Facebook has quickly become one of the most popular ways to advertise your service or product, purely because of how effective it can be if done properly. Let's have a run down of Facebook's basic ad structure, to make sure we’re all on the same page.  

Facebook's ad structure

Depending on where your ad is being shown, it should portray at least two of the following characteristics;

1. Social Information - Users can see if their friends have interacted with your ad/business. 

2. Business Name - Your business’ name should always be prominently displayed.

3. Text - The text that you have written to interest and inform users what your ad is about.

4. Media - The attention grabbing image that most of the time is what initially grabs the users attention.

5. Call To Action - A button that encourages users to click on your ad. 

So we have looked at the structure of a typical facebook ad, now let's have a look at basic properties of what makes a facebook ad effective.

4 main fundamental properties of an effective Facebook ad image

Visuals that are hard to miss 

The images on Facebook ads are typically the first things that would grab our attention when scrolling through our news feed. Reaching people on facebook is always easier when you can communicate quickly and visually. Facebook favours visual content over written because data has shown that visuals are typically what people want to see. Also visuals are usually easier to remember and far more likely to be shared between friends. 

Putting bright complementary colours and eye catching arrangements or images on an ad will always be an advantage over those with just words because they help to grab the attention of the user quickly. 

Relevance is key

Your ads and images must be deemed relevant to your target audience, if they don't resonate with your target market there is a very slim chance that they will A) take a second look at your advert and B) remember what your advert is saying. Let alone engage with it at all. Irrelevant ads are a waste of both time and money.  

Adding a clear value proposition

Make sure that you're telling your audience why they should be engaging with your ad. What are the benefits that they will receive if they choose to click on your ad? And what makes your ad better than the rest? The value proposition is the “why” behind the action of your ad.

The Ad above is a good example of this because it offers you a free virtual tour of the apartments. This states it’s value proposition very clearly and allows people to know instantly what the ad is for. As well as grabbing your attention straight away because PEOPLE LOVE FREE!

Including a clear call to action 

Be sure to include a precise and relevant call to action (CTA) in each ad. This will help to motivate your audience to click on your ad. You can’t blame them if they dont take action if you’re not asking them to do so. Ensure that it is clear what you would like them to do and try to be direct, if possible use choice words with a sense of urgency. Things such as, “buy now” or “ shop today and save 40%”.

If you’re looking for help and advice with your Facebook marketing, contact us today.