Getting Smart With Facebook Ads

I get a lot of emails and comments on my social media channels related to digital marketing, SEO and various advertising strategies. Some of questions are related to Facebook ads. What Facebook ads work best for my business? Your ads should be visually compelling otherwise nobody even looks at them. If you are making video ads, make it fun and interesting.

Video ads generate more sales than text ads.A visual ad should raise audience’s curiosity. Make sure to use the right color psychology in your ad and it must be relevant to your audience in such case your campaign gets higher score, just like Google Adwords quality score. The more relevant your advertisement is, the higher quality score your ad gets. It’s the same on Facebook. When you want to run an ad on Facebook or any other advertising network, you have to decide what you want to accomplish? If you want to increase brand awareness I recommend using Facebook video ads.

Brand Awareness Ad Strategy

Make sure to target the right age group and use reach and frequency buying to reach the maximum number of people in the area where you wish to target. If you want to land leads, use dynamic ads.

In order to increase brand awareness, create video ads that will showcase your product or service. Then use reach and frequency buying and monitor the number of times your video is going to display on Facebook. Every ad must target your audience.I would not recommend using broad advertisement here. Finally, use custom audience and the Facebook Pixel to push purchase decision, targeting an audience that has already viewed the video ads. To this audience, you should use carousel ads featuring your product.


Use between 4 to 5 words headline. A good headline gets audience’s attention. For example if you are selling a language course, this headline gets click.

Learn German in 20 days. 

However a short headline doesn’t mean the ad is a winner. Sometimes one word or two words headline can get 10 times more clicks than a 5 words headline. It all depends on your ad strategy, where you use it and to whom you are targeting it. But based on my experience 4.5 words works better than longer ones.


Keep your text short and to the point. Facebook ads are expensive so you should use clear and catchy text to attract people to your ad, and then let them click through to your site to learn more about your product or service. In whatever language you are targeting your advertising, make sure to use keyword “You” in your ad. It gets targeted click. Other favorite keywords in Facebook ads are “free”, “because”, “new”, “quick” and “now”.

Negative and Positive Ads

Don’t create neutral ads, they’re boring. Instead give some flavor to your campaign.For example in food, book recipes, restaurant ads, I would use keyword: “yummy”.

If you run a computer game or software tool, use keyword “top” “awesome”.

If you are selling travel packages how about using keywords: “breathtaking”, “unforgettable” “Dream”.

For charity and political ads, you can use negative ads to trigger emotional response. For example keywords such as: “cruel”, “outrageous”, “animal discrimination”, “hurting”, “Liar” etc.

Call to Action

Add call to action button to your ads. Because you will be able to get people to learn more about your products or services.  Here are the words you can use for your CTA depending on your niche:

  • Sign Up
  • Download
  • Learn more
  • Play Now
  • Click here
  • Watch more
  • Shop Now!
  • It’s Free!

It’s ok to use rare call to action, you have to test and see what works for you. This is what I do on my clients multilingual Facebook ads. I test the ad for a couple of days, lose the losers and keep the winner ads.

Your Facebook ad should be advertising a specific product or service. This is why I recommend creating a landing page for your product or service. Your Facebook ads should be targeted towards a specific audience, and you should offer them something that is unique to them. Your link from the ad should be pointed to a specific landing page for your service. The higher click through, the better ad performance and as a result you save money. Because if your ad performs well, it gets higher score and shows more than your competitors’ ads.

Create An Ad group to Save Advertising Money

By creating an ad group for one campaign, you will be able to find out which ads are working for your product or service. For example if you are selling dresses, create an ad gallery of different dresses in order to attract different types of buyers. Use different call to actions, because not all prospects respond to one type of call to action.

Facebook Ad Approval Process

The approval process is done by Facebook’ agents. Once you got passed through the restriction, you should not edit the ad as they will go again through reviewing.
Keep your ad short and use“real life images” on user sentiments rather than writing long  copy on the images.

News Feed Ad

News feed ad appears directly in users’ News Feed when they access Facebook. If you create a compelling ad and follow my instruction, there’s a better chance to have a higher engagement rate than right column ads. This type of ad is expensive and are suitable for major player companies who have enough budget to spend on ads.

Final thoughts

The vast majority of Facebook users have ad blindness and don’t even pay attention to advertisements. People view Facebook as a social utility. No one wants advertisers disrupting their socializing. Sometimes the ad targeting is spot on and sometimes it’s not.  Some people click at ad’s pictures to get the advertiser spends more money and your competitors are among them. Your audience will be all kind of people. If you look for getting downloads, landing sales and generating leads, Facebook is the right channel for you. The ability to share and boost visuals really helps to attract more potential leads, and we’ve seen a definite increase of interaction on Facebook.  I definitely recommend trying Facebook ads if you look for a quick sell.


Drive more sales today with Facebook Advertising Service