How to Make a Great Facebook Ad (With Examples)

There is so much content flying around on the internet that it’s challenging for brands to stand out through all the noise. When you post something, you never know if it’s reaching the right audience at the right time.

If only there were a way to reach people with characteristics of your ideal audience across a platform that hasover 2.7 billion users.

Oh wait, there is.

Facebook is no longer just a tool for seeing what your grandma is up to. (She’s doing fine BTW; she won $18 at bingo yesterday.) Facebook ads are a goldmine for marketers—if they’re used strategically

How Do Facebook Ads Work?

Facebook ads work by cutting through the noise and showing your ad on Facebook users’ news feeds. Based on Facebook’s database of profiles and the targeting parameters you set, Facebook will serve your ad to someone who fits your target audience. 

There are four main elements that make up a Facebook ad:

  • Title: This is the name of the ad campaign.
  • Visual: The still image, video, or carousel of images you want to display.
  • Copy: The written text alongside your visual.
  • Call To Action (CTA): What you’re inviting the audience to do (and the page where they land).

The ads tool also includes a variety of audience segmentation features. You can target by the traditional demographics such as age or location. You can dive in even further to get more specific characteristics such as level of education, job title, or income. 

(Currently running an ad that’s targeting millionaire ice cream taste testers. We just want to talk… and learn. 👀)

The magic is in the customization. With a database this huge and enough data to drill down to a hyper-specific group of people, Facebook makes sure you’re reaching your target audience and routing them to your site

What to Keep in Mind When Making an FB Ad

“Nothing successful ever came from a strategy with no goal,” said every marketer ever.

Before you run off and launch a campaign, you want to establish what your goals are.

Facebook Ads Manager allows marketers to choose one of three goals for their ad. The goals represent three different stages within the sales funnel:

  • Awareness: These ads let people know your brand exists and that you’re an option to solve their problems. Facebook optimizes these campaigns to reach as many people as possible. 
  • Engagement: These ads generate interest and preference with people who are already aware of you. Facebook will optimize these campaigns for the engagement metrics you define. 
  • Conversions: Conversion ads give viewers who are already interested that final boost to convert. Facebook optimizes these campaigns to convert as much as possible. 

You’ll also want to clearly define who your target audience will be. Blasting your content to anyone and everyone isn’t as beneficial as you’d think. The more carefully you define your audience, the more likely you are to choose the targeting parameters that help your ads reach them. 

Here are some of the options you can choose when defining your audience in Facebook Ads Manager: – Read more


Retargeting Ads That Will Bring Your Audience Back

You know that one ad you keep seeing: The one for that embarrassing t-shirt your friend messaged you about that just couldn’t be real? (It was. Yikes!)

Your curiosity got the best of you for one second, and now that cringe-worthy tee is following you around, cozying up next to your cousin’s baby announcement on Facebook, and squeezing in between your friend’s selfies on IG. 

Experiences like this can make you think that retargeting ads—those ads that resurface products and services you looked at but didn’t take action on—are too pushy and sales-y to be worth including in your marketing strategy. (Nobody wants to be that type of marketer.)

But the truth is that most people kinda like retargeted ads—when they’re well-targeted. 

We’re pleasantly surprised when that book we meant to buy shows up in an ad next to our favorite sports column or when a social ad lets us know that a previously sold-out concert tour has added some new dates. 

Because let’s face it: The internet can be distracting. It’s easy to close the wrong tab, run to read a new email while browsing, or open up a Slack notification before you hit “check out.” 

A well-targeted reminder helps consumers as well as businesses. For example, data shows that retargeting ads can yield a 10x increase in click-through rates (CTR) since users are already familiar with the brand or product.

Since only 2% of web traffic converts, it’s worth seeing if some well-planned and well-placed retargeting ads can help bring those almost-ready-to-buy prospects back into your world.

What Is Retargeting, Really?

Retargeting is a powerful form of PPC advertising that leverages tracking technology to identify individuals who have previously engaged with your brand in some way and serves them ads on a variety of platforms to try to re-engage them. – Read more


Customers Still Need You: Here’s How to Start Your Online Business Quickly

My Post (10).pngA lot of small business owners are feeling immense pressure right now. With everyone at home to help curb the current global pandemic, many retailers with brick and mortar locations are experiencing a steep decline in foot traffic (and some are even temporarily closing up shop). Florists, restaurants, breweries, hair salons—right now, all sorts of people are researching how to move their business online where possible.

But while getting into the ecommerce game may sound complicated or even a little bit intimidating, it’s actually never been easier or more profitable to sell your products online. Customers are actively looking for ways to support local businesses like yours during this period (and there are a whole lot of tools to help you reach ‘em). Some reports even say that ecommerce sales may double amid the COVID-19 pandemic and that we may be entering a transition to life online.

So while it can be tempting to close up shop and work on your quarantine jigsaw puzzle skills for the unforeseeable future, there are things you can do today to keep your revenue up during lockdown. In this post, we’ll cover how you can adapt your business model for online shoppers (without necessarily having to open an entire online shop) and make your first sales with a quick online promotion via landing page.

The Good News: You Might Not Need to Build a Whole Online Store

Online Store Example from Allbirds.
An example of an online store. Putting a hefty one of these together can be somewhat overwhelming.

When most people think about starting an online business, they think about creating an entire digital storefront. This means category pages, product pages, filters, search bars, branding, a professional photoshoot—the works. (It’s stressing me out just thinking about it.) But before you get in touch with your web dev buddy from college, take a moment to reflect on whether you really need all of this.

If you have a lot of product lines or items to sell generally, a classic online store is a terrific option for you (I’d recommend a good ol’ Shopify store for this). But for some shops with fewer product lines or inventory (or if you’re just looking to test the waters with your first online promotion), you might be able to get an offer out to your customers much faster with an ecommerce landing page outfitted with a form for processing simpler orders.

Online Stores vs. Ecommerce Landing Pages

Ecommerce Landing Page Example from Trade Coffee
An ecommerce landing page example from Trade Coffee. Click to see the whole thing.

Unlike a full online store, an ecommerce landing page is just a single, standalone page that focuses on getting visitors to make a purchase. There are no distractions for visitors (like pesky menu bars or links to other pages) and everything on the page is there for one purpose and one purpose only—to help make the sale.

You can use a landing page to get a really focused offer out quickly to your customers. The easiest way to do this is to set up a simple order form on your page and then charge customers in-person on delivery or pick-up. They’re fast to create with a drag-and-drop builder and you can easily customize your landing page to look just like the rest of your brand and website. – Read more