If you’ve been wondering how to run a successful Facebook ad campaign, then keep reading.
Lately, I find myself scrolling through Facebook mostly when I’m taking a short break from all things business. When I’m just chilling with my cats, catching up on the news (or mostly memes, if I’m honest), and then suddenly… It’s already almost an hour and somehow I’ve landed on posts from 2 days ago.
But I know it’s not just me.
Facebook 2021 monthly and daily active users (via Oberlo)
And despite hearing from a lot of fellow marketers that “Facebook is dead”, it’s still #1 in the most popular social media platforms in 2021.
Most Popular Social Media Platforms in 2021 (via Oberlo)
In fact, it is the social media platform where users spend most of their time with an average of 58 minutes per day. The platform is used by over 200 million small businesses all over the world and 86% of marketers in the US alone are using Facebook for their marketing, according to Oberlo.
So is Facebook really dead or do some people really don’t know how to leverage the platform?
All these data suggest a big potential for business owners and marketers to leverage Facebook for their advertising. Because which platform can you advertise your business better than with a platform with over 2.8 billion monthly visitors?
There are a couple of things you need to know if you want to create a Facebook ad campaign that converts. You need to know how to target and retarget ads, test and optimize your ads, create a converting and compelling copy, and the right image or video.
In this post, we’ll tackle 7 tips on how to run a successful Facebook ad campaign without starting from scratch.
Are you ready? Let’s dive in!
1. Test your Facebook ad
We are all different. We have different perspectives, different likes and dislikes, and we are attracted to different things in many different ways. And in digital marketing, this is where we talk about doing market research and testing things out so we can understand other people’s preferences and behaviors better.
This is what makes Facebook a rich platform that allows you to test ways to grab people’s attention, make them click, persuade them to do a certain action, and make them stay longer.
How can you do this?
You test your multiple ad components:
- Creative (Image or video in your ad)
- Ad copy
And you optimize.
How can you optimize your Facebook Ad components?
By using Dynamic Creative by Facebook.
Dynamic Creative helps you optimize your ad components and test which different versions of headlines, hooks, body copy, creative, and CTA work better for each impression or each person viewing your ad.
It allows you to test many components of your ads all at once so you can quickly define your winning ad components that will resonate with your target audience and perform efficiently.
And for you, this means you can spend more money running ads that work best for your audience without the unsure feeling if your ad will actually appeal to them.
In my experience whenever I start a new campaign and have no clue what my audience is going to react to, I use Dynamic Creative to help me learn quickly about which ad variation I should pour my money in and focus on that.
For this, you’ll need about 500 impressions to get really good results. And the thing about Facebook is you can spend a little bit of money to learn or test something and take all that information in to optimize.
2. Test your hooks and your messaging
This is where you take a look at your messaging and make sure that the tone, voice, and personality of your copy represents you or your brand and most especially will appeal to your target audience.
And this is something a lot of people surprisingly skip.
A lot of times, people put something in their ad and end up either speaking about themselves or speaking to the general public (which as most marketers know that it’s just the same as talking to nobody). The thing is, you actually need to get inside the heads of your target audience — the people that you want to see your ads.
In general, this requires checking your brand messaging style guide or opening your market research doc to really understand your audience, But a lot of times, this just simply means putting your words in plain English or whatever language you’re putting your ad up in and avoiding using jargons.
Your ad copy must translate to something that your ideal client is hungry for, something that really picks at them, something that really gets them to trust you enough to take the next step with you by clicking your CTA.
So test your hooks and your message variations, most especially if you are not sure that you really know what your target audience wants or cares about. You can use Dynamic Creative to test the different hooks and message variations, or just use different ads in your ad sets which I’ll be talking about next.
Take a really good look at your results and see which ones are outperforming the others. The data will show you what your audience is resonating with.
3. Test ads inside ad sets
Apart from Dynamic Creative, you can actually use inside your ad sets to test your Facebook ad components: copy, hook/headline, CTA, and creative. Remember that the key here is to only test one thing at a time.
It’s like a science experiment: you don’t want to test a bunch of variables because then you don’t know what really works.
So if you’re still a bit fuzzy with the terms, here’s a simple explanation:
Inside your campaign (which is the biggest level of your Facebook ad structure), you have your ad sets. And then inside the ad sets, you have your individual ads.
Choose one thing that you’re going to test, whether that’s your hook, message, or creative. Test those and your different ad sets for three to five days and take a good look at the results.
You will probably have at least one clear winning ad or a few that are really outperforming a couple of others, and know which ones people aren’t responding to.
So if right now you’re thinking, “Oh my gosh, I have to come up with all this stuff for my ads. This is crazy. I don’t want to do it.”
It’s worth it, trust me.
And you do not have to reinvent the wheel ever again.
4. Explore the Facebook Ad Library
Before I run my ads, this is what I do all the time: I explore the Facebook ad library and look at my competitors to see what kind of images, videos, copy, headlines, and call to action they are doing and if it’s working.
So if I see something that has been posted recently like this week or a couple of weeks ago, I usually skip over those because that tells me that they’re still testing that ad. But if I see something that’s been running for 30, 60, 90 days, or a longer time than that, then I know that that is probably a pretty successful ad for them.
Here’s an obvious but very important tip: Model, don’t Copy
These tested and successful ads are something you’d want to model. You can take inspiration from what kind of image they put, video structure they have, headline type they wrote, and what ad formula they used.
But never copy. Instead, observe how they’re capturing their client’s attention and how you can apply that to what you’re trying to do and make it your own. You’ll still have a unique and “very you” ad copy without having to start from scratch.
5. Create a pattern interrupt
Make your Facebook ads mobile-friendly
Facebook Users Data Report (via Oberlo)
People scroll through their phones most of the time and that’s usually where they’re going to see your ad. Some people will still see it on their desktop, but the majority of people are going to see your ad on your phone.
This means your ad needs to be mobile-friendly and captivating enough to stop them in their tracks. This is what I call the pattern interrupt.
Make it unique and eye-catching
One thing you can do is make sure your ad has interesting colors or must match with your brand colors to make it eye-catching and unique. Another thing is to take a look at your call to action and your headline.
Is your call to action specific?
Are you asking them to just join your webinar? Or are you asking them to save their spot to your “How to reach your first $10k month” webinar?
Is your headline interesting?
Are you just saying you’re sharing a secret marketing tip? Or are you saying you’re sharing a tried and tested strategy that helped you scale to $80k months?
Explore & Discover what works for others
Look at the Facebook ad library again and see what’s working for other people and see if you can apply that to your own ad, but in a different way. Chances are, you might actually see something that’s a really good pattern interrupt.
6. Click to Messenger Ad
One of my favorite new features that get people to start interacting with you right away is the click to messenger ad. The reason why I love this is that whatever your ad says and whatever the call to action is, it takes them straight to messenger.
Messenger also lets you hook up a bot to it to auto-reply when people message you, and then you can come back in and finish communicating with that person once you’re available.
Because a lot of times people are going to ask the same questions over and over like:
How much is it?
What’s the next step?
How do I join?
So if you have these frequently asked questions, your bot can answer them for you immediately. This is a perfect way to start engaging with prospects right away even when you’re not online. In my business, me and my assistants still go in and check messages even with those we already responded to and interacted with because they might have questions that the bot cannot answer.
Besides, it feels good and it helps build trust for your prospect when they know they are talking to a real person.
When people answer your ad or send you a message, they want more than just an answer. They want a form of relief, they want solutions, they want something that will elevate their status, they want something that makes them feel better, or they want something that makes them happy.
And if you can engage with them right away and provide all of those, that is an effective way to begin building your relationship with them and gaining their trust.
7. Retarget your Facebook ad
If you’ve been running Facebook ads for a while and royally failing, it might be because you’re either not retargeting your ads at all or you’re not retargeting properly.
That’s because when you’re running an ad for the first time, you’re trying to hit up people that probably don’t know about you.
But when you’re retargeting your ads, you’re hitting up people who have either bought from you, already know who you are, or may have clicked through your messenger and have spoken with you — you’re building on a relationship that you’ve already started.
So think of running Facebook ads like making a new friend or dating someone:
You don’t just propose to someone on the first date, you build a relationship.
You don’t just start a camping trip with someone as soon as you become friends with them, you get to know them.
And that’s the same thing we’re doing with ads: you’re testing, you’re learning, you’re building relationships by giving them goodies like freebies and low ticket offers, and providing value-packed content in emails, and then you’re asking them, later on, to buy more from you or to engage more with you.
Now all these tips I’ve just shared with you are things that me and my team actually use every day in my business right now and only a portion of the things that I teach inside my course SMMA Boss.
So if you enjoyed this post and want to know more about Facebook ads, you can grab our FREE cheat sheet, Facebook Ad Blueprint by clicking here.