12 Ways to Build a Successful Facebook Ad Campaign

By Andrea Vahl, John Haydon, Jan Zimmerman

Part of Facebook Marketing All-in-One For Dummies Cheat Sheet

Understanding how to use Facebook ads will ensure that you create a successful ad campaign. The following will help you prepare a solid Facebook ad campaign:

  • Determine whether Facebook advertising is right for your business. Facebook ads allow you to reach out to people who may not have other means of discovering your expertise, product, or service. In essence, you’re paying for highly targeted people to like you and (you hope!) buy something from you.

  • Know how to boost your visibility. Facebook ads are now essential to getting your content seen more often. Find out what type of ad works best and how often to run these ads.

  • Get clear on Facebook’s ad structure. You opt for cost per click (CPC) — a model in which advertisers pay their host only when their ads are clicked — or you pay based on how many thousands of people see your ad (impressions, or CPM). You can also choose to have Facebook do the work for you and optimize your bid to get the best results.

  • Understand the Facebook ads auction-based system. You bid on how much you’re willing to pay for each action. By action, we mean each time someone clicks your ad or each time Facebook places your ad in front of 1,000 people.

  • Determine your Facebook ad type. You can create a Facebook ad for your Facebook Page, for a Facebook Event, for an external website, Promoted posts, and much more.

  • Consider the Power Editor. The Power Editor is a valuable tool that can help you create ads with more advanced bidding, targeting, and options. Find out how to use the Power Editor and when to stick with the Ads Manager.

  • Gain valuable connections. Advertising your Facebook Page is one of the best things you can do with Facebook ads. You know that the people who click your ad are in your target market and enjoy Facebook. Connecting with new people on your Page allows them to get to know you and your company.

  • Identify your goals. Before you start spending money, have a goal in mind. What does a successful ad campaign look like? Attracting 50 more fans? Selling 25 more widgets? Having 10 people sign up for your newsletter? Specify your goal, and ascertain a way to track your progress.

  • Determine your baseline. Collect some baseline data on how your Facebook Page is performing. How many fans do you get per week through your current efforts? How many website hits from Facebook do you currently receive? Use this info to assess whether paying for an ad campaign is cost-effective.

  • Allocate a budget. Allocate a budget and time for the initial testing, as well as the longer-term Facebook ad. You don’t want to spend money on an ad that isn’t converting well. Your initial testing budget should be at most one tenth of your entire ad budget. Run each variation of your ad for a short time to see whether one version significantly outperforms another version.

  • Make your initial ad decisions. Map out your strategy before you start. Decide how long to run your ad, how much you want to spend, and how often you want to change things.

  • Rotate your ad. Plan on rotating your ad every couple of days to keep it fresh, especially if you’re advertising to a small demographic. This type of campaign isn’t a “set it and forget it” campaign. With luck, when you finish your testing, you’ll have zeroed in on a couple of ads that perform well.