As a savvy internet user you might think no one clicks on Facebook ads.
Facebook is on track to make over $4 billion in revenue this year from advertising. Someone’s clicking.
How do you get them to click your ads? More importantly, how do you get them to buy your product? Many marketers, who have tried Facebook ads, especially in their early days, decided that Facebook advertising doesn’t work. Don’t believe them.
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 sending users to your website.
Facebook’s most important ad targeting options
Users then see your ads in the sidebar on Facebook.com.
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.
How to Target Facebook Ads
The #1 mistake most marketers make with Facebook ads is not targeting them correctly.
Facebook’s ad targeting options are unparalleled. On Facebook, you can target users by:
- Relationship Status
Each option can be useful, depending on your audience. Most marketers should focus on location, age, gender, and interests.
Location allows you to targets users in the country, state, city, or zip code that you service.
Age and gender targeting should be based on your existing customers. If women 25-44 are the bulk of your customers, start out only targeting them. If they prove to be profitable, you can then expand your targeting.
Interest targeting is the most powerful but misused feature of Facebook ads. When creating an ad, you have two options: broad categories or precise interests.
Images for Facebook Ads
The most important part of your ad is the image. You can write the most brilliant copy in the world, but if your image doesn’t catch a user’s eye, you won’t get any clicks.
Don’t use low-quality images, generic stock photography, or any images that you don’t have the rights to use. Don’t steal anything from Google Images. Unless you’re a famous brand, don’t use your logo.
Now that we have the no’s out of the way, how should advertisers find images to use? Buy them, create them yourself, or use ones with a Creative Commons license.