The world of Facebook ads can be a daunting one. If it’s your first time creating an ad on Facebook, it can appear deceptively simple–that is, until you have spent way over your advertising budget only to have two junk leads or none at all. Maybe you have your own Facebook ad agency and would like to optimize your clients’ ads even more.
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Whether you’re a beginner or you own a Facebook advertising agency, this article is your ultimate Facebook ads guide. Let’s get to it!
- What do you want your ad to do?
Before you jump into creating a Facebook ad, consider its goal. Facebook allows you to choose from the following options:
- An OnGoing Promotion: For a limited sale or a free resource provided
- Get More Website Visitors: Great for landing or sales pages for products
- Promote Your Page: If the business Facebook page needs more likes for credibility and/or platform building
- Boost Your Post: To promote a specific product, course or event
- Get More Subscribers: If email list-building is your goal
- Get More Customer Contacts: For businesses needing direct selling of products or services
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- Show Them All the Happy People
The phrase an image says 1,000 words has no greater meaning than in advertising. Sure, your Facebook ad audience could sit there on their phones and read one thousand words, which they will not do, or they could see a happy person interacting with the product or service. Choose an image that expresses what life could be like post-purchase. Begin with the end in mind.
- 30 Seconds or Less
If you want to use a video, make sure it captures the brand aesthetic, message, story and offer in 30 seconds or less. Less is better in this case. After 30 seconds, attention drops and click-off rates sky rocket. See what to include in the video (hook, story and offer) in the next three steps.
- Create a Killer Hook
Grab, nay, seize the attention of your Facebook ads audience, and do not let it go! The hook is often what is called a “pattern interrupt.” Pattern = the audience’s mindless scrolling. Interrupt that with a compelling and engaging question, a callout of a specific audience, a shocking fact or statistic, etc. Your Facebook ads audience will then have a burning need to know what’s next.
- An Offer They Can’t Refuse
To be the godfather of the best Facebook ads, you need to create a sizzling offer that is impossible for your audience to pass up. If you are a Facebook ads agency, discuss the greatest possible value your client can provide for free. If you are flying solo, discuss it with yourself or your business partner. “Free” is the most powerful selling word of all time. A free cleaning, consult, 30 Day Trial, ticket to an event, etc. can do wonders for your campaign and email list.
- Tell Your Audience a Story! A very, very brief one…
Did you or your client just start a new business? Are you or they opening a new store in another city? Are you accepting new clients for a limited time? All of these are stories. That’s right. Your audience just needs to know why (briefly) that you are offering such a great deal. Immediately after the story, include a call to action.
- Include a Call to Action
While you have their attention, your audience needs to be called to action. A simple call to action works best, and it should only be one step. When deciding what your call to action should be, refer back to the Facebook ad goal. Facebook automatically includes a call to action button on every ad, but you need to spell out the call to action in the last line of your Facebook ad. Here are some classic examples that work best:
- Call Now!
- Message Us!
- Get Your Free _____
- Get A Month Free Here
- Claim Your Prize
- The Missing Link
After the call to action, you also need a link, either to your website, landing page, opt-in, etc. This step is especially necessary if you are sending them a free coupon, link, ebook, etc. Make sure to collect their email addresses regardless.
- Optimize the Landing Page
Optimize landing, sales or even opt-in pages with great sales copy. Include several calls to action, and keep stacking the benefits of your product or service.
- Everything’s Connected
If a potential client is entering their information for a free gift or consultation, their information needs to actually go somewhere that the information can easily be accessed. Does your website collect emails? If a potential client is receiving a free gift or coupon, ensure they will receive it automatically and that it works.
- Choosing the Best Facebook ads Audience
The Facebook ads audience is a delicious little secret of why products sell like hotcakes. Facebook makes targeting the correct audience for Facebooks ads so simple. It helps to define your ideal customer(s) and to go from there. What are his/her hobbies? What age are they? How much do they make? What occupation do they have? Narrowing down your audience demographics will make your advertising budget crazily more effective.
- Setting a Budget that Won’t Break the Bank
Contrary to popular belief, the ads with the highest budget do not always win. In fact, they could be a colossal waste of money if the practices in this article have not been used. Just because a brand or company has a ton of money to throw into advertising, it doesn’t necessarily mean they know how to advertise effectively. Some of the most impactful, turn-to-sales Facebook ads have been from a few dollars a day. Follow this Facebook ads guide closely and be amazed at how it transforms your advertising.
Bonus Step: Keep an eye on your ads. Your audience may be getting tired of seeing your ads. If they are not performing as well, you many need to refresh them with new copy, images, videos or offers. Facebook ads analytics are key.
Now that you have the timeless, ultimate Facebook ads guide, you have what you need to get started!
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