Facebook Ads – Creative
Once the audience has been determined i.e. addressing the issue of “who” to show the ads, the next most important aspect to attend is with “what” to target them which includes the creative strategy part of advertising.
Let’s discuss the two most strategically important aspects of Facebook ads:
Since Facebook enables the advertisers to target audience of their choice so it becomes important for the advertiser to understand the needs and interests of his target audience so that the ads can be fully customized for them. Generic ads that are not narrowly hitting the characteristics of your audience are proven to have relatively lesser impact and to deal with this it is strongly recommended that proper in-depth research should be done on your target audience to understand their behavior which can be done through studying their interests on social media and the blogs they read. By doing this, their interests and liking can be better known and reflecting them in ad copies and creative will have much better impact on the overall ad performance.
In addition to that, testing is an extremely important contributor of successful Facebook campaigns and no advertiser should ever underestimate its importance when it comes to creative testing. It is strongly recommended that the ad copies and creative combinations should be regularly tested against your target audiences to find out about their effectiveness when it comes to creative testing.
The best practice to make the most out of your creative assets is to split the targeting process into three steps or phases. In phase 1, the brand should be introduced and awareness is ought to be created. The 2nd phase is more focused on the product itself and its features rather than the brand while the 3rd and the final phase is where the conversion is sought with the help of a particular call-to-action.
Multiple ad formats should be used in different phases to attract attention of potential customers and to educate them about the brand or the product. A good and detailed research accompanied by properly structured A/B testing can do wonders for any advertiser.