Anatomy of a Facebook Ad- Understanding the key elements of a perfect ad.
Over the years, business advertisings have changed many shapes and forms. Since the inception of trading markets and local shops during the ancient era, there has been a need & notion to promote these businesses. During the early stages of civilization, traders use to hire performers to gather crowd and in the lieu of this crowd, sell their offerings.
Later on, as civilizations started to progress, written pamphlets took over and became a major source of promotion and communication. And with further technological advancements, print ads have been at the forefront of communication and advertising.
Even after technological advancements like the invention of radios, print ads were a major form of communication until the early years of the 20th Century. It was then slowly paced out and replaced by audio ads on the radio after World War I.
And with the invention of televisions and rise in its popularity during 1950s, TV commercials became the king of the advertisement world. They ruled this kingdom for quite a long time until they were dethroned by the internet’s Pay-Per-Click ad schemes.
For the past few years, businesses have taken the internet as a serious platform for business. Going digital is an essential upgrade for any business as the internet offers a plethora of different options for businesses to promote themselves.
While most businesses start on the organic side, they eventually set aside a budget to spend on paid ads and reach a wider, more accurate audience on the internet. Although there are more options for paid ads than to organically promote your business, one of the most preferred and convenient one, in the paid segment is- Facebook Ads.
Just like print ads of the past, Facebook ads also come in different shapes and sizes. Each ad has its speciality. While most ads are a mix of text and visuals, some ads are text-only while some can be image only. Many marketers and businesses do this to make their ad stand apart from the rest of the ads that float on the status-sharing social network.
Most marketers and brand managers often find it difficult to design a good ad and they do get it right eventually. But the difficult part isn’t designing a good looking ad but to design it right without any errors or mistakes.
What most businesses fail to understand in the social world of the internet is- it is not about you provide but the way you offer it on the internet that will attract customers to your websites and stores.
There is a subtle difference between designing a Facebook ad and designing the perfect Facebook ad. And today, I’ll help you to understand this subtle difference between the two and help you to design & create the perfect Facebook ad by understanding the right structure for it.
Any Good Facebook Ad needs to have these 5 elements-
Your visual graphic, be it a still image or a video, is the key to grab the attention of your audience. All forms of digital communication rely heavily upon the graphics and visuals.
These graphics play a vital role in grabbing the attention of your audience and force them to have closer look at the ad that you are running.
Your ad’s headline is a short and crisp summary of what you are offering. It has to include the primary keywords upon which your business relies the most. Once you have your audience’s attention through an eye-catching visual, it is up to your headline to make them stay. Your headline is your gateway to attracting more people towards your products and services once you have their attention.
The best and most powerful headlines are the ones that provoke thought and force the audience to think. They are generally small and on-point. The best way to frame a perfect headline is to ask a question.
Questions like Are you looking for_________? Or Tired of ________? Try _____ today! are some options that you can try as the headlines for your next Facebook PPC campaign.
Post Text or Caption
The caption or as we advertisers like to call it- the copy is a short description of what your ad is about. It has to include every tiny detail about your product.
The copy expands upon the idea of your headline and explains it furthermore for your audience to understand it in a better way. The copy is your gateway to educate your audience and place your pitch in front of them before something else grabs their attention.
Having a 200-character limit, the Description is only available in couple of type of ads. The purpose of this text space is allow you to expand upon the idea that you set-up in the post-text or the caption, but this time, with essential keywords and a tacky tagline.
Call-to-action is the final act of your ad’s play. It is a small button that appears at the end of your ad and influences your audience to take a step that you desire.
Depending upon your ad-type & your motives behind it, you can choose between different options to set up your Call-to-action button. Some of the most common and popular CTA options include-
- Apply Now
- Buy Now
- Contact Us
- Get Directions
- Learn More
- Send a Message
- Shop Now
- Sign Up
- View Event
- Watch More
As more businesses are setting their shop on the internet, designing the perfect ad to attract more customers is becoming troublesome for many. And if you are one of those many businesses and looking for a way to create more impactful Facebook ads, sign up for my Facebook Ads Design Blueprint course and learn the secret behind designing the perfect Facebook ad.