Facebook is the most popular social media platform, with over 2 billion active users. This is just one of the reasons why so many social media and digital marketers are flocking to the platform. Not only does marketing on Facebook give you instant access to a huge audience, but the platform itself is very friendly to businesses and brands both big and small.
Running ad campaigns is also incredibly easy to set up, and offers marketers a number of tools and features that increases the likelihood of conversions thanks to Facebook Ads. It’s so popular, that about 92% of marketers say they use Facebook Ads.
Facebook Ads are a cost-effective way to reach highly targeted audiences that are the most likely to benefit from your products and services.
However, before taking the steps to create your first ad, you have to have a Facebook page. To learn how to create Facebook Page, check out our blog about setting up a Page the right way.
In this article, I’m going to go over everything you have to do to ensure you’re building Facebook Ads that convert.
How To Create Facebook Ads That Convert
1) Get Started with Facebook Ads
Setting up an ad with Facebook Ads is easy, but requires a few steps that you need to follow. There are a lot of features you can choose from to make sure your ads are reaching the right audience, so you need to make sure you’re not missing these tabs.
To get started:
- Click Create Ad in Facebook’s Ads Manager. This will take you to the Marketing Objective Page
- Review each objective carefully – Awareness/Consideration/Conversion. Keep in mind that Video Views and Lead Generation are great metrics to pay attention to if you’re working with clients of your SMMA or digital marketing agency.
- Fill in the Campaign Name section. Make the Title as specific as possible to so you can recognize which ad it is at a glance. Click Continue.
- Now you should be at the Ad Set Page. This is where you are able to target a specific audience by location, age, sex, interests. If you don’t know yet who your specific audience is, then take some time to create a buyer persona. Go to Browse/Demographics, and make sure you don’t skip the option to target by income. This way you can ensure that the users you are advertising to can actually afford to buy your product or service.
- Be sure to review the Potential Reach Meter located in the upper right hand corner of the screen. The Reach is based on your Daily Budget per day.
- Click on Save Audience. Types in fill in a name in the Create Name box for this Audience. Once again, it’s best to be a specific as possible when naming your Audience. Hit Save.
- Now you can click over to Placements. You never want to leave this metric set to Automatic. Unselect Instagram and Audience Network. Head to the Facebook Dropdown and unselect everything except In-Stream Videos. You can then go to Advanced Options and click on Specific Mobile Devices and Operating Systems. Click on the box that says “Only when connected to wifi.”
- You also need to go to the Daily Budget. Set a price here and test it. Example: $5 per day is a good budget to test. Select Continue.
- Click over to the Advertisement section and select from the dropdown box the page you want to use. Select what style of ad you want for your campaign. You can choose from Carousel, Single Video, and Slideshow.
- Upload your creative. If you chose Carousel or Slideshow, then upload your photos, and if you chose Single Video then upload your video. Once uploaded you will be able to select a thumbnail for the video—choose the one with the most action, to catch the eye. You can also upload captions if you choose. We strongly recommend uploading captions if you’re working with clients of your SMMA.
- Now you have to fill in the Text Box. Make sure that this is specific to what is going on in the video or other visuals. Be sure to use persuasive language, such as adding in an offer or other incentive for the audience to click on the ad.
- Fill in the Website URL. We highly recommend adding a URL that leads to your client’s website. It will add a CTA (call to action) to bottom of the ad such as Learn More or Contact Us.
- Now you need to fill in your Headline. Make sure that it’s test that will get attention, but make sure you’re not being clickbaity. Facebook has been cutting back on clickbait or sensationalized content, and your ad could be penalized if you don’t adhere to their policies. You also have to put in a News Feed Link, which describes additional details of the video.
- Once you’re finished, select the green Place Order button in the lower right corner.
- Congratulations! You’ve now completed your first Facebook Ad.
2) Refined Targeting with Facebook Ads
One of the things that makes Facebook Ads so appealing to marketers is that when you advertise on Facebook, you can target people who have an existing relationship with your business. This existing relationship is the basis for Custom Audiences, which really involves remarketing or retargeting audiences
To create a Custom Audience for increasing targeting, follow these steps:
- Open Facebook Ads Manager.
- Go to the Audiences tool.
- Click Create under Custom Audience.
- Define the existing relationship with your business for this Custom Audience.
- Target customers by uploading a CSV file of your customer data or webinar data. This allows you to target people on your email list.
- You can also segment the audience by using website visitors who triggered the Facebook Pixel.
- You can also upload Offline Activity. Create a list of people who interacted with your business in-store, by phone, or through other channels.
- You should also fill out Engagement Types. Here, you can define the audience based on who watched at least 3 seconds of your videos on your Facebook page or Instagram business profile.
- Click over to Lead Forms in order to use people who have opened a lead form on your Facebook page.
- You should also select Engagement so that your ads will focus on people who have interacted with your Instagram business profile.
- By clicking on Events, your ads will be marketed to those who have RSVP’ed to an event on your Facebook page.
By using these retargeting metrics, Facebook Ads will use past interactions with your website, your Facebook and Instagram pages, and even your offline engagements to make sure your campaign is being shown to users who have already shown an interest in your business in one way or another.
This increases the likelihood of conversions because the viewer will already be familiar with your business or product/service. They may have even thought about engaging your services or buying your products in the past, but the timing wasn’t right. When they see your ad, they’ll have already thought about purchasing, and will be that much more likely to click through and make a purchase.
One of the best things about Facebook Ads is that they’re constantly updating and improving, so be sure to check back with Facebook Business Manager and Facebook Ads Manager to see what new features and tools you can use to improve your ad campaigns and increase conversion rates.
If you’re ready to take your business to the next level on Facebook, then enroll in our Facebook Ads & Marketing Mastery online course. Learn everything you need to know to make sure you’re getting the most bang for your book when you launch a Facebook Ads campaign.
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