6 Steps To A Successful Facebook Ad Campaign

Jul 31, 2015


Facebook can be used for more than just keeping in touch with old high school buddies or used as a place to upload your family vacation photos. It can actually be used to increase sales for your business!

Facebook is an amazing platform for small businesses and it’s made even more useful when/if you decide to launch a Facebook Ad Campaign. Facebook advertising has come a long way since the days of unnoticeable, irrelevant sidebar ads or blatant, in your face news feed ads. We now have the ability to know what users are searching for, what they like, and what they want to see and then put that content or offer right in front of them. In fact according to Statista.com, Facebook has 1.44 billion monthly active users that are all available for your business to reach. That’s a lot of potential business.
Now that you know why it’s so imperative to be on the platform, let’s talk about what to do when running ads on it.

Step One: Creating a Plan
You wouldn’t send your players out on the football field without knowing what play to run, would you? The same goes for Facebook advertising. If you create an ad just for the heck of it, it’s not going to perform. You need to lay out a few necessary things:
1. What is your goal? Do you want people to sign up for something, visit your website, click to your Facebook page? The only way to measure the success of an ad is to know what you wanted people to do in the first place.
2. How much do you have to spend? You always want to go into campaigns knowing how much you can spend.
3. How long are you going to run it? Ads go stale, you don’t want to run them for too long or people will stop converting.

Step Two: Targeting
You can create an incredible ad, but it won’t matter if the wrong people are seeing it. A lot of business owners just focus on the same broad group of people no matter the objective.
You should be targeting:
• Location
• Lookalike Audiences
• Interests
• Behaviors
• Demographics
You can dig into each category and choose whatever options fit your individual business audience. The more options you choose for your ad, the better. Like I mentioned before, you don’t want to waste money putting your ad in front of people who aren’t interested.

Step Three: Creating Your Ad Images
Here’s the one downside to Facebook advertising: people who use Facebook are used to endlessly scrolling until they see something that catches their eye. Your ad needs to have a photo and copy that catches their eye otherwise it’s a waste of time.
There are two things you should keep in mind with regard to images.

1.First of all you want to make sure you use bright, clear, attention grabbing images. Here are a few examples of things you can have in the image

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2.The second thing you need to do is to check that the image that you uploaded is optimized for size. All images are resized by Facebook according to what type of ad they are used in. Because of that it is very important to upload your pictures according to the optimal size in order to avoid your images showing up badly, or showing up as a thumbnail rather than a regular sized image. For the most part, the recommended upload size of an image is either 1200×627 or 500×292.

Step Four: Creating Your Ad Copy
Once you have an amazing ad photo created the next step is to create copy that will call a Facebook user to action. This can be hard since generally users are on Facebook to see what their friends are up to, not necessarily purchase something. But creative copy can change that!

The text will show up at the top of the ad – it should tell the user what the purpose of the ad is and how it will benefit them.

Here are some guidelines below:
• Use action words – Download, View, Check, Jump, See, etc.
• Create a sense of urgency – limited time only!
• Ask a question – Do you want to make more money?
• Offer something – Free is always a word people like!

Step Five: Budget
There are two types of budgets – daily and lifetime. If you’re running an ad for a week I would suggest setting a lifetime budget, if you’re running it for a month I suggest a daily budget so you don’t spend all your budget in the first week. There is also an option for CPC, oCPM, or CPA. Yes, those are a bunch of letters that might not mean anything to you so let me explain:
• CPC – Cost per click
• oCPM – Optimized Cost Per 1,000 Impressions
• CPA – Cost Per Action

For Facebook advertising you want to set a budget on how much you want to spend. Then based on how large your audience is, the action you want them to perform, the amount of your budget, and the time frame of your ad you’ll choose one of the above options. Of course every campaign is different so what you choose depends on your custom preferences.

Step Six: Testing and Monitoring
Now that you have your ad setup you’re going to need to test and monitor it. You want to track it while it’s running, not after it ends. This way you know what is working and what isn’t. If the conversion rates are low, change the image. If it then starts performing better then you know that was the problem. If it’s still performing poorly then change out the text and see if that helps results.

There are so many factors that go into the success of Facebook advertising, but monitoring can help you find out what those are and what works for your business.

Running Facebook advertising is simple and easy if you have the time to dedicate to setting it up correctly and monitoring it. If you don’t, you might want to look into hiring someone to run it for you. Because the worst thing to do as a small business is waste money!

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