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Facebook is the world’s favorite social network. With over 800 million active users it has become a global voice. The growing influence of Facebook on our lives and an exponential increase in its number of users has added a new dimension to the world’s most popular social networking website.

Facebook advertising is the new dimension we are talking about. So we derive here two important pieces of information, 800 million users and a platform to pitch your products and services to them. Facebook ad campaigns offer unparalleled response and that too at a nominal cost per acquisition compared to traditional media.

But how to go about it?

Running a successful Facebook ad campaign begins with intelligent creation and strategic placement of Facebook ads. Follow these 3 steps to start placing your Facebook ads now.

  1. Testing and Validation
  2. Ad Copy Development
  3. Sustainability

Testing and Validation

Remember, success does not come easy. Before you launch an ad campaign, your strategies pertaining to targeting and creativity need to be tested in order to measure response rate as well as fine tune those strategies that seem to work. And if you are running a Facebook ad campaign for the first time, we suggest you to set aside certain budget and time in order to fully test your campaign strategy. This is ultimately going to help you maximize the response rate.

Facebook provides multiple ways to reach your target audience. It can be through location demographics (language, gender, age, relationship status), interests, places of work and educational levels. You can broaden or narrow your search; both strategies have their own unique set of advantages.

If you keep the focus of your Facebook ad campaign broad it would translate into a lower bid and lesser expensive cost per click. However, it also means that the website conversion rate may also be lower.

And in case, if you opt to keep the search narrower you would end up targeting small number of individuals and paying high bid and a higher cost per click as well. But the advantage here is that you would be targeting the right audience and hence may also experience higher website conversion rate.

Ad Copy Development

Those who have been doing Facebook advertising must be aware of this; for an ad campaign to be successful it would require you to create series of creative executions. Those who are new to Facebook advertising should know that having hundred odd versions of an ad copy for a single ad campaign is not uncommon when it comes to Facebook advertising. Why? If your ad is not getting any clicks, Facebook is not going to serve your ad any longer. Once you start experiencing dip in click rate for an ad that means it is time to change it with a new ad because your target audience is now saturated with your creative message.

Following tips would help:

  • In order to capture target audience you should test numerous iterations of your copy and graphics.
  • Always remember, your ads are going to compete with stories of friends of the target audience.
  • Those ads that feature images of people tend to achieve higher click-through rate.
  • Also, complicating ad and the featured images may negatively affect the readability of the copy. So avoid doing so.

Ad Quality Score

Facebook advertising charges you for an ad when either someone clicks on your ad (cost per click) or it charges you per 1000 people viewing your ad based on CPM, cost per thousand impressions. Experienced Facebook advertisers always plan their Facebook ad campaign which is typically based on number of clicks. As under this revenue model Facebook charges you only when someone clicks on your ad and so it is suggested to serve users with ads that are most likely to be clicked.

It has been observed that those ads which get frequent clicks are in turn also served frequently. If an ad has been displayed to a specific user for 5 to 6 times and it has not achieved a single click, Facebook will no longer display the ad to the same person.

For most of us producing hundred ads is like a tough task. Yes, it would require you to invest certain amount of time but there are number of ways by which you can increase your efficiency. You can produce 40 to 50 different text versions of ad and almost the same number of images. You can pair text and images in multiple combinations to generate number of unique ads.


It has been observed that people new to Facebook advertising are also the ones who tend to quit early. The reason can be the fact that at the beginning of their Facebook ad campaign they got a strong response but later when the number of clicks started to dip, they were never able to recover. So, what went wrong? They failed to produce sufficient number of creative executions as well as their ads reached their saturation point.

Instead, if you monitor number of clicks and impressions, and try rotating the ad copy often then you can ensure that your ad is frequently served. And, you will never get into a similar situation as other newbie often tend to get into.

As mentioned somewhere in the beginning of the article- success does not comes easy. To make a Facebook ad campaign successful you would need to invest a lot of time, have the oversight, do in-depth analysis and pay attention to detail. And if you are able to do so then you are going to ‘Like’ Facebook advertising for many years to come.


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