As we’re all using Facebook on a regular basis, you might think no one is clicking on Facebook Ads.

Wrong.

Facebook is just about to make almost $4 billion in revenue this year only from advertising.

Apparently, lost of people are clicking.

A lot of marketing experts who tried Facebook advertising say that Facebook Ads simply do not work. Don’t believe them.

The central issue is – how to get Facebook audiences to click on your ads? More importantly, how to convert visitors into customers?

Reading this article, you will learn not only precisely how Facebook ads function, but we’ll provide you with some really useful tips on how to manage your Facebook campaigns effectively. In addition, we’ll cover the most well-known missteps advertisers make and the greatest factors in your promotion’s prosperity.

How Do Facebook Ads Work?

Facebook Ads now come in several types. You can now promote your page, promote posts on your page, actions users took or your website itself.

Facebook Ads

These options are available only on Facebook. After you create an Ad, you can set a budget and bid for each click or thousand impressions your ad will receive.
Then, the Facebook users will see your Ads wherever you decided them to. Facebook Ads have lots of options: Facebook desktop and mobile feed, Instagram feed and stories, Messanger Inbox, Stories or as Sponsored Messages.

Businesses should bear in mind that their visitors didn’t actually search for that product or service. The visitor clicked on your promotion spontaneously. In case you’re relying on him to immediately buy something, then your expectations are not realistic.

So Who are Facebook Ads appropriate for?

Lots of advertisers actually forget that Facebook Ads are more like display ads than search ads. That essentially means Facebook Ads are meant to be used to generate demand, not to fulfill it.
Facebook users use the social network to connect with their friends, not to finds products or services.

Businesses should bear in mind that their visitors didn’t actually search for that product or service. The visitor clicked on your promotion spontaneously. In case you’re relying on him to immediately buy something, then your expectations are not realistic.
Instead, you can stick to simple conversions like signing up for your service or to subscribe to your blog/website.

Lots of advertisers actually forget that Facebook Ads are more like display ads than search ads. That essentially means Facebook Ads are meant to be used to generate demand, not to fulfill it.

Facebook users use the social network to connect with their friends, not to finds products or services.

How exactly can you make money from the Ads?

The advertising model that best fits Facebook is to earn revenue over time, not all at once. Even if the visitor gave you his email, you’ll have to build more trust in them before they buy.
Subscription websites are a great example of business models that can profit from Facebook Ads very much.

How to target using Facebook Ads

One of the most common mistakes when it comes to Facebook advertising is that most marketers do not target their Ads properly. Facebook has lots of options when it comes to targeting.

You can target them by:

  • Location
  • Age
  • Gender
  • Interests
  • Connections
  • Relationship status
  • Languages
  • Education
  • Workplaces

Each option can be a good fit, depending on your audience. Most advertising specialists focus on location, gender, age, and interests.

Location – this option allows to target your potential customers by country, zip code, state or city.

Age & Gender targeting should be based on your existing customers.

Interest Targeting is, what we believe the most powerful, but completely misused feature. There are two options available – broad categories and precise interests.

Custom Audiences – This is the most powerful form of targeting. If your business already has an email list of subscribers or a CRM full of previous customer email addresses then you can use this on Facebook. Thi is particularly powerful for B2C businesses or B2B businesses with high repeat order probabilities. Re-target your existing customer base with fresh ads by serving ads directly to them via your email list.

Lookalike Audiences – Similar to Custom Audiences, you can upload a list of emails into Facebook and then ask Facebook to find the common features of all the profiles. Facebook will then go and find other Facebook profiles of people completely new that also share those same data points. Facebook is very good at doing this because it keeps thousands of data points on all of us including our behavior on the platform, pages we follow, places we check in etc

Broad Category Targeting

Broad categories include topics like Gardening & Horror movies. They may seem like the most efficient way to reach a large audience. Yes, these users cost less, but they are also much less likely to convert.

Precise Targeting

Precise targeting gives you lots of very useful information about your potential customers. Apps they use, pages they like, listed likes and interests. You’ll receive the best ROI using Precise Interest targeting.

When you target precise interests, Facebook automatically provides the size of the audience and other suggested likes and interests. Once you actually select interests for an ad, Facebook will show you an aggregate suggested bid.

Lots of marketers choose the largest groups available. We believe this is a mistake. Be as specific as possible when targeting.

Images for Facebook Ads

The images are the most important part of the Facebook Ad. If your image is not eye-catching, your Ad won’t convert regardless of the well-written copy. Also, don’t use generic stock photos, or low-quality images. Make them or purchase & personalise them.

Here are a few additional tips:

  • Use images of people’s faces. Facebook images are small, so you better use close-ups. Also, don’t use blurry or dark pictures.
  • Typography – use readable, clear types. Bright colors might also help your Ad stand out.

Writing the Facebook Ad Copy

The second most important feature of the ad after the image is the copy. Make sure you write it as good as possible. Here are a few tips:

writing the facebook ad copy

Bidding on Facebook Ads

Strategic bidding can make your Ads really profitable.

After you create your ad, Facebook will suggest a bid range. We’d recommend you to set your bid near the low end of this range.

Also, your CTR will start to dictate the price you’ll need to pay for traffic. In case your CTR is high, your suggested bids will decrease. In case your CTR is low, you’ll need to bid more for each click. The best advice we can give you is to optimise your Ads & targets in order to continually increase your CTR.

In addition, your bid will also dictate how much of your target audience you’re able to reach. Facebook provides really useful graphs for every campaign showing you the size of your target audience and how much of that audience you actually managed to reach.

Increasing your bid will definitely help your Ad reach more of your target audience. For instance, if your Ad is performing great, but you reach only around 60% of your audience, you can increase your bid in order to get more clicks.

Landing Pages

Receiving that precious link is only the beginning. You still have to somehow make the visitor convert.

Make sure to send him to a targeted, well crafted, highly converting landing page. You already know his age, interest, and gender. Show him a page that will actually solve his problems!

Conclusion

Despite its disadvantages, Facebook Ads can be a great source of driving relevant traffic & potential customers to your website. The most important points you have to optimise are: use eye-catching images, use low-friction conversion and track everything about your campaign.