How To Create A Facebook Ad That Does Not Make You Sound Like a Soulless Marketer
“Facebook users have seen thousands of bland ads. Here’s a formula for connecting with your audience at a high rate.
If you are a daily Facebook user, you probably know that feeling when a crappy advertisement invades your feed.
Actually, you may NOT know the feeling because your brain automatically ignores the ad and moves on to the next piece of content. After all, these advertisers are grappling for your attention every second of the day (or so it seems)!
But, if you are also a digital marketer, you have probably also heard the rumor: Early adopters of Facebook Ads are achieving OUTRAGEOUS ROI on their campaigns! They are getting 10-100x returns on their ad dollars. The Facebook Ads product has undergone major improvements over the last three years, and it now has incredible targetting capabilities.
At the same time, the average clickthrough rate hovers around 1%, according to WordStream. This means 99% of people do not click on the average ad.
How can both of these things be true?
To find out, I interviewed Rick Kranz, the President of OverGo Studio. OverGo is a 7-year-old inbound marketing agency that works with luxury consumer brands. They have spent hundreds of thousands of dollars on Facebook Ads and with one client, they generate over $1,000,000 of revenue per year with just $7,000 of ad spend!
Rick sees two common reasons that prevent marketers from achieving their goals with Facebook Ads:
- Copy and videos that are obvious advertisements: Facebook users have a keen eye for content that feels ‘unnatural’. Rick explains how to create content that feels like a natural interaction rather than a pitch.
- Ignoring the 5 stages of customer awareness: Marketers tend to develop content assuming that the viewer is actively seeking a solution to their problem. Rick shows how to cover all levels of awareness.
‘Everybody falls in love with the platform and the technology. They love that they can specifically target an audience. And that’s nice, but it is important to remember that you are advertising. It’s display advertising. You have to have a really relevant hook and message.’ -Rick Kranz
Here are the frameworks and creative processes he uses to overcome these common challenges.
Stop Creating Ads That Smell Like Ads
Imagine that you are a professional guitar teacher, and you attend a cocktail party. Of course, you want to generate more business for yourself, but you also don’t want to seem sales-y when you meet new people. You walk around the party, meeting the other attendees. Eventually, you meet a person that is a casual guitar player, and could eventually be a student for you.
So what do you do next?
This is analogous to serving a Facebook Ad to a cold audience of people interested in guitars. Being ‘interested in guitar’ can mean a wide variety of things, and includes millions of people in the United States.
In Rick’s experience, most marketers would make an offer of a free, introductory guitar lesson in this case.
Here is the problem with that approach: It smells like an ad.
That person is not stupid. He or she knows that your eventual goal is to add another paying student to your schedule. Although you may feel like this is a generous offer, in reality, it is not an empathetic offer. You actually know very little about this new person’s situation. And they know a single guitar lesson will not improve their life very much.
Rick would instead recommend that you create a free offer around one key technique or trick that almost any novice guitar player would want to know.
‘People want to know that you want to help them in some way, not just help yourself.’