How to create a fantastic Facebook ad

Fundamentals

• I’m sure you all know this, but you must firstly have a Facebook business account and Facebook business page in order to create Facebook ads 😉
• Ensure you have the Facebook pixel installed on your website – this will enable you to monitor how customers are responding to your ad and help Facebook optimise the performance of your ad.
• Install the Facebook Conversions API to further optimise the ad’s performance.
• Know your numbers. What is your Cost per Action/purchase, Return on Advertising Spending (ROAS), Cost Per Click (CPC) and Click Through Rate (CTR)? If you’re not sure, then there’s plenty of Facebook ROAS calculators out there to help you 🙂
• Understand how the FaceBook ads system works. In short, it’s an auction system where ads win the right to be displayed in front of their chosen audience based on ad quality, estimated action rates and bid amount.
• Also ensure that you have a great landing page, a high-performing website and a solid sales funnel. All of these can impact the success of your ad!

Target Audience

Before the introduction of iOS 14 in Autumn 2020, finding and targeting your ideal customers was much easier, as so much user information was available to Facebook. Hence, defining your niche audiences and their niche interests was key to creating a successful ad. However, this has now approach has been smashed to bits so look to keep your audience broad and focus on creating an ad with a great angle.

Design

• As already mentioned, focus on making your ad creative, organic and engaging. After the introduction iOS 14, creativity is now seen to be the biggest factor to developing a winning ad. Think about interesting and original ways to develop and display your images, video and copy.
• Make it your ad fast paced. People have short attention spans, so keep any frame to less than 3 seconds and any video to less than 45 seconds.
• If you need further inspiration, try Facebook’s ads library or Tik Tok’s ad library to find successful ads for similar products or brands.
• Call to action. The aim of the ad is to make make people click, so always make this a high priority!

Offer

• Find or define the trigger benefits of your product, as this will motivate your customer to buy. Will this product make the customer happier, fitter, healthier…..?
• Give your ad a hook and engage your audience. Storytelling is a great way to do this, for example, spell out a problem and then demonstrate how your product will fix this problem!
• Make the customer an irresistible offer. Maybe you could offer a discount price or increase the perceived value eg offer free shipping or a two-for-one deal.

Social Proof

• Incorporate reviews into your ad. Customers want to see actual proof of how this product has been proven to work for other people. This is so important to your ad!

Analyse

• Regularly test 3-5 ads a week. Try different images, videos, copy and colours and continually learn from your data.
• Use Google Analytics and UTM parameters to monitor the CTRs (Click Through Rates) to your landing page. You can then tweak ad based on these figures.

Good luck! 💪