Looking for more engagement on your ads and to understand the best practices for marketing on Meta? 

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There are some core principles that you’re recommended to follow for performance.

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This information is supported by data and Meta themselves.

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One of the first things that you can tweak in your messaging is to focus on the emotional benefits of the product/service that you’re marketing. 

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Focusing on emotional benefits of your ads, based on Meta’s data, outperforms product features and rational benefits. 

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Definitely something to think about next time you’re working on creative and copy!

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Meta also recommends using less text in overlays and shorter copy in order to keep your ads succinct- resulting in a lower cost per click. Try to keep your ads engaging and visually appealing, as well as covering product benefits without too much unnecessary text.

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Meta is also really pushing the Dynamic Experiences tool/option right now and cite it as a way to potentially lower CPA further. While this may not work in every account, it’s definitely something to consider.

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Though both are technically optional, when using video, captions and sound are recommended for better performance. Use motion and sound in order to capture and retain attention, while covering the product/services that you’re advertising.

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Our final tip for today relates back to our first. Storytelling is one of the best ways to cover emotional benefits and is a great way to avoid your copy and creative coming across as a hard sell, if that’s not something that will resonate with your customer.

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Creative is the biggest lever you can pull so it’s worth noting these and implementing them the next time you want to test creative.

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