When creating ads on Meta it can be tricky to decide where to start, let alone finding the best methods for creating adverts that convert profitably. In this blog we will highlight 3 steps for creating Meta ads that boost your conversions.
1. Killer Creatives
With Meta ads, grabbing people’s attention as they scroll through the platforms is the aim and the first way to do this is with the creative. The more people’s attention you grab, the more likely you are to have them click through to your desired website or landing page- and convert.
Bespoke content always performs better than generic, stock photos. You want your ads to speak to audiences, letting them know that your brand is the one they need. This requires a huge amount of testing with different types of creatives, from photos to graphics to videos. You’ll have to experiment with the format content is delivered and find out which works best for your brand or product – ie how your audiences respond to it with clicks and conversions.
For example, carousels can be a great way to show off a variety of products in a specific range, while a single image ad will centre the focus on one image and might be more suitable for a single product.
Whatever form you use, you have to make sure the imagery is the best quality possible. If the sizing or resolution is off, then this will give a poor first impression to potential customers. While killer creatives can be the thing that initially attracts people to your brand, poor ones can have the opposite effect.
2. Engaging copy
While having a killer creative is what makes people stop scrolling, copy is what will significantly help keep audiences engaged in the ad.
When it comes to copy, there isn’t one universal way of writing as it all depends on what you are selling, what industry you are in and who you are targeting. However in a general sense, here’s a few tips to help…
Firstly, keep the copy as concise and straight to the point as possible. When it comes to ads, short and snappy sentences tend to be more effective in conveying key information. Try to get your message across in as few words as possible and make it as easy as possible for the audience to digest the content.
Next, keep in mind who you are talking to. For example if you’re a fashion brand you may want to highlight your brand’s values, quality of clothing, shipping times and discounts. If you are offering a building service you may want to highlight the services you offer, times and contact details, whilst portraying an informative, professional tone of voice.
Lastly, incorporate clear Call To Actions in your messaging (CTAs). No matter what you are selling or where you are trying to direct your audience, calls to actions are vital. Most customers need to be told where to go and what to click – without having clear messaging like this could massively affect the amount of people who click through to your desired website or landing page. Have wording such as ‘click the link to shop now’, ‘shop now’, ‘book a call below’, etc.
3 – Landing Page & Destinations
One of the most important things to consider when making Facebook ads is your brand’s landing page. Even the best creatives and copy won’t mean anything if your landing page isn’t optimised correctly to convert. For example, if your page takes over a minute to load, looks visually unappealing and doesn’t direct them to products or ranges mentioned in the ads, then prospective customers are going to be put off straightaway.
There are several things you can do to boost your chances here. To start, consistency between your ads and landing pages is key. If you’re advertising for a certain product on your site, you need to make sure users are directed to that specific page.
This is because customers want to get to their purchase in as few clicks as possible, not browse your site looking for the item. If they are immediately brought to a good product page, with clear CTAs and enticing USPs, then they will be much more likely to make a purchase than without.
Another quick tip is to make sure the Facebook Pixel is connected correctly to your website or landing page. This means that Facebook can track any data going between customers seeing your ads and onto your desired landing page.
These are just a few of many tips to help you create Meta ads that convert. If you would like further information or insights into how to improve your Meta ads please do get in contact with our expert team. We are always happy to help! 🚀