3 Secrets to Effective Facebook Ads

With Facebook’s 2+ billion users it’s no surprise that so many brands use the platform to promote their business. However, getting good results is a challenge for many. I’ve been there, I know how frustrating it can be to create effective Facebook ads. I don’t want you wasting money, so this week I want to give you tips to creating great ads.

Here are My Secrets to Effective Facebook Ads

Develop Unique Custom Audiences

One of the things I see the most is business owners that try to capture multiple audiences in one ad. Good marketing is all about sending the right message to the right person, so when you combine audiences, there’s no way for that to happen. You need to create individual buyer personas.

For example, let’s say you are a personal trainer and you want to bring in more clients. Different people have different needs, so there’s no one ad fits all. You could create an ad for athletes that talks about increasing performance. You could create an ad for people beginning their weight loss journey and another ad for those further into their journey who have reached a plateau.

My example only shows three different people who would use personal training when I’m sure there are closer to a dozen. My point is that one ad for personal training will not do nearly as well as multiple ads that specifically talk to each type of customer.

Now that you know who you are talking to, you can further increase your chances of the right person seeing your ad by using custom audiences. On the audience insights page you can narrow down your persona’s interests.


Using our personal trainer personas from before, I can create an audience that’s within 15 miles of my business, that’s interested in weight loss, and is between 21-65. You can even target people by their career.

You want to be as specific as possible without minimizing your reach. So, choose the most important ones.

Write Good Copy

Creating copy that your audience responds to directly impacts your ROI. It can take years to perfect your copywriting skills, however, there are a few tips that can completely change how your ad is received.

  1. Promote Benefits, not Features
    Show your audience what they will experience versus what your product does. For example, if you are targeting marathon runners, you don’t want to say your training will prepare you to run your heart out. You want to say that they can cross the finish line in record time.
  2. Include Emotion
    Once you add in emotion, you are activating another part of the brain. If you’re marketing to people who are interested in weight loss, you can ask them to imagine how great it feels to fit into a smaller pants size.
  3. Stay Away from Negative Wording
    Facebook does not like negativity. In order to avoid getting your ad rejected, stay positive. Do not use phrases like “Are you tired of…” instead say something like “Get the results you deserve…”.

Use Good Photos & Videos

The visual you choose for your ad is also very important. Think of your ad on a page with Facebook’s shortcut links to the left, then stories, games and chat to the right, with your feed right down the middle. If you can use video or animated GIFs, use it. Motion helps draw your eye to the ad. Also, keep your videos on the shorter side – under a minute.

If you’re using photos, choose one that best represents how your customer will feel after using your product or services. Look for an image that has contrast to the rest of the page, so you stand out amongst the various feeds.

If we are targeting the marathon runner, we can use an image of someone crossing the finish line or even just a finish line itself. Do not use your logo or headshot as the main image.

You can find images on stock photo sites like Pexels, 123RF, Dreamstime and many more.

Additionally, Facebook does not like a lot of text on your images. If you need to add it, make sure it doesn’t cover more than 25% of the image. It will hinder your reach.

This biggest thing to remember, you are solving a problem with your product or service. Define your audience and target them individually so you can speak directly to them. Be sure they are clear and tell the consumer exactly what you want them to do to achieve the results. Follow these tips and you’ll be creating effective Facebook ads in no time!

Until next time…