Creating an attractive Facebook ad is no easy task and there are a million different ways you can screw it up if you don't strategize correctly. Using a long, lengthy title can often mess up your performance, so be sure to keep it clear and precise.
Your value proposition is simply how you translate or frame the unique / compelling / differentiated end result that people can get from your offering. And doing that without the use of nifty and unnecessary jargon and getting right to your point will definitely make a difference.
Social proof / influence
The main reason behind social proof is the wagon effect which states that people are more likely to engage in an action if other people are. If more than a million people have bought a product and enjoyed it, chances are you are choosing the same product too.
Other important factors behind the use of social proof are trust, authority, and credibility, so there may be a low barrier to shopping online.
Social proof or influence can be anything from testimonials to comments, reviews, or even online ratings, etc.
Depending on the type of product, marketers can use various ways to highlight social proof that can increase your conversion rates. To understand this better, we can look at:
Customer case studies
Approval stamps from respected organizations
Downloads and purchases counts
Research or other statistics
Celebrity endorsements
According to a study by ConversionXL, it was found that while an initial eye-tracking test didn't reveal much significance, there were some interesting findings about where people's attention was directed and how long it stayed. For example, some items of social proof resulted in a viewer's longest "fixation", while others were more likely to be remembered later.
However, this test ultimately ruled out that the real winning method is having customer / client photo testimonials because "The actual photo testimonials produced the biggest memory among viewers."
Be specific with your title
Here's the deal, there's nothing wrong with smart content, however it should get the message across. When MarketingExperiments ran the multivariate test for six different dentist PPC headlines who said: -
(Control)
Dental plans for $ 8.33 per month. Guaranteed acceptance.
More than 55,000 dental care providers. Guaranteed acceptance.
Dental care coverage. The best price, guaranteed.
Low-cost dental care for the uninsured.
Dental care at the best price: without insurance.
They found that of all the headlines, the second was the most effective. The line "Dental Care Coverage" seems pretty straightforward and obvious. "Best price guaranteed" can be improved by actually showing the price (as was done in title two). And "Low Cost" probably appeared in all the other ads on that search engine's results page as well.
In conclusion, it's important to look back at your past campaigns, as well as future ones, to find out where problems may be lurking and how you can fix them. And solving these problems is the only way to guarantee success. So go out there and use these tricks!