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In an ideal world, setting up a Facebook ad would be simple. You would mealy create an ad, the right people would click on it, make the appropriate action and you achieve the end result you wanted. Easy! However, if you have ever setup a Facebook ad before, you know it’s not that simple. With so many ads jostling for competition, without an airtight ad building strategy most campaigns will sink faster than a lead boat.

By following our step-by-step playbook, you will understand how to formulate your own airtight strategy that will expand your reach, increase conversions and give you the best bang for your buck when implementing Facebook ads.

Step 1 – Defining your goal

Facebook ads can do a lot for your business, but they are not the Willy Wonka golden ticket to finding you infinite customers and conversions. Your first step should be to figure out what you wish to achieve with a particular campaign, for example, are you looking to drive sales? Gain new fans? Increase brand awareness? Pick one and run with it. Don’t try to achieve everything in a single campaign because you’re setting yourself up for failure.

Once you’ve defined your goal, you then need to select the correct ad type. Facebook ad types include:

Domain Ad –An ad used for redirecting users to your website.

Supported for mobile devices: No

Where is it shown: Right column

Best for: Gaining website traffic and leads

Page Post Link –Very similar to a domain ad, except it’s much bigger in size and appears on more areas of Facebook.

Supported for mobile devices: Yes

Where is it shown: Right column, news feed and mobile

Best for: Gaining website traffic and leads

Multi-product –Perfect for eCommerce stores, this approach uses a reel type ad style allowing you to display several products in a single ad.

Supported for mobile devices: Yes

Where is it shown: News feed and mobile

Best for: Gaining website traffic and increasing conversions

Page Like – Only used to let users like your Facebook page.

Supported for mobile devices: Yes

Where is it shown: Right column, news feed and mobile

Best for: Likes and engagement

Page Post Photo – Displays a particular pictured posted on your Facebook fan page to increase engagement.

Supported for mobile devices: Yes

Where is it shown: Right column, news feed and mobile

Best for: Likes and engagement

Page Post Video – Much like a Page Post Photo, except this ad type shows a video.

Supported for mobile devices: Yes

Where is it shown: Right column, news feed and mobile

Best for: Likes and engagement

Page Post Text – Same as a Page Post Photo, except this method uses text only. We always suggest using an image or video over text as it’s much more engaging.

Supported for mobile devices: Yes

Where is it shown: Right column, news feed and mobile

Best for: Likes and engagement

Mobile App – This is only shown on mobile devices and allows users to download your app via the ad. Facebook has targeting options allowing you to target specific devices and OS brands.

Supported for mobile devices: Yes

Where is it shown: Mobile devices

Best for: App installs

Desktop App – Identical to the Mobile App ad except this allows users to install desktop apps via their computer.

Supported for mobile devices: No

Where is it shown: Right column and news feed

Best for: App installs

Event – Help increase the amount of people turning up to your event. Facebook allows you to target users within a specific location.

Supported for mobile devices: Yes

Where is it shown: Right column and news feed and mobile

Best for: Increasing awareness of an upcoming event

Offers – Facebook allows online and physical stores to offers users who click their ad a voucher or special discount.

Supported for mobile devices: Yes

Where is it shown: Right column and news feed and mobile

Best for: Special discounts promotions

Hopefully you have decided on your goal and the ad type you will be using. Your next step is creating a killer ad copy.

Step 2 – Creating your ad copy

The term ‘copy’ simply means the text within your ad, the key to any social media ad copy is to keep it short and to the point. With so many things to look at on Facebook, the attention span of most users is extremely short and most won’t have the attention to read long winded ads.

Psychology behind writing a copy – Writing an advert telling users who you’re isn’t going to convince many people to click your ad, why? Because it offers them next to no value. The key to writing a good copy is to either provide users with an incentive (special offer, promotion), or to conjure up an emotion such as fear or curiosity.

Taking Crush Campaigns as an focus point, here are examples of good and bad ad copies:

Bad example #1 – Crush Campaigns are a marketing agency that helps businesses grow.

This copy provides no value to anyone and fails to conjure up any sort of reaction or persuasive incentive for anyone to click. It’s just a boring description about our business without any sort of call to action.

Good example #1 – Find out our 7 proven tips to help skyrocket your sales conversions by 250%! Click to find out more.

This example raises curiosity, which business wouldn’t want to increase their sales conversions by 250%? Using words like proven and actual numbers helps quantify instances and increase the likelihood of your target market clicking the ad.

Good example #2 – Learn the 7 deadly mistakes businesses make when setting up their company website. Click now before it’s too late!

We’ve all heard it said before and we will say again, fear sells. Everybody has the fear of failing and most will do what they can to avoid it. Playing on people’s fears is a great way to get attention to your copy and provide an incentive to click.

These are just two examples above but negativity, laughter, curiosity, boredom, interest and value are all other emotions or incentives you can leverage to get more clicks on your ads.

Step 3 – The image

So you’ve created your killer copy and next up is finding the perfect picture. The copy is what ultimately gets the user to perform the intended action, but the image is what draws them in.

Psychology behind images – Color! You may not realize it but color plays a huge factor in the subconscious part of our minds. For example, the color red excites us and can even increase the rate of our heartbeat, while the color green is associated with environment subjects and shoppers on a budget. As a picture speaks a thousands words, this infographic can help you pick the right colors based on your businesses industry and the goal of your ad.

Company logos are most commonly used with Facebook ads, but they are not particularly effective unless your logo is well known. Human faces or a image of the physical product usually work best when selling products, otherwise select a picture that is relevant to what you’re offering.

Keep in mind that Facebook ad images are quite small when placed in the ‘right column’, make sure your picture is of the highest quality and doesn’t become blurry when shrunk.

Step – 4 Targeting

To get the most value from your ad campaign you need to set appropriate filters to market to the right people. Once you understand your target market, Facebook has a ton of options you can select to ensure only the people most likely to click, see your ad.

For example, if you run a location dependent business in Manhattan, set the appropriate location parameters for people living in the Manhattan area and surrounding suburbs. There’s not point showing people in Miami or Seattle if they will never visit your store.

Step 5 – Repeat steps 1-4

Creating multiple ads and running them at the same time to see which convert best is a MUST for a successful ad campaign. Ensure each ad you create is different, for example, select different color schemes, pictures and a copy that plays on a different emotion to see which ads work best. If your business has more than one target market, running multiple ads for each group is also a must.

You may not think it matters, but just by changing the color of your advert can increase conversions by as much as 60%.

Step 6 –Bidding strategy

We have already gone over everything you need to know about Facebook pricing models in our How to Pick the Best Facebook Paid Ad Strategy for your Campaign article. Our article should provide you with an overview on which type of bidding model to use based on your goals.

Step 7 – Testing

When testing out your Facebook ads, start with a small budget to test the waters to see how they all perform. Run them for 24-48 hours then view the results.

Step 8 – Cut the fat so you’re left with the meat

After a few days or so you will have decent metrics on which ads performed well and which ones crash and burned. Cut the fat by getting rid of low converting adverts and focus the remainder of your budget on ads that worked. Almost all Facebook ads have a limited shelf-life and after a few days the conversion rates will drop.

Why will they drop? Well, most users will have seen your ad a handful of times during the first few days, by that point they have already made the decision if they will be clicking or not, showing them again and again will not change their mind.

Failing before you succeed

Expect to fail with Facebook ads before you find the winning formula. Read any article out there on the Internet and they will all tell you the same thing about Facebook ads, experiment! Our step-by-step playbook to creating the perfect Facebook ad should be used as a template guide to help find the winning formula for your business.

Going in without a goal, failing to understand the psychology behind a copy, image or how to target your audience is a sure fire way to burn your advertising budget and get shockingly poor results. Follow each step listed above and you will come out the other end with a high converting Facebook ads that will bring home the bacon!

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Founder of CrushCampaigns

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Want to acquire more customers? Learn how our products and services can improve your lead generation, mobile, or e-commerce growth today.

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