The Ultimate Guide to Running Effective Facebook Ads

Social media has become one of the most effective digital marketing channels for businesses to get relevant leads. Of all the channels, Facebook is proving to be the most effective advertising channel to get more impressions, clicks, and conversions.

As you make heads or tails of Facebook ads, read our ultimate guide that has all the necessary information related to these small yet robust revenue generators and how you can use them to make a killer Facebook ad strategy.

Before delving further into the topic, let us first understand why is it important to use Facebook ads, its different types and the pros and cons of using it.

Top four reasons to use Facebook ads

With over 3 million businesses advertising on Facebook, this social media network has gained popularity over the last few years, mostly because of these four reasons (Facebook):

Data size: Facebook has more than 1.13 billion daily active users, of which 1.03 billion access it through mobile devices.

Time spent: Most people spend an average of 50 minutes daily on just Facebook, Instagram, and Messenger (The Guardian).

Declining organic reach: There has been a steady decline in organic reach of the Facebook post due to recent changes in the algorithms. Facebook has been all about pay-to-play social network ever since it introduced an algorithm that knits paid advertising into the feeds of its users.

Focused targeting: Facebook provides incredible targeting options within Facebook Ads, including behavior, age, location, demographics, interests, gender, etc.

Different types of Facebook ads

There are 11 different types of Facebook ads, giving users versatile options to solve a range of business problems from increasing traffic to a web page to targeting people in your locality. Here is the list of 11 ads options that advertisers can use:

  • Boost posts
  • Promote page
  • Drive traffic to the website
  • Alleviate conversions on the website
  • Get app installs
  • Boost app engagement
  • Reach local audience
  • Increase event attendance
  • Motivate people to claim an offer
  • Get more video views
  • Garner leads for your business

Pros and cons of Facebook Advertising

One last thing to consider before we delve into Facebook ad strategy and copywriting is understanding the pros and cons of it.


  • Easily track campaigns
  • Instant traffic influx and ROI
  • Total control of the daily budget
  • Maximize Cost-per-click
  • Extensive targeting options like age, income bracket, towns, regions, age, etc.
  • Can target people who are at an early buying stage as well as later stages
  • Allows uses of images and videos to grab the audience’s attention to sell more products or services
  • CPC is relatively cheaper  (On average, up to $0.61 per click)


  • Advertising on Facebook can be expensive if set up and managed incorrectly
  • A majority of your target audience can be irrelevant based on your target market
  • Lacks the option to target ads during certain times within the day unless opted for a lifetime budget
  • Works for B2B but more suited for B2C
  • Reaching a potential audience early in the buying lifecycle can sometimes lower the goal conversion rate


Designing a Perfect Facebook Ads Strategy

Well at this point let’s learn how to best define your Facebook ad strategy.

Define Your offer

Before you define your Facebook ad strategy, you need to first ascertain what your offer is. An easy way to determine your offer is by asking a few questions to yourself, including the purpose of your promos, such as driving traffic or increasing brand awareness or downloads.

The objectives and ad style would greatly depend on whether your offer is online or offline. For instance, if you want people to subscribe to your email newsletter, then you may want to try a lead generation form. If you want people to get an in-store visit, then maybe doing a campaign with an offer will be a better option than a single photo post.

Ascertain your business goals

Once you know your business goals, pick the kind of Facebook ad that aligns with it. If your aim is to reach new customers, then having a lead generation ad should be your objective. In case you have retail locations, then having Store Visits’ objective makes more sense. All these instances show that it is extremely important to determine your business goals before you start any Facebook ad campaign

Ways to measure results

Before starting your campaign, we recommend that you have your Key Performance Indicator (KPI) in place. Whether it is the number of sales you made, the total revenue you generated, or the total form submissions you got, measuring the results of an ad campaign will help you improve your future campaigns. The best way to measure the results is by putting a special tag at the end of your URL called a UTM code.

Copywriting for Facebook Ads

The initial step to writing a fantastic copy for a Facebook ad is to optimize the image. According to Consumer Acquisition, the image of the ad is responsible for 75-90% of the ad’s performance. Therefore, it is important to optimize the images along with the text of the ad.

It is always a good idea to pick multiple images while keeping the copy consistent to find out which images work for you the best. Make sure to use the UTM code to track the ad copies and see which one brings the maximum results.

Text message on the image

You should also be mindful of the messaging on your ad’s image to get at least one key messaging across the target audience. Even though Facebook only allows 20% of the image to be text, how you place the text on the image and what text you put will eventually matter the most in converting leads into sales.

The copy and the image

Once you’ve determined the image text and optimized the image of the ad copy, you’d want to create a compelling copy. How you create the copy will be dependent upon your target audience and where they are in the funnel stage. If it is top of the funnel, then having a copy that compels the person to down a report, sign up for a webinar or subscribe to your newsletter is suited the most to start a new relationship. However, if the ad targets the bottom of the funnel audience, then having a free trial or promo offer will be the offer that will close the deal and increase sales.

5 Rules To Write Compelling Facebook Ad Headline

  1. Include CTA in headlines by using an imperative form of the verb as the first word.
  2. As part of storytelling, tell them why they should take the action you’ve asked them to take in the CTA. By connecting the “what” to “why”, you give your readers a direction and a strong reason to act.
  3. Don’t have multiple ideas in the headlines. The headline should be crisp and should not convey multiple thoughts.
  4. Use numbers and special characters to make the headline more eye-catching.
  5. Keep it short by restricting it to 5 words, because this is what mostly works, according to AdEspresso.

Understanding the data gathered

Once your ad campaign begins on Facebook, you will be provided with a generous amount of data along with its analysis. You can access the data by clicking on an individual ad campaign, ad set, or data just for a particular ad copy. All the data provided by Facebook ads can be sorted by clicking on the heading and this data can be exported into an excel spreadsheet using the Export button. The stats for each set of data has basic information such as delivery, cost, reach, relevance, and more to help you see if your campaign is working or not.

Final Thoughts

Facebook ads are a great way to drive traffic to your website or a targeted landing page made exclusively to get the best results from your campaign. As you begin advertising on Facebook, you need to understand your goals, your offer and more particularly, your results.

With a strong image and a copy, you can derive maximum results and become a pro at Facebook advertising. If you are wondering where to get started, then we recommend experimenting with ads with a small budget. After all, as the saying goes, an opportunity not taken is an opportunity lost! Over to you now.

A Quick Guide to Developing a Social Media Strategy

The internet has opened up multiple opportunities for business to reach millions of potential followers to buy/use their specific product or service. Social Media has changed the way we interact, with it not only being a great way to keep in touch with friends and family but to view and purchase a multitude of different things. If you are a small business that cannot afford a full social media team, then here are a few quick steps to get you effectively sharing content that will keep your users engaged and ultimately grow your brand.

Define Your Goals

It doesn’t matter what type of business you are – Builder, Dentists, Restaurant Owner or a small eCommerce store – you need to have defined achievable goals that reflect your brand. If you are a new business, increasing brand awareness and attracting new customers may be in your 0-3 month checklist. For those more established brands, generating X amount of sales per week through ads generated on social platforms converting through highly targeted landing pages may be the specific goal. Whatever it is for your channel, make sure you determine the right one. Do your research and figure out how you should be promoting your brand along each stage of the sales funnel

Do Your Research

There are so many aspects here that will help you strategise appropriately for each channel;

  1. Who are your competitors?
  2. What channels are they using?
  3. What messaging is interacting well with their audience?
  4. Demographics of your audience – age, income, gender, interests, hobbies.
  5. Geographics of your audience – location, state, country. 
  6. Your audience’s pain points/goals
  7. Why your target audience would desire your services/goods in order to solve their problem.

Select Appropriate Channels

There is no point setting goals, creating amazing content and then posting it to the wrong channel. Figure out where your ideal audience is spending most of its time instead of posting across the main platforms just because of their popularity. For example, although you may favour Facebook over Instagram, your audience may spend an extra 4 hours on Instagram a week. Try specialising in your most active platform, build, nurture and sustain your online community before testing and wasting your time on another one that your community may not even be on. 

Understand Your Audience

This step is crucial! If you are sending the wrong message to your audience, then this can cause people to unfollow and lose complete trust in your brand. Have you created your audience personas – their demographics, wants, needs and pain points? You need to get into their head to figure out why they want your product or service and focus your messaging around that. If you have figured out your audience and are targeting them the right way, expand on their pain points by getting them to interact with specific brand/consumer surveys. This will help guide you on how to improve your product and service.

Define Your Brand

Following your brand guidelines could never be more important. Have you ever spent time trying to find a brand on one social platform but they have changed their name or tag line? This can be extremely frustrating for those that are at the purchasing stage of the funnel and are wanting to instantly buy something – but cannot actually find you. Keeping your colours, tone, voice and brand consistent across all your channels is a must. Your followers will engage, trust and be loyal to you. Take Nike and McDonalds for an example – their branding is extremely recognisable and not much has changed over the many years of being in the market. People understand who they are, what they do and their logo can be instantly recognised. Once you have established a strong and recognisable brand, then your audience is more likely to feel comfortable with you, that you are providing a great reliable and consistent product or service. 

Never Stop Learning

By understanding all of the above steps, you will determine what is the best way to reach, engage and convert your target consumers. Although all this research will see you through the short term, never stop researching and following your users around to see how, what, when and why they are purchasing. Set quarterly goals to revisit your strategy to see if it’s still relevant and timely. If you need to change a few things up, then go for it. Don’t be afraid to try new things, but just make sure you are watching the reactions of those you are testing on. If they are not engaging, try something different and if they are, see how deep or far you can take it – you may have opened up a window of opportunity that you never thought possible. 


7 Reasons why social media will boost your business and increase sales

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable source, you are missing out an incredible marketing opportunity, as it makes it easy to spread the word about your product and mission.

Improved brand awareness

Social media is one of the most stress-free and profitable digital marketing platforms that can be used to increase your business visibility. To get started, create social media profiles for your business and start networking with others. By applying a social media strategy, it will help you significantly increase your brand recognition. By spending only a few hours per week, over 91% marketers claimed that their social marketing efforts greatly increased their brand visibility and heightened user experience. Undoubtedly, having a social media page for your brand will benefit your business and with a regular use, it can also produce a wide audience for your business in no time.


For an advertising strategy, social media marketing is possibly the most cost-effective way. Creating an account and signing up is free for almost all social networking platforms. But if you decide to use paid advertising on social media, always start small to see what you should expect. Being cost-effective is important as it helps you attain a greater return on investment and hold a bigger budget for other marketing and business payments. Just by investing a little money and time, you can significantly increase your conversion rates and ultimately get a return on investment on the money that you primarily invested.

Engage with your customers

Social media is a good way for engaging and interacting customers. The more you communicate with the audience, the more chances you have of conversion. Set up a two-way communication with your target audience so that their wishes are known and their interest is catered with ease. Moreover, communication and engagement with customers is one the ways to win their attention and convey them your brand message. Thus, your brand will reach more audience in real terms and gets itself established without any hassle.

Improved brand loyalty

When you have a social media presence, you make it easier for your customers to find you and connect with you. By connecting with your customers through social media, you are more probable to upsurge customer retention and customer loyalty. Since developing a loyal customer base is one of the main goals of almost any business. Customer satisfaction and brand loyalty typically go hand in hand. It is essential to often engage with your customers and start developing a bond with them. Social media is not just limited to introducing your product, it is also a leading platform for promotional campaigns. A customer sees these platforms as service channels where they can directly communicate with the business. 

Healthier customer satisfaction

Social media plays a vital role in networking and communication platform. With the help of these platforms, creating a voice for your company is important in improving the overall brand image. Customers appreciate the fact that when they post comments on your page, they receive a modified reply rather than a computerized message. A brand that values its customers, takes the time to compose a personal message, which is perceived naturally in a positive light.

Marketplace awareness

One of the best ways to find the needs and wants of your customers instead of directly communicating with them is Marketplace awareness. It is also considered as the most valuable advantage of social media. By observing the activities on your profile, you can see customers’ interest and opinions that you might not know otherwise if you didn’t have a social media presence. As a complementary research tool, social media can help you get information and a better understanding of your industry. Once you get a large following, you can then use additional tools to examine other demographics of your consumers.

More brand authority

For making your business more powerful, brand loyalty and customer satisfaction both play a major role, but it all comes down to communication. When customers see your company posting on social media, especially replying to their queries and posting original content, it helps them build a positive image in their minds. Regularly interacting with your customers proves that you and your business care about them. Once you get a few satisfied customers, who are vocal about their positive purchase experience, you can let the advertising be done for you by genuine customers who appreciated your product or service.

Increased traffic

One of the other benefits of Social Media is that it also helps increase your website traffic. By sharing your content on social media, you are giving users a reason to click-through to your website. On your social account, the more quality content you share, the more inbound traffic you will generate while making conversion opportunities.

Enhanced SEO rankings

Social media presence is becoming a vital factor in calculating rankings. These days, to secure a successful ranking, SEO requirements are continuously varying. Therefore, it is no longer enough to simply optimize your website and regularly update your blog. Businesses sharing their content on social media are sending out a brand signal to search engine that speaks to your brand validity, integrity, and constancy.

Final words

There is no denying that Social media marketing has many advantages for startups and established brands. By regular updating the right social media marketing strategy, it will lead to increased traffic, better SEO, improved brand loyalty, healthier customer satisfaction and much more. Your competition is already increasing on social media day by day, so don’t let your competitors take your probable customers. The earlier you start, the faster you see the growth in your business.

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