The Fundamentals of Facebook Ads: A Beginners Guide

Here are 5 tips to creating high-converting Facebook Ads

Paid Ads
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It’s time to start advertising; there are many advertising channels available to you to choose from, but how do you decide which channel is best for your customer, the most cost-efficient channel, or the channel that drives the most conversions? In this post, we’ll be talking about Facebook Ads, and provide you with some tips and tricks to setting up your first Facebook campaign. If you want to learn more about Google Ads, check out our how-to article on setting up Google Ads.  

Why Facebook Ads?

Facebook is heralded by marketers as the best platform for lead generation; with nearly 1.5 billion active monthly users, its base is large and varied, which enables you to target your acquisition campaign as niche or as broad as you want. 

Interest-based targeting on Facebook

Given the large base of users, to drive the most efficiency out of your ad dollars, it’s imperative you carefully target your ads. If you’re a new business without a database of existing customers, you’ll likely start by targeting your campaigns based upon interests. 

Facebook allows advertisers to set up ads based on a target audience's interest. Let’s say for instance you sell baseball equipment, you can target users who follow MLB’s Facebook page, along with those who have shown interest in other baseball-related pages.

Look-A-Like audience targeting on Facebook

One of the best tools for audience targeting on Facebook is called a look-a-like audience (LLAs). LLAs allow businesses to import a list of contacts (min 100) into Facebook, and Facebook will match their email addresses to their Facebook profiles and look for similar users on the platform to showcase your ad to.

The benefits of LLAs is that Facebook can build a profile of users who have already converted and thus show your ad to. This allows for higher rates of conversions in a shorter time frame. 

However, one of the negatives of LLA’s is that the cost per lead may be higher than that of an interest-based ad. However, given the likelihood to convert on a LLA, your cost per acquisition should be lower on an LLA than an interest-based campaign. 

Retargeting campaigns on Facebook

One cool feature of Facebook Ads is the utilization of the Facebook Pixel. The Pixel is a simple line of code that you place onto your website which tracks Facebook users as they go onto your site. A retargeting campaign consists of sending users who have visited your site a separate set of ads. These ads can present different types of messaging; given that a user is already aware of your product or service, you can send them special discounts or offers to entice them to convert. 

Problem vs. solution awareness in messaging

Once you have established who your target customers will be, it's important to think about the types of messaging that will resonate with them the most. With any company, you can categorize your audience into 3 segments: 

1) Those who are not problem aware and not solution aware. 

2) Those who are problem aware but not solution aware. 

3) Those who are both problem aware and solution aware. 

If a user is problem aware but not solution aware, focus your messaging on the desired outcome your product can help them achieve. 

If a user is both problem and solution aware, then your messaging should be tailored onto why your product is better than your competitors. 

Having a clear understanding of problem vs. solution awareness is important in ensuring you are crafting the message that resonates best based upon their needs. 

Build high-converting landing pages

All ads, regardless of the platform, can only be as effective as the landing pages that allow the conversions to occur. Effective landing pages have the following elements:

  1. Consistent Messaging: Messaging on the landing pages is similar to the messaging of the ad copy. Ensuring similarity ensures your audience doesn’t get confused, and clearly knows the value proposition you are putting forward.
  2. Clear Call-to-Action: Whether it’s a signup, purchase or booking a demo, regardless of your CTA, ensure its clear what you want your customers to do
  3. Testimonials: Including powerful testimonials helps consumers understand the value your product has had for other users; social proof is an important element many customers use to make purchasing decisions. 
  4. Test Test Test: Unless you’re an expert landing page builder, it’s important to continuously test new content to ensure your message is resonating with your prospective customer base. Tools like AutoOptimize, make testing simple and easy with templated A/B tests that are proven to increase your conversion rate. 

Facebook ads are a powerful tool in broadcasting your message and acquiring new customers. But applying a strategic lens to Facebook Ads is necessary to ensure you’re maximizing your budgets and lead generation engine. 

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