25 September 2019

How to Create Facebook Ads that Provoke Human Interest

Tags : Charity, Paid Social

By Paige Jones

Having a Facebook page for your charity is a fantastic way to keep your supporters up to date and to build an engaged community of supporters and beneficiaries. However, it is unlikely that this alone will win over many new supporters or attract the new donors and volunteers that you are seeking. This is where Facebook ads come in to play.

As of 30th June 2019, Facebook reported an average of 2.41 billion monthly active users. Facebook ads is your way of getting infront of a percentage of this audience that meet your target demographics. Facebook ads cost money and it is therefore vital that you are creating ads that will work for your organisation and in order to do so, they need to provoke interest.

Tell a story

Remember, you are targeting ads to real people. People love stories. “Why?” I hear you ask. Because a good story that resonates with the reader will boost oxytocin levels – the ‘feel good’ hormone. It has even been said that if a story is told well, then the reader’s brain can sometimes react as if they were experiencing it themselves.

This means that storytelling is really important when it comes to marketing your cause as it will help you to create a sense of compassion, empathy and even promote trust between your organisation and the reader.

Think about it… Imagine you saw an ad that asked for a donation of £5 to help a child who was going hungry, versus an ad that introduced you to a little boy who was living in poverty, who regularly went without breakfast and dinner, who went to school hungry every day and who was bullied by other children for rushing in for his school lunch. The 2nd ad also asked for £5 but stated this £5 would offer a hot evening meal to a child like this little boy for a whole week. Which one would you donate to?

Use Visuals

One of the key factors in creating a Facebook ad that works is using the correct visuals. As a charity, it’s likely that you have lots of emotive, thought provoking images (of course you should make sure you have permission to use these photos first). These should be used to attract attention and create a sense of familiarity between the audience and your organisation. 

But it is not just the image itself that matters. The images you use should be high quality (a blurry image does not portray a reputable organisation) and they should always meet the Facebook size specifications. If not, it’s likely your image will be compressed and distorted by Facebook which will impact on how well the ad is received. For up to date social media image specifications, please check here. 

Watch your language

Using technical terms and words that may not be commonly known, will likely deter people from supporting you. Whilst we know what is meant by ‘legacies’, ‘appeal’ and ‘in-kind gifts’, your potential supporters may not, which may cause them to scroll or swipe right past your advert. You should therefore avoid using this language in your ads.

For example, instead of saying ‘leave us a legacy’ you could say ‘leave us a gift in your will’. It means the same thing, but the latter is much more understandable to the wider audience.

Data, Data, Data (and remember your audience!)

Although this won’t specifically help you to create ads that ‘provoke human interest’, it’s important to talk about the use of data in order to ensure your ads are being served to relevant people that are the most likely to engage. A relevant ad is always received more positively.

Facebook allows for some serious targeting when it comes to selecting the audience for your ads. Use this opportunity wisely and think about the type of people you want to target and the type of advert they will respond to. If your ad is aimed to encourage more people to sign up for your 10k park run, look at the demographics of the people already registered, or who have registered previously. This will give you an idea of the types of people you should target your ad towards in order to achieve the best response.

The Facebook ‘Pixel’ offers you the ability to install a small amount of code on your website, allowing the Facebook ad platform to track users – giving you access to some of the most powerful targeting options. Not only does the pixel allow you to retarget people who visited your website (likely to be one of your most efficient audiences) you can also create fresh ‘lookalike’ audiences based on this information. ‘Lookalike’ audiences are a section of the Facebook population (from 1-10%) that most closely correlate (in a mathematical sense) to your existing audience. This can be a great way to reach a brand new ‘cold’ audience, which you already know are likely to be influenced by your ads.

Finally, Facebook reports on a huge number of metrics that relate to the success of your campaign – use this to your advantage! You should regularly monitor the results of your campaign and shift your budget towards the best performing audience/individual ad in order to get the right message to the right people at the right time.

If you need help getting to grips with Facebook Ads, or want to find out how you can make them work for your organisation, get in touch with MCM Net on 01732 368120.

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