Design a Winning Ad on Facebook

Never designed an online ad before? If you’re finding yourself watching “Mad Men” for inspiration, the following tips are designed to help you create ads on Facebook that are surprisingly easy and very effective:

1. Target the right people. Reach people who are already interested in your product or service by selecting the best keywords. Keywords are derived from user profiles and provide you with detailed information to be able to precisely target your audience. During the selection process, Facebook may also suggest up to three new keywords for you based on those that are most common among the group of people you have targeted. Adding these keywords will help you increase the size of your ad’s potential audience while ensuring you are still reaching people with relevant interests. Also, let the user know what it is you want them to do in the ad copy. Be as clear and specific as possible.

2. Ask people to participate. Take advantage of some of the unique features Facebook ads offer that encourage people to take action directly on your ad. Drive customer awareness to your Facebook page or Web site by highlighting a specific promotion or event right in the ad, or simply ask people to click on your ad. Facebook ads allow people to engage with ads in the same way they interact with other content on the site without leaving the page they’re viewing. For example, potential customers can directly engage with your business by clicking on the “Become a Fan” link or the “RSVP to this Event” link. In addition, this action automatically creates a story on the person’s profile page and possibly in their friends’ home page “Highlights”—generating free distribution for you.

3. Keep it fresh. Keep an eye on your ad and most importantly keep it fresh. You can do this by using different images, trying different calls to action, and even changing up the text and the groups of people you are targeting. One of the best things about Facebook ads is that you can see what ads are working the best and use that information to tweak and change your ads as you go.

Kasey Galang Principal, Performance Marketing Facebook Palo Alto, California

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