Do you think there is a perfect ad on Facebook?
The reality is that Facebook ads are a very powerful tool that we have to connect with our target audience.
If you want to advertise on Facebook professionally, you have to know how to create Facebook ads that attract the attention of your target audience and lead them to do the action you want.
The fact that it is so easy to make announcements can cause you to lose all the analysis that needs to be done beforehand.
But don’t worry. We are going to see how to create an effective Facebook ad!
What are ads on Facebook?
Ads on Facebook are the way we have to be able to advertise on Facebook.
Every time the organic reach of the Fan Page is reduced, if we want to appear in the timeline of this social network, we need to checkout.
In addition, they are a great way to make our products and services known to people who do not know us yet, to increase web traffic, and, above all, to get more leads and sell more.
But if you want to make an effective Facebook advertisement, you need to know a series of essential elements first.
So stay with me until the end, I’m sure you won’t regret it.
How to Make an Effective Facebook Ad
And now, yes, we are going to see how to create an effective Facebook ad step by step, either from our personal account or Facebook Business Manager.
Step 1: Create the campaign
The first thing we need to do is go to Ads Manager and select create.
Now we must choose the objective of the campaign.
Depending on what your objective is, you must select one or another option.
If you have any doubts about which objective is the one that best suits your needs, in the article that I recommended at the beginning, I explain what each of them is for.
Then we must assign a name to the campaign.
What I recommend is that you always use the same type of nomenclature so that you can filter them better later.
A type of nomenclature that I like to use is the following structure:
Campaign Name: [Device]-[Product]-[Target]
We are going to see it with an example, which will surely make it clearer to you.
Let’s imagine that I want to sell a marketing course, and I want to drive traffic to the landing page.
The way to name the campaign on Facebook would be as follows:
Campaign name: [PC and M]-[Marketing course]-[Traffic]
Clearer like this?
Step 2: Create the ad set
Now we need to create the ad set.
This is where we will choose the type of audience we want our ads to see.
The first thing we need to do is name the ad set.
I recommend that you put the segmentation you are using here.
I recommend that you also put the year because you will have more and more records, so one way to know which one you have to put is also to put the date.
Now we must complete the following steps that will be:
- The segmentation.
- The ubication.
- The calendar.
What segmentation to use on Facebook?
There are different types of audiences on Facebook, and the segmentation you choose will also depend on what your objective is.
We have already seen it above, but mainly they are these:
- Saved audiences
- Custom audiences
- Lookalike Audiences
Then we will have to select the location of the ad.
Here Facebook will show it to you by default if you don’t change it.
So I recommend that you edit it and discard the locations that you think do not suit you.
Step 3: Create the ad
This is where we must squeeze more to create an ad that attracts attention and meets its objective.
But do not worry because I am going to teach you different techniques and recommendations that you will be able to apply yourself.
The first of all will be to choose the type of format.
For this, we will have different options:
- Carousel ads
- A single image
Once we have decided on the type of format, we will have to get on time and try to create the perfect Facebook ad.
For this, we have 6 options where we must capture all our creativity.
These 6 elements are:
- The text
- The image or video
- The description
- The URL
- The call to action
Let’s see each of these points in a little more detail:
→ The text
If we have managed to attract attention with our image or video, the next thing they are going to notice is the text.
Here we play much of the success of our ad.
So you can already work very well on the copy and have previously analyzed your target audience to find out what their motivations, desires, and pain points are.
After reviewing a few ads, it has come to my attention that many of them begin with an affirmative question.
→ The title
In the title, you must make clear what your value proposition is.
That is if a person is interested and clicks, what will they get? What is the benefit?
How to create a system in Facebook Ads
Become a professional Facebook Ads Consultant
→ The description
In the description, you can reaffirm or reinforce your proposal or influence a call to action so that they finish deciding.
→ The URL
You will have two types of URLs, the destination and the visible one.
They can coincide, but they do not have to be the same.
If your destination URL is very long, you can only put your domain in the display URL or create one that has the keyword of your product or service.
→ The call to action
This is very, very important.
Here you must place the CTA with the action you want the people to click on your ad to do.
→ The image
One of the practices that usually works very well is to include people who look you in the face in the ads.
Because the fact that he “looks you in the face” already arouses interest in you.
So whenever you can, try to try an image in which the person looks directly at the face.
How to improve ROI on Facebook Ads
In the end, when we decide to invest in any type of advertising, what we expect is to receive a positive ROI.
That is a positive return on investment.
Honestly, there is no secret formula to improve ROI on Facebook Ads.
But there are a number of factors that can make you improve your investment.
And one of them is A/B testing.
Here you can see an example of an A/B Test on Facebook where the element being analyzed is the format type.
If you look closely, the copy is exactly the same in all three ads, but what changes are the image and the video?
Recommendations when doing A/B Test on Facebook Ads
Do A/B Tests in the three levels of the campaigns
When doing A/B tests, a very common mistake that usually occurs is that only variations are made in the ads.
But if you remember what the structure of a Facebook campaign is, it is divided into three:
Allow a minimum of 24 hours to analyze the results
Do not be impatient and want to see the results immediately.
Before making any decisions and checking which ads are performing best, ideally, you should wait at least 24 hours.
Use different formats
The most common is to use the single image format, and lately, we are also starting to make more video ads.
But the reality is that there are more formats, and you may not be getting better results with your ads on Facebook for not trying them.
Use different copy
As I have told you on occasion, the image is what has to arouse the person’s attention, but the copy has to be attractive enough for them to decide to be interested in the ad.
So I also recommend that you use variations in the copy of:
The ad text
The call to action
The text of the image
How to see the results of your Facebook ads
Measuring the performance of Facebook ads is one of the keys to knowing if we are spending our money well or if we are giving it away to Mark.
Ideally, you should measure the performance of both your campaigns, your ad set, and after each ad separately and globally so you can have different benchmarks.
I’m going to focus on ad performance.
And for this, what you will have to do is access the Facebook administrator and select general account information.
In the general information section, you can take a quick look at the health status of your advertising account.
And it is also something that I really like to analyze the scope and results at the level of countries, gender, and age.
But, as I said, I’m going to focus on ads specifically.
So you will have to select content reports or go directly to the ads section.
Here you will see all the ads that you have created in the period of time that you have selected and the metrics that you want!
Normally you will have different types of ads depending on the objectives that you have created in your campaigns.
What I recommend you, first of all, is that you create your own metrics to know what data you are most interested in analyzing.
While if we have created an interaction campaign, the metrics that interest us most will be engagement, right?
So why not discard all those useless metrics that are not going to give us anything and are only going to make us dizzy with so many numbers?
To do this, you will have to go to the columns section and select customized columns.
For example, I have three reports created that are:
- Interaction Report
- Lead report
- Sales report
And depending on what the objective of the campaign is, I directly select that report and analyze those metrics.
Some of the metrics that I consider essential for this report are:
- Unique clicks
- Single CTR
- Amount spent
- Relevance score
- Cost per purchase
- Conversion value
And one piece of information that I usually look at and analyze is always the unique CTR.
If you don’t know the CTR, what it tells you is the number of clicks your ads receive in relation to the number of times it appears to a person.
So if it’s a low CTR, what can it mean?
Mainly two reasons:
- That your ad has not managed to attract the attention of the person, so the type of format and copy would have to be changed.
- Or that your ad is not being shown to the right people because you have not done the segmentation well.
This is why it is so important to do A/B Test and analyze the different variables!