How to get the best-performing Meta ad? When looking to start running ads on Facebook and Instagram, it’s important to give yourself the best chance, optimising the setup and content to ensure you achieve the best results! After running a fair few for our clients, we have come up with a list of characteristics we’ve found perform well. From the design of the content to the tone of the captions, let’s divulge our top ads and why they continuously get leads…
Best-performing Meta ad
Firstly, looking at one of our clients, who has been running Facebook ads with us since January 2022, we can get a good idea of what works. The lengthy timescale allows us to monitor a range of attributes and makes the data more credible. Over this time, we have accredited multiple leads across various campaigns but found some definitely outperformed the rest.
One ad in particular that takes the top spot has consistently provided the highest amount of leads, at the lowest cost per lead, and makes an ideal case study! Looking at the characteristics of this ad could help influence how you set up your own- aiming to achieve similar outcomes!
The proof is in the results
Although we can tell you all we want we think the ad is working well, hard-core evidence and results are needed to back it up. There are multiple metrics Meta uses to judge the performance of an ad, sifting through these we came up with a list we think is most applicable.
Reactions: 649
Comments: 540
Leads:
Cost per lead: £5.98
ROAS: 22:1
The average percentage of leads that turn to surveys: 35%
Set up
In order to target effectively, it’s also essential your ad is set up properly. Filtering based on the location, age, gender, and behaviours of your audience can ensure your ad is shown to the relevant people. For example, this ad has numerous locations set out to target, excluding irrelevant areas they don’t service. Additionally, we have specified 23-65+ in age, due to the nature of the product needing the customer to be a homeowner. Giving Facebook these details allows it to narrow down its targeting and learn your ideal demographic quicker.
Visual content
- Short-form video This is proven to be a great form of content to engage the viewers and keep them interested.
- Including the logo for brand recognition It is important that people can associate your brand with your product as this builds up your identity.
- Vibrant colours that are on brand Again, creating recognition of your brand, this time through a colour scheme. This also makes sure the content is eye-catching and vibrant to get the audience’s attention.
- Clearly displaying the unique selling point
- Call to action Make sure you indicate exactly what you want your customer to do from your ad. This shouldn’t be pushy but Should clearly guide them instead.
Written content
- Bullet point list
This helps break down the content and allows the reader to easily digest it.
- Clear CTA
Pushing your overall goal.
- Personable language
This creates more of a relationship with the audience. For example, using personal pronouns to address the reader.
- Use of emojis
They can work but make them relevant and don’t go overkill with too many.
Longest = best-performing Meta ad?
All these various attributes help push the brand’s selling points and contribute to the customer eventually converting. However, it’s important to point out that this ad is also the companies longest running campaign, with no changes made that could affect the algorithm. Without the chance to learn and understand your audience, Facebook isn’t able to truly optimise its targeting. This could explain the high results and should definitely be considered when setting up a Facebook ad.
If you’re looking for social media help, contacts us today or request a proposal!
