How to create a Facebook ad that works

It's as simple as this, posting on Facebook alone isn't enough anymore, the question do Facebook ads really work has been answered. But if Facebook ads are the way to go, how do you create a great ad that is not going to waste your money?

In this post we take you through the type of Facebook ads that are available and some hints and tips for creating Facebook ads that work.

There are 3 main Facebook ad layouts

Right column ads

As the name suggests, this type of ad appears on the right side of a user's Facebook news feed.

Although right column ads have been surpassed by news feed ads in terms of engagement levels, right column ads shouldn't be forgotten. These often result in less expensive clicks and conversions when using these ads. Setting these ads out using the below tips and tricks will help you get the results you are after.

Desktop news feed ads

This type of ad appears directly in a user's news feed when they access Facebook on a desktop computer. Generally speaking these ads have a higher engagement rate than right column ads, and because of this they can be more expensive.

Mobile news feed ads

This type of ad appears in the user's mobile news feed and displays like an organic post from the people and Pages they follow.

All of these ad layouts work best if they are optimised for organic reach. To do this, follow these hints and tips.

What to include in your Facebook ad

Make your ad visual

Visual content is rated more highly in the all important Facebook algorithm. It is also more likely to be shared and remembered by the people that view it.

Make it relevant

Relevance is critical for success when using Facebook advertising. Remember, you are spending money when someone views or clicks on your ad (depending on the settings you use). If you're showing ads that aren't relevant to your target audience, you're wasting your time and money and will likely not see success with any kind of advertising.

Include your value proposition

You need to tell your reader why your product or service is different to all the others. This is especially true for businesses who are providing a service. You need to tell them what they are going to get from checking out your website, or hitting the learn more button or booking a consult.

This is your value proposition and whatever it is, it must be believable. This is where the notion of social proof comes into action. Use your testimonials as proof your value proposition is strong and what your potential client needs and wants.

Include a call-to-action

In order for your ad to be effective, you want the viewer to take action. This is where you need to include a call to action. Do you want them to "buy", "learn more", "contact you" for more information or "book" a consult or session? Any of these things will encourage your viewers to engage with your ad.

Getting your ad seen by the right people

To make sure your ads are seen by the right people, you’ll want to spend time defining your target audience. Facebook has some extremely handy audience tools to help you do this.

  • Custom audiences allows you to connect with the people who you are already engaging with. This is people who are in your database, who have already visited your website, launched your app, engaged with your content on Facebook/Instagram.

  • Lookalike audiences allow you to create an audience based on the people who in your custom audience. These are the best for lead generation campaigns.

  • If you don’t have enough web traffic, Facebook page likes, or existing subscribers you can use Facebook’s data to create a new audience. You can create your new audience based on geographic locations, age, gender as well as Interests/Demographics like marital status, sexual orientation, household income, interests in certain topics, job titles etc.

In summary your ads should represent your business in a way that engages your audience and shows them exactly what it is you can offer them You want to be top of mind when they go looking for your product or service.

For more tips and tricks on using Facebook for business check out our blog. We have lots of handy posts, including this one - 5 common Facebook ad errors and how to fix them.

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