Create Attractive Facebook Ad
Creating Facebook ad is very easy. This article will guide you on How to create Facebook ad. Business manager account allows you to create Facebook ad.
- Go to the Business Manager home page and click Create Account in the upper right.
- You’ll need to log in using the email and password you used to set up your personal Facebook profile.
- Next, enter your business name and email to set up your Business Manager account. When you’re done, click Finish. See the images below:
Now you’re ready to add your Facebook page to your new account.
4. On the Business Manager home page, click Add Page.
5. In the next window, click Add Page under Add a Page of Your Own.
6. Then select your Facebook page and click Add Page. Your page is now added to Business Manager.
7. Next, you need to add your Facebook ad account. On the Business Manager home screen, click the Add Ad Account button.
From here, you can either add an existing ad account or create a new ad account.
If you’re creating a new ad account, use your business name when asked to name your new account. This name doesn’t appear publicly but helps you and any employees you add to the account to identify what it’s for.
When you’re done, click Create Ad Account and you have the foundation to start advertising through Business Manager.
2. Use an audience targeting strategy that helps you refine over time
Note: The perfect Facebook ad doesn’t blindly combine audience targeting. It uses testing to refine targeting precision over time.
Facebook offers a limitless list of audience targeting abilities. It’s easy to get confused. And even easier to just give up, adding random interest and behavior categories and hoping that Facebook will magically match you with customers.
You can save a lot of money and time by being intentional in your audience targeting.
The trick to audience targeting is to improve your insights into what works over time.
Here’s a simple path to start.
Begin with a lookalike audience.
Lookalike audiences are powerful because you can use existing data (such as people who purchased a product from your website) to target similar prospects on Facebook. This gives you a solid platform to start testing and refining your audience targeting.
How do you create a lookalike audience in Facebook? In your favorite Facebook ad tool, follow these steps.
- Navigate to the Audience section of your ads manager.
- Click Create a Lookalike Audience.
- Choose create custom audience and then choose customer file.
- You can then add an Excel file of customers—for example, your email list or a list of customers from PayPal.
- Choose the country where you’d like to find a similar set of people.
- Choose your desired audience size with the slider.
- Click Create Audience.
If your goal is to target the most potential lead prospects, you should create lookalike audiences targeting one to two percent of a country’s population, instead of aiming for 10 percent. And for best results, don’t forget to exclude custom audiences of people who have already converted.
If the steps above do not really satisfy you, here’s an article with more information on how to create a lookalike audience in Facebook.
Later, refine with nuanced targeting.
After you run your first campaign, you can then adjust your audience targeting strategy by adding the tweaks below. Add these one at a time to see if they make an impact.
First, choose target location. Then add on interests. Then demographics. Narrow your audience by adding required categories—such as the user must be interested in X and also must like Y or Z. Experiment with behaviors as well.
Under behaviors you can target specific device owners, people who are having an anniversary within the next two years, for example, or users who have recently made a business purchase.
Another approach is to start by testing broad audiences, and then adding more specifics as you go, getting a more refined and higher converting audience every time.
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To create attractive Facebook ad, do the following
Tip 1: Write an obvious and conversational headline to Creative attractive Facebook Ads
An attractive Facebook ad doesn’t annoy people with boring benefits or wordy sales pitches. Use a conversational tone and relax on the sales tricks.
From the research I made, headlines work best when they’re obvious and conversational. This reduces annoying people with overt advertising in their personal feeds.
Sometimes a good headline is a clever phrase. Other times, it’s a straightforward product benefit. There are no true hacks to writing headlines. And even the old advice that headlines must contain benefits—not features—is as the British say, rubbish.
My recommendation is to follow brands that really have mastered the aesthetic and social codes of Facebook and Instagram. A few personal favorites: Chewy.com, MVMT. You’ll notice these brands tend to have a much conversational approach to headlines, rather than traditional benefit-focused copy.
As an aside, your headline in a Facebook ad is typically the “text” field in the ad builder, not the “headline” field. Zuck and I see eye-to-eye on many things. But it’s clear that engineers—not copywriters—built Facebook ads.
As you might have noticed in Facebook’s ad builder, the ‘headline’ appears in the third position in the ad under the image. This would make the headline the second thing you read in the ad—so not a headline at all.
If you enter copy in the “text” field, treat this as your headline. It’s the first thing your prospects will see and the “headline” functions more like a subhead for additional information.
Tip 2: Use an image that has creative tension with the headline to create attractive Facebook ad
An attractive Facebook ad has a clever or creative tension between art and copy.
Amatuer advertisers on Facebook make a predictable mistake. The image and the headline do not have any creative tension. For example, if the headline is “make money in your sleep,” you’ll see a stock image of a person in pajamas, holding handfuls of cash. Or if the headline says “become a social media jedi” you’ll see a social media manager dressed as a jedi.
Here’s a helpful rule for stronger art direction. If the copy is literal, make the visual playful. If the visual is playful, make the copy literal. This creates contrast and interplay between the art and copy.
For example, Slack’s famous campaign has an abstract image. The headline is copy is straightforward, explaining the metaphor. This would be a much different campaign if the image was also straightforward and literal such as a person in an office getting a high-five. It’s the tension between the image and headline that makes the ad interesting.
Another example comes from Zendesk. Imagine how horrible the ad below would be if the image was replaced with a smiling team of support agents. A literal headline and a literal image that makes for lifeless advertising.
If you need to be visually inspired, you can use AdEspresso’s free ad tool. It lets you spy on competitors and find successful examples of Facebook ads.
Tip 3: Use the description area to remove friction for your CTA
An attractive Facebook ad knows that asking people to complete an action always creates buyer anxiety.
Your final step is to write the description for your CTA. This is the News Feed Link Description. Use this space to anticipate common buying objections.
For example, if your CTA is “Download your report” a common objection might the audience questioning the value of the report.
As you can see below, the Dollar Shave Club uses the description area to answer common objections to their subscription package.
So you can add some specific details such as a teaser of the content. If you’re asking for a direct sale—such as adding a product to a shopping cart—you can mention free shipping or return policies.