Over the last few weeks, we’ve been blogging about Facebook Ads. Each day, the average Facebook user spends 35 minutes on the platform. So how can the average mom and pop shop leverage this? While posting regularly is crucial, utilizing Facebook ads can also get more customers through your doors. Since we’ve already cover the why (why you should use FB ads) and the how (how to actually create the ad). Today, we will touch on what your ad should contain. While there is so, so much that can be written on this topic, we know that busy entrepreneurs are looking for the Cliff’s Notes version, so here it is.

Here are four key components to what your Facebook Ad should include:

  1. Relevancy: Relevancy means that you have targeted the right people with your ad. You want to target your ad to your “ideal customer”. If you don’t know who your ideal customer is, this article is a great place to start. For instance, you probably aren’t going to advertise an upcoming ballet performance to men interested in monster trucks. It’s not to say someone can’t like both, but you will probably be wasting your advertising dollars. Take some time to think about who your target audience is and then utilize this audience on Facebook. You want your ad for your product to be relevant to the people who will see it (hence the name relevancy). In fact, Facebook gives you a relevancy score. So, think about your ideal customer and target your ad to that person. The great thing about FB is that you can see how your ad performed and then adjust your audience accordingly the next time around.
  2. Appearance: Visually appealing Facebook Ads get more clicks (because who wants a closer look at something that is ugly?). There are several free options to create great looking ads. Canva is one of our favorites. If you are in need of photos, Unsplash is another great (and free) resource. There are several resources available to create great looking ads with little time or money. Since, appealing ads are more likely to be shared and remembered, it’s important to make sure you don’t skip this step. Looking for some tips to create great looking ads? You can find some here.
  3. Value Proposition: What exactly are you offering and why should someone buy it/learn more/set foot in your store? Basically, if someone is your ideal customer why should he or she buy from you and not your competitor? For instance, you may not own the biggest home improvement store in town, but you may own the most helpful.  Your value proposition could be something like this, “Home improvement products without the headaches,” “Personalized service for your Saturday project,” or in the words of Ace Hardware “The Helpful Place”. If I’ve got a complicated project, I don’t want to be scouring a big box store for the right size bolt. I want to be able to ask someone (or even call ahead) and have the part I need within minutes. If that’s your competitive edge, then let your potential customers know it.
  4. Call to Action: What action should an interested person take? Should they contact you, visit your website, message you for more information? Your call to action will vary based on your business. Taking the hardware example from above, you could either use “learn more” to drive traffic to your website, or even “contact us” to get your project started. Whatever you do, don’t forget the CTA. A call to action motivates a person to take action and gives specific steps on what action to take.

There you have it. Four items every Facebook ad should have. While it may seem a bit daunting for a busy entrepreneur, taking time to implement these four items will ensure that your advertising, both online and offline, gives you the best return on investment.