When creating a Facebook ad that requires payment, there are numerous factors to consider. Are your desired demographics being targeted? Have you selected the appropriate bidding method for your ad? Is the type of ad being used appropriate? To be frank, it can be quite perplexing.
In order to make things easier for you, we have broken down the sequential procedure for running a Facebook ad. Furthermore, we have compiled a checklist to assist you in keeping track of all the details of your campaign.
This resource will enable you to create an effective advertisement targeted towards the appropriate audience on this extensive platform.
50 Examples of Facebook Ads That We Personally Clicked On
Here are 50 impressive Facebook ad examples featuring organizations such as UNICEF, G2Crowd, Hulu, and more.
- Grab attention through visual appeal
- Include a strong call to action
- Present a distinct value proposition
- Address the audience’s specific needs
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What are the benefits of advertising on Facebook?
According to statistics, Facebook has a monthly user base of over 2.9 billion and a daily user base of nearly 1.9 billion, making it a valuable platform for marketers to enhance their organic efforts.
- Your company has the potential to reach a wide audience. Facebook is known as one of the top four social media platforms. Given its high user engagement, it is a valuable opportunity to increase the visibility and potential customer base for your brand.
- You have control over who views your advertisement. In creating your ad, you can specify certain criteria such as age, interests, and behaviors to target specific demographics and increase the chances of clicks. With Facebook, you can allocate your ad budget towards potential customers who are most likely to benefit from your product or service.
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The ad analytics feature is integrated into Facebook. It records and provides real-time tracking of ad performance. By utilizing these metrics, you can gain insight into the effectiveness of your ads and make improvements to your advertising strategy for upcoming campaigns.
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One challenge is that when dealing with both time and money, there is limited opportunity for supervision. In order to take advantage of the audience on this platform and efficiently manage Facebook ads, the initial step is to gain knowledge in using Facebook Ads Manager.
Manager for Facebook Ads
The Facebook Ads Manager is a comprehensive platform that offers a summary of all campaigns to its users.
The homepage and layout of Facebook Ads Manager can be seen in the following image:
The features of Ads Center, also known as Facebook Ads Manager, are organized into four sections:
- Overview: This section provides a summary of your recent spending, ad performance, and key metrics, such as reach, post engagement, and link clicks. Auto-generated recommendations can also be enabled here to boost successful posts.
- All Advertisements: For businesses with multiple advertisements during a certain period, you can choose a specific ad to view more detailed metrics or make changes to its budget. You can also pause or delete selected ads in this section.
- Target Audiences: This section displays any audiences that have been created for your ads. By selecting a specific audience, you can see which ads have reached those potential customers. Adjustments can also be made based on demographic data.
- Automated Advertisements: This section is only accessible if you have created Automated Ads. This feature is best suited for beginners and those looking for a simple way to increase exposure. The trade-off is a decrease in precision compared to manually managing ads. This section lists all your Automated Ads and provides a summary of recent performance.
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1. Register for a Facebook Ads Manager account.
In order to utilize the Facebook Ads Manager, one must have a Facebook Business Page. You can easily set one up by following the steps outlined here or here. This is because running ads through personal profiles is not allowed.
Next, adhere to these instructions:
- Go to the webpage https://www.facebook.com/business/tools/ads-manager>.
- Select the option labeled “Go to Ads Manager.”
- Verify your details on the ad account setup page.
- Configure your preferred payment method.
- Save any changes made.
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After being established, the Ads Manager serves as the main hub for managing your Facebook advertisements.
Step 2: Begin the process of creating an advertisement using Facebook Ads Manager.
Upon accessing the Ads Manager, a performance dashboard will be displayed, containing a list of all your campaigns, ad sets, and ads. This dashboard showcases the results achieved for your Facebook page.
If you have not yet made an advertisement for your Facebook page, this dashboard will appear blank.
To generate a fresh campaign, ad set, or advertisement using Facebook Ads Manager, navigate to the desired ad type and click the “Create” button on the left side. As depicted in the following image, we are currently in the process of creating a New Campaign.
The “Create a New Ad” button can be found in the Facebook Ad Manager.
Step 3: Select an objective.
Ads Manager on Facebook, similar to other social media advertising platforms, is created with the goal of your campaign in consideration. When beginning, you will be prompted by Ads Manager to select an objective for your campaign.
The main objective of a Facebook ad campaign is to be determined.
There is a total of 11 objectives available for selection. The options range from enhancing overall brand recognition to securing downloads for your application and driving more visitors to your e-commerce website.
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By selecting one of these goals, you are providing Facebook with a clearer understanding of your preferences, allowing them to offer you the most suitable advertisement choices. As demonstrated in the image above, Facebook’s advertisement choices are comprised of:
- Awareness of the brand
- Reach to the target audience
- Increase in website traffic
- Active involvement of the audience
- Increase in the number of app downloads
- Increase in the number of video views
- Generating potential leads
- Increase in communication and interactions
- Achieving desired conversions
- Boosting sales through catalog
- Increase in foot traffic to physical stores
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Assuming you are interested in increasing traffic to your website, Facebook will request that you specify the URL you wish to promote when you choose this feature for this blog entry.
When utilizing marketing automation software, it is important to generate a distinct tracking URL that includes UTM parameters. This will guarantee that you can accurately monitor traffic and conversions from the advertisement. HubSpot users can achieve this through the Tracking URL Builder tool.
After being chosen, Facebook will present the advertisement option that is most suitable for achieving this goal.
Highlighted Resource: Facebook Advertising Checklist
A guide for creating Facebook ads from HubSpot.
Remember to get the Facebook Ads Checklist and keep it handy for optimal Facebook ad campaign strategies.
Step 4: Selecting your target audience.
In order to proceed, your next task would be to set up the desired target audience. This can be achieved for each ad set within the corresponding campaign.
For beginners in using paid ads on Facebook, it is necessary to try out various targeting options until you find the perfect audience that fits your needs.
Facebook’s targeting criteria are accompanied by an audience definition gauge to assist you in narrowing down your focus. This gauge, situated to the right of the audience targeting fields, combines all of your chosen features to generate an estimated reach number.
When deciding between a targeted audience or a general one, it’s important to consider your goal. For instance, if your aim is to increase traffic, it would be beneficial to concentrate on individuals who are likely to be interested in your product or service.
In case you are interested in creating a strong brand recognition or advertising a broadly appealing offer, you can direct your attention towards a broader audience.
Facebook’s targeting options are extensive, with features such as:
• Place of residence
• Years of existence
• Sex
• Linguistic abilities
• Marital status
• Academic background
• Occupation
• Economic situation
• Residence
• Cultural background
• Age group
• Guardians
• Political views (U.S. residents only)
• Significant experiences
• Hobbies
• Actions
• Relationships
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The choice is also available for you to make a selection of a Custom Audience. This enables you to reach individuals on Facebook who are included in your organization’s contact database, have browsed a webpage on your website with a tracking pixel, or have utilized your application or game.
If you want to understand the process of creating a Custom Audience on Facebook, refer to these guidelines provided by Facebook’s support page (https://www.facebook.com/business/help/170456843145568). For further information on the details of these requirements, you can also refer to this resource on Facebook targeting (https://www.facebook.com/business/help/433385333434831).
After discovering a successful group for your ads, Facebook permits you to store these audiences for future use, thus eliminating the need to redo this process once you have been utilizing Facebook ads for a period of time.
Step 5: Establish your budget.
When using Facebook, you have the option to choose between a daily budget or a lifetime budget. Let us explore the distinctions between these two choices.
- Daily budget: Opting for a continuous ad run throughout the day? Then this is the perfect choice for you. By using a daily budget, Facebook will regulate your daily expenses. Just remember that the minimum daily budget for an ad set is $1.00 and it should be at least twice your CPC.
- Lifetime budget: For running an ad for a specific duration, choose the lifetime budget option. This ensures that Facebook will regulate your expenses over the designated period of time.
Page for managing Facebook ad budgets and scheduling
The Cost of Facebook Ads
The pricing for advertising on Facebook is not fixed, but rather varies based on the bidding model and strategy employed by your business.
The figures presented are estimated rates obtained from a 2020-2021 study on the cost of Facebook Ads by AdEspresso (https://adespresso.com/blog/facebook-ads-cost/).
Model for Bidding
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Average Cost of Advertising on Facebook
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The cost-per-click, also known as CPC, is the amount of money paid for each click on an online advertisement.
The following is a table:
The cost is $1.00.
The cost-per-like (CPL)
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The cost is $1.07.
CPA, short for cost-per-download, is a metric used to measure the cost of gaining a single download for a digital product or service.|
The amount of $5.47.
CPM, also known as cost-per-thousand-impressions, is a metric used to measure the cost of displaying an ad one thousand times.
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The amount is $7.19.
Different Types of Bidding
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Strategy for Bidding
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Bidding Based on Expenditure
Maximizing the value by utilizing the entire budget.
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Greatest Amount
Maximize your reach to potential customers.
Maximum Worth
The focus of the budget is to prioritize high-value sales rather than quantity.
Bid with a Specific Objective in Mind
The desired value is determined by your goals.
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Price Per Outcome
Efforts should be made to maintain a balance between costs and the cost per purchase in order to remain profitable, although complete adherence cannot be guaranteed.
Ad Spend Return
The goal is to maintain an average ad spend in order to achieve a ROAS control, although there is no guarantee of complete adherence.
Bidding Process by Hand
The amount you can bid dynamically depends on the situation.
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Maximum Bid Limit
Implementing a highest bid limit for all auctions can be beneficial for marketers who have a grasp on projected conversion rates.
After determining your model and strategy, you can proceed to specify your budget and explore more advanced options. In this section, you will be able to define the following.
Timetable
Decide whether to run your campaign immediately and without interruption, or to personalize the start and finish dates. You can also establish criteria to limit the advertisement’s display to certain hours and days of the week.
Pricing and Optimization
Decide whether you wish to compete for your intended result, clicks, or impressions. This will modify the way your advertisement is presented and compensated.
In this manner, you will be charged for displaying your advertisement to individuals in your intended audience who have a higher probability of fulfilling your desired action. However, Facebook will determine the limit of your highest bid.
If you prefer not to have Facebook automatically set optimal bids for you, then you should choose manual bidding. With this choice, you have complete authority to determine how much you are willing to pay for each completed action. However, Facebook will offer a recommended bid based on the actions of other advertisers, to give you an idea of what you should aim for.
Shipping
There are two main types of delivery: standard and accelerated. Standard delivery will display your advertisements throughout the day, while accelerated delivery allows you to quickly reach a targeted audience for time-sensitive advertisements.
Please be aware that choosing this option will necessitate setting bid prices manually.
Step 6: Generate your advertisement.
The appearance of your ad will vary depending on your initial goal.
Are you seeking to enhance the amount of clicks on your website? Facebook Ads Manager offers recommendations for ad options such as “Clicks to Website”. It is a logical suggestion, isn’t it?
This advertising feature is available in two different formats: Links and Carousels. Essentially, this gives you the option to showcase a single-image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images without incurring any extra charges.
The display of a Links ad will resemble this.
A link to Sephora is included in the Facebook ad, as seen in the image below:
This is how a Carousel ad will appear.
An illustration of a Facebook Carousel Ad showcasing pictures of the Grand Canyon.
After making a decision between the two, the next step is to upload your creative assets. It is worth mentioning that Facebook has specific design criteria that must be followed for each type of advertisement.
When creating single-image ads on Facebook, it is recommended to follow the design guidelines suggested by the platform. These can be found on the Facebook Ads Guide for Image Ads in the Facebook Feed for Traffic.
- The length of the text is 125 characters.
- The headline of the ad is only 25 characters.
- The image ratio is 1.91:1.
- The image resolution, including the call-to-action (CTA), is 1080 x 1080 pixels.
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When creating multi-image ads, which are also referred to as Carousel Ads, Facebook offers the subsequent design suggestions:
- Suggested dimensions for images: 1080 x 1080 pixels
- Aspect ratio of images: 1:1
- Maximum character count for text: 125
- Limit for headline length: 40 characters
- Recommended length for link description: 20 characters
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Keep in mind that the following are the advertising choices available for the “Traffic” goal.
Upon choosing the option “boost your posts,” a variety of advertising options, such as the Page Post Engagement: Photo ad, would be available. This particular ad comes with its specific design guidelines.
After choosing an ad type, the Ads Manager will ask you to specify the way you want your ad to be shown. The available choices include Desktop News Feed, Mobile News Feed, and Desktop Right Column.
The appearance of each ad would be as follows.
News Feed for Desktop
Facebook Ads display a single image on the desktop news feed.
News Feed for Mobile Devices
This Facebook ad is displayed on the mobile news feed and includes only one image.
Right Column on Desktop
This is a Facebook ad displayed on the right column of a desktop with a single image.
If your advertisement is not linked to a Facebook page, you will only be able to run Desktop Right Column ads. To utilize all three display locations, you can refer to this guide on creating a Facebook page.
Step 7: Keep track of your advertisement’s performance metrics.
After your advertisements have been launched, it is important to monitor their performance. In order to view their outcomes, there are two locations to check: the Facebook Ads Manager and your marketing program.
As stated by Facebook, there are several important measurements to consider (along with their explanations).
- Performance can be tailored to include various metrics such as results, reach, frequency, and impressions.
- Engagement can be personalized to include metrics like Page likes, Page engagement, and post engagement.
- Videos can be adjusted to include metrics like video views and the average percentage of video viewed.
- Website can be modified to include metrics such as website actions (all), checkouts, payment details, purchases, and adds to cart.
- Apps can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions, and cost per app engagement.
- Events can be personalized to include metrics like event responses and cost per event response.
- Clicks can be tailored to include metrics like clicks, unique clicks, CTR (click-through rate), and CPC (cost per click).
- Settings can be customized to include metrics such as start date, end date, ad set name, ad ID, delivery, bid, and objective.
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Original Text:
According to a recent study, the use of smartphones has increased dramatically in the past decade, with more and more people relying on them for daily tasks.
Paraphrased Text:
In the last ten years, there has been a significant rise in the utilization of smartphones, as per a recent research. A growing number of individuals now depend on their smartphones for their daily activities.
No matter which metric you choose to evaluate the effectiveness of your advertising campaigns, the data can be accessed through the Ads Manager on HubSpot Academy.
8. Facebook ad performance report.
To get personalized reports through email, follow these steps:
- Access the “Analyze and Report” section from the main menu at the top.
- Click on “Ads Reporting.”
- Choose the option to “Create Custom Report.”
- Open a previously saved report.
- Save the report by clicking on “Save As” next to the save icon, and provide a name for the report. Also, make sure to check the box for “Schedule Email.”
- Follow the given instructions to make any necessary edits and confirm your preferences for reporting.
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One way to avoid plagiarism is to rephrase the text by altering its structure without changing its context or meaning. It is important to preserve the markdown formatting while doing so.
When it comes to organizing a paid Facebook ad, there is no doubt that there are many specific elements to consider. However, it is crucial to not lose sight of the overall objective. It is vital to monitor and analyze the clicks and conversions generated from Facebook.
With the help of tracking URLs, your marketing software can effectively monitor the number of leads or customers acquired through your advertising endeavors. This data is valuable for calculating the return on investment from this particular source and can also aid in shaping your overall Facebook marketing strategy.
As a HubSpot customer, if you are utilizing our ads tool, this procedure is automatically managed for you. Additionally, you have the capability to generate unique tracking codes for your Facebook campaign by accessing the “Tracking URL Builder” on the Reports homepage.
Simply input the URL, add a campaign, and select the desired source for attribution in your Sources Report.
After launching your ad and receiving conversions on your website, it will be simple to monitor the number of visits, contacts, and customers being generated.
Steps for Generating Facebook Advertisements
If you want to achieve measurable results with your Facebook ad, here are some helpful tips to follow.
Step 1: Identify your desired audience and develop advertisements tailored to them.
When crafting advertisements, it may be tempting to use vague messaging in order to appeal to a wide range of people. However, if you want your Facebook ads to have a strong impact, it is important to customize them for a particular audience.
Prior to beginning the process of producing images or videos and composing ad copy, it is important to identify the target audience who are most likely to become paying customers. These individuals should be the focus of your efforts to convince them through your advertisements.
For a higher level of effectiveness, utilize Facebook’s advanced targeting option to include or exclude individuals who are interested in specific apps, events, or pages. While this may require some extra effort, it will ultimately improve the return on investment for your advertising campaigns.
A Step-by-Step Tutorial on Creating Facebook Ads for Kylie Haack Real Estate
The focus of this advertisement from Kylie Haack, a real estate business, is aimed at individuals who are interested in evaluating their homes rather than those who are looking to purchase properties.
2. Craft an Engaging yet Informative Title.
The headline of your Facebook ad is typically the initial element that individuals will encounter. If it fails to capture their interest, it can have a detrimental impact on your click-through rate (CTR) and conversion rate.
When creating headlines, avoid forcefully promoting your offer. Instead, aim to be concise and casual, and focus on highlighting the advantages of your product, if applicable.
Learn How to Create Facebook Ads with HubSpot’s Step-by-Step Guide
This advertisement from HubSpot encourages individuals seeking assistance with Facebook or Instagram marketing to refer to their complimentary guide on the subject. The headline for this ad is: Boost Your Lead Generation.
The advantages that individuals can obtain by reading and implementing the information provided in the free guide are succinctly captured in this straightforward yet impactful headline.
Expert advice: In order to enhance the effectiveness of your headlines and achieve better outcomes, conduct split tests (further details on this will be discussed later). These experiments can assist you in identifying the most effective messaging that encourages people to take action.
3. Avoid using graphics that contain a lot of text.
As per Facebook’s guidelines, images that contain less than 20% text tend to have better performance. Therefore, it is advisable to avoid creating graphics with excessive text.
Using too much text in graphics can take away from the main message and distract potential customers. It is more effective to let the graphics convey the message without overwhelming it with text. For instance, the following advertisement has an excess of text, which can be problematic.
To avoid this occurrence, one can opt for a lengthier advertisement caption. However, if the inclusion of text on the image is necessary, consider utilizing a smaller font and limiting the number of words to decrease the ratio of text to image.
4. Utilize straightforward and comprehensible language.
Ad copywriting should not be used as a platform to express your inner Victorian writer. Regardless of whether you are a popular poet on Instagram or a recipient of the Pulitzer Prize, incorporating wordy language in your Facebook ads can cause confusion among potential customers.
The primary objective of crafting ad copy is to ensure that it can be easily comprehended by all. As soon as a potential customer comes across your ad, they should immediately grasp the following information:
- The details of your proposal.
- The advantages it will bring to them.
- The recommended next steps.
The following is a guide to help students avoid plagiarism. It provides helpful tips on how to properly use and cite sources in academic writing. By following these guidelines, students can ensure that their work is original and properly credited to the original source.
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This Mailchimp advertisement, aimed at assisting individuals with e-commerce websites, is the reason why I am fond of it. It offers automation for their marketing needs.
Learn How to Create Facebook Ads Using Mailchimp
The advertisement presents a straightforward message: “Enhance your marketing through the use of Customer Journey Builder and witness an increase in your orders.” Afterward, Mailchimp offers a simplified representation of the automation process.
The Customer Journey Builder feature can assist prospects in comprehending how it can alleviate their responsibilities and contribute to the growth of their business.
5. Incorporate social proof into your advertisements.
It is possible that when a potential customer views your Facebook ad for the first time, they may not immediately have trust in your brand or offer. However, this is not necessarily a problem.
Your responsibility is to persuade them that you are the genuine article. A highly effective method to achieve this is by incorporating social proof into your advertisements.
Social proof can take on various forms, such as reactions, comments, shares, testimonials, and reviews. By incorporating these elements into your advertisements, you can demonstrate to potential customers that others have had positive experiences with your brand and have made purchases without any hesitation. This can potentially persuade them to also become a customer.
Prior to being acquired by Adobe, Figma was highly skilled in utilizing social proof in their Facebook advertisements.
Step-by-Step Instructions for Creating Facebook Ads with Figma
The advertisement displays Steve Denis, the product design lead at Onfido, demonstrating how Figma is utilized to manage and expand its design systems. The main point is clear: Figma is a reliable tool for meeting design requirements, as proven by other companies. Therefore, you can also trust Figma for your design needs.
6. Ensure your Facebook ad aligns with your landing page.
By advertising on Facebook, you are communicating to your target audience that by clicking on your ad, they will receive the exact product or service that you are offering on the linked page.
Sending visitors to a landing page that is completely unrelated to the offer they were interested in is the fastest way to lose their trust and increase bounce rates.
Make sure to align the offer provided in your advertisement with the one displayed on your landing page when creating both. Additionally, incorporate familiar elements such as colors, fonts, and images that will aid in identifying and converting to your offer.
An excellent illustration of ad-landing page synchronization can be seen below.
A step-by-step process for creating Facebook ads for Yoga International 
A guide to creating a landing page for Yoga International’s Facebook ads
Yoga International is promoting its complimentary breathwork sessions, which are aimed at aiding individuals in releasing tension and enhancing their self-healing abilities. The advertisement and the corresponding webpage both feature numerous similar design elements.
The landing page is designed to incorporate brand colors, image selections, and font choices, creating a cohesive experience that allows potential customers to seamlessly transition from a Facebook ad to the landing page without feeling like they are encountering a completely different offer.
7. Ensure that your ad includes a clear and specific call to action.
A successful Facebook advertisement should include a precise call to action for potential customers to follow.
Certain advertisements are created with the intention of promoting a particular brand, while other advertisements aim to drive users towards actions such as installing apps, downloading ebooks, or making purchases.
In an ideal scenario, advertisements are able to achieve both goals. However, it is important to prioritize caution and ensure that the results of the ad contribute towards business expansion. It is crucial to have a clear understanding of the specific action you want your potential customers to take after viewing the ad.
“Sign up,” “Follow,” “Download,” “Install the App,” and “Shop Now” are all examples of effective calls to action that clearly communicate the intended action to potential customers. Without a compelling CTA, viewers may see your advertisement but not know what action to take next.
Creating Facebook Ads for Dermalogica: A Guide
This advertisement from skincare brand Dermalogica promotes a trio of three products that are being offered at a discounted price, which is less than half of the original cost of purchasing the items individually.
The advertisement is clear and concise, stating the product name, discount amount, and bonus of free shipping that customers can receive with purchase.
The “Shop Now” call-to-action is straightforward, signifying Dermalogica’s objective of encouraging individuals to click on the link and make a purchase of the product package.
Step 8: Conduct A/B testing.
In order to enhance your Facebook ads, it is necessary to conduct split tests on various elements such as the headline, ad copy, visuals, and CTAs. It is possible that an ad may not perform successfully due to unconvincing copy or unappealing visuals. Therefore, split testing can help identify areas for improvement.
To be certain, produce various versions of the identical advertisement by altering one aspect at a time and releasing them. Allow them to run and then assess which version(s) receive the highest number of likes, comments, shares, and conversions.
A Step-by-Step Tutorial on Creating Facebook Ads with Canva
Canva conducted A/B tests on the ad creatives in the given example. While the ad copies remained identical in both ads, the difference lies in the visual elements – one being an image and the other being a video.
While the advertisement content remains unchanged, altering the visuals can greatly impact the return on investment for both advertisements.
Utilizing Facebook Ads Manager for Your Upcoming Campaign
After learning the process of setting up an advertisement, it is now your turn to create your own ad on Facebook. This will allow you to increase brand recognition, drive traffic, and attract potential leads from your desired audience on the platform.
