Researching and Creating Effective Facebook Adverts

By on January 6, 2011

Facebook advertising is the new PPC advertising – only with more potential. That’s because on Facebook you can hone in on your exact target market more efficiently than with Google PPC advertising. Plus your advert can gain in influence, as people choose to ‘like’ it or not. With more than 500 million people waiting to be targeted on Facebook – you’ll need to know how to effectively research and write your adverts.

facebook advertising reach

Courtesy of ymarketing.com

If you work on making your Facebook adverts enticing, then you will see some great returns for your efforts. Let’s break it down into some clear steps that you can implement before launching your ad campaign.

Your Immediate Goal

What does your Facebook advert exist to achieve? Is it there to make money? To gather a community for you? To promote your business? No – to all three of these!

Your Facebook adverts sole purpose, is to get people to click on it. Once you have achieved this, your potential client will be exposed to all of your other marketing messages. When you’re researching and creating your adverts – keep this singular goal firmly in mind, or your adverts won’t be effective.

Spying On The Competition

Your next step is to research what kind of message would be most effective when converted into a Facebook advert. To do this, type in some keywords related to your business and go to a community page or group.

On the right you’ll see a lot of adverts – scroll down until you see the ‘more adverts’ link. Click on it, and the ad board should appear. Spend some time reading through other people’s Facebook adverts, to get a feel for what works and what doesn’t.

Keyword Integration

Like all things on the internet that want to be found – your Facebook advert will need some great keywords. One or two is just fine, as long as they sound natural and best describe your business services or products.

A descriptive keyword in the title, and one in the adverts body will do wonders. Use tools like Google Adwords, or Wordtracker for some general keyword research. This shouldn’t be hard, after all – by now you should know the two words that best describe your business.

Your Facebook Advert Power

Follow these simple steps for a killer Facebook advert!

• Choose a clean, simple image that describes or promotes your business.
• Decide whether you want your link to go to your Facebook page, or to your website.
• Choose two great keywords for your advert.
• Use the first keyword in your 25 character title.
• Use the second keyword in your 135 character body.
• Ensure that your body contains a call to action – buy now or click here!

Create at least 3 of these adverts and run them simultaneously. These will act as your split tests. You’ll be able to see which advert performs the best – and can either improve your conversion rates, or create more effective adverts from the originals.

Researching and creating Facebook adverts isn’t difficult, but it does require clarity and purpose. If you know what your advert is meant to do, then you can achieve more in less time. Concentrate on continually improving your ads, until you begin to see a boost in sales. It’s as simple as that, and worth every penny of your set budget.

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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