How to Craft the Ultimate Facebook PPC Strategy


When designing any effective Facebook PPC Strategy, a campaign manager must consider all the variables at play.

Facebook ads are an exceedingly complex tool, so a having a solid strategy that encompasses the multitude of capabilities of the platform is crucial. Although often overlooked, one of the most important parts of a Facebook PPC strategy is to isolate the variables so you can clearly determine which aspect of your ad is influencing your results. Without this, you are essentially firing blindly, and thereby wasting as spend.

The Factors

To test effectively, we must understand which factors are in flux. The following components are must be considered when designing your ads:

  • The Ad Targeting
  • The Ad Text
  • The Ad Imagery

3x3x3 Strategy

At LD, we often use a 3x3x3 Facebook PPC Strategy.

This entails using three unique targeting capabilities, three unique text variations, and three unique images. The results are 27 ads, by which you can clearly isolate the most effective variable (for example you will end up with ads: 1a,1b,1c, 2a, 2b, 2c and so on).

From here simply note which variables are driving users to your desired conversion. With this Facebook PPC strategy and approximately 2 weeks of data and as little as $500 in ad spend, you can make optimization decisions based on which ads resonate most effectively with your target market.

It’s a simple, easy-to-use strategy that clearly shows your winning assets.

The Psychology of FB Ads:

When designing these variables, it is important to make a distinction that Facebook ads are in fact a form of disruptive marketing. While Adwords is often based around the search intent of the user, Facebook ads require the targeted user to stop and pay attention to your ad. If it is not compelling, however, you will not receive any attention, thereby driving your CTRs (Click-through ratios) lower, your CPCs (Cost-Per-Clicks) higher, and dropping your conversions numbers. As such, it is vital to capture the user’s attention as they scroll through their Facebook or Instagram news feed.

The following steps take place in disrupting the user’s attention away from trivial FB activities and towards your ad:

  • First, the user notices the ad image
  • Then reads the main headline text
  • Then reads the text body
  • Then reads the description section
  • Then clicks the CTA (Call-to-Action) button

With that, all in mind let’s see how you can even reach your desired target market with your Facebook PPC strategy. It all comes down to targeting!

Targeting Best Practices:

The reason Facebook is a multi-billion dollar company is the fact that it can efficiently use its user’s data and serve it up to marketers for a cost. The secret sauce is in fact that marketers can serve up branded messaging, to almost any target market, age, gender, demographic, or interest group in the world.

As an example, let’s say we ran a campaign for a Bridal company that sold mid-high end wedding dresses in Chicago. Using Facebook within the United States, it would be possible to target women age 18-35, in Chicago, getting married within the next year, interested in Bridal products with an annual income of $60K plus. With targeting like that, it’s easy to see why this data is so powerful for marketers. (See #2 in this article to see how to target by Life Event)

When it comes to splicing and dicing the targeting, one of the most powerful methods is using existing customer lists (i.e. Email Subscribers). Uploading this data to Facebook, the software will match these users emails (and names, city, etc.) with their profiles on Facebook. Therefore it would be possible for you to run an email campaign that sends promotions to your corporate email subscribers and then also use this data to run a parallel campaign to the SAME users using Facebook ads. Hitting the same user with multiple touch points is always a good tactic.

It is also possible within your Facebook PPC strategy to create a Look-a-Like Audience that mirrors this customer list we just mentioned. This is effective as it allows you to find new users on Facebook that have similar demographics and psychographics to your existing customers. It’s like finding more of your target market on Facebook!

Another method involves installing an FB Pixel (FB’s Tracking Code) on your corporate website. This will allow you to target users on Facebook who have already visited your website and thus know your brand and will be closer to purchase or your desired conversion.

Other popular methods of targeting include:

  • People who like your corporate Facebook page
  • Friends of people who like your corporate Facebook page
  • People who have engaged with your posts in the past 365 days
  • Job titles
  • Employers
  • Interests
  • Demographics (Age, gender, etc)
  • Income Level
  • Geography

As always, testing is key to see which targeting yields the best conversions for your business. Just remember, it is also vital to always optimize towards conversions, not clicks or likes or any other vanity metric. Making optimization decisions based on conversions will help drive your bottom line! It is, of course, possible to combine each of the above targeting methods with one another. As such, the combinations are endless when it comes to targeting.

A word of advice, however: make sure the targeting is not too broad (or you will be wasting spend on people who aren’t interested) and not too narrow (or your ads may not run, or be seen too often by the same users thereby increasing CPCs.). Facebook has a neat little meter to show you if your targeting is too broad or too specific. Depending on the product or service you are marketing, somewhere in the 25K-400K people is generally a good rule of thumb.

Text Best Practices:

When it comes to writing the actual language for your ad, it’s often beneficial to use common, everyday vocabulary. Although you do not want to sound childish, some marketers suggest writing like your audience is, in fact, a 5th grader. People don’t want to be reading an essay or deciphering big words when it comes to ads. Here are some tips to writing effective copy.

That being said, an effective tactic in your Facebook PPC strategy can be to use buzzwords. These are words that are interesting, have phonetical uniqueness or generally just grab the user’s attention. You want them to pop off the page, and make the ad compelling. Some examples could include: phenomenal, nasty, tragic, shocking, rapid, unbelievable etc. The use of slang is also encouraged as it can work in your favor to connect you with the audience.

When possible, create a sense of scarcity or limited quantity with your offer. Making the product or service hard to get or only available for a limited time helps to drive rapid conversion. When writing the ad it is also important to stick to character limits so that the ad is properly displayed on its respective placements (i.e. mobile, Instagram, sidebar, instant articles, audience network, etc.). Here is an example of ad copy (with character length) that LD crafted for a depression treatment center, with great results:

Headline (25 Characters): TMS Brings Real Hope for Depression
Copy (90 Characters): FDA-approved TMS treats depression without meds, or their nasty side effects. Patient success rate is phenomenal.
CTA/Description (30 Characters): Schedule a free consultation today.

Imagery Best Practices:

When it comes to deciding on imagery for your ad within your Facebook PPC Strategy, it needs to be eye-catching. Without this, the user will glance over it without a second thought. Remember, Facebook imagery functions as disruptive marketing, so it needs to catch your attention. The goal is to make the user stop and consider your offer, or else the ad is not effective. To do so, images need to be striking, captivating or shocking. That being said, be tasteful when it comes to this, and make sure the images are brand aligned. Also, high-quality images are a must, as anything blurry or grainy will not be well received.

In our Facebook PPC Strategy, we like to use people’s faces. We have found that for some clients, showing emotion on a real person’s face is highly effective in connecting with the humanity of the audience. Sometimes the emotion is happy and uplifting, and sometimes it is somber and depressing. If you want to convey emotion, in our experience it is best done with real people facing the photographer. We have also found that using bright colors in the image disrupts a users attention towards our offer.

Here is the Imagery Specs from FB:

See some of the examples here that we created for a client that encompass the best practices we have preached. Notice the number of social likes, comments, and shares on some of the images. Using the social nature of Facebook can yield free exposure for your ads as they are reposted to a user’s friend base.

The Final Word

In summation, having an effective Facebook PPC Strategy will allow you to test multiple variables in a cost-effective manner. Using your ad spend effectively means your dollar goes further in learning what converts your target market from a regular Facebook user and into a paying customer. We have crafted hundred of Facebook ad campaigns for our clients. Take these Facebook PPC strategies in stride and you will be well on your way to having success with Facebook ads. For more information or to learn about our Facebook campaign management services, talk to us.

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