To achieve low-cost, high-return Facebook advertising, the two important factors are accurate audience delivery, and write high-efficiency advertising.

And when advertising performance is not ideal, many people will only want to know how to design their audience more effectively, and many times ignore the importance of text.

This article will show you a few common mistakes in Facebook ad images, show you how to avoid them, write more effective ad images, and attract more customers and business.

The importance of advertising images

In this age of information explosion, expert research suggests that people may be exposed to thousands to 10,000 ads a day. And when it's on Facebook, your ad audience is actually watching friends get married, have babies, or some astrrelevant, funny posts. When your ad doesn't get your audience's attention in a very short time, it's quickly brushed over without leaving a trace.

So this article helps you understand how to avoid doing neglected ads, so that your ad push is no longer casually brushed away.

Avoid the following mistakes to make your ads more effective, to engage people to stop and look at your messages, and to follow your ads to understand, query, and purchase your products or services.

Error one: No "fast, hard, accurate" say what you can do for your customers

Customers don't want to know what your product or service can do.

They want to know what your product or service can do for them.

But many bosses make the mistake of focusing on the characteristics of the product service and forgetting to explain the benefits to customers.

Every day on their own products, because too understanding, it is easy to think that as long as the characteristics, customers will naturally understand the benefits.

Here are a few examples of different industries to give you a clearer grasp of the differences:

Does your ad convey clearly and accurately the "benefits" your product or service brings to your customers?

Error 2: Focus on "I/The Company/This Product"

As mentioned in the last point, you have to explain what you can do for your customers.

But if you keep using the words "I/the company/this product" or always focus your ads from a company/product perspective, it's hard to explain effectively the benefits your customers can get.

Instead, use the word "you" more to focus on the customer's perspective, explaining why it's absolutely wise for the customer to click or buy your product. It is even recommended not to mention the name of your company. No one will know you unless you are a famous brand, and no one wants to know you.

The client just wants to know what you can do for him.

For example, you are a small business owner, interested in looking for an accounting company. Comparing the following two examples, which one do you find more attractive?

Case 1:

"XXX accounting company, more than 20 years of experience, serving more than 500 customers, professional team, confidence guarantee. Please call us today to check the service! "

Case 2:

"Small business owners, how many things do during the tax season make you dizzy?" Want to cut back on tax expenses and keep more money in your wallet? Find out how we can help you do it. "

Error three: No focus on a customer

Compared to many different channels of communication, the advantage of doing Facebook ads is that you can set your advertising audience.

When you effectively set your audience, your images should match your audience settings, focusing on that type of audience and delivering it more accurately, based on the previously mentioned "you're the focus."

Suppose you make kitchenware. Many products on the market, set "age about 25-55 years old, interest in food, baking and so on."

One way to break out is to focus on one customer. Take a look at two examples:

Case 1:

"The pot body is coated with Swiss imported IAG wheat rice stone, with high-quality aluminum inner bile inside, and wheat rice stone has minerals and trace elements to make you eat healthier." (Audience: 25-55 years old, interested in food, baking, health, etc.)

Case 2:

"Take care of your family, make a loving breakfast for your daughter, and make your dad's taste from a healthy wheat rice rock non-stick pan." (Audience: 35-55 years old, father with child.) )

In contrast, the former has a broader and broader audience, while the longer has a more focused audience in the father's audience.

Error 4: Show too many products or services at once

Most businesses have more than one product or service.

As a boss, you want to show your customers all their products without missing a product that you might sell.

So for example, a seller of mother-to-child products will promote his twenty or thirty different products in a post: baby clothes, baby supplies, baby carts, toys, etc., to ensure that parents have a wide range of choices.

In fact, man is a very irrational animal, the more choice, mathematical chance calculation, should increase his chances of buying. But the truth is, the more choices you have, the less likely you are to buy.

Here's an interesting study to share with you:

Psychologists Mark Lepper and Sheena Iyengar did a consumer study.

They held a high-end jam trial sale at a specialty food store. Guests can try all the jams, and if the customer decides to buy, they get a dollar discount.

They set up two experiments, the first to offer six kinds of jam to try, and the second to provide 24 kinds of jam to try. In both cases, all 24 jams are available for purchase.

In both cases, the people who tried the food tried about the same amount of jam. When it comes to buying, 30% of people buy 6 jam tests. And with 24 jams set, only 3% of people buy!

Why is this the case? Because when too many choices, people irrational emotions appear, afraid of choosing the wrong and regret, so decided not to choose, the so-called "choice difficulty" is this truth.

Suggestion: Each ad is aimed at a customer base to promote a product. At most, there are several different options within the product, such as color, model, size, and so on. Or bundle more relevant products, such as bottles and nipples.

Error 5: Recklessly offer discounts

Offering discounts is a great way to attract customers.

But offering discounts for the first time when you're in contact with an unfamiliar customer, especially for no reason, is a way to get it wrong.

When the user doesn't know you and you suddenly give him a "discount," they think:

• Is your product or service not available, so you want a discount?

• Did you actually raise the price and offer a discount to create an illusion? (What Groupon merchants often do)

• Do you think your product or service is worthless?

In general, rude discounts can make your brand, products and services cheaper.

However, people are really greedy and cheap, discounts on the attractiveness of traffic can not be underestimated.

In fact, it is possible to offer discounts as long as you offer a reason. Here are some reasons you can refer to:

1. New product limited-time offer: the product has just been launched, the first X customers / before the X-Month X purchase, you can get a discount.

2. Birthday Offer: Use "Detailed Settings> Demographic > Birthdays" to target birthday audiences this month, and then offer "Birthday Offer."

3. Quiz: Can I answer these three questions? After you are right (or qualified), a discount is offered as a reward.

4. Facebook Limited Offer: Show this Facebook Limited Offer Code at checkout to get an XYZ discount.

As long as there is a reason, users will feel that they are particularly selected, "earn" your offer, and the offer is not indiscriminate, to improve usage.

By the way, it is not recommended to raise the price before offering discounts to create the illusion. Sooner or later, customers will find that this will greatly damage your integrity in the hearts of customers, so that you will find it difficult to get more business and referrals in the future, but also not conducive to operating your customer loyalty.

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