10 Best Practices to Creating Successful Facebook Ads
One third of the global population actively uses Facebook. This is why 7 million businesses use Facebook to market their goods. It's a no-brainer to bring your products to where potential customers are hanging out.
What Are Facebook Ads?
Facebook ads display promoted content in users’ newsfeeds. Businesses can create paid campaigns that show their products to target audiences.
How Do You Start a Facebook Ads Campaign?
To create your ad using Facebook Ads Manager, choose an ad type and include products, videos or images you want to advertise. Then choose which demographics to target as potential customers. Facebook will use this information to reach your audience. Then, continue to monitor your ad’s performance. You can edit your campaign based on the analytics Facebook provides to enhance your campaign.
Once your campaign is set up, let Wix’s AI technology work its magic.
Best Practices for Creating a Successful Facebook Ad Campaign
Whether you’re creating your first or 100th Facebook Ad campaign, use these 10 best practices to make sure it’s a success:
Set Clear Business Goals
Check out the Competition
Plan Your Budget
Target Your Ideal Audience
Perfect Your Photos
Create Great Copy
Make It Timely
Review Your Checkout Flow
Optimize Your Ads
01. Set Clear Business Goals
Make sure your long- and short-term business goals are clear. Then, determine which Facebook ad format will work best.
Here are some questions to consider:
What are your overarching business goals?
What do you hope to accomplish with this specific campaign?
Do you want to drive traffic to your online store?
Do you want to promote your store locally?
Are you notifying your customers about a sale or promotion?
How does this campaign fit with your overall marketing strategy?
Facebook helps you meet your goals by offering a variety of ad types:
Dynamic Collection Ads: Direct customers to your products based on their interests and previous purchases. When customers click on your ad, they'll be directed to your store's product page. This option is ideal for making sales and bringing your goods to a wider audience.
Image Ads: Draw people to your store by using a fun, branded image. This can be great for promoting an event, sale or special offer. Use it to keep your brand on your customers’ minds.
Video Ads: Videos are the best way to attract attention. Use a video to explain who you are, what you offer and how your products can help customers.
Slideshow Ads: If you don’t have the budget or time to make a video, create a slideshow of photos to achieve a similar effect. Slideshow ads load quicker than videos, can be made in minutes and are another great way to showcase your products.
Video Poll Ads: This new feature lets you include a poll in your video to boost customer engagement.
Carousel Ads: Display up to 10 products or services. You can also use this to display different details about a single product.
These ads can help you create brand awareness, increase engagement and drive sales. Decide which one is the right option for you.
02. Check out the Competition
Advertising on Facebook means presenting your business and products to people who are not immediately seeking to make a purchase.
To create successful ads on this platform, first take a look at your competitors. Learn which type of ads work and which don't. Look out for content that catches your eye and makes you click.
Get a feel for the tone of voice that businesses use. Take note of which ones inspire engagement by looking at their likes and comments.
Create a list of ads that generate high-levels of engagement. Write down what makes these ads stand out. Use these ideas when you build your own campaign.
03. Plan Your Budget
Determine how much money you’ll invest in your campaign. Then, plan your campaign run time.
If you’re creating your ad through Facebook Ads Manager, you can choose how much to spend per day. Depending on the amount, Facebook will show your ad to a different number of people. Start small until you are able to better optimize your ads and ensure they reach your target audience. Once you see clicks turning into sales, lean in and increase your budget.
When you create a Facebook Ad campaign with Wix, you can choose your monthly budget, starting at $79/month. Once you set it up, your work is done. Wix’s AI will learn, test and optimize your ads automatically to reach your target audience.
Campaigns run for a minimum of 2 months. You can choose an end date that works for you, or decide to keep your campaign running continuously.
While it can take time to create a successful campaign, 100s of Wix merchants have already made over 1000% return on investment (ROI) with their Facebook Ads campaign.
Simracingstudio.com uses Facebook Ads as one of its biggest sales drivers. This gaming accessories business earned a whopping 16,000% ROI within the first two months of its campaign.
04. Target Your Ideal Audience
The key to creating a successful ad campaign is showing it to the right people.
Facebook charges you per impression and per click, so you have to be strategic about finding your audience. Make sure the people seeing your ads are the ones most likely to purchase your products.
If you create your ad on Facebook Ads Manager, start by imagining your ideal customer. Are they male or female? How old are they? Where do they live? What do they do? What are their interests? If you can, try to define them as much as possible. This will narrow down the group you target.
You can learn more about your target audience by looking at your current customers. Review previous sales to find things your customers have in common.
With Facebook Ads by Wix, you just need to define your audience by gender, age, interests and location. Wix’s AI can figure out the rest by reviewing users’ online footprint. Wix will even use this data to automatically create lookalike and retargeting audiences for your ad campaign.
05. Perfect Your Photos
Facebook is largely a visual medium. When it comes to attracting attention and creating buyer confidence, high-quality photos are a must. Learn how to take perfect product photos and use them to your advantage.
Use Good Lighting: Quality lighting ensures the item and its details are clearly visible. Try to avoid harsh shadows. Wait for a cloudy day to achieve a softer look or use a reflector or diffuser.
Stand out from Your Background: The item you want your viewer to focus on should clearly contrast with its background. Consider using solid color backdrops. Try not to get too creative. Let the product be the main subject of the photo.
Make It Match Your Brand: Use photographs that fit with your store’s brand. Add a logo watermark to your photos, but keep it subtle. Don’t let it distract from your product.
Avoid Common Photography Mistakes: Take professional photos. Make sure they aren’t grainy, blurry or cropped awkwardly. Check that your photos fit Facebook’s image requirements.
Make It Pop: Don’t be scared to use bright or bold colors. Your images need to grab the attention of shoppers and make them want to buy.
Avoid Using Too Much Text: Facebook doesn’t allow photos that include text covering more than 20% of the image. Edit down your text. Put any extra information in your ad description.
Preview your Facebook ad to make sure the images look great on all platforms before you publish.
Check out how Wix merchant Plant It uses well lit, professional photos of their products. The image naturally draws your eye to the subject of the photograph. The clean look matches well with their website and brand.
Once you click Shop Now, you’re sent to their product page. From there you can even see how the plant looks in different pots.
Through their Facebook Ad campaign with Wix, Plant It grew their business over the course of a few months, earning over 1,000% ROI.
06. Create Great Copy
The quality of your text can make or break your ad campaign.
Carefully crafted captions make your store look professional and can convince people to pay attention to your ad.
When writing your ad description, here are a few things to keep in mind:
Write a clear call to action. Your customers need to know exactly what you want them to do next. Use a call to action that creates urgency. Encourage people to make that purchase now, not later. Reassure them that buying from you is the best option and that you can offer something your competitors can’t.
Clearly explain what you offer. Text is there to provide your customer with more information. If your text isn’t complimenting your image, revise it. Look at your ad from the perspective of someone who has never heard of your business. Do they understand what you sell? Can they tell what makes you unique? Is your product’s value clear?
Avoid typos. A misspelled word or even an ill-placed comma can distract from your message and make your business seem unprofessional. Before publishing, have someone else look over your text.
Attract attention. Your text needs to entice casual shoppers. So think about your customers' state of mind and how they feel. Then, tap into this emotion with simple and clear language that drives them to take action. Convince them that it will be worth their while to take a look at what you’re selling.
Speak your customers’ language. Try to use language that is unique to your target shoppers. Emojis can make your ad feel friendlier, but make sure they work with your brand.
Strong messaging can create quick results. Ao Organics Hawaii’s text offers a clear, urgent call to action. It encourages customers to click on their products and visit their online store. Their ad campaign made over 2000% ROI in 49 days.
Keep in mind that if you set up your ad with Wix, you shouldn't edit your ad content in the beginning. Wix's AI needs time to learn about your audience to optimize ad performance.
07. Use Instagram
Have beautiful product images? Don't forget about Instagram. Instagram users are 58 times more likely to engage with branded content than Facebook users.
To start, make sure to connect your Facebook and Instagram accounts. You can do this by tapping the settings icon on Instagram. Then choose Accounts and tap Linked Accounts. Select Facebook and log in.
If you're using Facebook Ads by Wix, your ad will automatically be shared on your Instagram account.
08. Make It Timely
Make the most of holidays by running campaigns during peak seasons. Use ad campaigns that match the time of year.
Add a sense of urgency to your copy by referring to the upcoming holiday.
Update your images, product pages and logo with seasonal elements. Make your ads stand out from the competition during the holiday season.
Review your top-selling products from the previous year. Advertise them during this peak shopping time.
Use lesser-known holidays to add a fun element to your campaign, like National Inventors' Day or National Selfie Day. Creating a campaign around these offbeat holidays can attract new customers and boost engagement on social media.
09. Review Your Checkout Flow
Even if your ad is a hit on Facebook, your campaign's success is measured by sales.
Use these tips to turn your casual shoppers into buyers:
Simplify the Process: Make your shopping experience as smooth as possible—from ad click to checkout. The fewer clicks the better.
Create a Clear Call to Action: When your customers reach your store’s product page, it should be immediately clear what they need to do next. Create a direct call to action, like Buy Now or Add to Cart.
Use a Familiar Design: Make your customers feel comfortable completing purchase by matching the tone and look of your ad to your store’s brand. This way they won’t be caught off guard when they reach your site.
Write Quality Product Descriptions: Make sure your product descriptions are both informative and exciting. Tell customers specifics about your product, like dimensions and materials. Include relevant SEO keywords to increase your chances of being found on Google. Highlight how the product will be of value to your customers.
Display Your Policies: People feel more confident purchasing products when they know the store’s policies. Let them know your shipping and return policies from the outset so you can set clear expectations.
Add Payment Options: Make it simple for customers to complete their purchase. Offer secure and flexible payment options for your customers.
Recover Abandoned Carts: Get shoppers who abandoned their carts to complete purchase. Create an abandoned cart automation and automatically send emails reminding customers to check out.
Take a look at Sim Racing Studio’s purchase funnel.
When you arrive on their product page you see a clear call to action directing you to Add to Cart. The product page features multiple images. You can zoom in to view different parts of the product.
The description breaks down exactly what you’ll receive when you make the purchase. It explains how to use the product and even includes a video link to experience it.
Sim Racing Studio’s cart page is also customer focused. It offers buyers multiple payment options and shows the exact shipping cost before checkout. A smooth checkout flow like this helped Sim Racing Studio generate 16,000% ROI from their Facebook Ad campaign.
10. Optimize Your Ads
The longer your ads run, the more you will learn about your target audience. Enhance your campaign using this information to ensure your ads reach their highest potential.
If you created your campaign on Facebook, embed Facebook pixel on your site. Use your data to retarget site visitors and encourage them to make a purchase or target existing customers to build loyalty. Create a Lookalike Audience to target people with a similar online footprint as your customers. Use split testing to try out different images, copy and audiences and see what brings in more sales.
If you created your ad campaign with Wix, all this optimization is done for you. You can simply sit back and track your ad's impact on revenue. From your Wix Stores dashboard, you'll get detailed analytics on ad views, conversion rates and the effect on your sales.
If over time you're not seeing the conversion rates you were hoping for, tweak your ad text or be more specific with the way you define your target audience.
If your ads are getting clicks but not sales, try to figure out why.
Ask yourself the following questions:
Are potential customers being thrown off by your shipping rates?
Is your return policy unclear?
Are your ads overpromising or misleading?
Are customers unable to reach out to you with questions?
Does your site look professional?
Does your checkout flow need to be simplified?
Most importantly, don’t give up! It takes time to build a successful campaign.
Ready to bring in more sales? Start your Facebook Ads campaign now.