Hey advertiser,
You're overthinking your ads.
It's not your fault, most people are.
With so many metrics to follow to identify the strengths & weaknesses of your ads,
Finding where people fall out of the funnel,
& CPMs, CPAs, ROAS, etc.
But most people forget the number 1 goal when it comes to ads.
Get people to click.
All the other metrics matter, and getting them to buy or become a lead, is the ultimate goal with your ads.
But at the ad level, the first & only conversion event that happens before they are on your site, is to click on the ad.
The issue is way too many advertisers are making it hard or confusing to get their audience to click on their ads,
Affecting all the other results.
We are going to breakdown the
5 strategies get people to click, automatically.
Know Your Audience:
Whatever you are selling, you have a group of people that want to buy your product.
It's crucial to learn about that group,
How they behave,
And what gets them interested,
So that you can tailor your ads to them.
There are two things you need to do, to do this effectively.
-
Customer Research:
- Find your target audience
- Learn about their behaviors
- See how they respond to other ads
- Identify what their emotions are, related to your product
-
Tailoring the creative.
- Use media that appeals to them
- Use visual elements/colors familiar to them
- Use copy that pulls at their emotions
Tell them where to go:
Even if you do everything right tailoring the creative to your audience,
If you do not have a clear & easy to follow call-to-action,
It won't mean a thing.
The call to action is what actually get's them to DO SOMETHING
(a.k.a. get them to click)
If you don't get them to do that,
Then what's the point of spending money to show them they ad??
Do this to make sure the attention you've captured,
Actually sends people down your funnel:
-
Make it attractive:
- Clear action + value proposed
- Honest (no click bait)
- Remind of quick + easy benefits
-
Make it easy:
- CTA is obvious on creative
- Placed within typical eye & finger movement
- Uses color psychology for emotional trigger
Clarity + Quality:
There are two pitfalls that will steer your audience clear of EVER clicking your ad.
Those two dangers are:
Confusing your audience
&
Off-putting your audience.
If you don't want to lose the people that will actually buy from you,
Make sure you're checking off these two boxes:
-
Clear messaging:
- Cut out any fluff/filler
- Showcase your brand's USPs, simply.
- Make it easy enough for a 5th grader to understand
-
Appealing visuals:
- High quality, easy-to-see visuals
- Use imagery/visual elements to evoke emotions
- Align with brand's visual identity
Enhance User Experience:
Every single element of the user experience,
From what they first see,
To checking out or booking a meeting,
Should be optimized to make your customer's experience as easy & satisfying as possible.
If you're keeping these things in mind,
You can ensure that the experience is perfect:
-
Take it one step at a time:
- Identify every step of the process (when eyes first meet the ad -> clicking & seeing lander)
- Find small improvements that can be made at every step
- Little changes over time will compound making a quick and seamless process
-
Don't go blindly:
- Test each piece you change
- Gather results on change
- Iterate & decide the appropriate actions to take based on data
Give them security:
Like in the two pitfalls we mentioned earlier,
Your audience must trust your brand & ad
And feel totally safe & secure,
Before EVER considering clicking on your ad.
Two sure ways of giving this to them are:
-
Show them what people are saying:
- Leverage social proof
- Incorporate testimonials + reviews
- Share experiences & stories that build credibility
-
Show them the numbers:
-
Use data to back up claims
- # of customers/users/success stories
- Followers, comments to prove popularity
- Encouraged interactions with customers
The bottom line:
If you're looking to improve your results with FB ads,
(which if you're on this list you likely are)
Then focusing first on optimizing for the click,
Is an essential foundation.
If you struggle to get clicks,
And your CTR is non-existent,
Experiment with these tips.
Respond to this email if it worked for you,
And what questions you have next.
Until then...
Keep growing, keep scaling!
Levi Das
P.S. Want more info on business & advertising? Find my content:
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