When Facebook users are checking out the latest updates from their friends, it’s important to remember that they’ll be seeing a total of three or four ads on their page.
So your ad will be competing with two or three other ads. And chances are, if a Facebook user clicks on an ad, he or she is only going to click on one ad from the bunch.
To show you what I mean, I took a snapshot of a recent “ad cluster” that appeared on my Facebook. The reason I chose this particular snapshot is because the ads are quite diverse. Plus, one ad in particular really jumps out at me. Can you pick which one?
The ad that really catches my attention is the Jeremy Camp ad — the second ad in the line-up. Let’s compare it to the other ads.
Ad #1 – The picture used in the Rich Schefren ad is dark. I see more white t-shirt than I see face. The copy is too long. Not to mention, the last sentence is cut off and lacks punctuation. (Weird!)
Ad #3 – The image used for the Wixpert ad is subtle. It doesn’t really grab me. Like Ad #1, the copy is a bit long and difficult to digest quickly.
Ad #4 – This ad is really strange. The image reminds me of credit scores, but apparently it’s supposed to be related to Facebook advertising for SEO experts. The headline is confusing because I have no idea why SEO experts need to learn how to advertise on Facebook. To make it worse, there is no connection between the headline and the body copy.
Now, let’s contrast these ads with the Jeremy Camp ad…
Ad #2 – The image really stands out. Sharp contrast between the black background and orange lights. The picture of Jeremy Camp is close up so I instantly recognize him. I do like Jeremy Camp… I own a few of his albums… and the body copy is super short and super clear. Easy to read, easy to click.
Can you see the differences? In Ad #2, the image is better, the copy is better, and even the targeting is better. This ad is the clear winner amongst the four ads that were featured on my Facebook.
The lesson? Your Facebook ad is always competing with other ads for clicks. Make sure your ad stands out from the rest by using arresting pictures and clear, short copy.
About the Author: Ryan Healy is a direct response copywriter and BoostCTR writer. Since 2002, he has worked with scores of clients, including Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, and is the creator of Paid On Time, the World’s First Affiliate Trust Seal.