Most businesses are increasing their budget to reach their potential clients via digital channels. But, only a few know the “magic” formula in order to create a Top Performing Ad that will crush your regular ads by 3 or even 5 times. Once you discover these tips you will never look the same way at the ads and you will leverage your perception and methods to create them.
If you are targeting your audience at the TOF (Top of the funnel) stage and giving there all the details of your offer at the ad, you are doing a massive mistake.
How actually the ads work:
The thing about creating your ad is not to sell your product/service at the very beginning. If the prospect senses the presence of “selling” they will be immediately shut down.
Yes, people are doing it this way and it is working you may think..
But, are you really satisfied with the 1-2% Conversion Rate?
Do you really think that one business deserves that low percent?
The point of creating an ad is first to grab the attention of the prospect. Make him stop scrolling and start reading the ad to sell him the click (not the offer).
The other part of your funnel should make sure that you will close the sale.
A headline that can not be missed:
The ad should address their pain problems. Question is a very effective way to achieve that.
After the prospect see the creative (it doesn’t really matter if it is an image or video as long as it is great creative), he immediately tries to find the Headline so he will get more information about the ad itself.
Headlines should be catchy, easily understandable, and addictive enough to sell that click and lead your prospect to the Landing page where he can get more info about it.
Remember your ad is constantly battling with thousands of ads on that feed.
The Perfect Ad Description:
If the user is warmed up to see more about the ad, they will start reading the ad description immediately after the headline.
So, make it count.
Provide them the information that they need to see. Highlight their pain problems and let them know that their solution might be behind this “ad”.
Laser Targeting:
Before setting up your new ad, do the research.
Get to know exactly who is your Buyer Persona in-depth as never before.
If you are advertising your business to the wrong audience, no matter how good the ad is it won’t convert.
People will not be interested.
So you need to get along with your data and as soon as you gather your first visitors try to complete that Buyer Persona.
After you know who exactly you want to target, add their interests and behaviors and go broad (at least 1 million reach – except if you are into ABM but that is whole another thing).
Let the algorithms that change to find your potential clients and to learn based on that targeting.