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Facebook Advertising Strategy for Small Businesses

Now we have all the elements in place for a successful campaign — we just need to create some great ads.

The key to making effective ads is understanding the goal is always to get people to click. If they don’t click, they’ll never convert. Don’t try to explain what you’re offering or list every feature of your product. Just aim for the click.

With every ad, you do this in three ways: audience targeting, copy, and artwork. Let’s walk through each of these components.

Audience Targeting

If you are new to audience targeting, we have an entire course on how to find your perfect Facebook audience. And in a previous lesson we discussed how to use your existing customer lists to create lookalike audiences of new potential leads.


Copywriting is one of the most difficult things to master. There are lots of people who make their entire career just writing copy. Fortunately, you don’t have to be the best in the business — you just need to be good enough. And if you follow these guidelines, you’ll be ahead of 90% of your competitors:

  • Keep your customer as the focus of the ad — talk about them, not you.
  • Focus on benefits to your customer, not aspects of the product.
  • Don’t mention your brand — nobody cares about your brand!
  • Speak your customer’s language. Write like you’d talk to the sort of person your customer is. And absolutely no jargon.
  • Use as few words as possible.
  • Only use one call to action, and make the call to action obvious.
  • Relate your copy to your artwork.
  • Use urgency or scarcity if you can. If you can, invoking deadlines and limited quantities work well.


Artwork encompasses the images or video you use in your advertising. On Facebook, artwork is probably the most important element of your ad, so it’s one of the things you’re going to want to test.

We recommend picking 3 or 4 images to test in your ads. Here are some guidelines for selecting images:

  • The images should be striking and stand out in someone’s news feed.
  • Images should have a relationship to your copy.
  • Don’t use boring stock photos.
  • If you have a photo editing program, putting text and buttons on your photos can improve performance.

Lots of people want to know where they can get good images. I’d suggest checking out Unsplash which has free photos that are often much better than what stock photo sites offer.

Your Turn

Now it’s your turn — using what you have learned here, create 3 different ads for your business. Want us to take a look and give you our thoughts? Post them in our members group on Facebook and we’ll be happy to critique them (if you aren’t a member, you can join here).

In the next lesson, we’ll put everything we have learned together and tell you how to start, measure, and optimize your campaign.

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