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Facebook Advertising: Our guide to optimising your content (Part 1)

Did you know that content marketing rakes in conversion rates six times higher than other methods? The aim is to create content that is either informative or entertaining, has actionable advice and a clear call-to-action.

In the first part of our Facebook advertising series, we will guide you through the best content practices for Facebook advertising and ways that you can optimise your content to achieve ultimate success!

Combining content and sales

Content marketing is all about publishing content to increase traffic, whereas sales is all about landing more deals. In the past, these two strategies have existed separately, but now more than ever they need to be woven together to form a winning business strategy.

Creating content that is targeted to your ideal market will enable you to understand your audience’s wants and needs, assist you in building strong relationships with your customers and generate more conversions.

Social media platforms such as Facebook allow you to understand your target market so that you can choose and schedule your content to maximise your reach. With Facebook offering Stories, Live, image and video posts, the opportunities are endless.

The best content practices for Facebook ads

Facebook guidelines recommend using images that include 20% text or less. Image text is any text that exists on your ad image or creative. It doesn’t include text outside of your image like the body text of your ad. Facebook has found that restricting the amount of text will improve the performance of your ad, so the guideline is a good one to follow if you want to nail your content marketing!

Bang Tip: Facebook have created a great tool to check if your image is a-ok! This will save you lots of time and energy – having a Facebook ad rejected is no fun, so make sure that you check it first.

Adding a few extra words to your Facebook posts could mean that your core message is lost, or even worse, the viewer skips past your ad without reading the content. Social media and digital marketing specialist Jeff Bullas says:

  • Make sure your link titles contain less than 100 characters
  • 40 character Facebook posts receive 86% more engagement over others
  • 80 character Facebook posts receive 66% more engagement over others
  • Facebook posts asking questions between 100 -119 characters drive more engagement

1. Keep your messaging relevant

Creating relevant advertising is critical – your Facebook ads should always promote something specific, not just your website or your brand as a whole. They should always target a specific audience with an offer that is unique and personalised to that audience.

Take this Google ad, for example. This ad is targeting users that are based in Hobart, Australia offering free digital marketing training. This ad would be set up to target only those users living in Hobart, to maximise opportunity of local people attending the event. The ad also includes a ‘Sign Up’ button which allows users to sign up directly, with no hassle or fuss, leading to a positive user experience.

2. Offer something of value

Offering something of value to your audience will increase the chances of your ad being a success. For example, advertising a special ‘20% off your first purchase’ promotion will entice customers to consider making a purchase, or at least investigate what you are selling.

Take this Google ad, for example. This ad is offering users a $300 credit to spend when they sign up and create an account with Google Cloud Platform. Offering a monetary incentive to users is adding value to their advertising and entices viewers to explore this offer by including a ‘Learn More’ button.

3. Don’t forget the call-to-action!

Adding a call-to-action to your content will ensure the audience understand exactly what you want them to do, i.e. fill in this form for more details, this offer ends by XX.XX.XXXX date, etc.

Injecting a sense of urgency into your post could see a spike in sales. For example, if someone is interested in what you are selling and understands that the offer is limited, they’ll be more inclined to click on the ad or make a purchase.

Take this Google ad, for example: This ad has a clear call to action in the copy > ‘win 1 of 3000 prizes’ and ‘entries close 31/12/18’. This allows viewers to understand a) there are prizes to win and b) there’s a timeframe where they have to enter.

Do you need help with your social media strategy? The Bang Digital social media marketing team can help you marry your content and sales strategies to ensure the best results on social!

And stay tuned for part 2 of our Facebook advertising series, where we’ll be talking about optimising your creative.