When creating an ad on Facebook, it’s important that you know and understand the key elements to creating an effective Facebook ad.
Create Call-to-Action that’s Engaging – Your ad should inspire users to engage at the spur of the moment. If users aren’t compelled to click on the ad right away, there’s a good chance they’ll lose interest.
Remember, Facebook users are most likely on Facebook to socialize, so developing an ad that takes them away from this can be difficult. As long as your call-to-action provides a sense of urgency and encourages engagement, you should be on the right track.
Keep in mind that a powerful image is a great way to get people interested – you can also use the picture area to add more words to your ad.
Provide Value in Your Facebook Ad – If you plan to run an effective Facebook ad campaign, there’s one thing that’s crucial for success…your Facebook ad MUST PROVIDE VALUE to encourage users to click through.
Whether it’s a new product offer, a discount, upcoming event, or a free trial, there needs to be a value proposition to keep them engaged. Try asking a question or providing solutions to a problem your Facebook viewers might have.
Relevant Audience – Just like any piece of content your business offers, your Facebook ad won’t be very successful if it’s not being delivered to the relevant audience. Make sure the ad you’re creating matches the audience you’re targeting.
Developing Your Facebook Campaign
Now that you understand the elements of an effective Facebook ad, review your Facebook ad campaign goals and budget before developing your first Facebook ad campaign.
Facebook Ad Campaign Goals – What is your business trying to get out of your Facebook ad campaign?
Are you looking for viewer engagement, likes, increased sales, or just trying to get your brand name out there?
If you don’t have any goals in place, how will you know whether or not your ad is performing as expected?
Facebook Ad Campaign Budget / Duration – Determine how much you’d like to spend on Facebook ads and how long you want them to run. Considering how much you’re willing to spend overall will help determine how much daily engagement you can expect and how much it will cost.
You don’t have to spend tons of money. In the beginning, try running an ad or two for just a few days. This will allow you to figure out what’s working and what’s not working.
Facebook Ad Click-Through Rates – Determine your click-through goals for the Facebook ad campaign. This way you’ll be able to know when the Facebook ad has become outdated and/or users get tired of seeing the same thing.
You can pause and re-activate your Facebook ad campaign anytime.
Once you determine your campaign goals and create the Facebook ad, it’s time to measure your results.
Follow these Facebook ad metrics to decide whether or not your ad is producing the results you had in mind.
Clicks – The number of clicks the Facebook ad received; whether it was a “like” from the ad itself or a user following the call-to-action.
Impressions – Impressions tell you how many times the ad has been seen by a Facebook user. This is a great way to determine if ad has dropped out of the suggested range.
Click-Through-Rate – How many times your ad was clicked, divided by the number of times it was shown (impressions).
Actions – The number of people who took the action you had in mind when developing the ad itself.
Conversions – How many people responded to your call-to-action. This metric counts actions from the ad, including when someone has gone to your page and clicked “like.”
Cost-Per-Conversion – Calculates how much you pay for a new Fan, RSVP, or new group member.
When developing your own Facebook ad campaign, remember that Facebook ads change all the time. If your ad isn’t producing the results you expected right from the start, don’t be afraid to try something new.