Facebook Ads Best Practices Every Business Owner Should Know
Frustrated by the poor results from your ad campaigns? Discover the Facebook ads best practices for creating winning ads!
- TIP: How to make your Facebook Ads more effective with these best practices [Infographic Download]
- Episode Overview – The Ultimate Guide to Facebook Ads
- Personal Note from Jenn Neal on Facebook ads best practices
- Blog Post – Facebook Ads Best Practices Every Business Owner Should Know
- Related Posts
TIP: How to make your Facebook Ads more effective with these best practices
Time needed: 8 minutes
TIP: Facebook ads best practices:
- Combine organic social and value first content for more effective ads
- Run cheaper ads to your content to create an engaged audience, then retarget with more expensive ads to increase conversion and ROI
- Keep your ads focused for mobile first and ideally video – incorporate movement and bright colors, keep the text minimal and simple
- Watch your ads performance and check your budget at least weekly
What’s In This Episode?
If you’re a thought leader in this space who frequently runs ads on Facebook, chances are you’ve experienced your own share of horror stories. I know how frustrating it could be because I have been there before, and I don’t want you to experience it anymore. That’s why today, we’re going to talk about Facebook ads best practices, actionable tips you can start implementing right away, plus what to avoid when setting up your Facebook ad. Let’s dive in!
Jenn Neal on Facebook Ads Best Practices
Facebook Ads Best Practices Every Business Owner Should Know
Tired of running Facebook ads with nothing to show for it? I bet you’re feeling frustrated by your results each time you run your ad campaign, right? Well, I know how you feel. I’ve been there. And after losing almost $40k on Facebook ads, I made it my mission to find a better way for business owners to attract qualified traffic online. Now, I’m here to share what I’ve found to be Facebook ads best practices as well as the dos and don’ts when it comes to running ads. Want to know more? Let’s dive right in!
Introducing The Traffic Trifecta
Alright. I’m going to let you in on a little secret: you don’t need to reinvent the wheel to supercharge your results. That’s right! You don’t need to completely change everything you’re doing to get good results! A few minor tweaks is all you need. Our method has been tested and the results were so impressive, we created our own mini course about it!
Allow me to introduce you to the Traffic Trifecta.
Kinda looks like a big tri-force logo, right? This formula is how we look at running traffic. We first look at organic traffic – aka things that can be searched and found on the Google. Yes, this requires a little bit of SEO research. No, I’m not making you write a full one of those 4 letter word (blog) things. We pair organic traffic with the power of social media by using social media posts to increase our audience reach. (So don’t be worried if you don’t have 3 million followers or a ton of engagement on your posts.) Then, we use paid ads to take your audience off of social media and into whatever it is that we’re promoting.
Now, I know this may sound simple and confusing all at once. But I assure you, it’s all part of Facebook ads best practices. And, it works! All we’re doing is providing value through organic traffic and social media posts before combining it with paid ads. We always want to provide our audience with something of value at no cost to them before asking them to buy something. It’s like offering someone 1 potato chip. Obviously, you can’t eat just one! So don’t just run conversion ads straight to your opt-in or sales page. Be sure that you’re using your content to create an engaged audience.
Speaking of an engaged audience, you’re wondering how in the world you’ll target the right people for this engaged audience. Let’s take a look.
When it comes to Facebook ads best practices, one part you want to get right is your target audience. Now, getting the right audience to see what you do and what you offer will take a little tweaking. But, that’s why I’d advise that when starting your campaign, start by targeting 3-4 audiences. They don’t have to be perfect, just close enough, and you can start to dial it in as you get results and can tweak your audiences.
I’d also suggest to go broad with your targeting. Creating 1-2 ads with Facebook tools and targeting an audience between 2-5 million is good practice for starting. You could set up a reach or video view campaign to promote the valuable content you want your audience to see, but keep in mind, you’ll want to ensure that you have your pixel set up! Installing your pixel on your website allows you to track your result. With the data from your pixel, you can create custom and lookalike audiences for retargeting ads but this time for conversion. Pretty cool if you ask me.
Pair this with following the traffic trifecta approach, and it’ll reduce your cost per lead (CPL). Then, the more you optimize your ad, the more your CPL reduces. Personally, I have seen a cost per conversion of up to $120 which is not cool. If you want to completely erase these issues then you have to take advantage of the Traffic Trifecta.
An ADditional Scenario
Here at Formula Done, we like to put in a little work to help lessen our CPL. Our team creates bite sized blogs of around 800 words, and then turn them into multiple social media posts. Now, let’s say we start running ads and two prospects see something interesting in your ad. One of them will Google you first while the other simply clicks on your paid ad. A win-win scenario for you would be to capture both sets of people.
This way, you’re getting more qualified leads while slicing your ad costs. You don’t need to optimize your ad for conversion from the get-go. What you’re doing first is running traffic ads to your content to create and build an engaged audience.
Optimizing Your Ads For Conversion
Running Facebook ads the normal, traditional way works but it’s going to cost you more, and convert less. As I said before, I’ve seen some pretty high cost per conversion. The idea is to get more people to convert at less of a cost, right? So how can you warm up your audience and start decreasing your overall ad cost? Start by keeping a few things in mind.
When you’re creating copy for your ads, be sure to keep it super simple. Think it’s simple enough already? Go simpler. Think kindergarten here. Will a kindergartener be able to understand it? Perfect! Then you’re on the right track. Create simple copy with a very clear, hooky headline that will catch your audience’s eye as they’re scrolling. Want to really catch people’s attention? Toss an emoji into your headline. A small graphic like an emoji can cause someone to actually read your headline instead of scrolling past.
Graphics and Videos
As we’ve implemented our formula for clients, we’ve observed the impact that graphics, especially videos, can have on an ad. When using graphics, they should be eye catching, and candid. Do your best to avoid stock photos. They should also have minimal text, and bright colors that appeal to your audience, but honestly, video is where it’s at!
Creating videos is an engagement goldmine. The more authentic you are on camera, the more your audience can connect with you. (So don’t re-record or edit out your little mess ups!) Did you know that 98.5% of users access Facebook via mobile and 81.8% do so exclusively. So, I always recommend recording selfie style vertical videos that are between 10-30 seconds. And, want to make sure to keep your audience’s attention? Include movement in your videos!
Can’t go outside and walk around to record? Don’t worry! You can add movement to your videos by adding karaoke style captions, a status bar (or both if you’re feeling spunky.) or even a fun moving background using an app. Our favorite is wave.video! It’s super simple and easy to use. We even like to turn our graphics into videos using wave.video!
When you put all of these things together and start running your ads, don’t start tweaking your copy and audience too quickly. As your ad views climb, keep a close watch on your performance – checking it at least once a week. (I’d recommend twice a week.) And last but not least – don’t make any changes too soon! Let your ads run until you have at least 1000 – I prefer 2000 – ad views before tweaking any copy or your audience.
Whew! That was a LOT to take in – I know. Thanks for hanging through that! What I did was basically just take you on a little walk in the park on our take on Facebook ads best practices. Specifically just the do’s and don’ts; everything you should know from the jump so you don’t end up losing $40K on Facebook ads like someone I know.
If you’re still feeling a bit overwhelmed about what to do, what (or how) to create for assets or where to start, here’s some good news for you. We can help you do all the heavy lifting. Here at Formula Done, we run this incredible service called the Evergreen Leads Machine to help you take all that work off your hands and get you top notch results.
We work with you to find your topic, and all you have to do is record (or provide us with previously recorded videos). We’ll create your bite size blog, graphics, and video snippets, make sure to provide all the SEO value to get major traffic to your website, and will also post to your social media outlets and on your website!
Our clients are always amazed by the results they get from the Evergreen Leads Machine and our easy process. If you’d like to see how we can do the same for you, schedule a quick call with us! Don’t take too long. We’ll be waiting!