4 Steps to Making Facebook Ads Work–at Last!August 6, 2012 By Marc Poirier
The reality, however, is that if other people are doing it, so can you.
1. Segment Groups
Start here. Every time. Facebook provides you with resources for targeting different audiences and knowing exactly who you're speaking to will help you to cater your message to them that much more precisely. If, for example, you have identified a group who live in Renton, Washington, and who are Seahawks fans, you can fashion your advertisement and its copy around this idea. Of course, you can't just randomly choose groups; it's still important to identify those groups who will be interested in your product or service, but once you've done that, the ability to further target and get their attention is well laid-out for you from Facebook.
From here, make sure that your ads speak directly to each of these groups. Identify your groups, and target each of them based on what you know about them. Don't be afraid to go very deep with this; it's important. And make sure that you have more than one ad for each of those groups.
2. Generating the Click
With the low rate of clicks that we generally get on Facebook, it's safe to assume that people will start ignoring the ads we're serving them eventually. It's like that Post-It note that you have on your monitor: you've seen it so many times, that now you just don't see it at all anymore.