How to Improve Facebook Ads with Customer Reviews?
Date : Jul 01, 2020
Author : Isaac Addo
Facebook ads have tremendous potential for growing traffic and sales. But the tricky part is in knowing how to create ads that deliver desired results. The reason most business struggle in attracting traffic to their business pages is because they don’t know how to create attention-grabbing advertising copies. For example, did you know that you can turn the testimonials of your customers into highly rewarding Facebook ad reviews?
Facebook ads that include customer reviews blend in seamlessly with other stories on the feed. Thus, they are better received by Facebook users.
Here’s a Detailed Guide on Using Testimonials as Facebook Ad Reviews
For Facebook ads to do well, you should know what your target audience wants and what is stopping them from getting it. Demographic search accomplishes this, but only to an extent. If you’re going to go the extra mile, you should be looking to tap psychographics of your audience.
1. Demographics vs Psychographics
Demographics tell you WHO you are targeting, while psychographics tells you WHY your target will buy from you. When you add social proof to your ad copies, you create a recipe for success.
2. Facebook Ad Review – Doing it right
Have you ever thought why social media platforms like Facebook succeeded in the first place? They flourished because they allowed people from similar backgrounds to connect with each other.
The early algorithm helped you find long lost friends, but things have come a long way since then. A more robust and intelligent algorithm now offers you friend suggestions based on the common activities that you share with a stranger, the pages you follow, and the mutual friends that you have.
The same goes for business pages too. If you use Facebook for personal surfing, you must have observed that it offers pages, social media influencers, and celebrity accounts suggestions similar to those that you follow.
You can leverage this feature to showcase your business as an ad copy in the feeds of users who follow your competitors.
…and how do you ensure that these users go through your ad?
By integrating social proof or customer testimonials with ads.
3. Facebook Ads Review – Choosing the right review
Here’s a fun fact for you – every 60 seconds, 317,000 statuses are updated, 400 new users create their accounts, 147,000 images are uploaded, and 54,000 links are shared on Facebook.
With the feed getting refreshed at such a lightning-fast speed, it becomes imperative to hit the iron when it’s hot – that is, targeting your followers with the right message at the right time.
If you want your ads to perform positively, the first step is to choose the right testimonials for your Facebook ad reviews.
People love seeing ads that share or narrate a story, preferably a personal account of the customer, highlighting their pain points, and how your product or service helped them overcome those issues.
Using texts such as, “I bought this appliance for my wife’s birthday and absolutely loves it,” has a greater impact than writing a generic ad copy such as, “This is a great and useful appliance.”
Considering what buying cycle your customers are in, also helps you select what kind of reviews they should see. For instance, first-time visitors should ideally see a different ad than those who visit your page frequently.
To target the first-time buyers, a great trick is to show best selling products bought by other customers along with their experience. This gets them interested in your offerings, even if they’re not ready to order yet.
4. Create a Compelling Copy for your Facebook Ad Reviews
Instead of creating a copy that says “check out what our customers are saying”, or “here’s a great picture from our top follower”, keep the text short and don’t refer to the review in your copy.
For instance, if you sell energy supplements, you can create a copy that goes like this:
Your written copy: Boost your body. You are recommended by top trainers in London.
Your customer’s review:
***** “Great product.”
Danielle K: This is a great supplement. I’ve been using it for the last six months, and I can already feel my body transforming into a leaner, and more agile frame.
Takeaway: Crisp, on-point copy that leads up to the personal review is the perfect Facebook ad review.
5. Setting Up Your Facebook Ads Review Time
Now that your ad copy is finished, its time to launch it. Here are a few tips for getting better results:
• While setting up ad targeting on Facebook, target niche competitors instead of big brands. Also, avoid targeting the default interests of Facebook.
• Don’t create more than two Facebook ad reviews for targeting the same audience, because then you’re just competing against yourself.
• Also, your Facebook reviews direct link should take the user to the actual product page where they can add it to cart and checkout. It doesn’t make sense to redirect them to your landing page or a page with other products listed from an assortment of categories.
6. Facebook Ad Review – Keep it personal
Reviews that have personal pronouns like ‘I’, ‘we’, ‘my’, etc. do better than generic sales language like “Great Service”, “Good Products”, or “Highly Recommended”. On social media, people want to know about real experiences, and ads that make use of personal pronouns create a cue that the stories are authentic.
Also, avoid getting over-enthusiastic. Incorporating user-generated content (UGC) helps in creating Facebook ad reviews that come from real people and establish credibility. Unfortunately, if the copy is too exciting, people perceive it as “Too good to be true”, even if it is real. Overly punctuated reviews might look fantastic to you, but to a user, they become less trustworthy.
“I’m in love with my new mattress!!!”
“I’m in love with my new mattress.”
Which one sounds more sincere, genuine, and straight from the horse’s mouth?
Other than testimonials, you can also use blog comments, video compliments, or Instagram image comments for your ad copy. Still, the key to using them remains the same for creating Facebook ad reviews through user testimonials.
And finally, don’t forget to test.
7. Testing Facebook Ads Review Before Launching
To get the most out of your ad investment, make sure to test it before launching. An excellent way to gather feedback is to test it on your community of followers, revise the ad to incorporate their suggestions, and then tweak the images or copy slightly. If you are just getting started, it is advisable to run fewer ads on a higher budget than several ads on a low budget.
User-generated content is a potent tool – allowing you to turn the experiences of your satisfied customers into engaging advertising fuel. Including UGC in Facebook ad reviews, increases click-through rate by as much as 300% and lowers down the cost per click and the cost per acquisition by nearly 50%. So, the next time when you sit down to write an ad copy, make sure to use more of what your customers say about your business rather than what you have to share with your followers.