How to Create, Optimize, and Test Facebook Ads ?


As a savvy internet user, you might think no one clicks on Facebook ads.

You’d be wrong.

Facebook is on track to make over $60 billion in revenue this year from advertising.

Someone’s clicking.

How do you get them to click your Facebook ads? More importantly, how do you get them to buy your product or sign up for your email list?

Many marketers who have tried Facebook ads, especially in their early days, decided that Facebook advertising doesn’t work.

Don’t believe them.

In this advanced Facebook guide, you’ll learn which businesses are the best fit for Facebook ads and how to run successful campaigns.

We’ll cover the most common mistakes marketers make and the biggest factor in your ad’s success.

You can learn more and create your first ad at Facebook.com/advertising.

How Do Facebook Ads Work?

Facebook ads now come in several varieties. You can promote your Page, posts on your Page, actions users took, or your website itself. Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful in sending users to your website.


There are also several ad formats including images, videos, carousel (multiple images), Instant Experiences, and collections.

Facebook ads are targeted to users based on their location, demographic, and profile information.

Many of these options are only available on Facebook. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive.

Users then see your ads in the sidebar on Facebook or in their newsfeed.

This guide will walk you through the best practices for creating CPC ads that drive traffic to your website.

Facebook’s other ad options are great for driving engagement and brand awareness, but ads driving users off-site are still the best option for direct response advertisers looking to make a sale.

Who Should Advertise on Facebook?

Many businesses fail at Facebook advertising because they are not a good fit. You should always test new marketing channels, especially before demand drives up prices, but make sure to consider whether your business model is a good fit for Facebook.

In the past, Facebook ads were more like display ads than search ads — though new versions of ads, like product ads, allow advertisers to sell products directly to users.

Here are a few types of businesses that are likely to succeed with Facebook advertising.

Businesses with Low-Friction Conversions

The businesses that succeed with Facebook ads ask users to sign up, not to buy. You must use a low-friction conversion to be successful.

A visitor to your website wasn’t looking for your product. They clicked your ad on a whim. If you’re relying on them to immediately buy something to make your ad ROI positive, you will fail.

Facebook users are fickle and likely to click back to Facebook if you ask for a big commitment (purchase) upfront. Instead, stick to simple conversions like signing up for your service, filling out a short lead form, or submitting an email address.

Even if you sell products, not services, you should consider focusing on an intermediate conversion like a newsletter signup. Then you can upsell later through email marketing or Facebook retargeting ads.

Daily deal sites like Groupon, AppSumo, and Fab are good examples of businesses that can succeed with Facebook advertising. After you click one of their ads, they just ask for your email address. They’ll sell you on a deal later.

Business Model with Long Sales Cycle or Small Purchases

Even if you only ask for an email address initially, you’ll need to eventually make money from these users if your ads are to be profitable.

The best business model that fits for Facebook ads earn revenue from their users over time, not all at once. A user may have given you their email, but you’ll need to build more trust before they are likely to buy anything.

You shouldn’t depend on one big purchase. Several smaller purchases are ideal.

Daily deal and subscription sites are great examples of business models that can thrive on Facebook. Both have customers whose lifetime value is spread out over six months or more.

At Udemy, they focus on getting users to sign up on their first visit. By aiming to be profitable on ad spend in six months (not one day), they turn Facebook users into long-term customers.

They target a 20% payback on ad spend on day one and 100% payback in six months. These numbers can serve as a rough guide for your business.

How to Target Facebook Ads

The number one mistake most marketers make with Facebook ads is not targeting them correctly.

Facebook’s ad targeting options are unparalleled. You can target by demographics and create custom or lookalike audiences to target users similar to your best customers. You can also use retargeting ads to target users who have interacted with your page, or visited your website.

How to Create Instagram Ads in Ads Manager ?

When you're ready to run Instagram ads, start in Ads Manager and select Instagram as a placement. You don't need an Instagram account to run ads on Instagram. You can use your Facebook Page or a connected Instagram account (if you have one).

Before you begin

How to create Instagram ads in Ads Manager

To select Instagram as a placement for your ads:

  1. Go to Ads Manager.
  2. Select Create.
  3. Choose an objective that supports Instagram as an ad placement.
  4. Select Continue.
  5. Fill in the details for your ad set.
  6. At the placements section, you can select Manual Placements and select Instagram to have your ads appear on Instagram. If you select Automatic Placements, your ad will run across a variety of Facebook Placements, including Instagram, to give you the best value for your ads.
  7. Select Continue.

You have now selected Instagram as a placement. You can complete your ad by adding details for your ad's identity, format, and related links. Once you have filled in these details, you will be able to preview your ad before submitting it for review. Once your ad has been approved, it will appear on Instagram.



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