Ad Copy Techniques / Determining Who is the Winner
Ad Copy Techniques
Note that I didn’t mention in the ad that they’re dog lovers. I believe that can safely be assumed because of the image. In some cases, where the image is not able to represent the interest, we do want to explicitly call out the interest target.
Using the Merchant Name in the ad is a double-edged sword. In this case, I believe we shouldn’t use it because the merchant doesn’t have brand awareness. Remember, to get a click from people who don’t know us, we must establish trust quickly, and no brand equals no trust. Using the long brand name also lengthens the ad copy and makes it slightly harder to understand the value proposition.
Current Ad: Suggested Revision:
Social media requires the lowest of conversion hurdles (the minimum of thought or consideration) since people are on Facebook to socialize. That’s why I advocate the two-step conversion for most clients: one set of ads to get the right interest targets to be fans, then another set of ads targeted just at fans. True, it costs more to run more ads, but the prices are so low on Facebook ads that we can get away with this. Plus, depending on the nature of the product or service, hitting people at different points in the funnel can be far more effective than going for a jump all the way through to conversion in one leap.
A good rule of thumb is a 3X improvement on ads when you optimize them. In other words, if your cost per fan is 60 cents when you test the first couple of days, you should be able to get it down to 20 cents on average. The 3X rule is what we’ve discovered is reasonably possible with a moderate amount of testing. Of course, you could get far more.
Determining Who is the Winner
That’s why we advocate the three-step conversion:
- One set of ads to raise awareness for your brand,
- One set of ads to encourage your first touch audience to engage,
- Then another set of ads targeted for conversion.
True, it costs more to run more ads, but the prices are so low on Facebook ads that we can get away with this. Plus, depending on the nature of the product or service, hitting people at different points in the funnel can be far more effective than going for a jump all the way through to conversion in one leap.
Take a look at these ads:
- Awareness:
- Consideration:
- Conversion: