How To Create Successful Facebook Ads – Part 1

Piotr Krzyzek —  May 1, 2010 — 10 Comments

If you have been around on the internet for more than 2 seconds you know of the most visited site on the internet: Facebook. If you’re reading this you already know that and you know what Facebook can do in terms of advertising.

Facebook is the #1 visited website on the planet, it beat out Google a few months ago, and it’s still growing. Their advertising though can be described with a few terse words, but overall it is extremely good. As good as Google Adwords? Well, maybe … maybe not. Depends really. You see, Facebook’s advertising system is VERY picky and is better for certain things and worse for others.

I’m not going to explain Facebook advertising for you from scratch, but I am going to tell youfrom A to Z how to make a good ad on Facebook. I will tell you in this post how you can do the things listed below. So be sure to read this article and sign up for my newsletter in the top right of the screen, or below the post. Because ONLY in that newsletter will I tell you many Facebook advertising FACTS that you will not find anywhere else.

Here’s what I’ll tell you in this article:

  • What NOT to do for a successful Ad
  • Suggestions for a good facebook ad
  • Proper targeting
  • Important Facebook links (at the bottom of the article)

These topics will be in the 2nd article, which I will write soon.

  • When to use a call to action and when not to
  • Suggested bidding prices
  • Image ad vs text ad: why you should always use an image
  • How to get an ad accepted (hint: landing page)

So lets dive right in with what you should NOT be doing with Facebook ads.

What NOT to do:

There are the obvious things you should do. SOMETHING LIKE THIS … and $om3thing l1ke thi5. Facebook is very set on “providing the best user experience” and if that means tossing you out because your ad isn’t proper English, so be it. Facebook, for lack of a better phrase, will throw you out the door if you don’t follow their rules. So, here is a good list of things you should never ever do or put in your Facebook ad:

  • Use all capital letters anywhere in the ad, for example in the title “FREE I.M. NEWSLETTER”. They don’t like it, for many reasons. So just don’t do it. All capitals sounds like your yelling and no one likes to be yelled at.
  • Don’t use all small letters. This is the opposite of the one above. If you use all small How To Create Successful Facebook Ads   Part 1 letters, FB will disapprove your ad.
  • Don’t purposefully misspell words. Facebook does not allow leet speak (ie: “1 4m 31337″) nor slang terms.
  • Don’t Lie. If any part of your text lies or misleads you might just be completely banned from advertising on Facebook. So don’t do it.
  • Fake landing pages. FB does not allow forwarding, iframes or anything like that. Where the ad first points to that is where the user must first go.
  • Don’t insult people. No matter what, Facebook tries to make a friendly user experience. So if your ad calls someone a ‘fatty’ or a ‘tub of lard’ … well that’s just a big no-no.
  • Don’t use numbers in place of words. Spell things out. “For” is a three letter word and not a number “4″.
  • Don’t promote “evil”. Ok, I simplified that one. But basically, no guns/alcohol/abuse/hate/anything illegal in the countries your adverting in. You know, the usual stuff. (check the Section 5 of the advertising guidelines page)

There are plenty of other restrictions so be sure to check the rules and regulations for Facebook ads. The links are at the bottom of the article.

What TO do:

This section will be kept short on purpose, why? Because I could write a book about it. Heck, there are even several products already out just about this!

So what do you want to do? First and foremost: Make your ad relevant. Meaning, whatever text you have in your ad, it better correlate to the landing page. Facebook does check this.

You will also want to:

  • Use proper capitalization. A title should have the first letter of each word capitalized. Also capitalize proper nouns and anything that should be capitalized in the language. How To Create Successful Facebook Ads   Part 1
  • Use a relevant picture. Pictures are good, thus if you have advertising a Dog Training product don’t use a picture of a hot girl in a bikini.
  • Which brings me to the next point: Use an action picture or something slightly provocative YET ‘safe for work’. Facebook is big on this issue: no nudity, hate pictures, gore …ect. But if you can get a ‘action’ shot. Meaning a picture where something is happening.
  • Target the correct people. This part should be a section of it’s own. But not enough time here. Proper keywords are extremely important in Facebook ads. “Hand sanitizers” are not relevant to Dog Training UNLESS you are advertising a cleaning product that is related to Dog training. Get the idea?
  • Have a call to action. You’ll want one in general. “Click here now”, “Check out the ‘bad news’ inside”, “Follow me today” …. Facebook actually wants your ads to be successful. Because if you are, they get paid more. It really is a win-win here.
  • Use a landing page. And I don’t mean the sales page as the landing page. Use a seperate landing page, can be a paragraph or two and a “click here to continue” link/button. Facebook ONLY checks one level deep. So make sure your landing page is relevant and sales/money/asking-for-info free.
  • Be as targeted as possible. You are able to limit by age, interests, location, connections and even marital status! Use everything they give you to your advantage.

Proper Targeting:

This is a such internet marketing section of it’s own. This is the “keyword research” part of Facebook advertising. Though with this, you are not only targeting area and keywords, you are targeting “interestings”, age groups, connections, gender and a whole lot more. So, to properly filter down your selection you’ll need several things.

Most importantly: understand your product. Know what you are selling, this particularly applies to affiliate sales. Know what it’s about and what kind of people are interested in it.

To find out who’s interested in the product, you’ll really have to dig deep. I cannot help you with this exact part so you’ll have to do a bit of thinking. Though to get you started, here are some ideas:

  • Search for similar products and where they are located. Usually products are advertised on niche sites, so see who they are geared toward.
  • Ask the product owner (if it isn’t you) about who their target market.
  • Join groups/forums related to the product and see who’s on there. If, for example, there is a facebook group on the topic of your product (same niche) and 90% of the members are female then it’s very likely your target market is women.
  • Use your general knowledge of your society to try to think it through.

There are probably better ways, but that isn’t my forte. I don’t know. But I can help you with the other aspects. You’ll want several tools here:

  1. Google Keyword Tool
  2. Google Trends

In the keyword tool, toss in your products website to get a list of the keywords. You probably won’t find the exact same keywords in Facebook’s ‘interest’ section, but they are a very good start. Pick a keyword and start making variations of it and use ideas and other words related to it. You’ll get plenty of keywords that way.

Now pick a good sounding keyword and toss it into Google Trends. Trends will show you which countries, cities and areas which search the most of your keyword(s). It will also tell you which language.

If Trends shows you 95% of the searches are in Spanish, well … go make an Ad in Spanish and give it a Spanish landing page. Don’t speak that language? No problem, write it up in your language and throw it into Google Translate How To Create Successful Facebook Ads   Part 1 Not perfect, but good enough. You could always hire a translator.

To show you the power of Facebook ads, here’s a list of all the things you can target people by:

  • Location: Country, area, city, radius from a location
  • Age (13 – 64)
  • Is it their birthday? How To Create Successful Facebook Ads   Part 1
  • Gender
  • Sexual interest
  • Relationship status
  • Language
  • Likes and Interests (sweetness!)
  • Education level
  • Wordplace/employment
  • Connections
  • Un-connections (who they aren’t connected to)
  • Connection to friends

Phew, I think that’s all of it pretty much.

Important Facebook Advertising Links:

That’s it for today’s article folks. I have more planned for the next one. Including walk-through videos, only the introductory video will be available publicly. The other videos will only be available to members of the newsletter. Sign up below and you’ll get an update when I make those articles and video. Also, I’ll be putting this into a nice FREE ebook for you guys (also only for subscribers).

If anyone has any tips related to the sections above let us know in the comments.

Piotr Krzyzek

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Piotr Krzyzek is one of those rare people who can say he's a consultant, author, entrepreneur and programmer and mean it. His consulting firm, Chykalophia Group, has attracted international startups, Department Of Defense contractors, local mom-and-pop shops and many others from all around the world. He is a bonafide computer nerd with a passion for business, networking and business development. Learn how your business can improve conversion rates, attain a better business image and increase profits by connecting with Peter on his author page http://www.piotrkrzyzek.com/author/piotrkrzyzek/.
  • Kim

    Where is part 2 of this article?

    • http://www.piotrkrzyzek.com Piotr Krzyzek

      Hey Him, Sorry about that. I never got around to it because I had no response from anyone. Didn’t seem like anyone was interested. I’ll make one soon so stay tuned!

  • Tenley

    I’m a marketing intern for a small printing company. I’m researching advertising via social media. I found your article to be immensely helpful, however, the information about the bidding prices would have been tremendously helpful. Please write the second part!

  • Fred

    Piotr,

    I have began a affiliate markeing business and I am researching successfull ad placement on facebook. The information you shared in this article was very helpfull. Thank you.

  • http://leeray.com lee

    Probably you missed the section on evil and best practices to make it so the backarrow key in the browser is ignored. The fact that you do this, in my opinion, makes the rest of the information you provide suspect. Nice job, idiot.

  • http://www.xtreme-tailgate.com Kristina Girod

    Please write part 2. I enjoyed this article immensely.

  • Mark

    Please write part 2. I need this,

  • D L

    I like comments with different perspectives. I find your article informative and look forward to part 2.

  • R. Arends

    Still no part 2? :(

    I am also using facebook ads. I wanted to know from anybody who is reading this comment what they prefer, ppc or impressions?

    It seems paying per click is getting more and more expensive. Facebook suggest a bid of $0,36 to $0,50. I choose the impression, because I live in Aruba (small island) and my potential demographic reach on facebook was about 34.000. So many people will “see” my ad or “see” it a lot of times because the cost per thousand is about 0,06 cents and I have setup a budget of $10 for testing. So far I spent $2,41 and that got me 46 clicks and 15 actions (fans?!). So for me it’s muuuuuuuuuuuuuch cheaper to choose impressions. ( 46 clicks x 0,36 would have been $16,56, offcourse not a lot but very expensive when compared to $2,41)

    I would advice everybody to use very small budgets to test different pictures, text, impression or cpc etc. If you have a budget of $50, use $10 or more just to test the different options. It will save you a lot in the end and will teach you a lot for your future spendings!

    Anyone else would like to share there advice, experience, tips?? Anything?

  • Kelvin

    Interesting stuff. I think I will look into the cost per impressions.