how to run successful facebook ads

Facebook Ads in 2022: Secret Strategies & Pro-Tips!when it comes to running facebook ads,it's no sec

Adam Erhart

Updated on Jan 15,2023

Facebook Ads in 2022: Secret Strategies & Pro-Tips!

when it comes to running facebook ads,it's no secret that things have changed,apple all but destroyed tracking with,their ios 14 update the facebook,adpocalypse has led to more ad account,shutdowns banned accounts and denied ads,than we've ever seen before and no,matter what business or market or,industry you're in the odds are good,that you've seen your advertising costs,go up probably a lot and they're not,going back down anytime soon but not all,hope is lost i've got good news,there is still a way to create powerful,and profitable and high converting,facebook ads but to make this work and,to ensure that your ads keep working now,and well into the future there are a few,things you need to understand first,number one is that the facebook ad,platform and the algorithm behind it are,smarter than ever before the main,variable to success on facebook ads used,to be your ability to navigate the hyper,complex facebook ad platform and,dashboard at risk of making me sound,like a boomer back in the good old days,okay boomer we use something called,facebook power editor to manage our ads,and use spreadsheets and all kinds of,other nonsense just to get a basic ad up,and running but fortunately at least in,this regard things have changed for the,better and many if not most of the,campaigns that we're seeing have the,most success are now largely automated,i'm talking about automatic placements,and automatic budget optimization and in,some cases even wide open targeting,going after the largest amount of,potential people possible and this leads,me to point number two point number two,is that the variable to success is now,largely a matter of ad copy or in other,words what words and images and videos,do you use in your ads and how do you,present your offer to your audience this,is because we as advertisers all have,access to the same facebook ads platform,whether you're a solopreneur a small,business or a global multi-billion,dollar international empire what this,means is that the new game is fought and,won through good old-fashioned,copywriting and studying and learning,from the masters who have come before us,guys like david ogilvy eugene schwartz,robert collier claude hopkins and john,caples if you haven't heard of these,guys before they're some of the best,copywriters to have ever lived and the,lessons that they taught are just as,relevant and applicable today as they,were 30 and 50 and even 100 years ago,now as more of a creative than an,analytical kind of person i've got to,say that i'm pretty stoked about all of,these algorithm updates and how the,mechanics behind creating a facebook ad,are easier than ever but whether you,choose to see these updates as good or,bad or downright ugly this is the path,that we're heading down and there's,still one more thing you need to know in,order to make your campaign maximally,effective and that's point number three,that frequency equals trust there's a,psychological phenomenon known as the,mere exposure effect that basically just,says that we as people develop,preferences for things simply because,we're familiar with them in other words,the more often we see something the more,we like it this likely stems back from,our caveman days when everything was,trying to kill and eat us but it's been,baked in there pretty good and has been,carried forward to today where we can,use and leverage this in our business,our marketing and our advertising to put,this in a practical sense showing up,more often in front of the same people,is good very good and there's no better,way to do this than through facebook,retargeting ads but like all things,there's a right way and a wrong way to,do this the wrong way is what pretty,much everybody out there is doing right,now using old school pre-ios 14 tactics,and getting bad results then blaming,facebook or blaming their audience or,blaming the world in general almost,sounds like the lyrics to an old blues,song i can almost hear it,take now my hands take my cat away,i've been spending all my money with you,the alternative then is to do things the,right way which fortunately is actually,pretty simple and it works by giving,both facebook and your audience exactly,what they want which is to create,content that keeps people on the,platform for as long as possible so,facebook can show them more ads and make,more money here's how it works the,solution to overcoming ios 14 and the,facebook adpocalypse and rising ad costs,is to switch up your retargeting,strategy and move away from your sources,and towards meta sources which,essentially just means creating custom,audiences to target based off how people,have engaged with your content inside,the app rather than focusing on creating,audiences off of website visitors or,your email list now website visitors,your email list and your customer list,still have a viable and valuable part in,your overall retargeting strategy but,the power of those off app audiences,like your website visitors and your,email list are now significantly reduced,due to facebook and instagram's,inability to kind of match them up with,its users inside the app to create these,audiences all you need to do is go into,your facebook ads manager click on,audiences and then create a custom,audience and these are the four that you,want to create first video views for the,engagement section i like to choose,people who have watched 25 of your video,if you have a video that's longer than,say three to four minutes you may want,to go with through play as asking,someone to consume 25 of a 3 to 4 minute,video is a pretty big ask for retention,which is the number of days someone will,remain in your audience after consuming,your content i like 90 days this gives,me a good mix between having enough,people to target a sufficient enough,audience as well as making sure that i'm,staying relevant and top of mind people,don't forget about me this way i'm able,to take advantage of the mere exposure,effect like i talked about earlier then,just give it a name add a description if,you want and you're good to move on to,the next audience lead form if you're,running lead ads then creating a,retargeting lead form audience is an,obvious and very profitable move and,much of the same targeting and selection,options are pretty much the same here as,they were for video views for event,selection you have three options first,anyone who opened this form next people,who opened but didn't submit the form,and finally people who opened and,submitted the form my advice here is to,start by focusing on the people who,opened but did not submit the form and,target them with the following three ads,first show them the exact same ad again,as this is going to capture the people,who were just too busy got distracted,next show them an ad that presents or,makes the same offer but with a,different message or a different image,and third show them an ad that makes a,completely new offer for example if,you're selling a course well try,offering one-on-one coaching or,consulting or if you're selling a,done-for-you service try offering a,cheaper more budget-friendly done with,you or do-it-yourself option or if,you're selling i don't know say shoes,well try selling different shoes or,socks or belts or hats pants basically,anything else that someone would be,interested in then make sure you're,choosing the right page and lead form i,like using 90 days here as well then,give it a name and a description and,again you're good to move on to the next,audience instagram this one's pretty,simple so we'll go through it quickly,the source is the instagram account the,event selection that i like is everyone,who engaged with this professional,account this is great unless you have a,crazy and wildly engaged instagram,following in which case you may want to,segment it down further by people who,engaged with a post or ad or people who,sent you a message and then the same,thing on retention of 90 days give it a,name and add a description once that's,done it's time to move on to the final,metasource retargeting audience that i,like to create facebook page this one is,very similar to the instagram account,that we just did first make sure you've,got the right page for events i like,everyone who engaged with this page,retention 90 days give it a name,description and you're done now all you,need to do is put it all together so let,me walk you through that now as well as,warn you about a few potential pitfalls,and mistakes that could completely,derail your entire retargeting campaign,first head into your facebook ads,manager and click create campaign and,then choose whatever objective you're,after ninety percent of the time we're,after conversions which facebook has now,put under the sales category so we're,gonna go with that now your campaign and,your ads are going to be pretty much,business as usual but where you want to,pay special attention is at the ad set,level when you scroll down to audiences,under custom audiences is where you're,going to select all four of the custom,retargeting audiences that you just,built this includes your video views,your lead form your instagram and your,facebook page retargeting audiences,that's right put them all in there under,locations i select my main countries,whatever that may be for you in my case,it's the big six english-speaking,countries of canada the united states,the uk ireland australia and new zealand,then i leave age gender and detailed,targeting completely alone as i'm,relying on the custom audiences that i,built to take care of these for me the,next step then is making sure that,you're building out your entire campaign,and strategy the right way making sure,that you nail message market match and,the 40 40 20 rule so to help you do that,i've linked up a video right here on a,better way to advertise on facebook,that's going to give you some of my best,facebook advertising strategies so make,sure to check it out now i'll see in the,next video the reason that most ads,don't work is because they're saying the,wrong things to the wrong people or in,other words the offer that they're,making is either unrelated or,unappealing

The above is a brief introduction to how to run successful facebook ads

Let's move on to the first section of how to run successful facebook ads

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A BETTER Way To Advertise On Facebook In 2023 (SECRET)

A BETTER Way To Advertise On Facebook In 2023 (SECRET)

there are three things that you need to,know if you want to create effective,high converting and profitable facebook,ads first you need to nail message,market match get this wrong and it,doesn't matter how smart or funny or,creative your ads are they're not gonna,work next is something called the 40 40,20 rule every great direct response,marketer and advertising legend lives,and dies by this rule but don't worry if,you've never heard of it before most,people haven't and i'm going to walk you,through exactly how to use this with,your facebook ads and third you need to,use something called the marketing rule,of seven and not just with your facebook,ads either but with all of your,advertising and marketing and everything,you do from this day forward use it and,profit don't use it and don't profit,that is a terrible catchphrase so let me,show you how it's done starting with the,ever important message market match want,to know the single biggest reason that,most facebook ads don't work i can't see,it right now but i'm going to assume,you're nodding your head yes well my,friend the biggest reason that most,facebook ads don't work is not because,they chose the wrong campaign objective,or wrong placement or wrong budget or,anything related to the actual setup of,the facebook ad campaign nope the reason,that most ads don't work is because,they're saying the wrong things to the,wrong people or in other words the offer,that they're making is either unrelated,or unappealing an unrelated message,means that they're making an offer that,people just don't really care about,trying to sell something in a way that,just doesn't resonate with the pains and,problems and fears and frustrations of,the market this is often the result of,spending too much time on the features,and the actual tangible things that,they're going to be getting rather than,on the benefits and the outcomes and all,of the results and how their life's,going to be better after they make a,purchase an unappealing message is,simply a message that's packaged wrong,or in other words it's boring it doesn't,do anything to try to catch someone's,attention and so they don't stop to read,it and if they do stop well they just,don't care what's that sound oh that's,the sound of your ad dollars getting,flushed down the toilet and so money is,wasted putting these boring and,uninteresting and irrelevant messages in,front of people and then wondering why,nobody's buying sounds harsh i know i,don't like to be the bad guy here but,fortunately there is a solution that,comes in the form of message market,match and message market match is,exactly what it sounds like it means,matching your message to your market but,obviously there's a little more to it,than that essentially message market,match also commonly known as message to,market match is really just a way of,making sure that you've done your,homework and you've researched your,target audience you've figured out what,their pains and their problems and their,fears and their frustrations are and how,whatever it is that you're selling is,well positioned to help solve that for,them get it right and people buy get it,wrong and they don't buy and this is one,of my favorite things about marketing,and about advertising in that it's a,literal case study of human behavior,after all people can say all of the,things about how they think they are or,how they would like to be but at the end,of the day money talks and what people,choose to buy and how they spend their,time are two of the most powerful,indicators that really show what someone,values so if your ads aren't working and,people aren't clicking on them or,signing up or buying or anything like,that well it's simply because they don't,see the value in what you're offering so,it's your job as the marketer as the,advertiser to try to show them that,value and the best way to do this isn't,by shoving it down their throats but,rather to show them that you understand,where they're coming from you understand,their problems and you possibly have a,solution they may be interested in i,wish i could remember who told me this,quote so i could give them due credit,but one of my favorite sayings is that,customers don't buy when they understand,they buy when they feel understood okay,next i'm gonna give you the secret sauce,and those special ingredients that,really separates the amateurs from the,pros when it comes to creating high,converting and profitable facebook ads,but first a real quick message from this,video's sponsor metrocool over the years,i've had the chance to work with a lot,of different companies and software but,metricool has quickly become my number,one secret weapon when it comes to,creating better and more effective,social media marketing campaigns and i,use it every single day not only does it,allow you to take care of everything all,in one place it also integrates,seamlessly with facebook and instagram,and twitter and tick tock and linkedin,and google business and pinterest and,youtube and twitch as well as facebook,ads and google ads and tick tock ads and,data center it's also incredibly easy to,use and gives you a ton of powerful,features for both organic social media,and paid media like facebook ads one of,my favorite things about it is how i can,watch and monitor my ads performance and,get a side-by-side comparison of my ad,campaigns on google and facebook which,are two of my biggest ad platforms right,now and i can see how they're doing and,compare different metrics against each,other like how many impressions they got,what's my cpm which is how much it cost,me to show these to a thousand people,what's my cpc or cost per click my ctr,which is my click-through rate and even,the number of conversions each campaign,is delivering because again remember,it's not just about getting likes and,shares it's about making money from your,social media and your ads so make sure,to check out metricool by clicking the,link in the description below this video,and when you use the code atom you can,try out any paid plan for 30 days for,free okay next the 40 40 20 rule the 40,40 20 rule shows the breakdown of the,three main elements that are responsible,for your ad success 40 to your market 40,to your offer and 20 to your copy so let,me unpack those for you now 40 of the,success of your advertising campaign is,going to come down to your market your,understanding of them and your ability,to identify and locate them and make,sure that you're putting the right,message directly in front of them,fortunately facebook's targeting options,are pretty amazing so the ability to,find them and get right in front of them,is well easier than ever as for coming,up with the right message the right hook,the right angle and the right,irresistible offer and how those all fit,together well that's where you're gonna,need to do a little bit of heavy lifting,the next 40 of this equation comes down,to your offer so what are you offering,and is it irresistible enough to get,them to pay attention is it relevant,enough that they're going to be,interested and want to click want to,read more ultimately want to buy and the,last 20 is your copy and your creative,this is essentially the words that you,use the images the video if you're,running a video ad all of the design and,the way that you structure things as,well as the words that you say as a,general rule the more competitive your,market is the more persuasive and,influential and more heavy-hitting your,copy's going to need to be the 40-40-20,rule is incredibly powerful because like,all things in marketing it gets to the,root of what's really important which is,your customers their problems and your,solutions to those problems and way too,many advertisers get this completely,backwards spending way too much time on,fancy words and pretty pictures rather,than getting to the core of their,audience's pains and how they're able to,best serve them there's even some,situations and with certain target,markets where an overly produced ad or,an overly polished message actually,turns people off and has the complete,opposite effect and will lose to an ad,that looks like it was made in ms paint,from 1985. that's uh that's some quality,design work right there but there is,another thing you can do no,must do if you want to turn your,campaigns into real winners and that is,to leverage the power of the marketing,rule of seven first some history the,marketing rule of seven was first,introduced by the movie industry back in,the 1930s when studio bosses discovered,that it took around seven touch points,or interactions with a potential,customer in order to get them to see a,movie this then became kind of a rule in,marketing that if you wanted a product,or service or business to succeed you,needed to make sure that your prospect,heard your advertising message at least,seven times before expecting them to,take any kind of action and i like this,rule for two reasons first because it,resets someone's expectations when it,comes to advertising after all one of,the most frustrating albeit completely,understandable parts of advertising is,when i hear a newbie advertiser complain,about the results they're getting or,rather the lack of results they're,getting from their campaigns but more,often than not and upon closer,inspection it's usually because they've,only been running these ads for a couple,days or only spent a few dollars on them,now do you know whose fault this is i'll,tell you it's all those internet,marketing hucksters from the early 2000s,who oversold people on these get rich,quick schemes and how they could make a,million dollars overnight with no work,required but that's not a real thing in,the real world think of one other,investment where you could put in a,dollar and get back 10 or 100 or a,thousand or more i mean people would,look at you like you're crazy but with,advertising these are possible not right,away not for everyone but they do happen,but when you're first getting started a,little bit of patience and a little bit,of understanding and maybe even a little,bit of humility are gonna go a long way,because advertising is a skill skill,that can be learned but a skill that's,going to take a little bit of training,and a little bit of time now don't get,me wrong the purpose of advertising of,running ads is 100 to make money,otherwise why you doing this but it's,also important to approach this with a,little bit of sensibility and common,sense those are probably the same things,the second reason that i like the,marketing rule of 7 so much is because,it gives me a benchmark and kind of a,guide that i can shoot for and plan for,and bake right into my marketing,strategy this is why the best way to do,facebook advertising today is to run,your ads and then follow up and follow,up and follow up and follow up follow up,and follow up and follow up and follow,and follow up and follow up and follow,up but do it in a way that doesn't break,the bank unfortunately you can do it now,easier than ever before the first way is,my absolute favorite which is to run a,facebook ad that takes someone off,facebook and puts them onto your email,list where you can follow up with them,again and again forever the next way is,still good though and it involves,running a facebook ad and then creating,a custom audience based on how somebody,engaged or interacted with your previous,ad for example you could create a video,ad and then create a couple of custom,audiences based on people that watch 25,or 50 or 75,of the aforementioned ad you can then,follow up with those people through a,second ad which is going to be more cost,effective because you're going to be,advertising to a smaller audience not to,mention a smaller audience means more,opportunities at repetitions and touch,points and building a deeper and more,human connection but to show up in front,of them even more and for free you,definitely want to be taking advantage,of all of the other tools that facebook,gives you access to and this is why the,next thing you're going to want to do is,check out the video that i've got linked,up right here on facebook marketing,strategy so make sure to check it out,now and i'll see in the next episode but,for them to refer you they need to know,what you do after all people can't buy,from you if they don't know that you,exist or in this case people can't buy,from you if they do know you exist but,don't know that you have a business

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