5 Actionable Facebook Ad Tactics

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As a creative digital marketer and brand strategist who has worked with companies and brands on their online advertising, using Facebook Advertising can be a very useful and lucrative avenue. Appropriately done, Facebook Ads can generate sales and awareness for any brand or business, but you already know this.

Increasing your click-through rates and lowering your cost-per-click are essential parts of developing successful and effective campaigns; however, this cannot be done without a strategy in place. What makes a good digital marketing strategy?

The basic marketing principles and fundamentals, which apply to Facebook advertising; but also, YouTube Ads, email marketing, pay-per-click, direct response, and even content marketing, To craft a solid campaign, your strategies and principles need to be grounded in excellent research and how your consumers make buying decisions.

Leveraging Social Proof

We’ve all been in a position where we were researching something online and one of the first things you do is to check the reviews. The power of social proof is one of the key things that you can leverage in your Facebook advertising.

The principle of social proof says, “What other people like, you’re probably going to like too.”

When it comes to Facebook ads, creating an ad that leverages social proof can be very useful. Instead of creating an ad from scratch use your page posts. It will show all the likes shares, and comments across the campaign.

When your consumer is scrolling through their newsfeed and see an ad with likes, comments, and shares from other customers, it makes them more likely to click. Furthermore, it sends a message to Facebook that your ad has value and people are engaging with it. Your cost will go down as your engagement goes up – leading to better results from those ads.

social media marketing proof

Increase Ad Engagement

When drafting your Facebook campaign ads, it’s essential to employ everything in your ability to increase the engagement on that ad. In doing this, you are sending a powerful message that your ad has relevance to your audience but to Facebook. Facebook wants to see people engaging with your content.

Facebook is in the business of keeping people on its platform. Facebook rewards you by showing your ad to more of your audience for less money.

It’s a Casual Conversation

To leverage engagement in your Facebook ads, you want your ad to come off as not an ad. To do this, you write your ad casually and conversationally. The ad should appear as though it’s like a regular conversation like it belongs in their newsfeed. It looks natural and not like an advertisement.

So how do you write conversational ad copy? One of the best ways of writing conversational copy is by having a conversation. Have a friend or colleague ask you about your business or brand. Record your conversation and transcribe your responses, and you have a good starting point for the copy.

The key to this tactic is not being stiffed or rehearsed in your responses – keep it casual. Chat like you would any other customer or client, telling a story that is relatable and that expresses emotions. This will reflect in your ad copy which makes for good copy.

Leveraging Lookalike Audiences

Lookalike audience has been around for a few years but has grown in popularity, making it better and more accurate. What is lookalike audiences? It’s taking your list of customers or clients, traffic to your site, your email list, and uploading it to Facebook and targeting people just like them.

Facebook does an excellent job of finding these people, which is why lookalike audiences are some of my best-performing campaigns. If you’re starting out and don’t have a list of clients or customers, you’ll have to build your audience by placing ads on your content. Use the traffic from those ads to make your lookalike audience from the website traffic.

With that said, it may sound simple, but it’s a powerful tool for generating revenue. You will want to build your list quickly as possible. Dive in and see what you can apply to your campaigns.

lookalike audience

Imagery that Clicks

Finding the perfect image for your ad is as important as the copy. Spending time on choosing the best is critical as Facebook is a very visual platform, and it’s hard to capture the attention of your audience. To get them to stop scrolling and read the copy, your imagery has to click.

No one has read the copy if that haven’t stopped to read it. When searching for the perfect image, you will want something that’s noteworthy, and tells a story. Be mindful that irrelevant imager may get clicks but will not lead to conversions. Think about it this way – if there was no copy, pick an image that tells a story and provokes an emotional connection. It will get them to stop, click, and convert.

No one has read the copy if that haven’t stopped to read it. When searching for the perfect image, you will want something that’s noteworthy, and tells a story. Click To Tweet


When leveraging social proof whenever possible, use the same ad across all your different ad campaigns and ad sets. It helps not to have to start over with likes and shares and comments with every new ad drafted. Prioritize engagement as an increase in engagement, tells Facebook that this ad is valuable, people are like seeing it, and interacting with the content.

Remember to write the ad with a conversational tone that is persuasive but casual. Leverage look-alike audiences from your customer list, your email list, website traffic, or leads you acquire. Lastly, make the image count. All of these tips work hand-in-hand. If you’re attempting to run or are running Facebook Ads, I hope these tactics help you.

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