Facebook advertising is an incredibly effective way to reach new audiences and drive conversions. However, creating winning Facebook ads isn't as easy as writing a quick ad copy and calling it a day. It requires a well-considered approach, plenty of optimization, and a deep understanding of your target audience. Here are our top tips for creating Facebook ads that drive results.

1. Make Use of Facebook's Advanced Targeting Capabilities

Facebook's unparalleled targeting capabilities allow businesses to reach the users who matter most to their business. However, many marketers don't take advantage of the full range of targeting options available. Rather than going for a broad approach, focus on getting your products or services in front of the people who need them most. Facebook's targeting options include demographic, custom, and lookalike audiences. You can also use retargeting ads to target users who have interacted with your page or website. Each option can be useful, depending on your audience.

2. Use Eye-catching Images

Facebook is a visual platform, and the most important part of your ad is the image. While well-crafted copy is essential, if your image doesn't capture a user's attention, you won't get any clicks. Avoid low-quality images, generic stock photography, or any images you don't have the rights to use. Instead, create your own images, buy them, or use ones with a Creative Commons license. Use images of people, preferably their faces, that resemble your target audience. Clear, readable typography can also attract clicks, and bright colors will help your ad stand out.

3. Craft Killer Copy

After seeing your image, users will read your ad text. Here, you can sell them on your product or service and earn their click. Despite the 40-character headline and 125-character body text limits, you can still use the AIDA formula. Attention: Draw users into the ad with an attention-grabbing headline. Interest: Get the user interested in your product by briefly describing its most important benefit. Desire: Create an immediate desire for your product with a discount, free trial, or limited-time offer. Action: End the ad with a call to action.

4. Test and Optimize Your Ads

To create high-performing Facebook ads, you need to continually test and optimize them. Use different ad sets to experiment with your copy, images, and targeting to find the best approach. Each campaign should have at least three ads with the same interest targets. Using a small number of ads will allow you to gather data on each one. Delete the ads with the lowest click-through rates (CTR) and create new versions of the ones with the best CTRs. The average CTR for Facebook advertising across all industries is 0.89 percent, so keep working on your images and copy to surpass this number.

5. Leverage Video Ads

Video ads are a powerful way to engage users and communicate your brand's message. They are especially effective on Facebook since users are more likely to watch a video than read a block of text. You can use video ads to show off your products, provide a behind-the-scenes look at your business, or promote a specific event or sale. Keep your videos short, visually appealing, and engaging to keep users' attention.

At Fifthweapon, we help build scalable and measurable creative campaigns that sell. We use data to create, distribute, engage, and iterate our marketing strategies and paid advertising campaigns. We are platform agnostic and strategically work to connect our clients with their ideal customers on Google, Facebook, Instagram, LinkedIn, Snapchat, and more. Contact us today to learn how we can help you take your Facebook advertising to the next level!