2 billion monthly active users. That’s the number Facebook is on pace to hit this year. So, it’s no wonder why it’s been coined the world’s largest social media network by a long shot. And, the reason it’s the hottest spot to advertise if you want to generate a good chunk of change for your business.
But, mastering Facebook ads is definitely no walk in the park. Too many entrepreneurs either neglect the platform’s potential completely because they’re unsure of where to even begin. Or, they give up all too quickly when they put time and money on the line and don’t see the results they were hoping for. To put it bluntly, it’s all too easy to completely suck at Facebook ads and never want to go back.
Lucky for you, it doesn’t have to be that way. I’m here to help you navigate the seemingly murky waters of Facebook ads with a handy infographic. This graphic will walk you through the exact 8-step process on how to create the best Facebook ad. And, here, I’ll break out each step to dive a little deeper, making it easier for you to hit the ball out of the park to bring home some serious conversions.
If you’re wanting to become a Facebook advertising MVP (or if you already consider yourself one), however, chances are you’re forced to constantly learn the platform’s best new tricks and tools, algorithms, and updates to stay ahead.
Unfortunately, that can be a seriously costly timesuck. But, what if I told you there’s an evergreen Facebook ad course calling your name, ready to help you get back countless hours of your time and buckets of money? No, it’s not too good to be true. Stick around until the very end of this post to learn more.
How to Create the Best Facebook Ad [Infographic Rundown]
1. Put a price tag on it—get the numbers.
Facebook advertising is an investment. But, that doesn’t mean you need to throw a ton of moola at it. You just need to know how to correctly set your ad up for success and target the right people, hitting your return on investment out of the park.
First things first—you’ll need to calculate your ad budget based on the price of your product and the number of sales you need to make. To make things easier on you, we’ve got just the tool to help you tackle this as fast as Speedy Gonzales and identify if your campaign will succeed—the Ad Calculator.
Once you put that to good use, you can choose between two options for your ad spending on Facebook—daily or lifetime.
- Daily: if you want your ad to run continuously throughout the day—using your budget over the course of a day throughout your ad set’s lifetime.
- Lifetime: if you want your ad to run for a specific length of time—using your budget evenly over the course of your ad set’s lifetime. Facebook will determine the optimal deployment for your ad according to your budget and timeline.
Then, you’ll need to optimize your ad, deciding if you want to bid for your objective, clicks, or impressions. Marketing pro Neil Patel advises you to pay for actual clicks, never for impressions. Otherwise, you’ll pay for Facebook to show your ad to as many people in your target audience as possible—even those less likely to click.
2. Zero in on your crowd—determine audience demographics.
Are you trying to target everyone in your ads? Some people actually think that’s the best way to maximize results. I know, shocker, right? But, it’s about time you get specific instead of seeing everyone as a potential customer or client. We recommend having one core audience and three to four accessory audiences.
To help you tackle this step, you can utilize the 4-step empathy formula we developed. Use it to ask yourself the right questions and zero in on your preferred crowd.
- Question 1: Where is your target prospect right now? – This means you need to consider what they’ve done in the past that failed them and led them to the headaches they have today.
- Question 2: Where do they want to be? – Think about what they want life to look like sans all the headaches they have.
- Question 3: Why do they want to be there?
- Question 4: How does your product get them there in the most attractive way possible?
These questions should be a breeze to answer. But, if you find yourself having a difficult time, you most likely don’t know your audience as well as you think you do.
Thus, we advise you to interview a few people that fit your buyer persona mold to pick their brain. Ask them questions 1-3 to set your ad strategy up for success in the long run.
3. Get your crowd in a buying mindset—review your sales funnel.
Massimo with AdEspresso says it best:
“People don’t go to Facebook to make decisions. They go to Facebook to avoid making decisions.”
They’re not in a “buy now” mindset. Especially when they’re looking to take a mental break to creep on their family, friends, and acquaintances. So, the first step to a winning Facebook sales funnel is to ensure it’s appropriate for your target audience. Think about what buying stage they might be at to smoothly transition them into a buying state of mind.
Take a look at the three different funnels we tend to focus on:
- Opt-In Funnel: great for digital education, software, or memberships. You sell this stuff by educating your readers on what the real problem is at every step of the funnel. The main goal of the ad is to get them to click, leading them to a “capture” page to opt-in to your offer.
- Content Marketing Funnel: great for physical products (think tools that need education versus simple commodity-type items) or services. The ad directs the reader straight to the delivery page to obtain a free piece of content to learn more.
- Straight to Offer Funnel: great for low-ticket physical products—aka commodities like t-shirts, coffee mugs, etc. Your audience doesn’t need much education on these.
When you pair the most appropriate funnel with your ideal audience, it’ll be that much easier to get them to click. So, in order to get them to “the other side” via that simple click, your funnel should pass the BS test. Don’t mislead. Deliver exactly what your ad promised at the final destination (the link), supplying them with the information they need to make a well-informed decision.
And, don’t ever pass up an opportunity to teach them something in the process. When you do just that, you’ll brand yourself as an authority, helping to efficiently move your target audience through the buying process.
4. Stand out from News Feed noise—gather visual ad components.
The visual components of your ad help tell your content’s story and grab the attention of Facebook users, breaking free from their noisy News Feed. Would you click on an ad with a stark white background using a stale stock photography image? I know for a fact I wouldn’t.
Here are a few things to never pass on when checking this step off your to-do list:
- Pick a solid, standout ad image—one that takes viewers’ brains for a ride. Ensure the colors contrast to Facebook and are congruent with the ad’s message.
- Ensure your Facebook page’s name and image looks like a real person, not just a brand—this helps to casually slip your ad under the radar as users might think it’s a person they might’ve friended and forgotten about.
- Don’t go overboard with text—resist the urge to tell the full story in the ad itself. Let the talking be done with the headline and consider it the teaser to attract your audience to take action.
- Get people to cheer or break out the torches with you from the headline alone—the more people who relate to the story you’re telling, the greater your opportunity for likes, comments, and shares. As a result, your ad’s cost will go down.
Take a look at NatureBox’s Facebook ad, which does all the right things—making it easy on the eyes.
Simply put, when you’re gathering your visual ad components, consider whether or not you would be compelled to share the ad yourself. Does it fit your audience’s narrative and who they want to be seen as? If the answer is yes, you’ll find your attempt to pick up some serious conversions to be a much more painless process.
5. Niche down on those with “fan” potential—foolproof Facebook ad targeting.
You’ve worked out the numbers, put a price tag on your Facebook ad strategy, and gathered killer visuals. But, now it’s time to niche down. Narrow the focus to only attract those with serious fan potential—those that actually want what it is you have to offer. This is a crucial step that many skimp out on, leading them to cripple their campaign while wasting precious time and money.
So, let’s help you avoid doing just that with the BiBi Targeting Method we developed just for you. It helps you find your exact customer on Facebook, drilling down and tailoring your ad to one specific person. What does BiBi stand for? Broad, Income, Buyer Intent.
- Broad targeting: demographic (age, gender, languages, education level, school, ethnicity, household, life events, relationship status, job title, etc.) and interest-based (posts they share, pages they like, apps they use) information. This is where you’ll use Facebook’s “include” targeting, which is all about going broad.
- Income-based qualifiers: this is where you’ll use Facebook’s “must also match” targeting, which is all about going deep. Think along the lines of income range and net worth.
- Buyer intent-based qualifiers: narrows your targeting even further, adding those who’ve bought something similar to your offer.
We could go even deeper with this audience. Also, we recommend combining the BiBi Targeting Method with Facebook’s Audience Insights tool to get to know your target audience even more.
Next up are custom audiences. This is where you have the opportunity to target a segment of a population no one has access to—the people who have come into contact with your brand, whether through your website, email list, app, you name it.
Consider them those that reside on the warmer side of the pillow, so to speak. You have a much greater chance at winning them over than those on the cooler side who have no idea who you are or what you have to offer them.
And, you’ve got some big league custom audiences to pick and choose from:
- Customer List Custom Audiences: You can use a list you’ve built from email addresses or phone numbers, and Facebook will match them with its users. Remember, you must have permission from the contacts of this list to use for advertising purposes (ex. Email addresses? They must’ve opted-in first).
- Website Custom Audiences: Advertise to anyone who has visited your website in the last 180 days, as long as they’re also on Facebook. The time frame and exactly which website visitors (ex. Specific page visitors) to target is completely up to you.
- App Activity Custom Audiences: if you have a mobile app, you can advertise to anyone who has engaged with it in the last 180 days, as long as they’re also on Facebook.
When you take your time on this step to get your ad into the right hands and generate sales, you’ll enter the advertising winners’ circle in no time.
6. Take a practice swing—first ad test for 72 hours (ad maturing).
I’m about to share something that might blow your mind. The more mature a good Facebook ad is, the less you pay for it. I know… you’re probably thinking, what the heck does that even mean? Well, you shouldn’t just kill an ad after a day if you don’t see the results you were expecting.
But why? The longer your ad is up, the greater the potential for comments, likes, and shares. Thus, Facebook will make your ad cheaper overtime. Looking to learn more about the social media platform’s algorithm for getting cheaper clicks? Check out this blog post we put together.
Ultimately, don’t use your Ad Calculator results just yet. Start with a fairly low daily budget, giving your ad some time to mature. Let it marinate in News Feeds among your target audience for 72 hours. You need to be okay with not making money in the first few days. But, you should eventually start seeing success in the form of likes, comments, and shares. If not, get ready to tweak your targeting and test again.
7. Gear up for an ROI home run—second ad test.
Find yourself getting some killer results after taking a practice swing with your ad and letting it mature for 72 hours? Give yourself a pat on the back! Then, let it run for 7 days at a lower daily ad spend of $5-$10. Doing this will gear you up for an ROI home run, lowering your cost per click rate before increasing your budget to the total amount from your Ad Calculator results back at Step 1.
Remember, only ramp up your spending when you achieve a cheaper click through rate.
8. Keep a running scorecard of success—install a Pixel for tracking.
This step can definitely trip up a lot of people. But, it’s one that’ll make Facebook advertising much more effective for you. What’s a pixel, you ask? It’s a winning tool that combines retargeting, optimization, and tracking to help you know exactly who you’re advertising to and gain a greater understanding of how your ads are performing.
Here’s how it works:
- You create your Facebook ad pixel.
- Then, you add it to your website’s code.
- Finally, you use it to remarket and bring your visitors back to purchase what it is you’re offering.
Ready to put this tool to good use? Here’s how you can get started.
You’ll then be prompted to copy and paste a code and place it into your own website’s code.
That can be a little tricky to do, especially if you haven’t had much practice working with HTML. If that’s the case, I suggest checking out this guide from Facebook. It’ll walk you through the process step-by-step so you don’t have to worry about running the risk of messing up your website’s original design.
As you can see, Facebook ads aren’t rocket science. But, you now have the playbook you need to never run ads haphazardly ever again—the pre-work matters.
Want to stay ahead of the game with Facebook ad marketing? Join AdLab now.
It’s an ever-evolving course on Facebook ad strategy, guiding the most seasoned pros to success with starting their ad agency from home.
Have questions or something to share about your experience with Facebook advertising? Let us know in the comments section below. We’d love to hear from you.