Tips for Facebook ad creation
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Power Editor, the following pointers will help maximize the success of your
promotional campaigns:
When writing copy, speak to your ideal prospect; don’t try to be
everything to everyone. Tell your perfect customers what makes you
unique and why investing time in (and clicking) your ad is worth their
time. Craft a headline that addresses the "you" to make the person
reading feel like you're speaking directly to them.
everything to everyone. Tell your perfect customers what makes you
unique and why investing time in (and clicking) your ad is worth their
time. Craft a headline that addresses the "you" to make the person
reading feel like you're speaking directly to them.
Create at least four versions of each ad per campaign so you can
experiment with different images (both promotional and more
natural/lifestyle in focus), calls to action and copy so that you can
clearly understand which ones are performing the best.
Test a variety of ad types (lead ads product ads carousel, video, etc.)
in a variety of placements (News Feed, mobile, and sidebar) to see
how the results vary. News Feed and mobile ads should (as much as
possible) blend naturally into the ordinary stream of Facebook
content, while for the smaller sidebar ads in particular, subtle call to
actions and images with human faces or simple color combinations,
seem to work best.
Test a variety of target groups, based on criteria such as age, gender,
Pages liked, interests, location, etc. Be sure, too, to utilize Audience
Insights to gain a deeper understanding of the people you should
target, based on Facebook usage, purchase activity, lifestyle,
household size, etc.). If your advertising budget is small, hyper-target
your audience - around 100,000 people is a decent sample. To target
specific individuals and those most likely to be interested in your
offering, get savvy with advanced targeting options such as lookalike
audiences, custom audiences, partner audiences, re-targeting, website
custom audiences, and conversion pixels, in order to get the most
bang for your buck (look out for these terms during the ad setup
process and use the "?" button next to each for a fuller explanation.
Use a structured naming convention for your ad campaigns, ad
names, and ad sets to make identifying and tracking them easy. With
campaigns, for example, I like the format "[Business/Client Name] -
[Page Name] - [Item Promoted] - [Objective]." The Business/Client
Name qualifier may or may not be necessary, depending on your
circumstances.
When budgeting and bidding, don't sweat too much over terms like
cost CPC, CTR, CPM, etc. Instead, focus on your business' cost per
desired action, e.g. clicking a link and signing up to your email
newsletter. This method will allow you to calculate your return on
investment, i.e. how many conversions you drove per dollar spent,
much more easily.
Want to gauge early on if your ad is hitting the nail on the head? Look
for its Relevance Score in your ad reporting - a rating of 1-10 based
on how your audience is responding to your ad through likes, clicks,
comments, etc. It appears after the ad has received at least 500
impressions. One simple strategy is to keep your budget low,
tweaking your ad until you achieve a relevance score of 8/10 or
higher. At this point, you can think about promoting the ad more
heavily, but always keep an eye on the ad in case the score (which
update sin real time) starts dipping.