As many as 93% of marketers use Facebook ads to reach their target audience. This competition impacts bid and average CPC which means there is little room for errors or mediocre ads.
An underperforming ad campaign on Facebook can cost you a lot of money within a few days without you even realizing it.
Increase in advertisers means a potential Facebook user sees a lot of ads on any given day. In order to make Facebook users engage with your ads, you have to come up with better ads. If your ads don’t stand out from the crowd, your campaigns will naturally underperform. I’m sure this isn’t something you want.
One of the best ways to improve Facebook ad performance and to make them engaging is to use suspense and curiosity. When you target people’s curiosity with ads, you have a better chance to grab your audience’s attention in the first go.
When reading words like curiosity and suspense, you might have thought of clickbait type of posts that sound like this:
“You’re not going to believe what happened next”
“His reaction will shock you”.
There is a RIGHT way to use curiosity and suspense without feeling like you have to compromise your ethics.
In this article, I’ll show you how you can ethically use curiosity and suspense to persuade people to click your ads and take action. Let’s get started.
Here is a breakdown of how it works.
- Don’t disclose everything upfront
The basic rule of keeping someone curious is to don’t disclose everything. The point is to make your audience think. Ask yourself, what makes you watch a suspense movie?
You don’t have a clue of how it will end.
What will you do if you happen to see this Facebook post in your news feed?
You’ll head over to the page to read the full story and to see other pictures, right?
This is what exactly you have to do in your Facebook ads to make your audience curious. You have to skip important information from your ad copy intelligently and intentionally to make audience curious and to increase suspense.
Here is an example.
It only says the most advanced mattress in the world but doesn’t explain why it is the most advanced mattress in the entire world. You have to click the ad to find out what makes their mattress advanced. Unlike other ads, this ad doesn’t talk about product benefits and why you should go for it.
Here is another Facebook ad that has a lot of details in the description and it shares everything upfront.
It is clearly not making audience curious. If you have to use curiosity and suspense for this ad, here is how you should do it.
“Special discount on Eco nappies.”
Putting this sentence in the description will make people curious, they will click to see what the special discount is.
Your discount should really be special or else, you’ll end up paying for the clicks with poor conversion rate. It can backfire. So make sure your offer or discount is worth not disclosing upfront.
You should focus on conversions, not clicks or ad engagement. If you are not offering something special to the people who visit your landing page after seeing your ad, what’s the point?
- Don’t add a link
Have you ever seen a Facebook ad without a link? Not really.
Imagine if you don’t share the link to your offer in the ad copy instead you ask people to leave a comment or send a message or maybe like your Facebook Page to get a link to the offer. It will make your target audience curious.
Here is an example of how we did it with one of our other brands, Social Panda. We clearly mentioned it in the ad copy that this ad doesn’t have a link.
Not sharing the link to the landing page in your ad is a bold thing to do, so you have to make sure your ad copy and offer is compelling, and ooferssomething that people want.
The way how you craft ad copy, how you pitch your offer, and how you create suspense is what matters here. Simply creating an ad without a link for any product that is already available on your ecommerce store won’t work.
However, if you have launched a new Exclusive Product or if there is a Buy One Get One Free Offer, this will work. This is the kind of ad that will make audience curious and they will take action to get the link to the offer.
The idea is to create an awesome offer, write a killer ad copy, and ask people to leave a comment to get more details. This will make your ad viral when a lot of people will engage with your ad.
- Ask a question
The easiest way to make your Facebook ads curious is to ask a question. The question has to be persuasive and it should be something that your audience is desperately looking to find an answer for.
Here is an ad by Uber.
The headline shows the benefit of becoming an Uber driver and the image creates the suspense. It’s impossible to find out whether one’s car qualifies just by reading an ad, so it would make sense to visit the site to find out. Those who are interested will definitely click to find out if their car qualifies.
Here is another Facebook ad by HubSpot.
It’s hard to resist clicking the image to find how well your website ranks for SEO. It makes users curious as to how the ranking system will work and what they will see on the next page.
Running this type of Facebook ads need caution. You should provide the answer to the question on the landing page. The answer should satisfy the user. If it doesn’t, your campaign will lead to a poor conversion rate.
Using curiosity and suspense to improve Facebook ad performance is a great way to stay ahead of your competitors. It needs practice, a lot of testing, and tweaking to figure out what types of headlines, CTAs, and techniques work best for your target audience.
You have to understand that suspense and curiosity won’t appeal to all types of the target audience. There are people who won’t respond to these types of ads while there are others who will only respond to these ads. The idea is to target a new audience with this technique that doesn’t respond to your normal Facebook ad campaigns.
You should use these types of ads with normal Facebook ads without overdoing.
Testing and analyzing data and optimizing performance is key.
Speaking of optimizing ads performance, this is something we do quite well in our flagship coaching, Store Implementation Program. Check it out to see if you qualify!