A lot goes into creating an ad that does well and achieves the desired results. But what if there was a way to make this process even simpler? In this article, I’m going to tell you what I do and focus on to create memorable, high-performing ads in 2023.

Create Multiple Ads 

Your product or service should have numerous benefits to your prospective buyer, and the best way to highlight those differences is to create an ad for each benefit. Why, though? 

By providing all of your product’s benefits in one ad, you risk losing the prospect’s attention, or they will pay attention to the wrong benefit and discount it as something that will help them. But, on the flip side, if you highlight one benefit and do it well, you can target specific demographics and individuals more efficiently, leading to more sales for you in the long run. 

Use Broad Targeting

Let’s be honest for a moment; Facebook wouldn’t be the powerhouse it is today if it didn’t know how to market itself and its partners effectively. It’s one of the reasons why I allow Facebook to pick the ad targeting for me. 

The algorithm that Facebook uses is optimized to show its users ads that are most likely to be interested in. So it’s a win for the user and companies that use Facebook ads. 

Facebook also lets you set different ad objectives depending on your desired outcome. Each objective targets the pain points your potential customer or client may be experiencing. 

The only problem is picking the right ad objective for your campaign to get the desired results. Many business owners struggle with not knowing the difference between the objectives, but don’t worry! I’ve broken them down and some other common ad mistakes you could make in this article. 

Separate Your Ads

Another thing I do when creating ads for clients is to separate their ads depending on the type of prospect I want to target. There are three categories that these prospects fall under:

• Cold. This person doesn’t know that you or your product exists. Therefore, they are the least likely to convert. 
• Warm. This person realizes they have a problem that needs to be fixed and is starting to explore what products or services can solve their problem. Most likely, they are not at the stage where you will get their business, but if your offer is well-crafted and presented, you may win the sale. 
• Hot. This person wants to buy your product or service. They’ve done their research and are just looking for the perfect offer before they purchase your product or service.

Why do I do this? 

Because each of these types will need a different approach in how the ad is worded or how the offer is made. Also, note that not all potential customers will purchase your product immediately. You may have to retarget them with a different ad campaign that targets them better, so you can move them through the buyer’s journey more readily. 

Plan Your Ads

Business owners put an ad on Google or Facebook and hope for the best. As a result, they don’t put much thought or planning into the design and offer of their ads. 

To make this easier for you, here are a few tips to help you better plan your ads:

• Start with a strong hook. Next, you want to have something that captures your prospect’s attention. You can do this by asking a pointed question, joke, or using power words in your ad copy. 
• Focus on one main benefit and the pain point it solves. As previously mentioned, you’ll want to focus on one of the benefits of your product or service and how it will solve your potential client's problem. 
• Highlight your benefits. You can include text, images, gifs, etc., in your ad to help draw in a prospective buyer’s attention. 

Use the 1:1 Ratio When Designing Your Ad

Every social media platform has its own dimension ratios for you to create high-quality content and ads, which can be frustrating when you want to post your ad on different platforms, as you may have to tweak your design to get everything looking right. If you’ve struggled with this, I have two simple solutions. You can check out Hootsuite's handy dimension cheat sheet or follow a 1:1 dimension ratio when adding captions and images to your posts and ads. 

What is a 1:1 dimension ratio? A 1:1 ratio means an image’s width and height are equal, creating a square. We commonly see this type of aspect ratio in photos and on social media in the form of a profile picture, for instance. 

We can apply that dimension size to the ads we create as well. All you have to remember is to make sure that your text, images, captions, etc., all fit into that square design of your ad and that they look proportional to everything else. 

Pay Attention to Your Ad Copy

When writing ad copy, you must understand that you’re not just putting words on an image. Instead, you’re speaking directly to the person you want to buy your product or service, which means you need to know who those people are and what they are genuinely looking for. 

If you don’t know that information, you need to go back to marketing basics and figure out your target audience, what they want, and what they’re experiencing. There are numerous ways to get in touch with your ideal customer. It can be as simple as posting a poll on your Instagram Stories to something more complex, like conducting market research. 

Another thing to consider is to create a brand and style guide to help ensure that your ads match the rest of the content you use to market your business and build brand awareness. Your style guide can then be applied to your ads to create a sense of continuity. 

The third thing you’ll want to remember is how you deliver your pitch. If you have that brand guide, you’ll follow that in the tone of your offer. However, there are other techniques you can use to draw a prospective buyer in. Such as using power words, rhyming (Nike does this to great effect), conversational-style writing, alliteration, etc., to help your ad stand out from the rest. 

 

 

 

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In Summary

Creating memorable and high-performance ads isn’t as difficult as one would think. With just a bit more effort and keen attention to detail, you, too, can create ads that do well without breaking the bank. 

If there’s one thing you can do for your business this year to help step up your social media marketing strategy while saving time, check out my pre-made Instagram templates. All you need to do is insert your product or service’s information into the templates and post it.