When creating a Facebook ad, there are many factors that come into play that will ultimately determine the success of your ad. Factors such as the audience your ad will target, your ad’s location, using the best Facebook scheduler, and drafting how much you will spend on the ad itself can all make the process of creating a Facebook ad seem extremely confusing.
With Facebook having roughly 2.8 billion monthly active users, the platform offers businesses and marketers the ability to connect with new customers using its own powerful tools and data. However, ensuring your ad receives actual conversions will require some planning, and with Facebook ads costing your business both time and money, it isn’t something to overlook.
To help your business create effective Facebook ads that work, we’ve put together this helpful guide to help you plan your next ad to get the most out of your campaign. This guide will ensure your business targets the right audience with the right ad –– let’s jump in!
What’s your ad goal?
Before we begin creating your Facebook ad, you’ll first have to brainstorm and determine the ultimate goal of your ad. Do you want to drive more traffic to your website? Boost a post to increase its reach? Highlight your latest company video? Whatever your goal may be, Facebook will begin the ad creation process by asking you to choose from any of the following ad objectives:
- Brand awareness
- App installs
- Website traffic
- Video views
- Lead generation
- Catalog sales
- Store traffic
In truth, these 11 objectives can be boiled down into two types of ads:
- ads designed to engage/inform your potential customer’s
- ads designed to cause a direct action such as a sale, app install, or website visit.
In an ideal world your Facebook ad would be able to perform both tasks, but in most cases the outcome is either one or the other. To keep it simple, we will be mainly focusing this blog post on creating ads that have a direct call to action, such as a website visit. These types of ads tend to cover the bulk of Facebook ads, and will help your business grow its customer base when done effectively.
Every Facebook ad will be different, and each objective will need different forms of content. Regardless of your end goal, begin the process by understanding what your business expects from your Facebook ad, then choose whichever option is the most appropriate for your goal.
What type of Facebook user do you want to reach?
The next step to creating your Facebook ad is understanding your ideal customer, or target audience. Regardless of the type of Facebook ad that your business chooses, knowing who your target audience is will ensure your ad is being seen by individuals who will be most likely interested in your business, products, or services.
When deciding who your ideal customers are, you will likely find yourself experimenting with various forms of demographics to base your audience on. When planning your audience, try taking a step back and studying your previous customers to have a better understanding of who exactly your clientele is. Remember, while there are over 2.8 billion active Facebook users, not every user will be interested, or be able to, access your business.
Consider starting big, then narrowing down your criteria until you have drafted a mockup of your perfect customer. For example, if you run a Family Dental Practice, you’ll definitely want to target individuals who are married and have children, rather than focusing on young adults still in college. Use this method of analyzing who your business is best suited for to craft the various demographics you will base your target audience on.
With Facebook’s built-in targeting criteria, you have the options to choose your target audience based on:
- Spoken Languages
- Ethnic affinity
- Relationship status
- Politics (US only)
- Life Events
As you can see, Facebook allows you to fully flesh out who your ideal customers are to better help you reach them. If you find yourself unsure on how specific or general your target audience should be, consider taking a look back to our first tip regarding what your ultimate objective is.
If you want an ad that calls for a direct action, like a Lead Generation ad, focus on the specific type of people you believe will be most likely interested in your offering. If you want an ad that informs, like a Brand Awareness ad, you can be a little more general and not as focused, since your goal is ultimately generating awareness and not a specific type of click.
Once you determine the criteria for your ideal customers, Facebook allows you to save various audiences to be used again in the future, so you won’t always need to build your target audience from scratch. Find what’s best for your business, and continue using and improving upon that initial audience.
Set your budget
After determining your audience, the final step before actually creating your ad is determining what your budget is, or how much you’d like to spend running your ad and for how long. Facebook allows you to set either a daily or a lifetime budget. What’s the difference? Here’s a quick rundown:
When you choose to set a daily budget, you’re telling Facebook the average amount you’d like to spend each day running your ad. What does this mean? Every day your ad is running, Facebook will strive to get your daily budget’s worth of clicks, views, or visits. For example, if you set your daily budget for $10 and run your ad for a week, you’ll pay Facebook $70 for a week’s worth of advertising with a set budget of $10 a day.
When you choose to set a lifetime budget, you’re telling Facebook the total amount you’re willing to spend over the entire runtime of your ad. If you’re not sure how much to spend daily, but have an understanding of the total amount you’d like to spend, a lifetime budget is the route your business should take. Facebook will divide your budget across various days depending on your ad’s runtime. For example, if you’d like to spend $100 over the course of 5 days, Facebook will generate approximately $20 worth of clicks, views, or visits each day for 5 days.
Determining your ad’s budget will ultimately depend on what exactly your business would like to spend, and how long you will want to run an ad. For ad’s with general objectives such as increasing your brand’s awareness, we recommend establishing a lifetime budget across long periods of time, since the goal is simply to reach the most amount of potential customers. If you’re looking to advertise a deal on your website, we recommend setting a higher daily budget and smaller overall ad runtime to get the most clicks as soon as possible.
Now, create your ad
Okay, so you’re finished planning, know your target audience, and know how much you’d like to spend, so now it’s time to create your ad!
What will your ad look like? How should it look? This will all depend on what your original objective was. For example, if you’re a Realtor and are creating an ad showcasing multiple listings, each with their own link with the purpose of generating more clicks, Facebook will recommend you use a Carousel ad, which is simply an ad with multiple images within a single post.
Develop your brand’s messaging
Regardless of which format you choose, the visual aspects and messaging of your ad is what will ultimately determine how successful your ad performs. While it’s important to note the specific requirements each ad format must adhere to, Facebook’s policy simply boils down to having high quality images and limited characters for your ad’s messaging.
Consider spending time developing your brand’s voice based around the language of your target audience, and only using HD photos/videos. Remember, while Facebook will do its job of putting your ad in front of viewers, it is the content of your ad that will determine its success.
Find what works, but don’t be pushy
Creating ads is a learning process. As you create more content, you’ll learn what works for your business and doesn’t. In general, avoid coming off too pushy, or overwhelming your audience. According to HubSpot Research, while ads are an important part of marketing, 91% of surveyed respondents agree ads are more intrusive today compared to two to three years ago.
Show your value
Instead of coming off as pushy, focus on what your customers can benefit from your business, instead of focusing on ways your business can benefit from its customers. While the idea may seem backwards, showing your customers you care easily increases overall customer retention, which will ultimately secure your business continued work in the future.
Know your platform
It is important to note the difference between Facebook Lead ads and ads on other mediums such as Google. When it comes to Google, people tend to be ready to buy and are most likely searching for their next purchase. On the other hand, people on Facebook aren’t necessarily looking for their next purchase, and may simply just be scrolling through their timeline.
Monitor your ad’s performance
After you send your ad out and it begins running, you’ll want to keep an eye on how it is performing. It is crucial that your business reviews how well different ads performed to ensure you’re always improving upon your previous work. Reached too many people outside your ideal customer persona? Adjust your audience! Didn’t get as many clicks as you hoped? Edit your ad’s description!
Keeping an eye on your ad’s performance is as important as creating an ad for your business. It’s important that your business doesn’t forget about its original goal, whether it be to boost a post to increase awareness, or generate more website traffic, tracking and keeping tabs on your ad’s performance will help you develop stronger ads in the future.
If you’re a Practina user, Practina’s Reports Live feature is already tracking all of your ads and social posts for you. Practina provides you with live updates for all your social media accounts, not just Facebook.
As we’ve shown, creating an ad on Facebook is a time consuming process: there are multiple planning stages, specific requirements to follow, and creating engaging content is easier said than done. If you find yourself too busy to routinely post to Facebook, whether it be ads or simple daily posts, try using the best Facebook scheduler such as Practina.
Using artificial intelligence, Practina automates your business’s digital marketing, so you can focus on your customers. With Practina, creating ads for Google and Facebook only takes a few easy clicks. Simply select your target audience, and Practina will begin generating content for Facebook, as well as any other social media platforms you may have such as Twitter, LinkedIn, Instagram, and more!
Practina’s Instant Facebook Leads allow you to strike while the iron is hot, so you never miss a sale. Create custom lead forms for potential customers to fill out, directly from your Facebook ad! You’ll receive instant notifications with each new lead, so you can get in contact right away.
Whether you’re an experienced marketer looking to free up your time, or need a helping hand navigating the world of Facebook marketing, Practina can help simplify your process with the power of automation.