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What makes a great Facebook ad?

I don't even want to look at my Facebook ads manager to see how much we have sent on Facebook ads over the last 8 or so years. I can't remember the exact day that I started playing with Facebook ads.


Facebook Ad Examples





Great Facebook ads don't solve a bad product market fit


They do however accelerate great product-market fits. Facebook has done a great job, and truly is one of the most powerful ad platforms in the world. I have spent millions myself for my own eCommerce brand. Running profitable ads on Facebook has been a key driver of our growth.


How do you create a successful Facebook Ad Campaign?


Are you looking to create a successful Facebook ad campaign? If so, you’re in luck! In this article, we will discuss what makes a great Facebook ad and provide tips for creating an effective campaign.


We will also cover some common mistakes to avoid and explore how to measure the success of your campaign. Let’s get started!


How to create an effective Facebook ad campaign


When creating a Facebook ad, there are a few key elements to keep in mind. Facebook is one of the best ad platforms for targeting specific audiences, the most important part as a business owner is to make an irresistible offer and use direct response copy to get them to take action.


If you have an impulse offer and great copy you are 80% of the way there to having a successful Facebook ad. I think the last 20% of having a successful Facebook ad is sending them to a website that is congruent with your ad.


For example, if you are running a Facebook ad that says 25% off with this coupon and you send them to a website with a pop-up that says 10% off, that is going to confuse them and prevent them from buying.


Or if you only have the coupon code in the ad but not on the actual web page, that can prevent them from buying. Keep the messaging the same from ad to website. This seems far to simple but is a massive piece of the puzzle when trying to run profitable Facebook ads.


Measuring the success of your Facebook ad campaign


So, how do you know if your Facebook ad campaign is successful? There are a few metrics you can use to measure the success of your campaign.


First, look at your click-through rate (CTR). This metric measures how many people saw your ad and clicked on it. A high CTR indicates that your ad was relevant and interesting to users.

Second, look at your conversion rate. This metric measures how many people who saw your ad took the desired action (e.g., clicked on a link, bought a product, etc.). A high conversion rate indicates that your ad was effective in driving users to take the desired action. Finally, look at your cost per click (CPC).


This metric measures how much you paid for each click on your ad. A low CPC indicates that your ad was effective in driving traffic to your website at a low cost.


MER and ROAS are my only focus


For an eCommerce brand like my own the most important metric is ROAS or return on ad

spend. We have well-defined target ROAS numbers to hit, if we don't hit them we aren't profitable.


If they are too high, then we aren't pushing scale hard enough. Since the IOS update the metrics aren't reliable so we have moved to a MER metric which is stands for Marketing Efficiency Ratio which sounds cooler than it is. It is simply, the total revenue divided by total marketing spend.


MER = Total Revenue / Total Marketing Spend (all channels)


Example: Revenue for day is $40k / All ads for day is $10k = 4 MER or a 4X our ad spend.


Let me know if this math doesn't make sense, but it helps us rely on actual dollars spent and not the individual ad platforms reporting.


Mistakes to avoid when running a Facebook ad campaign


There are a few common mistakes that advertisers make when running a Facebook ad campaign.


First, they fail to set clear goals. Without goals, it’s difficult to measure the success of your campaign.


Second, they create ads that are not visually appealing. Remember, your ad should capture

users’ attention and make them want to learn more about your product or service. Third, they target too broad of an audience.


Make sure you segment your audience and target those who are most likely to be interested in what you have to offer. Finally, they fail to monitor their campaign. Keep an eye on your metrics and adjust your budget or targeting as needed.


There you have it! These are just a few tips for creating a successful Facebook ad campaign.


Remember to set clear goals, create visually appealing ads, target a specific audience, and monitor your campaign regularly. And don’t forget to measure the success of your campaign using metrics like CTR, conversion rate, and CPC. Good luck!


Do you use Facebook ads for your online store? Let me know in the comments below.


P.S. Facebook ads can help hype your next product launch


Fractional CMO + YOUR STORE = 🚀

Must be doing at least $50k a month to qualify

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