How to Run Facebook Ads in 2022

Facebook is a social media and social networking site that makes it easy for people to connect and share with friends and family information online across the world.

With Facebook being a medium where people can interact and share information across one another, it has made marketing and advertisement simple and easy for businesses around the world.

In this article, I will be sharing with you how Facebook ads work, and how you can go about it in building and growing your business and sales.

FACEBOOK ads is very powerful. Facebook is one of the most efficient ways to advertise online.

I used it to triple (3x) my company’s revenue in 3 months.

Now we are a stronger business both in audience and figure-wise in terms of income.

Now let's get straight into business!

Here’s everything you need to know on how to run Facebook ads in 2022 (without expensive courses):

1. You don’t need to be a genius

Facebook ads is about running hundreds of experiments & doubling down on what works.  

You mostly need to understand the stages of awareness.

2. Context exploitation with the stages of awareness

Buyers are at different stages of their journey. 

• Top of the funnel: Unaware
• Middle of the funnel: Just got aware
• Bottom of the funnel: Relatively more aware

Here’s another way to look at it.

• They are motivated plus they believe your type of solution/product is best
• They are motivated to solve the problem, but are not sure which solution is best.
• They are aware solutions exist but are not sufficiently motivated to solve the problem.
• They are experiencing the problem but are unaware solutions exist.
• They are not experiencing the problem your product solves.

3. Enrich your contextual copy from the minds of customers (user research). 

You only need to ask 4 questions to do the research right.

Insight: Most people fail at it. I get my most ad ideas from research.

The four questions are:

1. What triggers people to begin the buying journey?

A “trigger event” is a moment when your buyer moves from being uninterested in your product to being in the market for a new solution.

Fun fact: Marketers who leverage trigger events spend 80% less on direct marketing costs.

2. What job are they trying to get done?

People don’t buy because of 'who' they are.

They buy because they have  specific “jobs” they want to get done and they “hire” products to help them.

When you understand the job, you can position your product as the best solution.

3. What are their pains with other solutions?

Buyers typically seek out, try, and buy many different solutions to get their job done before looking for a product like 'yours'.

If you know what else they’ve looked at, you can find clever ways to get in front of buyers sooner.

4. What are their selfish desires?

People buy for emotional reasons and then justify their decisions with logic.

When you understand the underlying personal motivations of your buyers, you can craft messages and offers that get them reaching for their wallets.

4. Make Google Analytics and Facebook ads analytics your best friends

Many folks do get conversion but they are not tracking it right.

You can only have 8 events on Facebook. Choose them wisely.

Here are mine: Lead, Initiate Check out, Add to Cart, and Purchase.

5. Most common question: How much budget do you need to invest to see the results?

$10K but you may need more to achieve statistical significance.

You also need to be patient. I made a loss in the first month before becoming profitable. 

Lesson: Don't lose hope too early.

6. Your customers need to know, like and trust you - campaign structure

ToFu: Lookalike, broad, and a specific interest (I chose gifted kids)

MoFu: Interacted with 90 days on socials, video watchers, and web visitors (180 days)

BoFu: Leads and visitors who didn't purchase.

7. Engineer ads that don't look like ads

ToFu: Show, don't tell - Demonstrate the value of the product. Surprise with great thumbnails & 3-seconds hook.

MoFu: User-generated content or user testimonials work well.

BoFu: Answer objections & retarget with an irresistible offer.

8. Stellar creatives get the attention, great copy lures the interest

Your first line needs to call out the pain that users are going through 'at the moment'.

Your copy's job is to create the desire to learn more and click.

9. Landing pages lead to purchase

Be clear with expectations.

My checklist: What?, why you?, how does it work?, why should I trust you?, and what are the next steps?.

Your hero image needs to show the product in action.

Your landing page can either bottleneck your growth or drastically impact revenue.

10. Come up with novel ad concept ideas that stick

Find selfish benefits ---> Then exaggerate a little <--- Tell it in a story format with the surprising start and end. 

Make it concise and compelling. 

Most important: Invoke emotions 

11. What gets measured gets managed

Your primary metrics to make decisions are: ROAS, CTR, CPC, and Cost Per Conversion/Action

The key here is to have at least two different attribution sources to track conversions. 

Analytics should lead you closer to the truth.

12. Don't make these cardinal mistakes to avoid $$$ leakage

Patience, time, and hope are crucial - don't lose it.

Do not use dynamic ad creatives early on. It does not give you metrics.

Do not use traffic or engagement ad objectives, instead use conversion to drive performance.

13. Ads are like dating, email is where they say "yes"

Not everyone wakes up in the morning to buy from an ad.

Punchy and value reiterating welcome emails warm prospects. Abandon cart emails reminds them to purchase. Did you get this?

14. The ultimate hack to Facebook Ad is 'experiments'

Experiments Are key in crushing Facebook ads.

Here are Experiments you should definitely try:

- Copywriting (first line)

- Headlines

- Images and video creatives

- Different intros of the videos

- Detailed demographic audience: engaged shoppers & more

- Organic vs branding.

15. How to scale your ads the right way?

Horizontal scaling: Test different audiences and creatives.

Vertical scaling: Add more budget but fewer audiences. 

Insight: Use campaign budget optimization at this point with the best creatives and audiences.

That's a wrap folks!

I am pretty sure this piece was helpful!

I urge you to put into practice these tips I have shared with you, and I assure you that you will experience a drastic transformation in the growth of your business and brand sales.

Kindly do well to share this piece with your friends and family if you find it to be rich and helpful.

The comment section is open for your views and contributions.