Facebook ads have become our daily staple
Facebook ads have undoubtedly made their way to the mainstream. Starting as a platform where we get up to date with our family members’ and friends’ whereabouts, Facebook has morphed into a multi-billion dollar ad platform. A whopping 97.5% of Facebook’s revenue comes from advertising (Yaguara). It shows that advertisements are deeply embedded in a Facebook user experience.
Consumers and businesses are lovin’ it
Consumers are getting comfortable with Facebook ads on their feed. A survey revealed that 59% of Facebook users have reached out to a brand on the platform (Sprout Social). This shows that brand activities are becoming an integral part of the Facebook experience. Conversely, 54% of the surveyed marketers in a study say that Facebook ads are “very effective” in generating sales. Only 8% claim they are not effective (Databox).
Now, how do we make an ad effective?
Our experience handling over RM2 million of ad revenue in the past six years has taught us something about creating a Facebook ad that performs. An ad that performs well has the following three traits (we are also giving an example for each of these traits):
First, clear visual communication
On our Facebook feed, we see the visual before anything else. Within a split second (1.7 to 2.5 seconds to be more exact), we decide whether to stop our thumb to check an ad out or simply to scroll past it (Facebook IQ). The ultra-short attention span means that the ad visual has to get the core message through to the viewer and invoke emotional responses within one glance.
Do: Clear-cut message
An effective ad clearly communicates its message. For example, ZUS Coffee’s ad for Cham Latte effectively uses ingredients in the background and clear wording to convey the offering and elicit a response from viewers.
Another example:
Another example is by Employment Hero, a payroll solution software company. An effective ad visual isn’t just about stunning images. In this ad, the combination of an image featuring a happy-looking small business owner and compelling copy made the visual impactful. Together, the image and the text convey a single, powerful message: this product frees up business owners’ time to focus on what truly matters to them.
Next, copywriting that speaks to the reader
Browsing through the Facebook feed can be likened to a walk at an exhibition fair. When you stop by a booth, the promoter explains the product or service. Similarly, when a reader stops scrolling to view an ad, you have the chance to speak to them through copywriting.
There are a few ways to speak to the readers. One is through acknowledging a pain point, portraying a desirable outcome, and offering a solution. For instance, this Employment Hero payroll software ad highlights the pain points of time consumption and presents itself as a solution:
[Pain point]
Still spending hours on payroll? Save time and remove errors by outsourcing payroll with Employment Hero.
[Solution]
With over 30 years of processing payroll, we ensure all compliance needs are met for every pay run, so you can focus on your people, not the payroll admin.
[Call to action]
Learn more about Employment Hero’s managed payroll service today by downloading the free factsheet.
(Image credit: Employment Hero)
Or, let us return to the ZUS Coffee Cham Latte ad example just now. Here’s the copywriting of the ad:
[Appeal to a commonly shared identity]
What’s the best thing about being Malaysian?
The 𝘾𝙝𝙖𝙢-𝙥𝙪𝙧 culture! 🇲🇾
Inspired by daily life, our new 𝐂𝐡𝐚𝐦 𝐋𝐚𝐭𝐭é pays tribute to a beloved Malaysian drink, reimagined for modern tastes.
Using the finest beans and tea, we’ve created drinks that blend the familiar with the new.
[Introduce the product]
Cheers to Malaysian culture! Tea or Coffee? Champur je lah!
🍑 White Peach Oolong Cham Latté
🌸 Jasmine Cham Latté
🍃 Dark Oolong Cham Latté
[Call to action]
The innovation of Malaysian culture is now available at all ZUS Coffee outlets.
(Image credit: ZUS Coffee)
What can be more Malaysian than a Malaysian slang?! This is another way to speak to the readers.
Break free from conventional and formal writing. Using local slang won’t do you good in a university essay. But it is a sure-fire way to strike a connection with your readers. In this copy, ZUS Coffee alluded to the multiracial touch of the Malaysian culture – it’s hard to not agree that we are a Cham-pur bunch! Then, it introduces the ingredients and wraps up with a nudge to visit a ZUS Coffee outlet.
The payroll software ad and the Cham Latte ad do not speak in the same way. But they both speak to the readers.
Last but not least, optimal ad setting
Think of Facebook as a professional waiter, and your ad visual and copywriting as the dish to be served. Facebook’s job is to serve the dish to the right person at the right place and time. To help Facebook do so, pick the right ad objective and define your target audience.
When selecting an ad objective, align it with your goals. For example, for a baby skincare product, you might use:
- Awareness to reach a wider audience.
- Engagement to get people messaging you about the product.
For the target audience setup:
- Gender: Female
- Age: 25 to 50
- Location: Malaysia
- Interest: Parenting
Visual + Copywriting + Ad Setting = Facebook Ad that Sells
Facebook ads are highly targeted, cost-effective, and accessible to a wide audience, making them a great tool to drive brand awareness and boost conversions. By providing Facebook with an ad that has clear visual communication, compelling copywriting, and optimal ad settings, you are well on your way to a successful Facebook ad campaign that translates into business results!
