It’s not uncommon for me to receive a message much like this:
“Hi Jennifer Bennett! I am running a Facebook ad that is not working. Would you be able to help me fix it? I feel a bit defeated. How can I set myself up better for the next time?”
Maybe you can relate. You’ve tried countless times to get Facebook advertising to work for you, but no matter what you do, it’s just not giving you the results that you were hoping for.
Today, I want to share with you some of the best practices for creating a successful Facebook ad campaign.
- Don’t get discouraged: One of the key things to remember is that Facebook advertising requires much tweaking and testing. Very rarely will your first ad produce the results that you are looking for. 99% of the time you will have to go back and rework the copy of the ad, the graphic, the targeting, etc. So, if you don’t succeed at first, don’t get discouraged. Try changing things up and see what happens.
- Begin with the end in mind: Before you create an ad, always ask yourself, “What is my goal for this ad?” Are you looking for more page likes? If so, how many? More engagement? If so, how many likes on a post? How many comments? How many shares? New leads? If so, how many do you want to add to your email list? If you want to have a successful Facebook ad campaign, always know what your goal is and be VERY specific.
- Know your ideal client: They key to success in your Facebook ad is knowing who your ideal client is. The targeting options that are available to you with Facebook advertising are AMAZING. But if you want your ad to succeed, you have to know your client inside and out. Do you know who they follow online? Do you know what age you are trying to reach? Where are they located? Do you know who your competitors are? Do you know what magazines they like to read? Do you know what stores they shop at? Knowing the answers to these questions will help YOU target your ad to the people who will be interested in what you have to offer!
- Go for FREE or Low Cost: The ads that I have seen work best, are those that are either for page likes and/or an ad sharing a free or low cost item that you have. Rarely have I seen someone purchase a high-end item from an ad that they saw on Facebook. The reality is, people want to get to know you first before they will purchase anything. So, don’t waste your money on creating ads for a high-end product. Instead, use that money to give people the opportunity to get to know you, via your page and/or a free or low cost item.
- Speak their language! This goes back to knowing who your ideal client is. If you want your ad to work, you have to talk like them. Business talk will not get you the results you want. One of my best recommendations is this: Once you know the magazines that your ideal client likes to read, go to the bookstore, purchase them and look at the language that is being used. Pay close attention to the cover of the magazine. What words are they using? What words and phrases can you use in your ads that will catch the attention of your ideal client? Write in such a way that you are sharing what it is that your ideal client can expect from you, your product, your freebie, etc. How are you providing them with a solution that they are looking for?
- Your Image is EVERYTHING! Research has shown time and time again that we are visual human beings. Make sure that you choose a few different images that you can test out to see which one is truly grabbing the attention of your target audience. Go for smiling faces and bright colors. These always stand out. Also, make sure that your image does not have more than 20% text in it. If it does, Facebook will not approve your ad. Here’s a great tool that will let you know whether or not your graphic has more than 20% text in it: http://titan.promotheusapp.com/coverimage/check Also, be sure to utilize Canva for your images! This is a GREAT tool that will help you create a top-notch image for your ads! And, If you are looking for some great, non-stocky photos that you can bring over to Canva or Picmonkey, check out Stocksy; its one of my favorites!
- Bidding: Once you have created an ad with great copy and a great, eye catching graphic, you will need to decide on the type of bidding you will use. Your options include CPC (Cost per click) or CPM (Cost per 1,000 impressions). Personally, I use Optimized CPM and the reason being is that when I choose this, Facebook is going to optimize my ad and show it to people who are most likely to take the action that I am hoping for. This option has worked for me time and time again.
- Schedule Review Times: Once your ad is running, schedule times to go in to your ads manager and check on it. Do you need to change the copy up? Do you need to try another image? Do you need to stop the ads that are not performing? Make sure to set-aside time to go in and see what’s happening and then from there, make the changes that are necessary.
- Test, Test, Test: Never forget, Facebook advertising requires testing. This is one of the reasons why I believe that you should always try to have an ad running because the reality is, it’s going to take time for you to get it just right. If the only time you run ads are when you have a webinar or something like that happening, then you might not see the results you were hoping for. I ALWAYS recommend that you run a continual “like” ad because the reality is, people want to get to know you before they will listen to you, give you their email address, and do business with you. Always have a “like” ad running so that you can build that community of people who love you! And then, when you are ready to release your FREE report. Webinar or low cost product, they are more likely to bite because they already know you!
Facebook ads are GREAT! They just require learning on a regular basis! But once you get it, you’ll start seeing the results that you were hoping for!