Facebook Advertising is changing. At a time when data analytics are becoming increasingly uncertain due to the upcoming iOS15 update, the quality of creatives (creative advertising) is more important than ever.
Sufian Asghar is the Founder of SZN Media, an agency that boosts ecommerce growth with ROI (Return on Investment) driven advertising. Its team of Facebook specialists dramatically scale their clients' customer acquisition through creative advertising. Sufian has a lot of wisdom to share about Facebook creatives!
We’re delighted to hear Sufian and our CEO and podcast host Daniel Budai discuss:
✔️ How Sufian Became a Founder
✔️ The iOS15 Data Changes
✔️ Branding That Works
✔️ The Key to Facebook Advertising Success
Sufian began looking for new ways to make money in his final year of university as a newly married man. As he was starting out with no capital, a business model that required as little start-up investment as possible made the most sense.
So Sufian began offering marketing services to local businesses. Initially working for free, a make-up brand started paying once they saw his amazing CRO (conversion rate optimization) results. This turned into a string of referrals to Sufian, which enabled him to start hiring. To this day SZN acquires clients almost solely from referrals and social proof.
Now you can’t work in Facebook advertising without being acutely aware of the upcoming iOS15 changes. Sufian points out that Facebook is pretty quiet about the data they own because they don’t want to raise concern, but the reality is they currently have data on several million people.
So how are the iOS15 data changes going to affect this? The question remains as to the long-term implications for the iOS changes, but the update could entail a huge loss of data for Facebook if its users opt-out of data tracking. This means the Facebook algorithm will get a lot less sophisticated at finding relevant customers for its ads.
The solution? Daniel and Sufian agree that the quality of creatives needs to be amped up more than ever before. As ecommerce has to rely less and less on Facebook data tracking, marketers need to really take advantage of the creative control they have over their own branding.
A key problem that Sufian finds in ecommerce and Facebook advertising is a lack of congruency.
Sufian cannot stress enough the importance of having a consistent brand voice across ads, your website, emails, and customer communication. If you have several different voices for multiple channels, it will become near impossible for your customers to connect with your brand because they will not know what to expect from you.
Branding is not an entity in itself, it's the feeling your customers get when they resonate with your brand because their principles align with yours. GymShark, Sufian provides as an example, was founded on the basis of providing high-quality and stylish gym clothes. Even with their huge expansion, they haven’t lost touch with their initial incentive. And that’s been key to their success.
So know your brand principles. Without them, it will be difficult to communicate effectively with your employees, partners, and customers. They may gradually evolve over time but make sure that your brand stands clearly for something.
So aside from consistent and confident branding, what’s the key to Facebook advertising success?
Sufian shares a research technique SZN uses that he recommends anyone who wants to get into Facebook advertising to do:
Use keyword research to see what your competitors are doing. Then scroll through Facebook’s ad library to see what active ads have been running for a long time. If you see an ad that has been running for at least 2 months, you know that it’s effective. That ad will provide great inspiration for your ads and content.
After conducting this research, SZN’s in-house designers share their concepts with the team to get feedback. This means that the entire team learns more every day about what makes a good Facebook ad and designers get to make tons of content to test and qualify.
TL;DR: Consistent branding + competitor research + good creatives = successful Facebook Advertising.
For more fantastic advice on Facebook Advertising, reach out to Sufian on LinkedIn, follow him on Instagram @sufian.asg, or visit https://szn-media.co/.
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