How to make a great Facebook ad

Written by Sarah Lewis

December 2, 2021

How to make a great Facebook ad

Serving people from all walks of life, Facebook averages about 3 billion daily users. It provides a space to connect to an array of communities but doing so from a marketing standpoint can be complicated or confusing. For business, posting on Facebook isn’t enough anymore. Putting money into Advertising campaigns can work, but only if you’re smart about it.

Creating optimized Facebook ads is a good way to make sure the right people are seeing your ads. Optimizing ads also ensures you’re getting the most out of your PPC budget and seeing a positive return on your advertisements.

Since there are so many users on Facebook, the level of audience targeting available from their analytics and insight has become incredibly comprehensive in recent years. This puts you at an advantage, making it easier to optimize your advertising strategy. We’ve compiled a list of the best practices to follow so you can make a great Facebook ad.

1. Target your ad to a specific audience

By using ad targeting, you’ll increase the quality of your audience, and your overall engagement is more likely to rise. The goal of advertising on Facebook is to increase relevancy through conversations and engagement. Your relevance scores will suffer without targeting a specific audience, and any information you gather from marketing campaigns is considered “bad data.”

Thankfully Facebook has built out its targeting capabilities to include demographics, interests, location, and even behavior. By including these details, you exclude users who are not your target market and only show ads to people who are most likely to buy from you.

2. Keep your ads relevant to your audience

Relevance is crucial when making Facebook ads. Every time someone views or clicks on your ad, it costs you money. If your ads aren’t relevant to the people seeing them, you’re wasting your time and money and will likely see very little success from advertising.

Facebook has a feature built to help you rate your ads and score them based on relevancy (like Ad Rank in Google Ads). Using this function, you can improve your ad images, copy, ad destination pages to get a higher relevance score and therefore get more out of your advertising.

3. Make it visual

Generally, visual content is favored in Facebook’s algorithm, but it is also more likely to be shared by consumers. Making sure your ad is visually appealing should be near the top of the list of concerns when making your Facebook ads.

4. Connect your visuals with your text

If the visuals and text don’t make sense together, your ad won’t look thought out and will reflect poorly on your business. Aligning your visuals and text keeps your ad relevant to audiences. Many consumers see ads like these as feeling more personal and increases the likelihood of engagement and conversation. Formulating ads like this also improves your relevancy score with Facebook resulting in better ad performance.

5. Have an appealing value proposition

A value proposition prompts the viewer to click on your ad. It can be to learn more about your product or how your product or service is different in the marketplace. Why should the viewer click on your ad? What are they getting out of the interaction?

Don’t forget to make your ad believable. It would be best if you didn’t say anything that you cannot prove or quantify. Claiming you’re the best isn’t going to get you clicks, so think about ways to promote the product or service itself. Adding social proof is also helpful – something like “serving customers since <YEAR>” or something similar to show you have experience in the field.

6. Don’t forget your Call-to-Action

You can have the best-looking, most relevant ad possible, but the audience won’t know what you want from them without a call to action. Add a CTA like “Call today” or “Only available until January 14th” to add a sense of urgency. Adding a CTA should encourage people to click your ad.

If you have any questions, the professionals at Agent Pipeline are here to help at 800.962.4693.


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