“Errrrmagerrrd!” Screams every second ad in my Facebook news feed. “I just figured out the secret to Facebook advertising and 10X-ed my email list in a day. All you have to do is give me your email address, your phone number and your tax file number and I’ll tell you all my Facebook Ads hacks.”
If you’re here for that kind of thing, I’m going to tell it to you straight: This blog post isn’t what you’re looking for. Don’t waste the next 10 minutes of your life reading this, because none of these Facebook Ads “hacks” will 10X your email list (unless your email list has 3 people, in which case, it might). Instead of teaching you so-called secrets, these marketers should be handing over a copy of Facebook Advertising For Dummies and sending you on your merry way.
I have a love/hate relationship with the word “hack” because it implies that success is instantly attainable to anyone who possesses knowledge of said hack. And, as anyone who has been in business for more than a year will know, it actually takes a bloody long time to become an overnight success.
But, I also love it because it makes my article clickbaity. And clickbait makes people click. And once they read the first paragraph, they generally stay for a second. And a third. And then they overstay their welcome by reading every single blog post I’ve written.
Anyway, these Facebook Ads hacks are hacks at the moment, simply because the vast majority of people haven’t figured them out yet and therefore they still work. If you all start using them, they might not work anymore. But, I’m willing to take that risk and share them with you.
This one is so painfully obvious that I wish I’d thought of it years ago. What do I mean by using brackets? I mean this:
Yeah, that would’ve made me look too.
Facebook doesn’t allow you to bold, underline or italicise, so brackets are one way to differentiate your posts and make certain things stand out.
// THIS IS THE OTHER //
>> OR THIS <<
Basically, have fun with punctuation and use it to grab your audience’s attention. But, be wise and only use it (a) sparingly and (b) if it is appropriate for your audience. If you’re reading this, Mr Lagerfeld, you probably shouldn’t use it for your brand.
This follows a similar train of thought to the last one. Emojis are another way to make your ads stand out. But, I’m guessing you didn’t even realise you could use emojis in your ads. Most people haven’t yet, and that is why this still works.
Why does it work so well? Because Facebook is, first and foremost, a social media platform and your audience are there to watch dog videos and stalk their exes. Sprinkling a few emojis through your ad makes it look like the native content it’s meant to be. It makes your ad look a whole lot less like an ad and a whole lot more like a post by crazy Aunt Marge.
Again, use them sparingly and in line with your brand.
(PS. What’s the plural form of emoji anyway? Anyone?)
There has been so much written about which CTA button you should pick for your ads.
“Never use the Sign Up button,” say some. Others claim that “Learn More has the highest click-through rate”.
But, did you know that you can simply choose NO call to action button? Yeah, you don’t have to have one!
Why does it work? Well, it makes your ad look like the native content it’s supposed to be. Are you seeing a trend here? It seems that the key to a successful ad is to make it look the least amount like an ad as possible. Groundbreaking.
I’ve only seen two FB Messenger campaigns done well, so far. I don’t know if this is because I’m not in the target audience for those who are running them, or if there just aren’t any people running them yet. But, either way, this is a HUGE opportunity at the moment.
To put it in layman’s terms: You can use FB Messenger ads to get people to interact with your brand via Messenger. Then, once they’ve messaged your page, you can run ads to them that show up as messages in their FB Messenger. It’s a bit like building an email list, but within FB messenger. Shneaky.
Oh, and if you’re not convinced yet, FB messages have a higher open rate than emails.
This is a relatively new option and I’m not 100% sure it has been rolled out to everyone yet. But, if there is one thing we can learn from the past, it’s that new ad placements always perform really well at the start, before everyone starts using them and abusing them.
This placement means your ad will be shown in your audience’s Messenger app, below the first few messages. There will only be a few ads shown at a time, so it should make your ad stand out… In theory, at least!
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