Use the correct objective

When advertising on Facebook there are a series of objectives which you can pick from depending on your goals. For example traffic, engagement, conversions, and many others. More information about the specific objectives can be found here.

It’s really important that you select the correct one depending on your desired outcome. For example, if you run an e-commerce store then you would want to choose conversions. As being an e-commerce store you want people to buy your products.

Facebook has thousands of data points on each user and knows who is most likely to like, comment, purchase, and engage with a particular ad.

A caveat to that would be that you run an e-commerce store, you select the traffic objective as you want people to visit your website. This is the incorrect objective to use. Why? Because traffic merely means clicking on a link, it doesn’t mean people who want to buy. In this instance, you would use the conversion objective instead as this tells Facebook to show your ad to people who are most likely to take the desired action (Buy the product).

The Right Audience

Having tested thousands of ads, we can confidently say that one of the most important things you get right is the audience. In order to succeed with Facebook Ads you have to be showing your ads to the right audience. One of the best ways to do this is with a lookalike audience, a lookalike audience is a group of people who are most like your existing customers.

To create a look-a-like audience you simply upload your existing email list to Facebook. Facebook will then find people who are most like your existing customers. More information about lookalike audiences can be found here.


Now you have the right objective and audience, the next thing is to ensure that your ad creative and copy is on point. When we say ad creative and ad copy what we basically mean is the ad. If you can show the right ad to the right audience your on to a winner. We have a team of in-house copyrighters and creative people who ensure all the ads we make are creative and fresh. A tool we have used before and highly recommend is ad zombies.

We have found videos work best and people respond to them well, keep the short, concise, and under 1 minute for best results. A create philosophy to follow when it comes to writing ad copy and making ad creative is the problem, agitate, solution. This principle is designed to appeal to people’s problems, then establish how that makes them feel, then finally we offer a solution which is the product or service we are offering.