How to Build Better, More Effective Facebook Ads

by Hannah Stuart, Copywriter - 02/06/17


The most effective Facebook ads are highly targeted and guide your audience through the buying process.

Targeted Facebook ads allow you zero in on specific audiences to make the ads more appealing to where they are in the buying process. The low cost, combined with the ability to target based on Facebook demographics and known preferences, means you can create an ad for each segment of your audience for each goal of your campaign.

Building a Better Ad

Less is more in a Facebook ad, and each one should focus on a single goal. Trying to cover too much in your ad means you won’t be able to target your audience appropriately and you will achieve fewer conversions.

The purpose of your ads should be on immediately engaging your audience. You have to command their attention and convince them to take the next step. Once you build trust, then you can serve them more educational content that commands more of their time and addresses their questions in more depth.

In order to do that, however, you need to know your audience, and at what stage they are in their search.

The One-reader Approach to Facebook Ads

Tailoring your ad copy to your audience helps you prompt them to take action. To do that effectively, you have to understand your audience. How much awareness of the problem do they have, and where do you direct their awareness in order to move them to action?

In relation to the problem you want to solve, your audience will be in one of the following stages of awareness. Your Facebook ads will be most effective if each ad targets a single stage of awareness and function solely to move the user to the next stage of awareness.


If your audience doesn’t know they have a problem, your ad should identify the problem. Be snappy and engaging—after all, you only get once chance to make a great first impression.

Problem Aware

Once your audience knows they have a problem, and what that problem is, they’re “problem aware.” Ads targeted to this kind of audience have to introduce ways to solve your prospect’s problem. Often an assessment or e-book works well as a call to action in this stage.

Solution Aware

Your audience knows they have a problem, and they know there are ways to solve it. If this is who your ad targets, your task is to narrow down those solutions. Outline specific actions they can take in order to solve the problem—attending a seminar, for example.

Product Aware 

Here, rather than simply outlining specific steps your prospect can take to solve the problem, you introduce them to your business’s products or services. The goal isn’t just for them to realize, “Hey, I can solve my problem by doing X.” It’s for them to realize, “Hey, this company can solve my problem with X service/product.”  For example, a hospital or health system’s call to action in this type of ad might include a way for an audience member to speak with a physician.

Most Aware 

This stage is where you make it easy for your prospect. If any doubts or concerns remain, alleviate them, and provide an opportunity to close the deal.

The goal of tailoring ads to each of these stages of awareness is to move prospects along from one stage to the next, until they’re ready to purchase your specific product or service in order to fill the need you’re addressing. After all, you can’t sell a product to someone who doesn’t even know yet that they have a problem.

Quick Tips

Now that you’re an expert on your audience and you know how to use your marketing wiles to convince them they need your product, keep these tips in mind when creating your Facebook ads.

  • Make your headline clickable. Your headline should be short, easily digestible, specific, and clearly indicate what you’re offering readers.
  • Be as visual as possible. Don’t just use that “know your audience” information in your copy. Use it in the image that accompanies the ad. Are you targeting an audience of a specific age? Make sure the image is relevant to them, and that people in it look like them.
  • Target your audience first. Don’t write your copy and then tweak it to fit an audience. Define your audience, then write, so you know who you’re writing to.
  • Stay simple. Don’t use florid language full of evocative imagery. There’s a time and place for that, but a Facebook ad isn’t it. Keep your language concise and easy to understand.

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Topics: Digital Marketing, Paid Media & Advertising

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