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If you follow Pagemodo on Twitter, then you already know that we spent last week at the fantastic Social Media Marketing World conference, put on by Social Media Examiner. There were so many great speakers that we will definitely be sharing snippets here on the blog for weeks to come. Today we wanted share some insights from one of our favorite sessions, Facebook Ad Fundamentals with Rick Mulready.

As well all know by now, Facebook organic reach is in a bit of a free-fall. As we discussed when the news of another reach decline broke, there are a number of ways to keep your organic reach afloat. But at the end of the day, if you need a more sure-fire strategy for reaching exactly the audience you want, there are some Facebook ads in your future.

The session started off with seven steps for profiting with Facebook ads, which we liked so much we created an image tweet in Post Designer:

Many of these steps are fairly self-explanatory, they simply require a little discipline and creativity on your part. What is not as intuitive is item #3 on the list: creating a highly converting ad. After all, if our ads don’t convert, what’s the point in paying for them? With that in mind, let’s look at Rick Mulready’s tips for creating highly converting Facebook ads.

Creating Effective Ad Copy

  • Get the viewer’s attention right away so you don’t get scrolled past
  • Focus on the value of your offering – talk about benefits, not key features
  • Don’t make unsubstantiated claims (Facebook hates this)
  • Get right to the point of what you’re advertising; there’s no time to be coy
  • Have a clear call-to-action – what do you want them to do now?
  • Don’t mislead the viewer; accurately represent what you’re promoting

Creating Effective Ad Creative

  • Use images that fit in with all the friends/family items in the News Feed
  • Make sure your image relates to the ad copy and what you’re promoting
  • Use images that look realistic, not like professional stock photography
  • Consider trying warm (but not garish) colors – Facebook is mostly blue!
  • Use text on the image only if it makes sense, and stick to the 20% rule

The guidelines above are a great starting point for creating your most effective Facebook ads. Of course, you’ll want to do your own Facebook ad testing in order to determine what works best for your specific audience, but Rick Mulready’s research should give you a great head start!

If you’re ready to get your feet wet with Facebook advertising, check out our simple, powerful Ads manager!

About the Author: Sarah Matista is the Content Marketing Manager at Webs, where she also manages marketing for Pagemodo – a suite of social media tools. Loves social media, branding, whales. Get more from Sarah on Pagemodo’s Blog and Google+.


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