I can still remember the first time I hopped onto Ads Manager, nearly jumping with excitement to run my very first ad. I thought the software would be as easy to understand as Facebook’s front-end. After all, how hard can it be?
Whelp — I soon found out exactly how difficult it is. Half of the options I didn’t understand, and I spent most of the time researching concepts and terms, getting more and more stressed.
So, I decided to do what all naive millennials do when they hit a road block. I called back some of my humility, and realized I had some – and by some, I mean a lot – of studying to do before I launched my first ad.
Sound familiar? . . . Thought so.
Over the years, I’ve studied, practiced, failed, succeeded, and learned all about the ins and outs of Facebook ad campaigns. And, from that experience, I’ve compiled my Top 6 Secrets to Creating Successful Facebook Ads.
1) Be Concise When Creating Facebook Ads
When it comes to Facebook, less is always more, especially when it comes to graphics. If any text makes up more than 20% of your graphic, Facebook will flag your ad and show it to less people. In the world of ads, less people is always a bad thing — unless of course, those ‘less people’ are highly targeted leads.
So, before you launch a campaign, really consider any written aspects of your graphic. Take time to study your copy and how your audience will respond to it.
And don’t rush the process. I promise that if you take the time to really consider your copy, it’ll pay off.
Here’s an example of two ad campaigns I ran in the past:
Notice how the copy in this ad appeals to those who have not yet launched their business and feel stuck in their current job. It appeals directly to an emotion, a dream of – finally! – creating the career of their passions. Plus, the copy does not take up too much space, and it fits the language of our brand. And anyone who sees this ad won’t be surprised to land on our page and see that we offer design and content creation services. After all, to launch a successful business you need three things: a profession website that reflects your business, a strong business model, and an unflinching perseverance.
The second ad is directed to individuals or teams that have already launched a small business or startup. Ideally, these businesses are struggling with conversions and need to update their website. The copy in this ad poses a question and concern. Think about it — a businesses main motive is to get . . . well, business. So if their website isn’t converting, then something’s wrong. And this is exactly where we come in, because we’re the solution. We’ll provide them with a stellar website and on-brand content that will get them what they want most — more business.
But remember, you must say all this without saying too much. If you’re unsure whether you breached the word limit, you can always attempt posting the ad. Facebook will notify you if there’s too much text.
***Extra Tip:If you use bright images that represents the personality behind your brand, all the better! People want to connect with your content, and what better way to do so then by featuring an image of yourself or any figurehead behind your business. Plus, once people start to see repeats of your ads, they’ll recognize the personality in the graphic, and they will be more likely to take action and click on your link.
Now, if all this sounds like you’re very worst nightmare, do not fear! One of the beautiful things about owning a business is outsourcing. Yes, you heard that right — getting trained professionals to handle those tasks you dread. If you want our graphic designer to create stunning content and our copywriter – yes, that’s me – to craft you memorable copy, then head over to our contact page, send us a note, and get ready to up your Facebook game. And, even better, we do serve international clients.
2) Be Precise With Your Copy
The copy on your ad should reflect EXACTLY what your ad represents. Avoid including misleading phrases or copy that is confusing. In fact, Facebook will flag and stop any ads that use misleading language.
For instance, if you sell wellness products, and you use a heading that has nothing to do with your product, then Facebook will likely flag it. Or Facebook will also flag copy that makes overly grandiose statements Here’s an example: ‘Try this miracle pill that will take pounds of fat off within hours! No effort, no stress. Just one pill, and bam! You’re 20 pounds thinner.’ As much as anyone would love this ‘miracle pill’, the product’s copy is severally misleading. And not only should that phrasing have anyone’s scam antennas up, Facebook’s algorithm would likely catch it.
To avoid falling prey to this common copy mistake, here are a couple practices I use to create compelling copy.
- I think about my audience: What are they struggling with? How could my service help my ideal client? What type of language do they connect with – light & quirky? Serious & intellectual? Humorous & satirical?
- I brainstorm concise & precise phrasing: More often than not, my first draft is ALWAYS too long. So, I spend the time condensing my copy, so that it says more with less words.
- I almost always write my copy by hand first: Many writers use this practice. There’s something about the physical act of writing that gets the mental sparks flying. I find that, when I handwrite my copy, I funnel more inspiration.
For your next Facebook Ad, really think about what you NEED to say. Channel your ideal client or customer, and speak directly to them. Trust me, this practice isn’t easy. It takes time, mental fortitude, and patience. But, when you create copy that hits the mark, you’ll harness the full power of your marketing.
3) Create & Install Facebook Pixel
I’m not going to lie. I procrastinated on this task for way too long. Something about custom code and conversion tracking made that internal voice ‘Later!’
Well, I’m here to tell you IT’S TIME. Seriously, Facebook Pixel is a powerful tool that will transform your ad strategy. It tracks your site’s visitors and events that occur on your website, such as subscriptions or add to carts. It even tells you what time actions occur.
And, even better, you can create custom audiences based on your Pixel tracking. We’ve all heard the statistics — the average person has to see your content 7 times before the purchase your product or service. That’s exactly what makes Facebook Pixel so powerful. By using Custom Conversions, you can retarget those users that have already visited your site, making it more likely those warmer leads will take action.
Plus, you no longer need to know code to install Facebook Pixel. As long as you have a basic understanding of the CMS program you use – such as WordPress – you can upload a plugin and follow the easy-to-follow steps.
So . . . long story short: stop procrastinating, and get that Pixel connected.
4) Be Specific With Your Audience Targeting:
Depending on the intention of your ad, you’ll want to really consider your target audience. For instance, for a traffic ad, you’ll want to create a specific audience that falls within a certain age group and who has similar interests.
***FUN FACT: You can even target users who have an interest in your direct competitors. Since that audience is already interested in X, Y, Z products or services, they’re more likely to land on your site or page.
Here’s an example: We’re a service-based business that offers design and content services (hint our name ). So, we want to target people who are interested in business, mainly startups and small businesses. They’ll also be interested in entrepreneurial topics, since they’re either an entrepreneur or want to be an entrepreneur.
*** ANOTHER TIP: I’ll even create audiences that include the experts I admire, such as Marie Forleo, Dean Graziosi, and Tony Robbins. Why? Well, if these users consume their content, they they either own a business or want to own a business. So they’re essentially our number 1 picks.
Don’t be afraid to experiment with different audience sets. Facebook even lets you name and save separate audiences, so you can access past sets with the click of a button.
5) Take Advantage of A/B Split Testing:
Split testing is one of the best tools to understanding your audience and targeting the right people. Essentially, it allows you to launch different variations of the same ad. That way, you can experiment with different copy and graphics.
Typically, it takes Facebook a few days to compile sufficient results. From there, you can see what ad variations are performing the best. This practice is particularly useful for high ad budgets. You can see exactly which ads are generating the most action, and stop the ads that aren’t performing as well. Also, this feature particularly effective for ad campaigns with high budgets. If you’re operating in the thousand dollar range, you want the most bang for your buck and the lowest average cost per click.
On top of that, you can start creating graphics and copy that is similar to your original ad — think language, colours and tones, and word counts — for future campaigns. It’s one of the best strategies for understanding your audience.
6) Create an Offer:
People love deals. You don’t need to be a marketing guru to understand this basic philosophy. So, if people love deals, why not entice them with one in your ad?
It can be something simple, like 10% off a product or service. Or it can be something a bit more complex, like a free 15 minute coaching call. Whatever it is, a deal prompts people to take action. It alerts that little antenna that’s always on the watch for a sale.
For instance, we’ve been thinking about offering a free website audit with each lead and broadcasting that in our ad. To be honest, we typically include a website audit to most of our clients and rarely charge them. So, we’d be offering a deal without really offering a deal. See how that works?
But it gets people to click on your link. It entices them to take action and contact you . . . which is the whole intention of your ad.
Running ads doesn’t have to be stressful. But it does take time and consideration. So, make sure you’re prepared, that you’ve done your homework, and that you’re ready to dive in and start generating some leads.
If you have any strategies or tips that you use, comment below and spread the word! Also, if you have any questions, feel free to head over to our contact page, and send us a note.
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Till next time, my friends!