert a hotel booking, never underestimate the power of good creative components in your Facebook campaign. For more information on how you can develop the best possible creative for your next campaign, check out the Facebook Ads Help centeror click below to continue your learning.
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Paducah Convention & Visitors Bureau
TwoSix Digital developed and managed a Facebook ad campaign to drive entries into the Paducah Convention and Visitors Bureau summer sweepstakes in August, 2016. This ad campaign focused on the niche audience of quilting and crafting.
Ad targeting strategies included the use of Lookalike Audiences of the Paducah Facebook page and matching email addresses of people who had previously entered the sweepstakes. Use of the PersonicX lifestyle clusters through the Facebook Audience Insights Tool helped determine the best possible interests for Facebook ad targeting.
Close monitoring and ad management led to TwoSix Digital seeing better costs per click, however the number of entries compared to the number of people viewing the sweepstakes remained disproportionate.
Upon reviewing ad targeting, TwoSix Digital noticed that women 55 and older on desktop were more likely to click on the sweepstakes ad. The ad’s placement and targeting were adjusted to serve this audience where they were most likely to convert.
Upon changing the demographics and placement, the entry rate rose from 13.8% to 35.9% and the cost per entry fell nearly 16%.
When the next ad flight produced mixed results, a similar alteration to the targeting and placement was made. This led to an entry rate that was more than four times higher and a cost per entry that was 77% less. This kind of close monitoring and quick response led to a successful campaign rooted in data and serving content up to a much more relevant audience to produce measurable results.
Prefetching a Mobile-Friendly Experience
Mobile is massive on Facebook. That should come as no surprise at this point as 91% of Facebook’s daily users do so on a mobile device. Because of this, Facebook is working to make a better experience for mobile users through “prefetching”. A Facebook blog this week explained:
“…we’re introducing prefetching – pre-loading mobile content in the Facebook in-app browser before a link is tapped. This can shorten mobile site load time by 29 per cent or 8.5 seconds, improving the experience and decreasing the risk of site abandonment.”
While 8 seconds may not seem like a lot I implore you to count that out right now just to realize how long it actually is in an age where our attention spans are less than that of a goldfish. Read more
Pinterest Adds Promoted Video
Pinterest Promoted Video ads are now available to advertisers on the social network. The announcement came earlier this week as Pinterest appears to look to take a cut of the massive number of video views on social media.
However, these ads are more than simple video view ads. Pinterest Promoted Video ads allow for clickable Pins to be integrated directly into the video. Wondering how that looks? Check out the video below.
Pinterest claims that early results indicated Promoted Video ads were four times more memorable than non-video ads. These types of ads an even be saved and watched later.
Instagram Not Slowing Snapchat Down
We recently wrote about Instagram Stories and how they may impact Snapchat Stories and even platform usage. While it’s still early, a report by SensorTower indicates that there hasn’t been a noticeable decline in Snapchat’s usage.
While Instagram Stories have only been out for two weeks a surge of people trying Instagram Stories over Snapchat does not appear to be happening. This may lead credence to the view that the two platforms will be able to co-exist without cutting too much into one another’s user base.
Facebook Ad Preferences Hone Interests
New Facebook ad preferences available to Facebook users may seem detrimental at first – but let us explain. Facebook is using pictures to help users determine the kinds of content they want to see ads from – including travel. This means a more relevant audience for our ads – even if that audience is a bit smaller than what it previously was.
Even better, when a user taps on a particular image they’ll be provided with additional sub-categories to help select the kinds of ads they want to see. This means users will be able to be presented with the kinds of content they want to engage and interact with.
Interestingly, Facebook is also reportedly blocking ad blockers. The preferences are available for many users now, but will be fully available by the end of the month.
Another Facebook Algorithm Update
Another week and another Facebook algorithm update. The social network’s new algorithm aims to make our newsfeeds provide us with more valuable information. Facebook is updating its Feed Quality Program, a database analyzing thousands of surveys with feedback on newsfeeds each day, to create a new ranking system to identify what people find more informative.
Naturally, what may be informative to one person may not be interesting at all to another. Because of that, Facebook is working to tailor each feed to each user to provide a better experience. Facebook predicts some pages may see a “small increase” in referrals and engagement while others may see a small decline. This is likely dependent on the kinds of content published. The new algorithm was announced Thursday and takes effect immediately.
YouTube competing in the livestreaming market
There could soon be a new kid (app) on the block for livestreaming. YouTube is reportedly building an app it calls YouTube Connect to allow users to stream live video from their devices. This would put the app in direct competition with Twitter’s Periscope and Facebook Live.
VentureBeat reports Connect will allow users to log in from Google or YouTube to begin livestreaming and come with chat, tagging and newsfeed functionality. Naturally, videos will be viewable on YouTube as well as through the app. While this sounds intriguing there is one point that is sorely lacking from Connect: a lack of integration with Facebook and Twitter making it easy to share live streams on social networks. Lacking this feature could spell trouble for YouTube unless something can be done to allow access.