How to Create a Highly Converting Facebook Ad

Generating a high return on ad spend(ROAS) is every marketer's wet dream. It's something they begin to chase from the first dollar they spend on ads.

Your low ROAS could be caused by several things. Your website, your ad or your audience. In this post, I will be covering what you could do to create a Facebook ad copy and image which works.

If you find yourself getting confused by any of the terms used in this post, check out my 'Crash Course to Digital Marketing Terms' to clarify!

Be Inconspicuous

The best Facebook ads are those which don't actually look like ads. They do such a good job of looking like another post, but is also able to capture the attention of the customer. 

This means you can't keep telling your customers that your products are '50% off!' or that you offer 'Free Shipping'. You can put that in your ad copy(the writing below the picture). 

In some cases, the ad creative(the picture) could feature your product with a 'limited edition' or a 'free shipping' at the corner, but do make sure it isn't the main focus of the creative.

Use Emojis

Almost every ad on Facebook utilizes emojis in its copy. This is works for a simple reason: it's catchy.

Facebook advertisers have been thorough testing, and have obviously found that emojis work extremely well. 

How do I know? Well, if it doesn't work, they would have stopped doing it long ago. 

Emojis do a good job of spicing up the otherwise bland text in ad copies, hence keeping customers interested and more likely to convert.

Headlines and Descriptions

You'll want to make sure your headlines and descriptions are as thorough as possible. If you're selling a brown cap, call it a 'Brown Baseball Cotton Cap'. Make sure that the headlines and descriptions match the ones on your website,

Customers like consistency, so if you can provide them with that, they will be more likely to convert.

Links and Call to Action

When adding links, the website URL should usually lead directly to the product page. This reduces the distractions which you expose your customer to, increasing the chances of them purchasing.

As for the display URL, you'll want to make it the main page of your website(The 'www.abc.com')

Finally for the call to action, make sure it's accurate to what you want your customer to do. This may be the most important button on your ad(well, it's the only button, but you get the picture).