5 Steps to Creating a Profitable Advertising Campaign on Facebook

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Written by Neil Patel  and lovingly translated by Hotmart.

This article is part of a series that will be published monthly with the best specialist posts in mega traffic generation, conversion and content creation. The original publication you can find here .

Neil Patel

Almost all Internet users regularly do two things:

The first: use search engines. The second: use Facebook.

As a marketer or entrepreneur, one of your most important tasks is to bring people from other pages to yours.

Your target audience spends a lot of time on the internet and in various sites, but a huge percentage of any audience using search engines and Facebook.

That is why search engines and Facebook are so important, and why SEO and social media marketing focus so much attention.

Because from the moment you meet your target audience, just find a way to take your content to them.

There are a few ways to do this on Facebook.

The main (and by far the most effective) is to announce.

This applies to virtually all social networks. It is the reason why spending on social media marketing continues to grow each year.

neil-03 images

We have over 1 million small businesses that use advertising, considering only Facebook.

Most social media marketers know the value of Facebook ads. An impressive number of marketers – 92% advertise on Facebook at least once or twice.

But despite this impressive proof of the success of advertising on Facebook, some still claim that advertising on Facebook is not effective.

Many businesses spend on ads once, do not get results and then decide that advertising does not work.

Obviously, this only means that they do not know what they are doing.

The effectiveness of advertising depends on your knowledge, your skills and your experience.

The more you advertise on a platform like Facebook, will get better.

If you are thinking of starting to use Facebook ads, this post will help you get started.

Do not get left behind – Follow these 5 steps to create a lucrative advertising campaign on Facebook.

I will detail here the 5 steps to success with Facebook advertising.

Step 1: The most interesting comes first

Before making your first ad, you need to understand one thing.

The news feed  a user normally contains hundreds of elements vying clicks.


There are links to different parts of Facebook (messages, events, photos etc) in the left column.

Additionally, there is a news feed with hundreds of posts from friends and brands.

All these bring as buttons Like, Share, Comment and other links.

Finally, the right sidebar contains ads, featured in issues (trending topics) and suggestions of friends.

Taken together, we have a lot going on at the same time.

This creates an important consequence for any ad you create: to attract attention, your ad needs to stand out among hundreds of competitors.

Everyone wants the user’s attention, but you need to find a way to lure her and convey your message quickly.

You also need to consider that much of its competition is formed by other ads. Some even take up half the screen .

Facebook Ad

That is, not only do you need to stand out from the common content but also between ads of major brands that spent a lot of optimizing your advertising to attract attention.

The biggest rule of attention: It is easy to see which parts of an ad attract more attention.

Here are some ads as examples. Realize where your vision is directed first:

Example ad

If you are like 99% of people looked at the first image.

There are a few different types of ads, but most contain only a few parts:

– an image – occupying 50% or more of ad space (and possibly colored)

– a description – up image in the case of an ad in the news feed, or right in ads in the sidebar

– a title – much more visible in the ads in the sidebar than those in the news feed

All three parties can have a major effect on the performance of your ad.

The most important, however, is the image.

Besides occupying most of the space, the image is the only way to ensure that your ad stands out among all the other elements on the screen.

Your title will appear in the default font in blue, and the description also in the default font in black. That is, these elements do not will stand out among others – will be the same for all ads.

But the image will be set by you (provided, of course, to respect the rules on offensive and banned images).

Many articles say that a certain kind of image will bring better results for you. But they are wrong.

The image that brings better results is one that contributes to your ad’s message, but also stands out among the others.

And it is simple to do:

“Do the opposite of what everyone else is doing.”

You attract attention from the contrast, creating an image that appears to be displaced in that context.

An example. Everyone uses pictures of image banks for high quality and with a beautiful overlapping.

But these images do not always draw attention.

In a comparison test, the noticeably simpler version and uglier impressed more than the other.

143% improvement

The announcement had the right result 143% better, which is a huge difference.

While everyone was wearing colorful and showy images, they experienced an ad with super simple image that seemed a little out of context. And it paid off.

How to create an intriguing description : You can not discuss any effective ad needs an attractive image. The competition is too great to achieve results without it.

So this will be your priority, and the best way to stand out.

However, the second place where the reader’s vision is directed is his description (often in the case of the news feed, even before the title).

Facebook ad

Obviously, this area will not receive as much attention as the image. But that is where you will put the main part of your message.

It is difficult to communicate a message in an image, so your description is so important.

The description should, in 2-3 lines, make the reader is interested enough to click and go to your content or offer.

Overall, you will get the best conversion rate using a link to a landing page that offers a bonus. But subscribers obtained in this way will be of relatively low quality.

I prefer to use a link to an article with great content (perhaps with an upgrade content ), which will lead to a lower conversion rate, but also much more committed subscribers in the future.

The description does not need to be super intelligent. Just describe the greatest benefit to click and go to your page with as few words as possible. Ex. “Win a free copy of ___” or “Learn how to get a 150% ROI on advertising in social media that post.”

Step 2: If you invest in Facebook ads also invests in …

Before making your first ad, you already understand the most important part:

Your image.

Excellent image gives you the potential to create a great ad campaign, while using the wrong image can ruin campaigns from the beginning.

If you learn only one thing in this post, it is this:

“If you will invest significantly in advertising on Facebook, you need to invest in advertising images.”

There’s no need to use works of art. But the images must be created by designers.

If you are not a designer, this means that should pay for images. Worth it.

A small difference in conversion rate turns into a big difference over time when the ad reaches tens of thousands of people – which is quite possible on Facebook.

And using the right image on Facebook does not make a small difference. It makes a huge difference.

One of the biggest mistakes I see there is when the owner of a business separates $ 100 and uses all the money to pay for clicks.

Instead, it should use some of the money for better images than those improvised for the ad.

And what should you include in an image?

As I said earlier, the best picture will depend on what the competition is using.

There is no “better” brand image. However, there are some best practices you should follow for all the images you use.

From now on , I will focus on ads in the news feed (large ads that appear in the feed) because these generate an interaction rate much higher than ads in the sidebar.

Ad Performance on Facebook

Principle # 1: Use the right size: If you upload an image that does not respect the dimensions that must be used in the ad, the image will eventually be distorted or cropped.

This is not very effective, obviously.

Using an image of the correct size will not help you directly, but it is necessary to give you a chance to succeed.

The complicated is that the images can be used in various ways.

Even if you have limited an ad to appear only in the news feed (which is possible), it will still appear differently depending on the screen size of the device and the reader use.

The size will also depend on the type of ad you use. Some support images larger than others.

For these reasons, Facebook recommends a specific image size for each use.

See the table below the recommended sizes:

ecommends a specific image size

Most often you will use ads to get clicks to your site or tanned and followers to their Facebook page (the third and fourth option above).

Recommended sizes are much larger than the actual size it will appear on the page. That’s because Facebook will reduce images, and these recommended sizes ensure that these look good in almost any situation.

If you want to be more specific as to how your ad will appear, you can create smaller images with exact dimensions .

images recommended

I recommend using the sizes recommended by Facebook, but whatever you prefer.

Principle No. 2: Color – The use of color is probably the most effective way to attract online attention.

More specifically, the use of contrast.

Using unexpected colors for the user makes these stand out more.

You can see that these are colors using a color wheel (color wheel). The contrasting colors are on opposite sides of the wheel.

chromatic circleAs Facebook primarily uses blue (and white), logically images that contain the color orange will stand out.

But does this mean that Orange is the best color?

It is not that simple. Basically, we return to the need for you to stand out among the competition.

As some of its competitors also have heard of the use of contrasting colors, will also use the orange.

You may end up using a color scheme similar to that of a competitor, which will reduce the effectiveness of your ad.

similar color

Overall, I would avoid the dark blue, since this is the Facebook color. Otherwise, you should test several strong colors that can stand out (depending on other advertisements).

Principle # 3 – Value the proposal in the picture: although the main objective of the image is draw attention, that does not mean it can not also contribute to your message.

When you have a very attractive proposition, try to make that clear in the image:



Users will read this text before deciding whether to read the description.

Remember that Facebook has a somewhat controversial rule about promotional text in images.

The text on any image can not occupy more than 20% of the space . Therefore, do not add long descriptions to your images or they may be rejected.

Use something short and simple.

Principle # 4 – Make a shareable ad : One of the biggest advantages of Facebook ads is that they appear much the same way that the common content.

Users can enjoy and share ads – and do so.

If you have an excellent offer, it is possible that your ad is shared often, which means you’ll reach more people without having to pay for it.

Obviously it is not easy to become a viral ad .

However, you can benefit by using images to be shared as much as possible.

Images with certain elements tend to get more tanned and shares.

The most popular examples are children and pets:


It is not always possible to put a fluffy thing in your images, but when you can, do it .

Principle # 5 – Be original: to stand out as much as possible we need to do more than choose a smart color scheme.

Instead of using stock photography images, order custom illustrations.


Include any funny or unexpected thing will attract more attention, and can also generate more comments and shares.

Always look for a way to include something a little unusual, that surprises the user so that he spend a few extra seconds looking at your ad.

Step 3: Get up or you lose money from the segmentation. Here’s how to do it better

If you’ve done online paid advertising, you know the importance of targeting to the success of a campaign.

If you target the ad to the right people will obviously get more clicks and conversions.

But if you show a dry-meat advertisement for a vegan public, your target is very bad and you will get 0 sales.

With all the information collected from its users, Facebook is able to develop excellent tools of targeting that can be very powerful when used correctly.

You can (and should) test all the options to see which methods work best for you.

Option # 1: Create a custom audience: Advertising on Facebook now involves selecting “public”. You need to specify what kind of person should see your ads. Facebook does the rest.

But there are some different ways to create an audience.

One way is to create a custom audience. I will show two variations of this and because it is such a powerful tool.

What if you could advertise only to people who know who you are but are not following you anywhere? That would be great, because you already have some credibility with them.

The first way to reach a custom audience consists of the following:

– You install a tracking pixel on your site (just add HTML code)

– If someone load a page with your tracking code will be added to the custom audience

– You can create specific ads to these visitors

A warning: This technique is most effective if you already have a decent amount of traffic on the site. If you only receive about 50 visitors a day, you will not get many results with your ads.

In this case, you can try another method that I will explain in a moment.

If you have enough traffic, see how to get a tracking pixel.

First photos on Facebook, go to ” Manage Ads ” and then “Pages”.

Click Tools, and then Public in the top menu.

public Facebook

Then click the first button to create a custom audience:


Will open a menu with a few different options.

For the first option, select “website traffic”.

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By agreeing to the terms, you will see a new screen with a javascript code.


Now just install the code on your site, just as you do with Google Analytics.


If you do not want to track visitors on certain pages of your site, not just put the code in them.

Option 1 (b) – Create a custom audience based on e-mail subscribers: When you clicked on the first blue button, there was another very useful personalized public option;

This option allows you to upload a list of e-mails to its subscribers and customers. Facebook will find the corresponding users to these emails so that you can create advertising for them.

There is also another incredible advantage, I’ll show you in option # 2.

For now, select “customer list”.

Customer List

You will have many different options to import your data. Choose the one you prefer:


In most cases, the easier it will be to upload a .csv or .txt file. (The first option).

For example, in AWeber if you go to the list of subscribers, you can click the “CSV Export” button at the bottom of the page to generate a file with the data of all its subscribers:


# Option 2 – Find many similar users with their best customers:

This is probably the most impressive feature of advertising on Facebook.

To play you must first create a custom audience by using one of the variations I’ve shown.

Both are powerful segmentation tools. But there is a problem are limited.

You have a limited number of people who visited your site or are on your mailing list. This may limit the reach of your ads on Facebook.

That’s where this new option, which allows you to create a similar audience.

Essentially, Facebook analyzes the custom audience that you created: demographics, the pages that they like the content they publish and stuff.

Then, Facebook looks to its billions of users and find people with similar characteristics to those of your custom audience.

This technique can expand your potential audience in a thousand times. And the resulting public is not any public – is a potential public that has much in common with the types of people who are already your customers and subscribers.

I hope you understand how this tool is really powerful.

To configure it, go back to the first page of “public”, selected from the top menu.

Now click the second blue button to “create a similar audience.”

similar public

The process is very simple from there.

In the Source field, place the cursor in the text box and select your custom audience in the menu that appears.

You can also specify in which countries would like the audience was.

Similar Facebook Public

And that’s it.

Click the “create public” and you’ll have a new audience who target ads to your account.

Option 3 – Learn how to segment by interests, but do it well (the default option): The first two options are very good to create highly targeted audiences, which typically convert much.

However, these techniques rely on already have an audience base of good size.

Maybe you do not already have such a large audience as well, which is understandable.

Up to that point, you will have to use the more traditional option: targeting interests.

When you create an ad, there are different areas that allow you to filter the Facebook users.

This starts with the demographic options, which are based on hard data such as age, sex, location, etc.

Similar public

The better you know your target audience, the more you know about selecting the demographic data on which to base segmentation.

Below are the interests, which are the most important part.

Similar public

Clicking on the field, you will see a long list of interests to select. You can also search for a specific term:

Digital marketing

These interests come from pages that users like or with which they interact.


This method is not perfect, but it can create a relatively targeted audience.

The alternative is to continue to the section connections. Select “advanced combinations” drop down menu:


These options allow you to be more specific by indicating the pages of your competitors. Your audience will consist of people who likes the pages of competition.

You can use this method, try to be as specific as possible. If the final public is very large, it means that you do not filtered enough and have low conversion rates.

Step # 4: How much should I spend on advertising on Facebook?

As I mentioned, advertising on Facebook is highly competitive.

Moreover, it takes some time and practice to figure out the best way to convert Facebook users into customers or subscribers.

Despite the advertising on Facebook is relatively cheap, you should not spend on a campaign that will not generate a return on investment (ROI) positive.

Selecting proposals: When you create an audience, you will have some proposals to consider:

– Cost per Click (CPC)

– Cost per thousand (COM – cost per 1,000 impressions)

– Optimized CPM

Overall, CPC is the best option. To pay for printing, you never know how or where your ad will appear.

Regardless of the option selected, you can select a maximum amount per click or per 1000 impressions.

You can also use Facebook to optimize your advertising campaign to a specific event. For example, you can optimize for clicks on a link that leads to your site:




You take some care with this type of optimization.

If you optimize for clicks, Facebook will show your ad to users who click more on anything. Usually (but not always) this is the lowest quality traffic, since these users are always ready to click on the next ad.

Regardless of the options selected, you will see a suggested price range.

If you are a beginner in advertising, start with the lowest prices. The lower the value, you will get fewer impressions, but that number may be enough for what you want.

Remember that you can increase the value later.

There is a better value option – you should try them all.

When will you spend ? Do not start spending hundreds of real per day. Wait until you have a profitable campaign before investing so much.

When creating your first campaign, you must select a maximum daily budget.

Facebook - Budget

For most people, US $ 5.00 per day is a good start.

This will allow you to collect a good sample in a few weeks and determine whether the campaign should grow.

If a specific ad show very poor performance after a few thousand impressions, get rid of it !

Step # 5: Advertisers with the biggest profits have one thing in common …

Most new advertisers have a wrong impression about the success of advertisers.

They imagine that advertisers experience create some ads for a campaign and get profit from most of them.

The reality is that most ads fail , at least initially.

The purpose of his first announcements should not be getting a spectacular ROI, because this is a very unlikely outcome.

Your goal should be a rather profitable outcome or even equal to investment. I’ll explain why this is a good result.

But before that, there is an essential thing that any good advertiser knows:

They know if a campaign is profitable or not: Never start an advertising campaign without a specific goal.

You may want to drive traffic to your site.

You wanted more tanned on your Facebook page.

No matter: Choose a goal that you consider important.

But before you start, you need to know the value of that goal.

If you are trying to convert traffic into mailing subscribers, you need to have a good sense of worth a subscriber.

The same applies to a tanned on Facebook. As one tanned worth to you?

If you do not know it, you will never know if your campaign had or not a positive ROI. Therefore, we estimate this value as accurately as possible.

You should be able to go to the Facebook reports, see your “cost per action” (click or tanned) and find out instantly if you are profiting or not.


The difference between many failed campaigns and successful campaigns, I said here that similar results when investment is a positive thing.

Can you guess why?

The reason is that generally you can improve your conversion rates making split testing with these ads.

It is quite easy to turn most of the campaigns result equivalent to investment in profitable campaigns.

For example, a test A / B ( split test ) changed the cost per conversion of $ 2.6 to $ 4.1. This is a 60% decrease in cost per conversion.


This is a very rare outcome, but small changes can be made in most ads.

A / B tests are very simple to perform and do not take much time.

You simply make a copy of the ad that created and change a single element in this version.

After using the ad for a statistically valid time, you will be able to tell if this change had any effect on its results.

What can you test?

– the image

– the description

– the title

– your targeting options

Typically, the image will generate the greatest impact, due to the reasons that we saw earlier.

Includes a chapter on how to make your first separation test in my conversion optimization guide.


Facebook is one of the largest user bases throughout the Internet.

To over 99% of business niches, you can find a large portion of their target audience on Facebook.

Advertising is the most effective way to get their message quickly to your audience.

However, as in all types of advertising, you can have losses if you are not smart in its use. But to follow the 5 steps taught in this post, you will make fewer mistakes than most advertisers.


We adapt some pictures for better understanding in Portuguese. 😉


Watch the interview with Neil Patel Hotmart , and check out other tips he has for your business here .