A Guide to Creating an Effective Facebook Ad Campaign


Feb 21, 2013

More and more people understand the value of launching a Facebook ad campaign to promote an eCommerce business or non-profit organization. In this guide, we’re going to share a few ways to start an effective ad campaign on Facebook, but before we do, there are three important questions you will need to have answers to before starting a campaign.

What is your main goal?

In other words, what do you want to accomplish in running an ad campaign? Let’s say that you want to launch a new ebook and your goal is to gain new readers. You may want to consider launching an ebook campaign that allows potential readers to get a sneak preview of your ebook or the first few pages for free. When you offer people something of value, you’re more likely to get a better response.

Why are you running an ad campaign?

Often times, many people will hear success stories about entrepreneurs who experienced positive results from an ad campaign and they’ll immediately assume they’ll receive similar results. Contrary to popular believe, what’s good for the goose isn’t always good for the gander. You have to first determine if launching a Facebook ad campaign is even necessary for what you’re trying to promote. Find out if there are any alternatives (email marketing, direct mail, etc.). If you can’t find any feasible alternatives, then go for it at full force.

What results do you want?

There are so many people out there that will launch ad campaigns without even knowing the kind of results they expect. If you want to succeed, you must have an idea of the results you want. To accomplish this task, you will need to do a little calculating. For example, using the same scenario from before, let’s say that you estimate 1,000 new fans over the next 1-2 months and 600 sold copies of your e-book.

This is an important step that many people often neglect. When you have an idea of what you want to accomplish, it’s easier to achieve.

Important Elements to Include in a Facebook Ad Strategy

There are a variety of ways you can promote your Facebook page. The following are two important elements you should include in your ad campaign.

Facebook Ads:

If you want to encourage people to ‘like’ your page, Facebook ads are an effective way of capturing your audience’s attention. The good thing about this form of advertising is that every user fills out a form that includes the person’s interests, age, etc. So, when you post an ad, it will display based on the person’s demographic information they provided when they first joined Facebook.

For example, a 32-year-old schoolteacher living in NYC will see a completely different set of ads than a 25-year-old athlete living in Cherry Hill, New Jersey. This can greatly increase your chances of attracting people who would be interested in what you have to offer.

Obviously, Facebook ads aren’t just used to attract ‘likes’ on a page. It is a great way to drive traffic to your landing page.

Sponsored Stories:

When using sponsored stories, make sure you use your best posts. After all, your best posts are the ones that piqued the interests of your fans in the first place. One way to get creative with sponsored stories is to recycle your most popular posts as testimonials. For instance, let’s say your goal is to attract 100 people to a book signing. On the day of the event, 70 people show up super early. This is a good time to post the following message:

“Just welcomed 70 early birds for our first book signing. Will we get 30 more attendees today?”

If one of your fans post the following message on your page:

“I just bought my copy of your book. I already read the first chapter. Can’t wait to read the next.”

You can easily take this message and turn it into a sponsored story. Turning your best testimonials into sponsored stories is a great way to attract more business.

Lastly, when a Facebook ad campaign is executed the right way, it can be a great way to enhance your web presence and boost your revenue. If you’re still unsure how to proceed, we recommend consulting with an online marketing company with experience working with social media.

At Dotcomweavers, we help business owners launch effect ad campaigns that receive positive results. We can even help you determine if starting a Facebook campaign is a wise choice in first place.

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