The truth is that creating ads on the Facebook advertisement platform can become confusing for those who just start in the online business world but mastering this digital marketing skill starts, as with everything else, with learning.
It is important to know that you can create Instagram ads in the Facebook Business Manager, since Instagram belongs to its parent company Facebook.
In this article, you will learn how to launch Facebook and Instagram ads. Keep in mind that this is just a broad, although important, overview.
1. Install your Facebook Pixel as soon as possible
By placing the little snippet of code on your website, you can track and reach people who have recently visited your site from Facebook and the connected Instagram account.
In most cases, people need multiple touches to complete a specific action, which is why it is highly effective to launch retargeting ads.
2. Your funnel is more important than you think
Your sales funnel, the whole process of getting your customer to discover and then buy your product, is more important than your Facebook or Instagram ads.
If you sell professional services, then WordPress and the pagebuilder Elementor Pro will be your best friends. If you want to sell physical products online, then Shopify is the way to go.
You could create the world’s greatest ad, but if your funnel underperforms, it will not convert. What should you optimise?
First, your product page. On your product page, you need professional product pictures.
Either become aquatinted with Adobe InDesign and Photoshop, hire someone from Fiverr, or use apps, such as Pixomatic to edit your product photos, to change the background to white, and to adjust colours to make them pop out.
Furthermore, the more product information you have, the better informed prospects will become and hopefully end up buying from you. This is why it is important to develop copywriting skills.
If possible, include upsells to increase average order value when someone does buy. It also helps to have an exit intent popup when someone is about to leave your store without buying. You also want to send abandoned cart emails to recover shopping carts.
The success of your Facebook and Instagram ads are more dependent on how well optimised your sales funnel is than how great your ad is. Which brings us to our next point.
3. Your product page is more important than your ads
If you have to choose between tweaking your product page or tweaking your ads, always choose your product page.
Why? Because your product page needs to convert even without the help of attention-grabbing Facebook and Instagram ads.
Your customers might send links to their friends. Or maybe your product page shows up in a search result. Facebook and Instagram ads constitute just one traffic generating channel. Online shop traffic could also come from your organic marketing methods.
Constantly ask yourself what you could change on your product page to get more sales.
4. Direct traffic to your product page
When your ads mention a product, you should link your ad to the relevant product page. They convert better than directing traffic to your homepage that requires visitors to click through the website to find the product from the ad.
It is important to be consistent. When your ads mention one product and your product page another, then it will confuse prospects and they might leave your online shop. Become aware of your own online shopping behaviour. How would you behave, if you would go through your own funnel?
Creating an ad that gets directed to a product page works well for a few other reasons. First, you can create an ad for a specific product to find out which product gets bought the most.
Second, when a customer sees an ad with a product they want, they want to end up on the exact page for that product. They are not going to spend time browsing your website to find it.
5. Generate ad engagement
It is not satisfying when your ad gets many comments and likes but you only end up getting a few sales. But ad engagement can play a huge role in the success of your ad.
If your ad has several people tagging their friends in the comments and a ton of likes, it is signalling to Facebook’s algorithm that users like your ads and you will be rewarded with lower ad costs. Plus, if people are engaging with your ad, you will continue to reach an even bigger audience. Eventually, some of those friend tags might lead to sales.
If you use an existing post for an ad, make sure to first select Engagement as a campaign objective and then Conversions.
6. Keep testing
If you are just starting out, it can take a while to find a winning product and create a top performing ad.
Create multiple ad sets with different ad creatives. Direct your traffic to one specific product page, test retargeting ads, and analyse your top performing ads.
Facebook is a hugely powerful platform with over one fifth of the world’s population as active users each month. With the right knowledge, strategy, and tools even the most novice marketer can generate leads and sales from the ad platform.
This was a broad overview but keep coming back for further explanatory articles on how to launch Facebook and Instagram ads.
Do not worry that you will make mistakes when you first start. You will learn and improve as result. Although, you can avoid making many of the beginner’s mistakes and learn how to craft and launch successful Facebook and Instagram ads by taking an online course.
Our upcoming online course in Digital Marketing and Sales will teach you exactly how to create selling copywriting, how to create a sales funnel, how to use organic marketing methods, how to launch profitable Facebook and Instagram ads, and how to lead a high-ticket sales call.