How to Run Facebook Ads Effectively

Updated: Jul 19, 2019

How to run facebook ads successfully
Successfully Run Facebook Ads

The whole Facebook advertising world can be very confusing.

With a lot of voice saying:

Focus on your audience interest, re-target this demographic, make sure to exclude certain people...good lord, where do you even begin?

Facebook active advertisers
Source - Facebook IQ

According to Facebook, there are 6 million active advertisers on Facebook, with Facebook advertisers increasing their spending up to 50 percent at $11.8 billion by the second quarter of 2018.

This shows that businesses large or small are actively leveraging Facebook ads for the success of their business and this is the cheapest form of advertisement.

But, knowing how to effectively run a Facebook ads can give you a lot of control over your ad and provide a successful Facebook ads campaign.

This guide applies to any kind of business who wants to effectively run Facebook ads. Try to bookmark this page so you can easily access it later as it contains vital information you would need through out your advertising process.

Related: Benefits of Paid Advertisement

How to Successfully Run a Facebook Ads For Your Business

Step 1: Define Your Business Goal

Before you opt in to Facebook Ads Manager to begin running an ad for your business. It's best to define your business goals.

Your business goals are what fosters teamwork and help the business describe what it wants to accomplish. Setting goals is an important part of your business plan.

For example if your business renders services to B2B or B2C. Your business goal might be to reach high paying ticket client who can afford your services and to satisfy their need.

What about a business that sells it products, let's say "Fancy School Bag" to its users, its business goal could be to reach parents whose children are in school and also teenagers who are in college (university) who are not just interested in carrying any kind of backpack but one that's good looking to the eyes.

So whatever your business goal is, it's best to define that business goal before you go running any social media ads, so that you can have an effective and successful social media campaign that generates profitable ROI.

Step 2: Define Your Facebook Campaign Goals

Now that you have defined your business goal(s). The next step is to ask yourself, what do you want your ads to do for a successful Facebook campaign?

What does your Facebook ads campaign aim to achieve? Drive traffic, build awareness, increase conversion? You'll need to choose an objective that would fulfil your business goals.

Facebook offers 11 options split across these key objectives.

Facebook ads campaign objective

  • Awareness: Objectives that generates interest in your product or service.

  • Consideration: Objectives that get people to start thinking about your business or look more information about your business.

  • Conversion: Objectives that encourage people interested in your business to purchase or use your product or service.

These are category of objectives that defines the stages where you ought to place your target audience for a successful ads.

For example, if our goal is to drive traffic to our website using Facebook ads, we would choose the objective "Consideration", under it we would then select the campaign goal which is "Traffic".

Facebook ads traffic

Although, some objectives contains sub-categories. For example, when you click on Engagement objective, here's what you'll see next.

Facebook ads engagement

There are three different types of engagement campaigns you can choose from depending on your overall goal. If you want more followers, run a page like ad. If you want more likes, comments and shares on your posts, run a post engagement ads. If you want more people to go to an event you're promoting, run an event response ads.

So the way to define your Facebook campaign's primary goal is to know your audience in their purchase journey and choose the goal that helps.

Your audience purchase journey is the stage at which your audience are for your product or services. Your audience should fit into one of those categories

  • Unfamiliar with your product (Goal: Awareness)

  • Familiar with your product (Goal: Consideration)

  • Ready to Act (Goal: Conversion)

Step 3: Research Your Target Audience

With 2.2 billion monthly active users on your Facebook, you can be rest assured that Facebook is still the world's social media heavyweight which means, everyone is on Facebook whether they're a CEO, Marketer, Shopper, high-schooler. So no matter what your ideal audience is, they're on Facebook!

Nevertheless, merely posting on Facebook won't be sufficient to convert users into customers. You have to run Facebook ads, and they have to be successful ads that can generate sales.

But to achieve this, you need to know the right audience to advertise to. What if you are not sure who your target audience is?

Good thing is, Facebook provides a ton of options to customize your audience, including

  • Location

  • Age

  • Gender

  • Languages

  • Interests

  • Behaviours

  • Connections

Choosing the right audience is essential for a successful Facebook ads campaign. You need laser-focused targeting

For the age and gender category, look at the demographics of your top customers or the people you have email address for and target those age group.

One of the most powerful targeting options available is "Interest", this enables you to advertise to people within your target demographics based on the interests (activity on Facebook, Pages they like, Places they hangout and closely related topics)

So once you have determined your target audience offline and you have chosen an objective on Facebook, the next step is to choose the audience (based on your offline research) you'd like to target with your advert.

Facebook ads targeting

One of the most important things to look out for on this page is the audience size gauge.

You want to aim specific, not broad.

Somewhere in the middle of the green section of the dial below is the sweet spot.

Facebook targeting audience size

So while researching your audience try to be more specific

It's important to have profiled your target audience before you make use of Facebook's targeting option.

Another important way of researching your target audience is Find your Competitors' Customer Interest

Go to a competitor's Facebook Page and look at the people who like it. Click on the profiles and add them into your spreadsheet to find their common interest.

Another way is to

Target a Direct Competitor

Once you have found an angle that make your business unique you can then use that angle to advertise directly to your competitors' customer.

How then can you do this with Facebook's targeting option?

Simply search for your competitors name is the interest box and you can target people who LIKE your competitor on Facebook, or match your other targeting criteria.

Step 4: Set A Reasonable Budget

Facebook is "probably" the most less expensive social media platform to advertise on. So if you want to run a successful Facebook ads, you must set a reasonable budget.

Your budget is the dependent on the following, so when you're up a budget, keep these major factors in mind:

  1. Your Industry: The industry that you're in can affect costs. A craft business targeting hobbyists may have a lower advertising cost than a real estate firm.

  2. Time of Year: When you advertise or run your campaign on Facebook, Facebook has a great impact on your costs. When holiday season comes around, you'll find yourself competing with many more businesses, which will increase your cost.

  3. Objective: Your Facebook campaign objectives matters. An App install often costs more than a post engagement because it requires more buy-in from the user.

  4. Target Location: The location or number of location(s) you plan on targeting also determine your ad spend especially when targeting different countries.

At the beginning of any budget setting session, outline your goals for a specific campaign. Knowing your goal to address will lead you to deciding on an objective and its ad spend.

So when creating your campaign for the first time, set a lower budget cap so you can see how the ad performs. You can then adjust as the campaign runs its course.

Remember, Start Small. Set your daily budget at $5 (Recommended). You want a successful Facebook ads. On Facebook, the average cost per click (CPC) is about $0.35 globally and about $0.28 in the U.S (Source)

Here are a couple of things to keep in mind when thinking about your bid amount on Facebook.

  • If you try to bid too low, your ads may not get the exposure they need, and you won't reach your goals.

  • Don't worry about bidding a high amount. You'll still end up paying the lowest amount possible in the auction to get your ads delivered.

So with that, have an healthy budget, one that would enable you to have a successful Facebook ads.

Again, remember your budget can vary wildly on the outline reasons. Small businesses usually have smaller budgets than large corporation. But, this should give you something to aim for when setting your Facebook budget.

Step 5: Design An Eye- Catching Image

Your Facebook ad creatives are among the top ad elements that decide whether your ad campaign succeed.

Why is that so?

It's because Facebook advertising is becoming competitive everyday. Advertisers jump on board to create ads with bespoke creative design that catches the eyes of its target audience when then converts them into buyers.

A potential customer might scroll past your ad without taking a pause to read and view it in details if the image doesn't catch their eye. To prevent such from happening you need to select bright, clean high-quality images for successful Facebook ads. Try to keep the images simple, ideally of yourself or something not boring. Look at this advertisement below, it's such a neat idea for a product. But it has a boring execution, with an image blending in with so many other images we see online.

Poor Facebook ads execution

Also make sure the image contains less than 20% text or else Facebook will show your ad to fewer people. You can also use Facebook ad text tool to check if the ad image contains too much text.

Facebook ads with too much ad text
Source - Facebook

Like stated earlier, be creative, your ads should be able to capture the attention of your audience and it should also be one that's relevant to your business as well as your target audience. Below is an example

Running facebook ads in Nigeria

Images of people work incredibly well, preferably their faces. You could use images of your team or your customers (with their permission, of course)

If you have a designer on your team, get them to whip up your ad. If you don't have a designer, tools like Canva or Googling "royalty free images" make it incredibly simple to design beautiful looking images in no time.

Don't: Whatever you do, don't use any of Facebook's stock images. Stock images are the best way to ruin a great ads. Don't use low quality images either and definitely avoid stealing images from Google.

Last point about having a creative design is, you can also leverage videos for your Facebook ads. Videos tends to perform better than images because they convey a lot more information than a single image.

Step 6: Create Compelling Ad Text

Once you've created an eye-catching image for your ad, you have to create a supporting ad text.

What is a Facebook ad text to start with, its a form of marketing communication that advertisers use to promote their product or service along with an image or video with the aim of passing the right message to its target audience.

This ad text are text that appears at the top of an ad before the image and are what you use to pass your message based on your tone of voice.

Now the first step is to choose the tone of voice you would use for your Facebook ads. Cooperate or Social.

Try not to always have a cooperate tone of voice for all your campaign ads that you run and plan to run. Be social with your tone of voice or a mix of both.

Developing a voice for your Facebook ads can lead to a better overall experience for your customers and also for you. The payoff can be big.

For example Dave Kerpen, CEO of Likeable Media, has a great way of putting it. "At a cocktail party, you wouldn't walk up to someone and say, 'Hey, I'm Dave. My Stuff is 20 percent off.' What you do is ask questions, tell stories, listen and relate to people"

None of us want to be like Dave, telling everyone about our low prices. Instead, its critical to find that unique voice that's evident for a successful Facebook ads.

Ways to do that is

  • Your tone for advertisement needs to feel authentic, not forced.

  • Avoid In-consistence (Apply to your brand in general)

  • Beware of attempts to be funny! They rarely come off as funny... and they tend to be embarrassing for everyone when they fall flat.

  • Don't forget context and busy-ness! Your tone shouldn't be so thick that people who are in a rush or on their mobile devices feel burdened by it. Put usability before tone.

To rap things up, the most successful Facebook ads have copy that includes three elements: an attention grabber, a phrase or sentence to add value, and a call to action. The attention grabber is that hook (ad text) that generates interest in your ad. If the first phase or sentence of your copy doesn't spark the reader's interest, they'll stop reading.

Make your ad text engaging.

Step 7: Use Call to Actions

A Call-to-Action (CTA) is a prompt on a website or ad copy that tells the user to take some specified actions.

Marketers have been using similar call to action to drive action for years - even before they were writing them for website and digital ad campaigns.

Including a call-to-action within your Facebook ads is a great way to let the user know what to expect on the other side of the ad. Examples of Call-to-Action you can use or CTA Facebook have provided are:

  • Shop Now

  • Learn More

  • Sign Up

  • Watch Video

  • Download

  • Contact Us

  • Apply Now

  • And More!

Facebook ads with call to action
Facebook ads with CTA - Shop Now

Before you write your call-to-action, determine the goal you're trying to achieve;

  1. Do you want to increase subscription?

  2. Boost sales?

  3. Move readers to another content?