Visual components: Make them stay
Your Facebook campaign has only two types of visual components: images or video. If you want to have a successful campaign, you have to have video.
First, videos are cheaper in terms of cost per lead than images. They’re also more effective at engagement. They get more likes and shares, people stay watching them for longer and they provide more information to the viewers.
Second, video production isn’t that expensive anymore. Just use your iPhone to record, turn on your lights and talk away.
Consumers even prefer the authenticity of self-produced, shot-on-phone videos to full-production setups. They are more relatable and easier to create.
Related: Your ultimate guide to creating a social media campaign
Call to action: Tell them what to do next
Without a call to action, your Facebook campaign will be ineffective. Again, the point of your Facebook campaign is to build a community and convert a good portion of that community into your customers. You can build a community with the four components described above, but you can’t make them convert without a call to action.
Let’s say you’ve targeted your customer with your headline, copy, and video. Now, they’re thinking “Okay. You got me. I’m interested. What’s next?” Next, you should be telling them, “Well, what are you waiting for? Buy now!”
Your call to action has to be strong. Otherwise, it won’t be effective. It’s like performing a nice combo in boxing but never delivering a knock-out punch.
And if you think your call to action isn’t strong because it’s short, make it longer.
Calls to action aren’t limited to the buttons. They can also be part of your copy, like a guarantee. “Buy one now. And if it’s not effective, you can send it back for free!” Such a strong call to action will help dissipate the prospect’s doubts, resulting in their conversion into a buying customer.
Don’t stop setting up
Even once you have all your campaign’s components working well, your work is not done. This is not a “set it and forget it” process. It’s a “rinse and repeat” process.
The common misconception about a setup is that it’s done only at the beginning of your campaign. While it’s technically true and you can use techniques to streamline this part of the process, you do need to have multiple campaigns to be successful.
Even if you have only one campaign for now, you’ll notice that after a couple of months, your campaign will plateau and eventually go downhill. That’s when you have to start the process all over again, starting with your setup.
Now that you know the basics of setting up your Facebook ad campaigns, you can tweak each component, adapt to the trends and optimize the campaigns to get the best results from your Facebook ads.
Related: 8 Simple Ways to Make Social Media Work for Your Business