A Step By Step Guide to a Profitable Facebook Ad Campaign
Did you notice the consistent boom in social media in the last decade? Almost 80% of adult users who are on the internet have a Facebook account. And, over 70% of them visit Facebook regularly. Yet, we pretend as if this is not surprising at all!
With the increase in the number of Facebook users, there is also an increase in the number of interactions online. This has forced businesses to shift to Facebook for acquiring new leads and selling their products. And why wouldn’t they? It is cheaper and easier. And with the right strategy in place, returns are almost guaranteed.
However, Facebook Ads keeps getting more and more expensive every year and a lot of you might doubt its profitability or ROI. So, I have put together a simple guide to make sure your campaign is profitable. Here are the 7 steps that you can follow to create a profitable Facebook Ad Campaign.
1. Determine Your Offer
Your first step to creating an ad on Facebook is knowing what you are advertising about. You must be aware of what you are offering to your customers. Whether it is a product or service, who is the service intended for, which is your target audience, etc. You can give your customers a call to action and give away discounts, cashback, free trials, and demos, etc. In this way, your customers will click-through to your website to avail the offer. It is important to figure out your main goal with the Facebook Ad. Whether it is meant to generate sales leads or if it is meant to garner website traffic for the brand. You can also use Facebook Ads to promote new products and services as well.
2. Write a Crisp Call to Action
If you want to drive traffic to your website, you will need to use a click-through link that offers the customer some incentive to click on the link. This can be in the form of a lead magnet, discount code, etc. Similarly, if your goal is to sell your products directly, a link to Facebook Marketplace or your Direct-to-Consumer online store works well enough. In such an ad, a call to action(CTA) to engage the target audience is more important.
Once you have figured out the main goal of your Facebook ad, it is crucial to include a CTA on similar lines. This attracts the customer to the post at large and helps them figure out what exactly is it that you are offering. Even a ‘Learn More’ button can be a great CTA for some Facebook Ads.
3. Identify Your Target Market
For any business using Facebook ads, it is common to first work on chalking out the audience base that needs to be targeted. Identifying the key interests and location of your target market is an integral aspect of delivering optimal results when using Facebook Ads. It is a relatively easy process if you are using Facebook Pixel. It does everything for you once you train it with an initial Ad set.
The current Facebook algorithm only shows users the Ads that fall under their interest areas or if they have interacted with a similar ad. To reach out to such users over social media, it is important to identify their wants and likes. Ideally, your target market is the market of buyers to whom you are selling your idea. And, this is necessary because it helps prevent unforeseen expenses on Facebook Ads. It limits useless and undirected engagements. Identifying the target market rightly helps your customers identify with the brand correctly as well.
4. Write Your Ad Copy and Design Your Creatives
Just having a plan in place for your Facebook Ad campaign is not going to work. With thousands of businesses competing for space online, it is essential to create and maintain a brand identity for your business. Although your Offers and CTA do create an impact with the consumers, it is your visual aesthetic that appeals to the general audience.
Anyone scrolling through Facebook will pause at your Ad if there is a striking visual alongside the text caption. Use your brand identity well. And, design your creatives to create a lasting visual impact. Figure out where you will place the Ad and your target market. Create ad copies and design your creatives to create a visual appeal with your customers. If your copy or visuals are off, you are not going to get the desired results you were looking for.
5. Choose the Campaign Objective
The first step of creating an ad using the built-in Facebook Ads Manager is to create a campaign for your ad. To create a campaign on Facebook Ad manager you need to be able to decide on your campaign objectives, deciding the best-fit version of the Ad, etc. Remember you should not have multiple objectives, one objective at a time.
After you have defined your target market and goals for the Ad, you have to select campaign objectives closely related to the goals you want to achieve. This basically means informing the Facebook algorithm about what results you exactly need to win. For instance, if you have set up a ‘Traffic’ campaign objective, Facebook will know to win, you must get more audience for your website. It directs the consumers to your website hence increasing the website traffic.
6. Create and Optimise the Ad Campaign
To run a profitable ad campaign on Facebook, you need to create an Ad Set. An Ad Set includes the design and the copy for the Ad. Then you are required to gather information about your target audience.
You must also optimize your campaign budget to prevent any unnecessary spending. Strive for conversions and not for increased reach. Publishing your Ad using the Facebook Ad Manager is relatively simple. And, anyone with only a little knowledge of social media can help you do it.
You have to begin by Choosing your Identity and then selecting the Ad Setup option. Next, you must create an Ad Creative or upload one from your local system. After this creative is ready and you are okay with how it looks, set up a tracking method to know how the audience is responding to your Ad. Finally, publish your ad on Facebook. It is that simple!
7. Extensively Split Test your Ads
While informal testing can lead to overlapping audiences, Split testing or A/B testing gives you a scientific advantage . You can create an A/B test in Ads Manager in a few easy steps. Split testing allows you to change your ad variables such as the creatives, target audience, or placement of the Ad to determine which strategy will perform best.
After choosing a test variable, Facebook separates the budget into equivalent proportions to carry out its automatic A/B tests to provide you with optimal results. You can use these tests when you are trying to measure the changes to your advertising patterns or compare diverging strategies. Ideally you should test your ad sets or ads in a batch of 3 for 3 days . Then choose the winning ad set or the ad.
- Audience: try different audiences within your target audiences
- Interests: This usually makes the difference, do not forget to test for audiences who like your competition. You could test audiences who like your nearest competition and find out whom to target better.
At the ad level, You should test for:
- Headlines: 80% probability of someone reading your ad or not is determined by your headline. Test at least 3 and choose the best performing one.
- Creatives: It not only attracts their attention but also communicates your brand to them . hence testing it is of paramount importance.
- Videos: If a picture speaks a thousand words. Just imagine what a good video can do .Needless to say, you should go with the best performing one.
- Ad copies: This is where the real communication and conversion happens! Use the best one .
Facebook serves as a one-stop platform for all businesses. It is the most popular social networking site even today, it keeps getting larger by the day. Facebook can be used to target consumers for almost all industries. It is the most versatile of all social media platforms and can be used at any stage of the Customer Journey lifecycle. Mastering and keeping up to date with Facebook Ads can guarantee results for you and your clients.
Got questions? I would be more than happy to help.