There’s still immense potential on Facebook’s advertising to grow a business… FAST. But if you’ve ever tried advertising on Facebook, chances are, you’ve made a certain fatal mistake.
Digital marketing strategist, Molly Pittman, who works with 7- and 8-figure businesses, has seen countless ads that fail to convert because they make one huge mistake: They look like an ad.
“When marketers sit down to write ads, it’s like they put on their marketing hat and suddenly start talking (and writing) differently than they do in real life. And on a social network like Facebook, that’s a problem. Here’s why: Facebook’s algorithm is designed to reward ads that generate more social engagement (likes, shares, and comments), but consumers don’t usually engage with ads. In fact, we’re so inundated with marketing messages on a daily basis that we ignore anything that even smells like it’s trying to sell us something,” Pittman explains.
And that’s why the ads that work best on Facebook are the ones that don’t look like ads. They’re the ads that blend in and look “native” otherwise known as native advertising.o how do you make your ads look native?
Here are 3 tips from Molly to help make your ads blend in with the newsfeed.
1. Don’t Talk About Yourself, Talk About Your Reader
“Too many ads take the approach of ‘Hey, here’s my brand, this is what I’m selling, buy it now!’ Nobody’s going to engage with that ad, because it doesn’t relate to something they care about. Instead your goal should be, as Robert Collier said, ‘to enter the conversation in your prospect’s head.’” Pittman says.
What does your ideal reader want? What are they afraid of? What keeps them up at night?
Those are the issues that will grab their attention. So find a way to relate your product to those important topics, and you’ll see a massive improvement in the engagement on your ads.
2. Play Up Your Product’s Life Changing Impact
“A feature is something your product has or does (dual airbags), and a benefit is the value provided by that feature (protects your family in an accident). Both can be important to communicate, but in a Facebook ad—where you’re typically making your first contact with a brand-new prospect—you want to focus on the big, life-changing benefits,” says Pittman.
“If your company makes personal planners, for example, it would be easy to write an ad focusing on features like the quality of the paper, how the lines are structured on the page, and so on. But that’s not going to grab anyone’s attention. So instead, write an ad that tells a story and talks about how this product can help busy moms get their life in order. This kind of ad catches moms mid-scroll, provokes conversation in the comments (good for social proof), and sells planners like hot cakes.”
3. Write Ads That Sound Like They Were Written By A Friend, Not A Marketer
Pittman asks “If you were going to write a post on your personal Facebook page, and you wanted your friends to like, comment, and share it, how would you write that post to get their attention? You’d probably tell a personal story, offer them something of real value, or talk about an issue you know is on their minds. And those are the same strategies that work when writing Facebook ads.”
“Just remember that Facebook is a social network, where people come to connect with others and learn more about the topics that really matter to them. If you can craft an ad that leverages the social nature of this channel, you’ll gain a leg up on your competition by running Facebook ads that generate more engagement, reach, and ultimately revenue,” reminds Pittman.
If you’ve studied Facebook advertising, no doubt you’ve heard of Molly Pittman, she’s one of the best. Take her tips to heart and crush your next ad!