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.