Secrets To Effective Facebook Ads in 2020 [and beyond]
There is no doubt about it. If you own a business, you should be on Facebook creating content, running Facebook ads and connecting with your customers.
Seriously, if used correctly Facebook ads can help boost your sales while creating a brand.
The number of online ads has been increasing dramatically for the past few years. Now, whenever I login to Facebook I am bombarded by local ads. As a marketer, this make me happy!
So how do you run a Facebook ad that actually converts and gets you some sales?
As a Digital Marketer in Nepal, I have been running Facebook Ads for the past two years now. I am going to show you exactly how I personally run Facebook Ads. Let’s get started, shall we?
Before you start
There are a couple of things that you need to setup before we jump into Facebook and start creating banger ads. You need to have:
I will not be covering all these topics in this blog for the sake of it being 10,000 words long and boring.
But don’t worry, if you need help with these steps, let me know and I will make a tutorial on it.
Here is a quick how to on the process:
- Facebook Business Page
You need to own a Facebook business page in order to run a Facebook Ad. We cannot run Ads on our personal profile.
- Setup Ad Account
Unfortunately, this step is not so easy in Nepal. People do have a workaround in which they use PayPal account of the people living abroad. Payoneer Mastercard is also another option but I recommend PayPal over Payoneer.
- Facebook Pixel Installed
Facebook Pixel is a tracking code that lets you keep record of the people who visited your website and performed particular actions. This can be used in re-targeting.
- Market Research
Before running Facebook Ads, have a proper idea about your target market. More importantly, learn about their interests, locations, behaviors and such.
- Create Facebook Ads Manager Campaign
Go to Facebook Ads Manager and create a campaign. You can choose various campaign depending on your objective.
This is the step that most marketers and business owners skip. This reminds me of a quote by Abraham Lincoln:
Give me six hours to chop down a tree and I will spend the first four sharpening the ax.
You need to have a basic idea about your target market. Things like:
- Age Range
- What brands do they use?
- What are their hobbies?
- Any TV Shows/ Books/ Artists they are into?
- What problems do they have?
- What solutions are they looking for?
Once, you have answered these questions, you will have an idea who your ideal customer is. These can help you during the Facebook ads targeting phase.
Facebook has provided a neat little tool for all the marketers called Ads Manager. If you run any kind of ad, please run it from here.
The reason I say that is because inside of Facebook there are multiple options to run ads. You can run an ad directly from your page with a push of a button.
This is designed to make the process of advertising a lot easier. However, using this option limits you from all the extra features available in ads manager.
You can find ads manager at business.facebook.com/adsmanger or click on the buttons shown below.
Ads Manager Layout
The layout and structure of the Ads Manager may be a little confusing for the first timers. Let me explain:
It consists of three levels – Campaign Level, Ad Set Level and Ad Level.
Think of it as folder on your computer. You may have a main folder called My PC. Inside it you may have a C: drive and a D: drive. Furthermore, there are individual folders inside of these folders.
On every level, you get to choose some options regarding your ad. Let me break it down for you:
In this level, you choose your objective. Facebook provides you with 11 objectives. Here’s how they work:
- Brand Awareness is focused on reaching the people who are more likely to be interested in your brand.
- Reach is focused on showing your ad to as many people as possible.
- Traffic is to increase your website traffic.
- Engagement is chosen if you want people to like, comment and share your ad.
- App Install prompts people to install your mobile application on their phones.
- Video Views is focused on showing your product or brand video to your audience.
- Lead Generation Campaign is about getting people to fill out a form to capture their name, email, phone etc.
- Message prompts your users to message back to you.
- Conversion Campaign is about getting people to buy your product from your website.
- Catalog Sales automatically show items to your audience based on the catalog that you’ve uploaded.
- Store Traffic is used to increase foot traffic for your local business or store.
Ad Set Level
In this level, we can choose our Audience, Placements and Budget.
1. Choosing Audience
While selecting audience, you can enter the name of the place that you want to run your ad on. By default, Facebook selects 10 miles radius around the place you’ve chosen. You can shrink it as small as 1 mile.
Alternately, you can also drop a pin for a more exact location targeting.
2. Choosing Placement
Next option is placement, meaning where do you want your ads to run on. There are multiple options like Facebook news feed, Story, Instant Articles, Audience Network. Also, since Facebook now owns Instagram, we can run the same ad on Instagram as well.
When it comes to placement, Facebook recommends we leave it on automatic. However, after multiple testing I’ve found that running the same ad on both Facebook and Instagram is not a good idea.
The reason behind it is they are very different platforms and people have a different mindset while on these platforms. Instagram is more visual and Facebook is a lot more information and text based.
I recommend running Facebook and Instagram ads on a different ad set under a same campaign.
3. Choosing Targeting Options
Now comes the most interesting part. Here you get to choose the interests and behaviors of your target market.
This is why we need to do our homework with market and audience research. If targeted properly, this can work wonders.
Once you input one interest ( I am using “physical fitness” as an interest for a Gym), Facebook will provide you with multiple suggestions to use. You can choose the interests that you think are relevant to your industry.
4. Budget and Schedule
In this section we choose our advertising budget for the campaign. There are two options:
- Daily Budget: If you want to spend a certain amount a day.
- Lifetime Budget: If you want to spend a certain amount within a certain time frame.
I get this question a lot.
How much should I spend on Facebook Ads?
Actually, it depends on your advertising budget but if you are asking for the minimum amount that you can choose, it is $1/ day.
However, I don’t recommend running an ad for $1/day. You see, Facebook is not magic, it is just a tool. And a tool is only as good as the person using it.
Running an ad for as low as a dollar a day will not provide Facebook’s algorithm to optimize your ads and show them to the right people.
I recommend starting with at least $5 a day.
Congratulations. We are in the last part of Facebook Ad Creation process. This is where we upload our image (video), our copy (text and offer) and call to actions.
These are the things you need to consider on this level:
Ad Image (Video)
- Video converts better than static images.
- Make sure than the text on your image is less than 20%.
- Choose a color combination that stands out on Facebook.
Ad Copy (Text)
- Add an Attention Grabber as the first sentence. For example: “Facebook Ads are dead… unless you use these techniques.”
- Don’t sound clickbaity and cheesy.
- Ad copy should answer all the possible objections that your product faces.
- Tell them what they can do to buy your product.
Call To Action
It is the action that you want your audience to perform to buy your product. There are multiple CTAs according to the campaign you choose:
- Call Us
- Send Message
- Shop Now
- Install Now
- Sign Up
- Learn More and so on.
You Ad is Live!
Once you finish up on this level, the only thing left to do is to hit the Publish button. After that, your ad will be sent to Facebook for review. If you are not violating Facebook Community Standards, your ad should be approved within 15 minutes to 2 hours.
Thus, now you have a basic idea about running a successful ad campaign. If you have any questions, let me know in the comments.
Happy Digital Marketing!