Ben is Head of Creative at Nest, and previously Content Specialist at Lululemon. Ben’s helped make Nest one of only a handful of agencies awarded top tier Facebook partner status – awarded because they’re that good at managing your ads. With a client list including Huel, Papier, ME+EM, and Ted Baker – I’m really looking forward to learning the latest tips and tricks from Ben.
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Getting Into Facebook Ads
Ben always wanted to be a film director and started his career working on Hollywood movies that were being produced in the UK.
After a while, he got burnt out doing that and decided to explore other options. He started writing a blog, which led him to a job at an agency that did social change.
From there, he moved to Lululemon, where he created their best paid as well as organic content for Europe.
When the opportunity came to build the creative team at Nest, he grabbed it and this has led him to focus on Facebook.
Focusing on Video & Graphics
Ben shares that 56% of an ad’s effectiveness is down to its creative, and that’s according to Meta.
Video is currently the primary way we consume social media because it captures a person’s attention much quicker. So it’s important to include video in your strategy.
But Ben says you have to have creative variety. Make sure to have video ads, static ads, and dynamic product ads (DPA), and see what works best. Just remember to have the basic principles: get someone’s attention and stand out, and get your message across.
The Car Radio Test
One thing that has helped Ben in terms of delivering creative is the concept of the car radio test.
Music producers in the 70s reportedly produced albums in the studio with different mixes, volumes, and settings. Then they would listen to the music on a crappy car radio, in a way the audience will actually consume it.
This can be applied to paid social ads. Your audience will probably see the ads while they’re in a noisy environment, with the brightness down and no sound, and their signal possibly bad.
So don’t just create for the medium which is mobile, but also for the environment your audience is in.
Adding Value to Your Ads
Ben gives some recommendations on what to do to add value to your ads:
- Open with an engaging shot
- Use bright colors to catch people’s attention
- Create videos with your photos
He also suggests that you repurpose, rehash, and re-edit your ads. Test and find out what works well and what doesn’t.
One Last Tip
The best way to improve your creative and to learn is by testing, and do it in a structured way.
Pose a question each time you test. That will make the insights more meaningful, especially if your question is answered at the end of the activity. And even when you find out something didn’t work, you still gain some understanding that can help you in the future.
So test with a clear question in mind, and that will enhance your creative over time.
If we’ve inspired someone to take their first step with Facebook Ads – what do they need to know to give themselves the best chance of success?
You don’t need to have a brand to make amazing creative and learn from it.
There’s technology at your disposal on your phone to create things, test them, and improve them over time. It’s in your hands to do that.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve Facebook Ads performance?
Iterate on the first three opening seconds of your ad because it normally has the biggest impact.
Also, take a step back and review if your audience actually understands your ad, what it’s for, and why they should buy your product. That’s the biggest way you can improve creative performance.
If someone listening wants to learn more about Facebook Ads is there one cheap/free resource you’d recommend?
Ben gives us three resources:
- The Ad Library of Facebook
- Dan Nelken’s book, A Self-Help Guide for Copywriters
- Brendan Leonard at Semi-Rad
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in Facebook Ads?
One thing Ben would like to get across is that the approach you have today may not work in six months. What you need to do is constantly test what you have.
Additionally, with the rise of TikTok, there’s a move to create more lo-fi, UGC-focused creatives than polished ads.
Ben on Social media:
Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.