[originally posted on SearchEngineWatch]
Spring cleaning is on everyone’s mind these days, so if you’re gonna go all Martha Stewart on your basement, give your Facebook ads a little attention too!
Speaking of cleaning, this Facebook ad is perfectly timed but less than perfectly designed. Here are three things you shouldn’t do with your Facebook ads:
- Don’t Underutilize Images & Space The picture doesn’t make use of the full image size and really isn’t interesting to the target audience (most probably women). Yes, it does “go with” the headline, but the body copy doesn’t pick up on the curiosity factor and, frankly, who cares that this girl is “not your average maid”?
- Don’t Make it About You The headline is totally missing the What’s In It For Me (WIIFM) factor. It’s wonderful that she’s not average, but how does that benefit me as a user or consumer?
- Don’t Hide Your Real Value The body copy fails to make a compelling offer. Even worse, it commits the ultimate marketing faux pas (in my opinion) by offering you a“FREE Quote”, as if it’s a favor. I know a lot of us are guilty of doing this. Free webinars or whitepapers aren’t really free, are they? You’re offering valuable information in exchange for a person’s contact info and a chance to communicate with them. So the real value is not that your content is free, it’s the fact that it’s unique, educational and beneficial to your target audience. See the difference?
In this case, how about telling me an average price to get my home cleaned? Or better yet, get the guts to give out a flat rate and “eat” the price difference on the larger homes. What’s more compelling: a free quote, or an offer to have your home cleaned for $75?
Could this ad be improved? You bet! But, before the made-over ads are revealed, let’s discuss the flat rate thing a bit. The difference between offering “$75 for a clean home” and “Cleaning at only $50 per hour” is the difference between lots of leads coming in and a trickle of interest.
In other words, it’s a big enough difference to make it well worth eating the difference on the few homes that require two hours or more of cleaning. Why? Because the objective is to get a customer, not so much to make a ton of money on the first sale. And the customers with big expensive homes are the ones likely to frequently re-hire a maid service.
So while a great ad can do wonders, it still takes a compelling offer to make it all work. And a free quote is not a compelling offer. Nor is a labor rate that leaves the prospect trying to figure out the end cost.
Can this apply to your product or service? Think about how you could use pricing in your favor and showcase it in your Facebook ads.
So here are the made-over ads, all aimed at fixing those three problems:
This first ad capitalizes on this maid service’s Unique Selling Proposition (USP), which is pay-for-performance cleaning. In other words, their maids hourly pay is determined by client satisfaction. Meaning the maids clean more thoroughly than maids looking to get onto the next job as fast as possible.
So we take that USP and make it into a bold word-based image, followed up with an intriguing headline, and then made the body copy to match the headline and image, while further explaining the concept and finishing off with a strong call to action.
The second version of this ad focuses more on improving the image and adding an element of seasonality. That’s a sure response booster. The headline mentions spring cleaning, and ups the flat rate a bit, since spring cleaning entails a bit more of a thorough job than a regular cleaning.
So what’s the takeaway from those mini ad makovers? Your three do’s:
- Do: Answer the “What’s In It For Me” question.
- Do: Make a compelling offer that highlights the value of your product/service.
- Do: Test multiple images and formats for your ads.
Are there more tips? Absolutely! But start with these three simple and effective ones to pave your way to higher clicks and conversions.