1) It’s visual.
Visual content is treated more favorably in the Facebook algorithm. What’s more, visual content is more engaging in the ever-changing News Feed, and therefore is more likely to catch the eye of your potential customer. With 90% of information transmitted to the brain is visual. No matter what type of ad you make, your image needs to be visually appealing and attention grabbing.
2) It’s relevant.
Relevance is critical for success when using Facebook advertising. Remember, you are spending money when someone views or clicks on your ad (depending on the settings you use). If you’re showing ads that aren’t relevant to your target audience, then you’re wasting your time and money and will likely not see success with any kind of advertising.
Facebook recently launched a new feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank in Google AdWords. The more relevant your ad image, ad copy, and destination page is to your audience, the higher your score is — and the more favorably Facebook will treat your ads.
3) It includes an enticing value proposition.
A value proposition tells the reader why they should click on your ad to learn more about your product. How is your product or service different from any other? Why should the viewer click on your ad to see your website?
Your value proposition should be believable. Saying you have the greatest sandwiches in the world will not make people come to your business’s Page, but maybe offering 20% off will. Or, perhaps adding social proof will help; something like, “Sandwiches loved by over 1 million people every year, come try yours today! Get 20% off your order with this coupon.”
4) It has a clear call-to-action.
A beautiful and relevant ad is great, but without a call-to-action (CTA), your viewer might not know what to do next. Add a CTA like “Buy now and save X%,” or “Offer ends soon” and add a sense of urgency to your viewer. Your CTA should encourage people to click on your ad now.