How to Write Facebook Ad Copy That Converts

Facebook Ads for Small Business

Are your Facebook ads failing to convert? The answer could be in your content.

Attracting potential customers is one thing, but getting them to actually make a purchase from you is entirely another. While Facebook ads have the power to bring in millions of potential customers, there are a lot of mistakes you can make when writing them.

Here you’ll discover how to write Facebook ad copy that converts and subsequently boosts your bottom line.

Make sure its relevant

One of the main reasons many Facebook ads fail to convert is because they aren’t relevant to the content they’re linked to. So, if you’re finding you have a high click-through rate, but a low conversion rate in comparison, relevance could be the issue.

Make sure what you write in the ad, accurately reflects what the user is going to receive. If the link from the ad just takes them to your homepage for example, rather than a dedicated landing page related to the ad, your conversion rate will suffer.

Create a compelling headline

As you’re only given 25 characters for the headline, it’s vital you make the most of them.

One of the worst things you can do is use your business name. This is surprisingly common, yet it’s going to prove really ineffective. Why? Because it acts more of a statement than an enticement.

Your jobs here is to make people want to click on the ad and to do that they’re going to need a compelling reason. A great way to do this is to include discount or promotional information such as “50% off all products”. This captures the attention right away and provides a good reason for users to click through.

Include an image

In the world of marketing, images are much more effective than written content. What’s great about Facebook ads is they allow you to use multiple pictures in the same ad. It’s actually quite clever as you can set it so that different images appear to different groups of people.

Just be sure to check the guidelines to see what size restrictions apply to Facebook ads to prevent your ad from getting rejected.

The above tips will help you to ensure your ads not only grab your audience’s attention, but will lead to a higher conversion rate. The more ad viewers you can convert into customers, the more revenue you can add to your bottom line.

How to Reach Your Intended Audience with Facebook Ads

Facebook Ads for Small Business

If you want to ensure you’re getting the best results from your Facebook ads, you need to know they’re reaching the right audience. The good news is, thanks to the social media giant’s huge range of targeting options, this couldn’t be easier.

By only reaching the people who actually matter, your ads have a lot more value and in turn deliver a much higher conversion rate. So how exactly can you ensure you’re reaching the right audience?

Location and demographic targeting

Two of the most powerful targeting options available when you create a Facebook ad are location and demographic. You can choose exactly where you want your customers to be based. This is especially useful for local businesses focused solely on drawing in local customers to their stores.

Narrowing down the location is only the first step however. The next is to target specific demographics. You need to think about the type of consumer that’s going to be most interested in your product.

For example, will millennials be more interested in what you have to offer, or would your services best suit those over the age of 40? You can specify certain age groups when targeting your ad to ensure you’re reaching the most appropriate audience. That’s not all, you can also target things such as:

  • Gender
  • Relationship status
  • Employment

The more you narrow down your audience, the better the results you’ll have. However, one thing you should be careful of is behavioral targeting. While it may seem clever, 68% of consumers state they aren’t ok with targeted ads that follow them around based upon their behavior[i].

The benefits of running multiple ads

Of course, targeted ads largely only help if you know WHO you are targeting in the first place. However, it is possible to develop a deeper understanding of your target audience by running multiple ads.

It can be extremely beneficial to run several targeted ads at the same time, each targeting a different demographic or location. That way, you can see exactly which groups are most interested in your product.

You may just be surprised to discover that a different group of people to those you initially planned to target are more interested in what you have to offer.

It’s pretty simple to set up a targeted Facebook ad. The options are automatically presented to you once you’ve chosen your ad objective. However, it is a good idea to do your research first. That way, you’ll know exactly who you should be targeting and which options have the best chance of success.

How to Measure Your Facebook Ads Effectively

Facebook Ads for Small Business

Facebook Ads can be an extremely effective marketing tool when used correctly.

Allowing you to target a specific audience, you can ensure your ads reach exactly the right people in order to successfully increase leads and boost conversions. However, the key to making your ads a success is knowing how to measure your Facebook ads effectively.

Analyzing clicks and impressions

There are a lot of things you need to measure in order to see just how successful your ads are on Facebook. However, two of the most important are clicks and impressions.

Impressions relate to how frequently your ad is shown. The more impressions you have, the more it’s going to help with brand awareness. This is especially important for those looking to launch a new product or reach new customers.

Clicks determine how many people actually clicked on your ad. This helps you establish how much engagement and interest there is in the ads you’re running.

Now, to establish how well your ad is working, you should measure how many clicks it’s receiving and then divide that number by how many impressions it has. This will show you the click through rate – something that’s vital to your ROI.

Make Use of Google Analytics

As well as tracking how your ads are doing on Facebook itself, you might want to make use of Google Analytics too. This shows you how your ads are doing away from the site.

For example, if your Facebook Ad directs the user to your website, you’re going to need to measure what happens once the customer gets there. Google Analytics allows you to see exactly how your Facebook ad campaigns are impacting your business off the social networking site.

Consider lifetime value

Another important thing to look at when measuring your ads is lifetime value of the customer. You need to know that the amount your spending on the ads, compared to their click-through rate is worth it.

When thinking about lifetime value, you need to look at how much the customer is going to earn you for the length of time they remain a customer. If you only look at how much revenue your ad brought in for the first month, you could end up underestimating the actual value of your ad.

Overall, measuring the performance of your Facebook ads is vital if you want to receive best results. It’s definitely worth looking into the Page Insights tool on Facebook itself, as this helps you to see how well your page is doing.

Why Your Facebook Ad Landing Pages Can Make or Break Your Campaign

Facebook Ads for Small Business

Are you finding that a lot of your Facebook ads are not converting? If so, the reason could be your landing page.

There are many best practices you should follow when creating a Facebook ad and many businesses are unaware that these relate to the landing page too.

Below you’ll discover some of the most common reasons your landing page could be damaging your campaign.

The importance of clarity

Is your landing page uncluttered and clear? If not, it’s going to confuse and drive away potential customers.

So many businesses direct visitors to a landing page that focuses on multiple objectives. That is, it presents several offers at the same time. A landing page that is dedicated SOLELY to the offer advertised on Facebook will be 100% more effective than one offering numerous deals.

The more confusing the landing page is, the less likely it is to get results. It also has a high percent chance of getting your ad rejected.

The content needs to be relevant

Another common mistake you can make is sending users to a landing page which has absolutely no relevance to the ad. Similar to Google, Facebook requires the landing page to fully reflect the content within the ad.

Even if the social media giant was to accept the ad, it wouldn’t be successful. The key to an effective ad campaign is to ensure it is well-targeted and relevant. If you’re sending consumers to a landing page that has absolutely nothing to do with the ad, you’re not going to make many conversions.

Worse still, you’re actually going to damage your brand reputation which is something that could put you out of business.

No identifying contact information

One of the simplest yet most critical mistakes you can make on your landing page is to not include any contact information.

The ad gained their interest, but it’s the job of the landing page to complete the conversion. It isn’t going to do that if the consumer has no idea how to get in touch with you – this is especially true for local businesses. So, ensuring it features as much contact information as possible is essential.

Many businesses have no idea their landing page has any effect on their Facebook ad. They simply don’t realize it could be the reason why their ad is rejected and even worse, doesn’t convert. So, before you create a campaign, be sure to check Facebook’s ad landing page guidelines.

<iframe width=”560″ height=”315″ src=”″ frameborder=”0″ allowfullscreen></iframe>




Overview of Facebook Ads Business Manager

Facebook Ads for Small Business

The re-launch of Facebook Ads Business Manager has proven to be a big hit with marketers. Why? Because it makes managing your ads easier than ever before.

What is Business Manager?

If you want to ensure your ads are working for you, you need to constantly monitor them. If you have several ads running at the same time, this can be a difficult and time-consuming process.

However, the Business Manager tool eliminates a lot of this time and effort, showing you all of your ad campaigns in one place. It allows you to not only view your existing campaigns, but also edit and monitor results.

The tool is largely targeted towards large advertisers who run numerous ad campaigns for several different clients. However, it can also be beneficial to local businesses who want to continue to run several campaigns and easily monitor them.

What can it do for you?

As well as enabling you to see all of your campaigns in one place, Business Manager also links all of your pages, accounts and permissions. So, if you have more than one business page, it’s a convenient tool to use to sync and manage everything in one easy-to-find place.

It also allows you to assign different people to each page, account and campaign. Giving different permissions to various members of your team enables you to assign the right people for each task and also allows you to see exactly who is working on what.

Perhaps the biggest benefit of the tool is the fact it helps marketers work faster and better. It greatly reduces the time needed to be spent setting up and managing your marketing efforts.

Finally, it enables you to choose different payment methods for each account. This is especially beneficial if you manage ad campaigns for numerous clients.

Do I need it?

So, it’s clear Business Manager has a wide range of benefits, but is it something your company needs?

If you are the sole person in charge of your Facebook ads and you only have one account, the answer may be no. Adverts Manager may be all you need in this instance. However, if you do have multiple accounts, pages and a large advertising team, Business Manager is highly recommended.

Overall, Business Manager is a very useful tool for larger companies or those advertising for more than one client/company. However, as a small local business, you may find it better to simply use the Adverts Manager or Power Editor.

Using Facebook Lead Ads to Attract Quality Leads

Facebook Ads for Small BusinessAre you struggling to attract high quality leads? Facebook lead ads could be the answer…

Facebook has become the largest, most influential social networking site available, boasting over a billion users. While once used as a simple way to connect and communicate with loved ones, these days it’s widely used by businesses to engage and attract customers.
Each day, millions of people around the world log in, providing brands with the perfect opportunity to reach a massive target audience. The site offers numerous marketing tools to help with this, with one of the most effective being “Lead Ads”.

What are Facebook lead ads?

Lead ads give you the opportunity to add a short form to your ad, encouraging customers to leave their contact details. They basically encourage a follow-up of some kind, whether that be contact via email, newsletters, phone or simply providing additional information about your business.
The key thing here is that the consumer actually opts in to receive the follow-up, meaning they’re definitely interested in what you have to offer. So how do you use these ads and what do you need to know?

Rules and restrictions

Before you create a lead, it helps to understand the guidelines. They’re actually the same guidelines as you’d follow when creating a standard link ad. There’s a 25-character limit for the headline and a description character limit of 30. The actual text can total 90 characters’ maximum.
It’s very important to note that Facebook only keeps records of leads for 90 days. After this time, you won’t be able to download or view the leads. Therefore, you’re going to need to frequently check your leads if you don’t want to miss out. This can be done via your business page, or you can download them via the Ad Manager tool.

Creating lead ads

You’ll need to use either Power Editor or Ad Manager to create a lead ad campaign. You’ll quickly spot this option when you log in. After clicking that you’ll need to:
• Click on “Create new form”
• Select what information you want to collect
• Enter a link to your website
• Review and confirm
Once you’ve followed the above steps your ad will go live. If you want to ensure your lead ads are as effective as possible, you’ll need to ensure you’re generating the right information. Therefore, it’s recommended you spend a while planning and determining which information will generate the best leads.
Facebook lead ads can be extremely effective, but you do need to make sure you’re following the guidelines and asking for the right information. It’s worth checking out the help pages on Facebook itself before creating your first ad.

3 Facebook Ad Bidding Tips

Facebook Ads for Small BusinessThink all you have to do to create successful Facebook ads is utilize a stand-out design and write killer copy? Think again…
While the above is definitely going to help, it’s not going to do anything at all if you aren’t bidding properly. When done incorrectly, you could end up failing to reach a massive portion of your target audience, as well as waste a lot of money in the process.
So how should you bid? Below you’ll discover 3 great Facebook ad bidding tips…

Number-one Do a split test
One of the most vital tips you can follow to ensure you’re bidding correctly is to carry out split tests. This basically involves testing out different types of ads.
A good example is creating two of the same ad and targeting two different demographics. You then measure exactly which demographic responded better to the ad.
You could also do this with keywords. Try out ads that focus on different keywords and see which produce the highest click-through rate.
It’s impossible to tell whether you’re bidding correctly, without knowing which types of bids bring the best results.

Number-two Consider your objective
The objective of the ad will very much affect the bid strategy you should use. If you’re looking to gain more conversions and increase sales, the pay per click bidding strategy is the one you’ll want to go with.
In fact, this is the bidding strategy recommended to all businesses just getting started with Facebook ads. It’s really easy to control your budget and the ads encourage people to click on them.
On the other hand, if you’re looking to boost brand awareness, you might be better off with a pay per impression strategy. This allows you to pay for a set amount of views for your ad. It doesn’t necessarily guarantee that the users will click on it, but it does gradually build up your brand awareness and is pretty cheap compared to pay-per-click.

Number-three Don’t bid too low
It’s common for local businesses to start off with a very low budget. After all, you don’t want to end up wasting a lot of money if you don’t know what you’re doing. However, bidding too low is going to be detrimental.
A low bid won’t get your ad displayed to a large target audience, so the returns you make are also going to be low. You should start with a budget of at least $10 per day, but the more you can spend, the higher the returns are going to be.
These are some tips you can use to ensure your Facebook ad bidding strategy delivers the best results. The key is to do as much research as you can before bidding to ensure you know exactly what you’re doing.


3 Tips for Choosing Images for Your Facebook Ads

Facebook Ads for Small BusinessIt’s no secret that images can be much more powerful than the written word when it comes to marketing. However, did you know that there’s a right way and a wrong way to use images in your Facebook ad campaigns?

When trying to choose the perfect image for your Facebook ad, there are numerous factors you need to consider. The image you use can literally make or break your campaign.

To help, below you’ll find 3 tips for choosing images for your Facebook ads.

Number-oneChoose an image that isn’t text-heavy

As a general rule, Facebook only allows images that contain up to 20% text. There are some ways users can get around this rule, but it’s advisable not to even try.

It’s already been established that images are more effective than written content, so it makes sense if you’re using one, to keep it as “text-free” as possible.

Any text that is included should basically be either your logo, slogan or information regarding a promotion. Adding “up to 50% off when you order today” for example, is going to add real value to the image.

Number-twoFocus on emotions

One of the leading pieces of advice you’ll come across in marketing today, is to try and make your adverts capture the audience’s emotions. If you can pull on their heart strings, it’s going to significantly boost your ads success.

So, choose an image that appeals to the emotions. Happiness is a particularly effective emotion to display and often proves the most successful in terms of boosting conversions.

Number-threePay attention to the color

One of the most important factors you need to consider when choosing the right image is its color. Remember, Facebook is blue and white. Therefore, you’re going to need to choose an image that contrasts against the sites background. If your own image is blue and white, it’s not going to stand out and users will simply gaze right over it.

Always use an image with contrasting colors too. Not just contrasting against Facebook’s own background, but contrasting colors within the actual image itself. That really helps to grab attention and makes the image stand out from the rest.

There are many more tips that can help you choose the best image for your ad, but these three should help you get off on the right track. It goes without saying the image will need to meet Facebook’s guidelines. If it doesn’t, it will automatically be rejected.

Tips for Creating High-Performance Facebook VIDEO Ads


Facebook Ads for Small BusinessVideo marketing is one of the most effective and powerful marketing strategies you can use; especially on sites such as Facebook. However, before you create a Facebook video ad, it’s worth considering a number of factors.

Remember, due to how effective video ads can be, the amount of competition you’re going to be up against is pretty high. Therefore, you need to make sure your video ads stand out from the crowd.

Here we’ll look at how you can create high-performance Facebook video ads that will blow your competitors out of the water.

Keep it short and catchy

Just like with written ad copy, videos need to grab the audience’s attention quickly. However, what you may not know is you have approximately just 2-3 seconds to do this!

The actual length of the video matters too. Facebook users aren’t going to sit and watch a video for huge amounts of time. In fact, they’re unlikely to want to view a video for more than 30 seconds. The highest-performing ads tend to be ones that run for no longer than 20 seconds. If you want to create longer videos, stick with sites such as YouTube.

Be sure to target the right audience with your Facebook Video ad

Just as you can with text ads, with video ads you can choose exactly who gets to see it. The more targeted you make it, the better it’s going to perform.

One great tip is to create several different versions of your video ad and then see which one performs the best to your target audience. It’s very rare a brand gets it right the first time. Experimenting with different techniques, audiences and types of video is the key to developing the highest-performing ad.

Make sure the video is engaging even if it’s silent

As a general rule, the majority of Facebook video ads automatically start playing as the user scrolls down the news feed. However, they don’t start with sound. So, if you really want your ad to be successful, you’re going to need to make sure it’s engaging even if the sound isn’t turned on.

Let’s face it, that’s not an easy task! However, it is necessary if you want to ensure your ad performs well.

Facebook video ads can be extremely profitable when done correctly. However, there are so many mistakes you can make when creating them. Following the tips above will help you develop the best-performing ads. It also goes without saying that you’ll need to ensure you’re meeting Facebook’s video ad guidelines.


Why Facebook Local Awareness Ads Are Key


Facebook Ads for Small BusinessFacebook has introduced a number of excellent tools over the years to aid businesses with their ad campaigns. One of the most recent is its “Local Awareness” ads.

Designed specifically for local businesses, these ads allow you to reach customers only when they are close to your actual store. Up until this feature was introduced, it was only possible to target customers within the same zip code or city. So why is this new geo-target option useful and how can you utilize it to get great results?

Offering a cost effective, targeted approach using Facebook local awareness ads

It’s a well-known fact that the more targeted an ad is, the more results it’s going to produce. They may not reach as many people as a more general ad would, but the audience they do reach are more likely to be interested in what you’re advertising – therefore resulting in higher conversions.

The fact that local awareness ads can target customers within just one mile of your store is a fantastic benefit. You’re also able to narrow it down by gender and age too.

Of course one of the biggest benefits is the fact these types of ads are pretty cheap. So if you’re looking to spend as little as possible, while at the same time increasing the chances of converting customers, local awareness ads are highly recommended. They’re also automatically optimized for mobile users which is another benefit within itself.

How to use Facebook Local Awareness Ads

So now you know some of the benefits, the question is how do you create them?
The first thing to keep in mind is you should only focus on one location in each ad you create. If you don’t, it’s going to prove really difficult to monitor which locations work better for you.

It’s also important to make sure you use the right call to action. There are only two options available to choose from here. You can either choose to target calls or visits. If you opt for the call function, users will be able to call you directly from the ad. If you opt to target store visitors, they’ll be able to get directions to the store.

Finally, the ad needs to provide a good reason for the customer to call or visit you. What works best with local awareness ads is promotions. Time-limited promotions are especially effective so keep this in mind when creating the copy.

As you can gather from the information in this article, local awareness ads are fantastic for local businesses. They are simple, yet can be extremely effective to the success of reaching your true target audience.