HOW TO RUN AN EFFECTIVE FACEBOOK ADS

There are three types of goals:

• Awareness. In this stage, you’re teaching people about your brand. You want consumers to recognize you.
• Consideration. When you get to the consideration phase, you’re starting to acquire leads. You might drive web traffic or collect contact information from consumers.
• Conversion. Now you want the customer to take an action, like buying your product or starting a free trial of your software. This is the ultimate goal for most small businesses.

Before you start a campaign, decide which of these is most important for your business right now. (And it may change as your business grows.)
When you first set up an ad campaign, Facebook gives you objectives in these three categories.

Choose the objective that makes the most sense for your current strategy.
To determine if the ads are performing well for your strategy, we need data.
I wrote earlier about the five most important metrics for Facebook Ads. They are:

• Conversion rate: This is the percentage of people who perform the action you want. It may be subscribing to an email list or buying a product.
• Frequency: This tells you how often your ads are shown to each person. After a while, they lose their effectiveness, and people ignore them.
• Spend and return on ad spend: Use this metric to determine whether or not you’re making your money back on ads.
• Cost per click and CTR: This is the percentage of people who click on the ad. It’s different from conversion rate because not everyone who clicks will buy or sign up.
• Cost per action: This tells you how much it costs to make a sale or convert a lead. Knowing this will help you price your ads effectively.

These metrics will frame the testing we will be doing.
It’s easy to be distracted by other numbers, like how many people see your ad. But remember, if you aren’t reaching your goal, this is worthless.
With that in mind, let’s jump into the fun part: testing!