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It’s a proven fact that when it comes to growing a community and reaching out to existing fans, social media is the undisputed champion. However, with change in Facebook algorithm businesses are seeing an average organic reach of just 1-2%, down from 16% in 2012. As the value of a Page Like continues to diminish, knowing how to execute a paid conversion-based Facebook campaign is a major feather in the cap for social media marketers.

Following are the important elements to create a Facebook ad campaign that generates business leads, conversions and sales.

  • Identifying converting audience

Facebook’s targeting capabilities are its biggest strength. You can zoom in and target Burger lovers who like Messi and live within a 10 mile radius of Dubai.

When you’re starting a new ad campaign, however, such detailed targeting can backfire. You might very well end up testing far too many demographics and not find anything that actually converts. A much better option is to start with a broad audience set, then narrow it down based on results.

For example, if you were selling shoes, you’d start off by selecting a very broad audience based on generic interests. This could be “women who live in California and like running.”

  • Selecting right Facebook ad format

Now that you know who we’re targeting, why you’re targeting them, and you’ve acquired the necessary assets to run a successful campaign, it’s time to create your ad there are a number of newer ad formats for you to work with.

Experimenting with newer ad formats can often unlock significantly higher engagement than the standard formats.

The image carousel, for example, works great when you want to show multiple products to your customers:

Facebook also introduced “Lead Ads” earlier this year. These help businesses capture leads from within Facebook. Your audience can fill out a form and get your offer without even leaving the site. Of course, there’s the “Increase Conversions on Your Website” ad. You can use this to better track your conversions from within Facebook.

  • Using “Overlap Targeting” to reach precise audience

“Overlap targeting” is a recent Facebook feature that allows you to narrow down your audience by using And/Or rules. Essentially, it involves defining two audiences and only selecting people who fit into both audience groups.

For example, Let’s say you want to target people who love Running. Targeting only people who’ve liked the default Facebook page for Running isn’t very useful. A lot of people might have liked this page without actually caring much for Running as an activity. However, if someone has liked dozens of pages about Running, there is a good chance this person really cares about Running. You can select all such pages in Facebook to create a highly targeted audience group of true Running enthusiasts.

The Bottom Line: Performing these types of campaigns is never easy, and always scary. Between your targeting and your choice of creatives, there are a lot of things that can go wrong. But by following a few simple tips, you can create a system that will work for nearly any niche. Have patience and always continue to optimize. With each campaign, you’ll find success comes just a little bit easier.


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