Data Shows the 3 Things You Need for a Successful Facebook Ad. But, with Facebook warning that it is likely to run out of ad space mid-2017, companies need to plan their ad spends effectively to make sure they reach the right consumers with the right messages to get the right results. Use emojis. According to our research, ads with multiple photos (or more specifically albums with five or more photos) increase the click-through rate and relevancy score of Facebook Ads. From our research, the most successful ads -- having click-through rates ranging between 20 percent to 36 percent shared one thing in common: They all included multiple photos. Images that include bright colors, those that stand out from the blue and white Facebook feed display. Photos that appeal to the specific target audience. Choose the right target audience. All top performers in our study targeted an audience of more than 60,000 people, with an estimated true reach of between 5,000 and 20,000 consumers. You can use audience insights to identify a sufficiently large and diverse audience by choosing to target people with specific interests, and who already like specific pages.
Facebook has become an advertiser’s not-so-secret weapon. Whether you’re organizing a craft beer festival for 21-to-34-year-old Deadmau5 fans in Boulder, Colo., or hosting an open house for 26-to-54-year-olds in Vancouver, Facebook has you covered. The ability to hyper-target consumers, over a range of devices, exactly where they are spending a large chunk of their time is extremely attractive to modern marketers, and extremely profitable for Facebook.
In 2010, Facebook earned $2 billion over the whole year; the company topped this with $2.6 billion in just the fourth quarter of 2014, and according to recent figures raked in $27.6 billion in total revenue last year. Approximately $12.4 billion of this is reported to have come from display advertising such as banner adverts alone.
With traditional media in a downturn, companies are increasingly jumping ship from advertising on TV, in newspapers and magazines, and are instead throwing a big chunk of their advertising dollars at Facebook. But, with Facebook warning that it is likely to run out of ad space mid-2017, companies need to plan their ad spends effectively to make sure they reach the right consumers with the right messages to get the right results.
Based on the Facebook advertising performance data from over 3,900 businesses over the course of a 90-day period, we have identified three trends in top performing Facebook ads.
Following these steps can help businesses get more bang for their buck:
1. Use emojis.
After crawling through data from more than 3,000 businesses around the world, we took the top 10 highest performers and analyzed their cost per engagement and “relevancy score” to find what these ads had in common.
Surprised face? Ninety-percent of the most successful campaigns used emojis as part of their ads. Advertisers started seriously using emojis back in 2014, and since then the tactic has grown in favor, having been included in massively successful social media campaigns by major consumer brands such as Coca-Cola, Chevrolet and Disney, to name a few.
But, why are smiley faces, food symbols and everyday objects so popular with consumers? In a recent AdWeek article, Travis Montaque, CEO and founder of Emogi, a real-time emotional intelligence platform, argues, “Not only do emojis capture nuanced feeling that may not be apparent from simple text, but it is an easier way for consumers to give advertisers feedback so that they can leverage it to improve their marketing initiatives.”
Put simply, emojis often convey emotion/meaning better than text. A recent study by Emogi found that 84 percent of female respondents and 75 percent of male respondents felt emojis express their feelings more accurately than typing out messages. This can be related to the amount of text in a Facebook ad copy. If…
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