How to Create Killer Facebook Ads: 7 Simple Tips
Facebook is one of the most popular social media platforms with over 2.2 billion daily active users so it makes sense for every business to utilize their advertising platform - it's a great way to reach your target audience. That doesn't even include the 800 million users on Instagram, which can be reached through Facebook Ads.
While you can absolutely use their ad platform to up your sales, you need to make sure your ads are set up for success because you can easily end up wasting your hard-earned marketing dollars. No one wants that.
Below, you'll find seven simple tips that will help you create killer Facebook Ads to generate better leads without breaking open your bank account.
#1 - Set a Facebook Advertising Budget
Like any advertising campaign, you need to set up a budget prior to implementation. You wouldn't buy 10 billboards without having a strategy in place that includes finances and a marketing concept, right? I really hope not. It's the same for Facebook Ads.
Facebook will help you find locations within its social ecosystem to place your advertisements, but it does this through a competitive bidding system. It pits similar companies/advertisers against one another and makes them bid to have their content advertised in a specific location. It sounds a bit intense, but it's how the majority of digital advertising works. You can manage this process manually, but it's much easier to let Facebook handle it for you.
This is where your budgeting comes in. When you go to set up your ad campaigns, you can tell Facebook how much you want to spend for each ad that you create. You can set it up so you're consistently spending $5 a day or you can implement a campaign that spends $50 over two weeks, say for a new product launch.
It doesn't matter how you structure your Facebook Ad campaign (just make sure it aligns with your marketing objectives), as long as you set up your budget before jumping into implementation.
#2 - Learn from Facebook Audience Insights
The ultimate goal is to get your Facebook Ad cost as low as possible. That is done by making sure every post is optimized correctly and is reaching the intended target market. Facebook provides an awesome tool, called Audience Insights, to help you learn about your audience before spending your entire budget on an ad that doesn't resonate as well as you thought it should.
This tool mines available data from Facebook's network to tell you exactly who your target market is, based on the people that already like your page. It can give you demographic, occupational, and psychographic information to help you craft ads that will appeal specifically to your audience. This helps you focus on creating quality content and messaging, preventing you from wasting money by sending the wrong people the wrong information.
#3 - Create Unique Ad Sets for Each Audience
You and your significant other hopefully share some similar interests, but I'm willing to bet you don't agree on everything. Don't worry, that's normal. You'll also come across this same concept in marketing. One group of your target market may have a certain preference while the other section enjoys something totally different.
One way to handle this is by creating unique ad sets for each group in your audience, compared to sending a single advertisement to your entire target market. Customization will make your marketing efforts much more effective - and Facebook makes it easy! Since you've already used the Audience Insights tool to learn about your potential customers, you can easily group them by certain characteristics.
Let's use the Creativity Killed the Cat podcast as an example. The majority of listeners consist of small business owners and marketers. If I want to continue to build up this audience with Facebook Ads, I could segment my potential listeners and create two different ads for each group. Small business owners probably have different preferences than marketers so why not treat them like it! I'm still pushing the exact same "product", but the ads will be unique.
#4 - Lead People to a Landing Page
When you click on a digital advertisement, where do you expect it to lead you? For real, take a second to answer this question. Have a couple of thoughts? Good. Let's get this out of the way, it should almost never lead you to the company's website. This is one mistake that too many small businesses fall into and it can destroy their marketing budget.
When you implement a Facebook Ad campaign where you're trying to capture customer details (like an email address) or you're attempting to generate sales, you should always be leading them to a landing page. That is a simple webpage that includes the hyper-specific information that is promised in your ad. If you're giving away a free ebook, your landing page should essentially say "to get your free ebook, just enter your email". If you're attempting to sell boots, your landing page should be the collection of boots you have for sale.
The fewer clicks, the better. Think of it this way: one click = one hurdle. With every hurdle, your potential customer becomes less and less interested. Take out as many hurdles as possible so they can get to their destination quicker. If you send people from your ad to your website, they then need to navigate around to find the deal that you promised. Just remove that hurdle and send them right where they want to be.
#5 - Develop an Engagement Funnel
Now that you've targeted your audience perfectly with the various tools available, it's time to generate a little brand awareness. An engagement funnel is a process that uses a great piece of content to generate engagement with your social community and then implements a conversion campaign to turn that engagement into leads.
First, you need a piece of content that will show off your brand value. Video works best for this type of funnel. Next, set up a post-engagement campaign for one of the audience segments you determined with your Audience Insights tool. This type of ad is designed to get people seeing and interacting with your video. Utilize this advertisement until it reaches around 3,000 views.
The final step is creating a traffic or conversion ad campaign to target people who viewed at least 25% of your video. This ad should be focused on generating sales so make sure to optimize your digital assets correctly and send clicks to a landing page. Engagement funnels are successful because people who are exposed to your message at least once are up to five times more likely to convert.
#6 - Use Old Posts to Preserve Engagement
Social proof is one of the leading aspects when it comes to implementing a successful social strategy. Think about it, wouldn't you prefer to buy from a new company if they have a ton of positive reviews online? Yeah, me too. That's why it's important for your ads to have as much engagement as possible, we're talking about likes, comments, and shares.
One easy way to make sure you have as much interaction as possible is to use your old posts that already have engagement to develop new ads. Starting from scratch every time you want to run a new campaign is no longer necessary. This method works wonders if you want to test out a couple different targeting options.
Go to the ad preview for the current ad that you want to utilize. Click the share icon at the top right and select the "Facebook Post with Comments" option. You'll see a Facebook URL toward the bottom that is associated with the current ad, copy the last sequence of numbers you see in that link. Next, create a new Facebook Ad and select "Use Existing Post". Paste the sequence of numbers you copied from the previous ad in the blank box and all the likes and comments will be carried over. Make sure to hit submit to make it official.
#7 - Test Everything
How do you know how well your next Facebook ad will perform? Did you choose the right image or video? Is your call-to-action phrased in the perfect way that will make everyone click on your ad? Are you targeting the right segment of your audience with the right content? HOW DO YOU KNOW? If you ever come across a marketer that says they have the answer, they're lying. The only way to know is by testing!
Design a few different versions of your ads with different digital assets, tweaked copy, or a different color scheme. Run these ads together to determine which gets more conversions. After running them for about a week, the data will show you which version performed best and you can go full steam ahead with that ad.
Get to Work Building Some Killer Facebook Ads
You now have some great knowledge on how to develop some legendary Facebook Ads that will get results without breaking your bank account. Feel free to share any other tips you've learned along the way in the comments.
If you want to become a Facebook Ad expert for your business, there's a wonderful online class I'd recommend. It will literally teach you the step-by-step process on how to take your Facebook Ads to the next level. It's produced by a wonderful marketer named Andrea Vahl. If you want to check it out, click right here. Just so you know, I do get a small commission if you purchase through this link (at no extra cost to you). It helps me be able to continue producing the Creativity Killed the Cat podcast so I appreciate the support!
If you do have some more detailed questions or just want someone else to handle your Facebook Ads for you, reach out! Marketing is my passion so I'd be happy to spread the knowledge!
No matter what route you choose to take, Facebook Ads are becoming a necessity for every type of business. Make sure you have a strategy that works to generate revenue and not just likes. Best of luck!