Hey advertiser,
It’s no secret,
(especially if you’ve read any of my content)
That the most important part of your Facebook Ad campaign,
Is the creative.
Anytime I meet someone who asks for help improving their low ROAS,
The first question I ask is,
“What’s your creative look like?”
To ensure each creative you make from now converts well,
Here are the…
4 pillars of a high-ROAS campaign
Aesthetic Visuals:
Simply put, people don’t want to look at ugly & boring content.
Not just in ads, but with any piece of content, for it to grab and keep attention, being aesthetically appealing is key!
Make sure your doing these things to keep your visuals appealing:
- Make sure the colors, imagery and design elements that you use line up with your brand.
Maintaining a consistent visual identity is key for completing the customer journey.
- Any photos or videos used should be top notch.
You don’t necessarily need to hire a professional photographer.
However, low quality & grainy media is a sure way to get ignored.
- Don’t have cluttered visuals.
Keep it simple and use key visual elements ONLY to make your creative easy to consume & instantly communitcates your main message.
- Test everything! (shocker)
Test formats, colors, imagery & everything else to see what resonates best with your audience & gets the most conversions.
Compelling Copy:
Copywriting is the corner stone of driving conversions.
This is what identifies your customer’s pain points, and gets them to ACT (aka buy!).
If your copy reads like a boring essay…
& you need your future customers to start reading it like their life depends on it,
Do this:
- Get some dirt on them!
Find out first, who you’re selling to, then how & why their problem (the inverse of the solution you’re selling) hurts them so bad.
Bonus points if you can show them why it hurts them worse than they realized.
- Don’t sound like a generic marketing spokesperson.
Be genuine, empathetic, and show them you can actually relate to their pain.
People will be more willing to trust & buy from you, because they’ll see you get out of the same pain, and they’ll like you more!
- Emphasize your USPs! (unique selling point)
What makes your brand stand out?
This goes to the idea of “product-led growth”, which I recently tweeted about.
When launching your DTC brand, you probably didn’t just start it to start it.
More likely you found a problem in the way old things were done, & found an easier or more efficient way of doing it!
Lean into these points heavily.
This creates more relatability,
You see the old issues your customers would have likely noticed too,
& therefore trust with the audience.
- Don’t just tell them about it, tell them to DO it!
This is likely the most simple step, but can feel like the hardest.
It can feel hard to “sell” people on us or our product.
No matter how much trust & value we provide,
When it’s finally time to ask our customers for their money,
We often shy away.
But you CAN’T.
You’ve just shown them you have the solution to their pain!
Let them have it!
Include your CTA in an easy to see & click spot to make buying from you the natural reaction of the audience.
Social Proof:
Whether we like it or not,
As humans, we are hard wired to be more likely to do something when others have already done it,
Or can confirm that whatever it is is worth doing.
Here’s how you can show this to your audience in a way that gives them more comfort in trusting your brand:
- Create a system for gathering testimonials
This could look like an email sequence,
A review incentive,
Or even manual customer outreach.
Ask them to share their honest thoughts to help other people with [X] problem get the solution too.
This shows them that their feedback is valuable and will help other people like them.
- What do you do with them?
All throughout the customer journey, people will have their guards up & be skeptical of your solution.
As they go through the journey,
On the actual ads,
On landing pages,
Even at checkout,
Include plenty of these testimonials, verifying your solution.
- What else can you include?
People don’t just look for what other people say.
Status plays a factor in here as well.
Any awards or endorsements you’ve received will not only elevate your brand’s status,
It will give your future customers, more comfort in trusting you.
- Don’t just use testimonials in your ad…
Make the testimonial the ad itself!
This can be done lots of ways.
Video testimonial compilation,
UGC ads,
Third party reviews (Trustpilot)
Testing:
Like any piece of your Facebook ad campaign,
(if you’ve read any of my other content in the past you’re probably tired of hearing it)
You’ve got to keep testing.
There are lots of things that “should” work.
But you’ll never find out what ACTUALLY works, without proper testing.
Here’s how to go about that profitably:
- Lay out all possible areas where you could begin testing.
& I literally mean everything.
Visuals,
Copy,
CTAs
Everything.
- Gather any data you may already have that will help you understand what resonates well with your audience.
For example, if you already know your audience doesn’t love certain videos, and you’re running ads to them,
Don’t incorporate the style of video that never performs well with them.
- Make the creatives.
Each creative should look relatively the same, except for the one variable that you are testing.
This way, your measurable differences, can be deduced down to the single variable.
- Identify the top 3-5 essential KPIs
Using to many KPIs can lead to confusion and a lack of clarity.
Find the metrics that matter most to your goals, and base your actions on them.
- Analyze the data & find the winners.
Remove your emotions out of this process.
Whichever creative yields the best results should be used.
Don’t let your preferences cloud your judgement.
(I guarantee getting more sales is a better result than having your ad look exactly the way you like)
I’m sure after simply reading through these pillars,
I don’t even need to convince you further on the impact of your ad creatives.
If you care about ROAS,
(which you should)
Then your creative must be at the forefront of your focus.
If you haven’t used these strategies in the past,
Test them out & let me know what kind of results you get.
Until then…
Keep growing, keep scaling!
Levi Das
P.S. Want more info on business & advertising? Find my content:
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