It’s not enough knowing how to make a Facebook ad. If we want to create a profitable campaign with a positive ROI, we must understand how to make a good Facebook ad. The good news is, adopting the concepts and strategies presented in this post are actually quite simple. So let’s dive in!
I’ve compiled a list of 6 things I believe are absolutely crucial to making an effective Facebook (or any other marketing) campaign. The information in this article is highly transferable to other areas of your business and can improve your marketing efforts and online conversions as a whole.
This post will outline the following 6 essential things you must do in order to make a good Facebook ad:
- Targeted Traffic
- Value & A Specific, Irresistible Offer
- Specific, Clear Messaging
- A Good Landing Page
- Effective Followup
- Frequent Testing
It’s so easy to get distracted by new techniques and advanced campaign gymnastics, so much so that we often lose sight of our objectives and forget the true value in simplicity.
So if you’d like a straightforward approach to rise above your competition and actually make an ad campaign that’s likely to succeed, then this article is for you.
So let’s talk about the obvious (and sometimes overlooked) first point: Targeted Traffic.
*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here…
1. Targeted Traffic
Image by Gerd Altmann
Maybe this is a bit too obvious, but you need to have relevant, targeted traffic to make an ad work. This really comes down to knowing and understanding your target market. This should be the jumping off point for any ad and will be the framework for the rest of your campaign.
Remember this marketing tenet: If you try to appeal to everyone, you’ll appeal to no one.
There are many methods to find your target audience, but ultimately it comes down to whether you have an existing customer base (i.e., website visitors or an email list) or not. However, even if you have existing customers or website traffic that you want to re-target, we should always be exploring and researching new, potential audiences.
So if you’re trying to reach new traffic, it can be useful to create a customer avatar sheet. This will serve as a document that lists out your ideal customer’s interests, fears, problems, demographics, hopes and personality traits. You can download a free customer avatar sheet from the Digital Marketer by clicking on this link!
From there, you can input that information into your Facebook Business Manager and start creating different audiences to test out.
Recommended Read: How to Find Customers & Target Them With Facebook Ads
Once you have you ideal customer dialed in, then you can start thinking about what specific problems or pain points they have and how you and your brand can provide a solution. This is where the offer comes in.
2. Value & A Specific, Irresistible Offer
Image by Alexas_Fotos
Now that you have your ideal customer identified, you can craft an irresistible offer around them. I say irresistible because the online marketing game is a busy place with a lot of competing brands. So one of the best ways to stand out and make conversions is by offering something irresistible with a high perceived value.
This offer should be built around solving a specific problem that your target audience is facing. Your offer will depend on your industry, campaign objectives and resources, but you should be providing a simple, actionable solution.
You can try many things, such as lead magnets (to capture emails) like discounts, giveaways, free PDFs or free trials/samples. Or you could launch a webinar (especially if your offer is something more expensive or complicated, such as coaching or a digital course).
Basically, you’ll want your target customer to feel as if they’d be passing up on a great opportunity if they don’t take action with your ad. Adding some sort of timeline or deadline can further entice people to take action (FOMO is a real thing!).
Just remember to keep you target market in mind and how your offer is providing value to them and their specific problem or pain point.
Recommended Read: How to Make An Irresistible Offer
3. Specific, Clear Messaging
Image by S. Hermann & F. Richter
It goes without saying, but having clear and effective messaging starts with consistency. And we’re consistent by simply matching the Facebook messaging with the landing page headlines. Any subsequent followup emails (should they leave their contact information) should also echo your main message.
This way, your prospects and visitors will never feel confused or that they’ve been mislead in any way. And it makes sense as well. Imagine seeing an advertisement for the following offer:
- “Exclusive! Download My Free eBook on 5 Ways to Make $5,000 in the Next 50 Days!”
OK great. Now let’s pretend you click on the ad and you’re directed to a landing page that reads:
- “Check Out How I Used This Simple Facebook Ad & A 2 Step Landing Page to Make My First $500 in 1 Day!”
Now, maybe this simple Facebook ad + landing page testimonial is part of the 5 ways to make $5,000 – but the visitor doesn’t know that. As such, you would potentially come across as disorganized, untrustworthy or even spammy. This may be an extreme example, but I believe superfluous examples can paint the clearest pictures!
So now that you’re aware of your message consistency, let’s talk more about that landing page topic I mentioned.
4. A Good Landing Page
Image by Gerd Altmann
Having a good landing page is essential for making a good Facebook ad. It’s also critical for setting up an effective sales funnel. After all, this is where many important conversions will take place.
Luckily, there are numerous landing page builders available, such as GetResponse or ClickFunnels, that can streamline this process for you while providing professional, high-converting and modern designs – all at the click of a few buttons.
Recommended Read: The Best Landing Page Software (+ 12 Tips to Increase Conversions)
Choosing the correct landing page for your sales funnel will largely depend on your offer, campaign objectives and target audience. But essentially, landing pages are a way to clearly present an enticing offer or something of value in exchange for someone’s contact information (or credit card info if you’re selling a physical product, straight up).
If you are making a landing page and sales funnel to sell something – compared to a lead generation campaign where you’ll offer something for free in exchange for an email – it can be useful to implement a multi-step funnel.
This means having extra pages that provide special “one time offers” and “one-click up-sells” for your prospects to add to their cart during the checkout process. This will increase your average cart value and is a fantastic strategy to keep in mind for your business and sales efforts.
Altogether, landing pages will serve a variety of purposes, so just be sure to have them optimized and relevant to your offer and audience. But recall from earlier, sales will most commonly come from your re-targeting and followup campaigns.
5. An Effective Followup
Image by Gerd Altmann
Sales rarely happen after the first point of contact. There’s a good chance you’re familiar with this customer journey; for anyone that isn’t, just be aware that it typically takes multiple contact points before a customer actually converts and makes a purchase. This is why it’s so crucial to have an effective followup strategy.
An effective followup can include re-targeting ads (with Facebook or Instagram, for example) or email automation. The latter method is highly recommended since it’s free and supports the high-value business strategy of list-building in general.
But just remember exactly who you’re re-targeting or following up with inside your ads and emails. That is, keep your messaging relevant and related to the specific stage that your prospect or customer is on within the buyer journey.
For example, a re-targeting ad that is sent to someone who has only viewed your initial landing page as a first point of contact will have a completely different objective and messaging compared to:
- Someone who has opted in to your email list (but never took any subsequent actions)
- Someone who added a product to their cart for checkout, but never actually checked out
- This is actually quite common and we call them cart abandoners in the biz
- Someone who visited your landing page but also visited your main website
- Obviously this would be a curious and interested type of prospect to send a customized ad to
So as you can see, there are a variety of customer archetypes that are each at various stages along the buyer journey. It’s your job to identify clearly your different buyer stages and to set up customized ads, offers, landing pages and messaging for each stage.
If you can do this, then you’ll be well on your way to having a successful, highly profitable campaign. But not without our last point of mention: Testing.
6. Frequent Testing
Image by Gerd Altmann
Any campaign that does not test will be ineffectual. Without testing, you’re flying blind. Even if you “luck out” and find a profitable ad, you’ll never truly know its value without any benchmarks or other ad sets to compare data with.
So you want to be methodical and scientific with your approach; testing is one of the most critical things you can do with digital marketing and Facebook ads. Luckily it’s an extremely simple and straightforward process.
Here’s my methodology for ensuring that I’m testing my ads effectively:
- Create new ad sets and ads to test easily by selecting the “Duplicate” button inside your Ads Manager
- Create multiple audiences based on your ideal customer avatar
- This is done at the ad set level
- Create multiple images and videos to test
- This is done at the ad level
- Read the data and pause under-performing ads while scaling (raising the budget) to the better performing ads
- When ready, start testing different messaging and headlines
- Never stop creating and testing new audiences, messaging and creatives
Thanks so much for stopping by and reading today, I hope that you were able to find value in the post. So as you move forward or fine-tune your current Facebook advertising efforts, just remember the 6 things outlined in this article and you’ll be getting off on the right foot.
Do keep in mind that this list is not exhaustive. There are numerous other strategies, techniques and best practices to consider (such as being Facebook ad compliant, optimizing your ads and landing pages, building social proof, choosing the correct objective, budget optimization, etc.) when creating a profitable ad.
So if you ever have any questions or need some extra help, feel free to leave a comment below or reach out directly through the contact page.
OK that’s all I got for you today, thanks for reading!
Leave a comment below! What has been your biggest hurdle with Facebook ads? Or, what’s something that still confuses you about setting up a profitable campaign?