Using the Facebook advertising platform is pretty straight-forward. You set up the account, create an ad campaign and type, upload an image, write some text, set your targets, location & budget and… off you go. Then, sit back, wait and hope.

That’s how thousands of advertisers start out. But, they quickly discover that while Facebook ads are exciting – click costs are low, the hyper-targeting is awesome, and interface and tools easy to navigate…it’s a lot harder to learn how to get clicks and engagement (likes, comments, shares) and ultimately… SALES.

In a similar way to Google Adwords (Pay Per Click advertising), the Facebook PPC system is rigged against you.

Watch the Video on YouTube: How to write ads that work for Facebook Ads

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Facebook was built on the idea and opportunity of easy, fun photos-and-profile sharing. The founders allowed users to upload and share pictures of girls, guys and expand their friend networks online from their dorm rooms, and made it available for others to upload, comment and share as well. The company has gone public since then, and it’s an understatement to say Facebook has come a long way from Zuckberberg’s Harvard days.

With that background and heavy focus on pictures (faces), no wonder it was called “The Facebook”.

Images and pictures (and now videos) are very much central to the experience on Facebook. In fact, when it comes to advertising on Facebook ( – the click-throughs and ad engagements have a significant pull when using images over just plain text. Combining a little bit of text onto the image is preferred. (NOTE: No more than 20% of text in the image. You can check here:

For advertisers, however, the key is to use the right images, target the right audience with the right messaging.

Sure, using cute tricks may work in the interim, but you need to consider your brand, the research, analysis and testing for maximum performance. Adding a red or yellow border to a picture of a girl smiling with her boobs hanging out is not what I’m talking about.  That’s a bad way to build your brand for the long term.

Before you begin on the steps below – be crystal clear about your audience. Who are you talking to? What do they want? Learn more by downloading my Web Profits Formula Guide (FREE) to get more information about optimizing your pages and “customer profiles”.

7 steps to ads that work on Facebook:

WARNING: Make sure you understand the items below. Your initial competitive market research and analysis is key to success, as well as continued testing.Facebook graph search example people who like pages

1. Follow the people in your target audience (Search in Facebook, and use the “people who like pages similar to _________” option)
2. Like their pages, watch their ads, screenshot them, study them, follow them (that includes other social media platforms as well)
3. Opt-in for their “top” emails and videos
4. Determine commonalities between offers and think about where and how you might be different
5. Are you targeting an industry that already has very savvy marketers and are super skeptical? Is it too broad?
6. Go in a different direction – move into a sub-niche where you can stand out. Be very specific about your targeting options
7. Start small and test with 20 dollars per day. Get 20-30 opt-ins per day, and sell at least one product for sale per day (low ticket, under 20 bucks). Test with “desktop news feed” option only at first. Create one campaign per interest (keyword), and use just one image. (For more advanced users, you can create multiple campaigns at the same time).

Additional tips:

  • Use pictures that speaks to your audience, and is based on your findings from before. TIP: Once you see “image blindness” appearing (lower CTR, lower clicks), upload a new image and continue testing.
  • Use a “benefit-driven” text. Use the PAS model (problem-agitate-solve) where you can.
  • Test for 2-5 days. Watch for CTR and engagement, and track conversions via FB script pixel.

Rules for deeper results from a click:

1. Send them to a very relevant landing page with a free giveaway option (just enter name, email to get it)
2. Next, display a page with video (direct to camera or slides) to explain what they’ll receive. Get them excited, provide more detail, and up-sell a product for under $20 bucks
3. Get them on your email list (make sure they confirm receipt of it to get your information and freebie)
4. Run a “value and sales” sequence (most of your money will be made here) over the next 4-7 days. Move buyers into new email segment. Continue the process.

REMEMBER: Don’t cast your traffic too wide. Trying to reach a big market with a small product will lose your traffic investment.

Doing these things in a process-driven manner and with testing, tracking at every step will allow your ad writing and campaigns to succeed over time.

Need help with your Facebook Advertising? Then go here.


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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.