Advertising on Facebook can seem like a daunting task. It is not difficult to do once you understand the mechanics, but the greater value of it lies in how the ads are set up. You can waste a lot of money boosting posts targeted to the wrong audience. As the next in our Facebook ad series, I’m going to share with you more details about proper campaign set-up.
A Facebook advertisement should look just like a regular post. For best results and price, set it to go on the newsfeed of your audience, not as an ad on the side. People are so sales resistant that if your ad looks too much like a sales pitch, much of your audience will simply ignore it.
You have the option to boost any post on your page, but if you do not set your targets accurately, you could be wasting marketing dollars. Though you may get a nice reach for that post, you may be marketing, at least in part, to your existing fan base rather than expanding into a new prospect base. You also do not have as many options for designing the ad, creating a call to action, or defining your audience when using the boost feature.
There are 5 elements to each Facebook ad:
1. Website/landing page URL – this tells Facebook where to send people when they click on your ad
2. Text – introduction to your offer, Ad headline, and Link description
3. A compelling image
4. Your website URL (this is not a clickable link but shows the audience where the ad is coming from
5. Call to Action button
If someone sees your ad multiple times without clicking, Facebook will not continue to show your ad on their timeline, even if they are your ideal client. This means your ad needs to be compelling to grab their attention and encourage them to click on the offer.
Ad copy should be:
- Present a clear action to take
- Make it clear what’s in it for them
- Addresses a pain, need, or desire
- Tell people what to expect when they click
- Include a sense of urgency – entice to act now.
All of these elements should be in the initial test description because that is where people’s eyes go after the image. Facebook will review, and approve or reject your ad. Spammy language, weight loss claims and financial claims may signal to Facebook that your ad does not meet their requirements.
The importance of the ad image cannot be overstated. People relate much more to pictures than words (a picture is worth a thousand words). Make sure your image is interesting and relates, even loosely to your business, offer, and audience. You can use a single large image or the relatively new carousel option of 5 smaller images, each with the option to link to a separate page on your website.
An image should have no more than 20% of the space taken up by text. If you aren’t sure if your image will pass Facebook’s image regulations, here is a tool to check. There are some psychological aspects of ad creation that you may want to consider. For example, people respond to emotion, motion, and colors. Consider how your image attracts your audience with those factors in mind.
There are two options for creating ads in Facebook:
- The ads manager – access this right from your business page. Click on the blue “Promote” button at the upper right. Click at the bottom of that box on “Ads Manager” and your advertising dashboard will appear. From there you can create new campaigns and see the status of existing or closed campaigns.
- The Power Editor – separate dashboard with detailed options for those using Facebook frequently for advertising. Some of the advantages of using Power Editor are that new ad features for Facebook are launched on Power editor first before they roll out to ads manager. You also have a greater ability to organize and target your ad sets and campaigns so you can really see what is effective and what to change. In Power Editor, you are not limited to the 90 characters in the ad introduction that you have in Ads Manager. If you are going to be doing more than occasional advertising on Facebook, you should consider orienting yourself to this powerful tool.
There is a lot to cover in the topic of Facebook advertising. I have seen some incredible results from doing it right, and some mediocre results from just boosting posts. If you are going to spend marketing dollars on Facebook advertising, please set it up properly and get creative about defining your audience. You may not get as great a reach as you would with a blanket audience, but the people who do click are much closer to your ideal client and therefor more likely to work with you.
If you have any questions or if you would like some help getting your ads set up on Facebook, please let me know.