Facebook is a brilliant tool that any designer or agency should leverage when trying to promote a brand. Over 2.2 billion people are members of Facebook, leaving endless possibilities for boosting brand awareness, engaging with current customers, and reaching potential prospects. We are going to break the basics of creating a campaign and dive into the 9 steps you should take to build a highly successful, highly profitable Facebook ad campaign.
Overview of Facebook Ad Creation
The first step in designing a good Facebook ad campaign is to identify your client’s goal. Are they trying to:
Even at the most basic level of these ad campaigns, Facebook allows you to tailor your ad to the specific objective you wish to achieve and will further provide recommendations for the most successful ad type.
For example, on the site, there are three different levels of engagement campaigns that you can choose from. If your client seeks more followers, you should run a page ad. If you want more attendees at an event, use an event-response ad. And, if you want more likes, comments, and shares, choose a post-engagement ad.
This is the most important step in this process. Throughout the entirety of the design and set-up, you must always be thinking of how it optimizes the objective.
Next, you will choose your audience. At first, Facebook will give you three extremely basic options for picking the audience, either (a) everyone on Facebook, (b) people connected to your page, or (c) a custom audience.
First, hop over to Google Trends to gain a little bit more insight into who is buying your products and where the demand is high. With Google Trends, you get in-depth knowledge on who your product reaches, when the strongest time for demand is, and the regions that have the highest need and desire for your product.
After gathering this information, Facebook’s Audience Insights tool then allows you to adapt the parameters around your ad from location, to age, to gender and interests.
This tool even lets you research the data surrounding the followers of your competitors. So, if you were a running-apparel store, for example, under the “Interests” tab in the tool, you can select pages such as Nike or Adidas to see the demographic of people visiting those Facebook ads. This can help you narrow down your audience.
Facebook ads could boost your brand’s objective even on a low budget. However, with Facebook, the more you spend, the more people will see your ads.
Your budget will depend on the size of your company and your target audience, the price of your products, and your return on investment (ROI) goals.
The Meat and Potatoes
Money isn’t everything when it comes to creating a successful ad on Facebook. You could pay Facebook to have 1 million people see your campaign, but, if the ad itself is not engaging, the campaign will not be successful.
Social media users are not known for their patience. Your ad needs to capture their attention almost immediately, or you risk them scrolling by without engaging with the content at all. This all starts with the image or graphic you choose for your ad.
Use bright and high-quality images. Also, make sure that the image contains less than 20% text, or else Facebook will show your ad to fewer people.
Even better—use a video! With Facebook’s auto-play feature, your ad can easily attract the attention of a potential customer. But, make sure that your video does not rely on sound, because nearly 85% of videos on Facebook are initially played on mute.
Keep it short and sweet. Once again, social media users are hard-wired to want information fast, so ensure that the first sentence of your post grabs their attention, or they will scroll passed. Try using a relevant statistic or a current fact that ties in with your product.
Next, add a sentence that explains how clicking on your ad will benefit the customer, and finish with a call to action (the most popular phrases being “learn more” or “shop now!”).
Once again, keep this simple, short, and to-the-point.
3. Don’t Sound like an Ad
The simple fact is, people recoil when they think that they are being advertised to. The most successful Facebook ads don’t sound like ads at all. Instead, they sound like conversations or offers that benefit the customer rather than benefit your company.
The goal of these ads is to introduce users to the benefits of your products or service, thus leading them to click on your ad, instead of simply telling them to click. It is essential to make viewers understand the benefits of your product in a way that makes them want to follow the call the action.
Now, let’s get into the technical side of a Facebook ad campaign.
1. A/B split testing
For many businesses, Facebook ads become successful on a trial-and-error basis. During the beginning stages, it is essential to build and run multiple ad campaigns to analyze what works and what doesn’t.
A/B testing is the process of running slightly different versions of the same ad in order to pick and choose the most successful parts of each ad, which you will then combine to form one high-achieving ad.
First, figure out what elements you want to test, such as images and text. Choose 3-5 images and 3-5 copies of text and combine one image with one body of copy to make 9-20 different ads.
Once enough people have seen the ad (usually about 100 people), begin to shut down the ads that have a higher cost-per-click. Continue doing this until the most effective ad remains.
2. Tracking pixels
Tracking pixels are bits of code that you add to your website to help you track viewer engagement. The data collected from this code can help you re-market your leads, re-target your audience, and create an optimized ad.
Specifically, Facebook pixels allow you to track how people interact with your ads, what ads people clicked on to get to your website, which pages they visit on your website, and what type of device they were using. This will allow you to analyze multiple factors like:
Creating a Facebook pixel is easy—simply click the drop-down menu and select “create a pixel.” Then, once the code has been generated, copy and paste the code into the header of the page that you wish to track (this step may require a web developer if you are not familiar with coding).
Have you ever clicked on a website and then saw ads for that very same website the next day? Then you have been retargeted.
Re-targeting is the act of using data from your tracking pixel to run specialized ads directed at people who visited your website but did not buy anything.
According to Episerver's "Reimagining Commerce" report, 92% of consumers visiting a retailer’s website for the first time are not there to buy. That means that there is ample opportunity for sales on the consumer’s second visit to your site.
On Facebook, you will use your tracking pixel to accomplish this goal, leading to these steps:
Retargeting an audience engages with people who have already interacted with your brand. You can further entice these people to make a purchase by then running promotions or sales.
When done correctly, Facebook ads are a sure-fire way to explode a brand’s success. As a designer, developer, advisor or business owner, it is crucial to know what people are searching on the web and use that information to get in front of the consumer’s needs.
Now, this is just a basic guide to beginning your Facebook ad campaigns, but, by following these steps, you will be well on your way to accomplishing your web goal.
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Nugno is a Branding & Digital Design studio. Founded and run by strategic branding & digital design experts that shares a love of innovation, design and digital connection.
We create strategy and design with production across all platforms. We’re masters of brand identity and on point with websites and apps. Our skills extend to designing books people want to read and environments they feel comfortable in. We also create engaging motion design and much more.
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Luca Amoriello, Director
Tel: +353 (0)87 383 2134