What is the perfect structure in Facebook Advertising?

Two weeks ago I along with another two team members, Bec Badcock, and Russell Davies were set a Facebook Advertising Challenge.

The Challenge was to create a campaign series of Facebook Ads that would generate the most amount of click throughs within the budget of $200 over 8 weeks.

For my campaign I decided I would test two different directions with a total of 5 different Ads.  One direction was focused on the brand side of things (WiTH Collective) and the other was focused on Marketing.

Through research I have found that some of the most successful images that drive the clicks have red or brightly coloured borders that are a contrast with the Facebook blue, have bright logos and clear images. So for two of my brand specific Ads I used the WiTH Collective branding, which actually works quite well in contrast to the Facebook blue, making sure I used a solid red border for extra impact. I had also found in my research that images of smiling women were quite successful, so I tried the same Ad with a photo of one of the WiTH team members (Lena) for an image variation. 

For my marketing campaign Ads I used bright red bold images, one with the text DIGITAL STATS on the actual image and another with red boxes on a white background and a red border. Another thing that I found was that the Ads which use a question or capitals in the title and CTA, were more successful than those that didn’t.

I targeted people who:

• who live in Australia
• between the ages of 20 and 60 inclusive
• who like #Digital marketing, #Internet marketing, #Marketing, #Social media or #Web development
• who have graduated from university
• who speak English (UK), English (Pirate), English (upside down) or English (US)

My Learning’s so far

Red / contrasting coloured borders

I used a red border on all images except one. The one with a blue border got no clicks.

Set your campaign on a lifetime budget, not a daily budget

To avoid blowing your budget in 5 days like I nearly did, set a lifetime budget. I set a $20 a day budget for the both of my campaigns and that $20 budget was defiantly spent everyday.

Bright Images

Although I did spend over 50% of my budget in three days there was one of my Ads that did stand out from the rest and is still dominating all of them. I am not sure if this is because it is red or if people are really interested in ‘The Perfect landing page’ but it worked. It now stands at 69 clicks.

Capitals and Questions

Ads using capitals and questions in the CTA and in the title defiantly stand out more than those that don’t.

Images of smiling women do not work

It could also be possible that this image was the only image I chose to put a bright blue border on but that was the only Ad that got no clicks at all. It could have been possibly a combination of both.

There are a few things I would like to change from here, including more capitals in my copy, changing a few images and testing the same image with and without the border. There are endless combinations for an Ad, its just finding the right one. What is the perfect structure for a Facebook Ad?