When the return on investment in your Facebook ads begins to take a downward trend, it may be an indication that you’re failing to connect with your audiences.
All good campaigns emphasize the structure of the campaign, analyze the various bidding strategies and look deep into the different targeting options, but when all the focus is on these elements at the cost of an emotional connection, you risk hitting a flat note with your audience.
How Emotional Ads Make an Impact
When you utilize emotion in your ads, whether it brings up nostalgic feelings, joy or even fear, you’re making a connection that can prompt action, such as a “like,” a mention, a share or even a purchase.
You are also increasing the likelihood of someone remembering your ad, because emotions assist in the brain’s ability to recall experiences. This can have long-term advantages, since you will want to stay fresh in the minds of consumers who are still in the nurturing phase of the buy cycle.
A carefully-targeted Facebook ad offers a better chance of evoking emotions. This might include narrowing your audience, but it results in a better connection.
Emotions Outperform Rationality
Rational appeals to consumers work on the logical part of the brain, but consumers can be heavily influenced in buying decisions based on their emotion. According to research outlined in Neuroscience Marketing, purely emotional content “performed about twice as well (31% to 16%) with only rational content.”
The same report says that despite the fact that emotional ads are generating great results, these types of ads can be difficult to create, and failing to get it right can be damaging to the brand. The report says this happens when the content creators make an emotional appeal, yet “fail to align with reality.”
Building on Success
At SJC Marketing, the Facebook ads we create for our clients have resulted in many positive results. We know the power of emotion in marketing material and we can craft content based on your specific audience. Contact us and let’s get your ad campaigns headed in a more profitable direction.