Facebook ads are an incredibly effective way to get your business out in front of your audience.

In this blogpost we’ll talk you through some of the key things to keep in mind when creating an effective Facebook ad to reach and engage with your existing audience as well as potential new customers.

Use these four steps to create a Facebook ad that will actually deliver you an ROI on your marketing spend:

Step 1: Start with the end in mind
You should only send traffic to a page on your website which is optimised for conversion. This would ideally be a dedicated landing page that matches the messaging on your ad campaigns, not just your home page. You want to continue the same look and feel throughout the entire user journey process so that it feels as seemless and integrated as possible. 

You should already know what your optimum cost per lead or cost per conversion is for your business, if you don’t this is an area of your business data that you absolutely must take time to research and analyse.  

Once you find out what the maximum cost per conversion is going to be for your sales funnel to be profitable, you’ll be able to make far better informed decisions on where and how you want to spend your money. If your landing page is not converting your traffic or your ad is not getting clicked you’ll know very quickly where you need to improve.

Step 2: Obsess over your messaging and target customer
The important thing to remember is: be specific.

Narrow your target market right down to your ideal buyer persona. For example, if you are simply targeting males aged between 18-55, this is far too broad and you will see that your conversion rates will be low and you will not be communicating with the relevant audiences.

Facebook enables you to target a huge variety of behaviours and interests and you should use this to your advantage by speaking to your ideal customer directly, don’t try to talk to everyone- think about what your customer wants and what their other interests are. You shoud have a clear customer profile before you begin to start your targeting campaigns.

You should have a good idea of your target market’s top three fears and frustrations in order to target their pain points, and their wants and needs to talk to their aspirations. Using the fears, frustrations, wants and needs of your customer brainstorm maybe 10 creative messages and choose the best 3-5 to test out as different variations in your campaigns.

Step 3: Get creative
Facebook recommend using real, relatable imagery in ads, there are a number of royalty free image sites like Splitshire, Gratisography and Unsplash which have images that are much more visually appealing than your run of the mill stock photos.

Even better, organise some professional photos of your satisfied customers or your products so that your prospective audience can envision the experience of using your product or service. You can also use a free tool like Canva to add your messaging onto your images. 

Facebook also allows you to use a number of other interacting, engaging ad formats that include various video formats, carousel ads and Canvas.

Canvas is one of the latest ad format offerings from Facebook and is a lot like a mini web page for your ad, which enables you to include things like benefits and testimonials. Canvas also allows a really clear call to action, and to really increase interactivity because once a user clicks into the ad, you have 100% SOV (share of voice) with no newsfeed distractions. 

Step 4: Have a clear call to action
Use the headline of your Facebook ad as your call to action to tell your audience what to do and prepare them for what they are going to find on your website. We’ve typed out some examples for you below to spark your copywriting. Keep in mind who you are talking to, and why they would wan’t to click through out of their Facebook news feed.

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By using these four steps you’ll begin to see improvements in your Facebook advertising ROI. Let us know below what else you do to maximise on your social media investment.

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