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Facebook ad strategy in 5 easy steps

Facebook ad strategy in 5 easy steps

By on May 18, 2018

Facebook has become an essential online marketing channel for small businesses.

Therefore, there’s a huge potential in creating Facebook advertisements.

Developing advertising strategies on Facebook is easier than you expect, and almost everyone you would want to reach is there.

Users go to Facebook to see their friends and family, to look at their pictures, to check out their updates. Facebook ads are placed in with this content in the stream. Your message will appear between vacation pictures, memes, and the puppies or kittens.

Table of content:

Have a goal

Choose your method

Build a strategy

Create your ad

Measure your ad results

Here is how you create a Facebook ad strategy – step by step:

  1. Have a goal in mind 

In order to set up a successful Facebook ad strategy, you have to first answer this question: what do you want your ads to do?

Do you want more followers? More visits to your website? More sales? More engagement? No matter what your goal is, there is a Facebook marketing objective for you!

  1. Choose your method 

The type of Facebook ad you run should reflect your marketing goals. What type of ads can you choose from?

Like ads

Use this if you want more followers to your business page.

Example: Ryan Holmes

facebook ad strategy

Engagement ads

Post a relevant, provocative question or statement to your audience to get likes, shares, and comments.

Reach people near your business

Use this if you have a local business and it’s tied to a geographical area.

Send traffic to your website

This is a common strategy when you are targeting cold prospects and want to give them some valuable information before converting them to buyers.

Example: Plated

FB ad strategy

Lead generating ads

Use this type of ad you to grow your email list.

Example: Try The World

Facebook lead generation ad example

Response ads

If you want more people to go to your event, run an event response ad.

Catalog ads

Use this if you have more than one product to showcase.

Example: Nike

Facebook strategy catalog ad

Get people to visit your store

If you have a physical location, this is a great option if you want online people to visit your offline store.

Boosted posts

Increase the reach of your most important post by boosting exposure to your page’s fans and to their friends. Boost a post when you want a lot of people to see your update.

  1. Build a strategy 

You can’t run a Facebook ad about your product offer just for everybody. Those people who don’t know you yet are not likely to buy from you as soon as they see your ad.

They have to get to know you first, and they have to build trust in you to decide to make a purchase.

The best way is to make them convert is to give them educational content first (a blog post, an eBook, a catalog) and target them later, once they are familiar with your brand.

Once they have been on your website, or downloaded your eBook, you can send specific ads for them. Now you can show them your products, and give them a call to action to buy.

Did you know? Only 8% of shoppers make a purchase on their first visit to an online store. Create a second ad for the 92% who showed an interest in your website but haven’t bought from you.

Why facebook ads fail

  1. Create your ad 

Use eye-catching images

A picture is worth a thousand words.

A potential customer might pass your ad without reading it, but if you have a catchy image that shows what you are talking about, they will stop and pay more attention to your ad.

Select bright, clean, high-quality images that are relevant to your offer.

For single image ads, Facebook asks that users adhere to the following considerations:

  • Limit the text to 90 characters, and the link title to 25 characters
  • Image ratio: 1.91:1
  • Image size: 1200 pixels x 627 pixels

Use a video

Videos can tell a lot more information than a single image or text update. Plus, they are more engaging. Just make sure your video doesn’t rely on sound. 85% of Facebook videos are watched on mute!

Write compelling ad copy

The most successful Facebook ads have copy that includes three elements: a catchy headline, a phrase or sentence to describes the offer, and a call to action.

If the headline and the first couple sentences don’t grab the user’s attention, they stop reading.

  1. Measure your success 

Run two campaigns at the same time and use a split test to determine which performs better.

For example, take your best ad, make a copy of it and change the headline of the new version.

Some metrics that are worth measuring in a Facebook ad strategy:

Performance – You see how many people you reached, how frequently your ad was shown to the same person, and how many people saw your ad.

Engagement – Metrics like Page likes, Page engagement, and post engagement.

Website – Use Google Analytics to track conversions to your landing page.

Clicks – Includes metrics like clicks,unique clicks, CTR (click-through rate) and CPC (cost per click).

Related articles:

Examples of good Facebook ads

Facebook ad strategy infograph

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