Ad Design and Content
Define your unique selling points
What is unique about your product or service? Look at the competitors in your area and try to figure out how you can make your ad campaign stand out. Write down three to five things that you can do better than your strongest competitors. Then use these selling points in the campaign.
The image is the most important feature of an ad. Make sure you spend some time to figure out what image represents your brand/product/service and at the same time attracts attention and clicks.
Look at your unique selling points and include them in the title, preferably with a clear call-to-action that makes people want to click through to purchase a product, like your fan page or whatever goal you have with your Facebook campaign.
Write body text(s)
What are the added values you’d like to say about your product? In the text field of the ad you may introduce your brand and give the visitor a picture of who you are, where you are located and what you do best.
Make several ad combinations
This is very important when planning a Facebook campaign. Make many ads and combine text and images in different ways. In doing so, you will get an answer to what works best – what type of ad gets most clicks and what ads generate most sales or likes.
Define age groups to target
You should always test your ads in different age groups to see what people react to your ads. Try to do this in an unbiased way. Who knows, you may discover that you have a customer group where you least expected it.
Research & Define where your target group is located
If you run a business that is physically located somewhere, this is pretty straightforward. You advertise to people in your area. But if you run a web business of some kind, which people can sign up with from all over the world, test where your Facebook campaign is most successful.
Research & Define the interests of the target group
Is your product or service closely tied to specific interests? If so, define what people who may like you are interested in and target them.
Decide which ad type to start with
Facebook offers several different types of ads. The different ad types have different benefits. Choose the ones that suit your overall goals.
Set a budget
Before you start advertising, make a plan of how much you’re willing to spend per day on your Facebook campaign. And take into consideration that you might have to spend some initial money on the testing phase – before you know what type of ads your audience responds to.
Choose a bidding strategy
When you set up an ad you can choose how much you’re willing to pay for a click. Normally, the more you pay the more impressions your ads will get. Staying close to the max bid is usually wise, but you may want to test different strategies.
Choose a cost model
There are two different cost models to choose from CPC (cost per click) and CPM (cost per thousand impressions). Choose the one that works best for your ad campaign.