Segmenting ads means making each ad contextual to the audience, season, language and goal. Running Facebook ads is easier than you think, but the wrong message, medium or timing can waste the budget. In this Attn hack, I explain how to match your creative to the people you want to reach and add a call to action that creates urgency.
Key Takeaways
- Match the ad to the time of year: holiday ads for the holidays, seasonal colors, type and shapes in summer.
- Do not run one vanilla ad for every demographic. A 25-and-under audience and a suburban parent audience speak differently.
- Mind regional language and slang, and match the format to the viewer. Executives may skip a long video.
- End with a clear, time-sensitive call to action and a specific offer.
Why Do Ads Fail?
You can still run the wrong ad: poor advertising, the wrong media, the wrong time or the wrong message in the wrong context. Make sure the ad is relevant to the people you want to reach and the medium you are reaching them in.
If it did not work, that does not necessarily mean ads do not work. Maybe the demographic was wrong, the creative was wrong or the call to action did not match what you wanted them to do.
How Do You Make an Ad Contextual?
Time matters. If you are promoting during a holiday, run a holiday ad. If it is summer, use elements, colors, type and shapes that symbolize the season, and keep them consistent.
Audience matters. We are no longer restricted to one generic ad for everyone. Facebook, Instagram, LinkedIn and Google Ads all let you target specific groups.
Language matters too. Slang and phrasing differ across cultures and regions, such as the East Coast, the Midwest and the West Coast. Use the language that is unique and relative to your audience.
If you have no experience, it is fine to hire someone to create your ads.
What Makes a Strong Call to Action?
Give people a reason to act now. A discount, a free sample or a free 30-minute coaching session are examples I mention.
Make it time-sensitive so people act with urgency, and make the copy directly related to what excites or interests them.
Lead with the offer, not a claim. Rather than saying you are the best restaurant in town, advertise a promotion, like a full meal and dessert for two for a set price. State the unique value you are giving them.
Frequently Asked Questions
Do I need a different ad for each audience?
Ideally yes. Different demographics respond to different language and visuals, so tailor the ad rather than sending one ad to everyone.
What if my ad did not work?
Check the demographic, the creative and the call to action. It may be an execution problem, not proof that ads do not work.
Should I hire someone to make my ads?
If you do not have experience, hiring someone is a good option, as I explain in the video.
The Short Long Of It
Be deliberate. Match your ad to the season, the audience and the language they use, then close with a specific, time-limited offer.
Suggested Reading
- Attn: Hack #6 Send To A Friend
- How Branding Increases Sales for Your Business
- The Psychology of Color in Marketing and Branding
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