Do Facebook Ads Really Work?

/in /by

Simple answer: Yes. (Sorta).

So that’s not really that simple, is it? Facebook has had a hard time convincing people that the ads you see over on the right side of your newsfeed have any effect whatsoever. Critics would point to low ROI numbers based on clicks and conversion rates – typical measurements for online advertising.

Over the course of the past year, however, Facebook has enlisted help from research firm Datalogix to show that that is the wrong way to look at its ads. Instead, we should view them more like TV ads. Customers may not convert directly like they do with search ads, but having seen the ad, they are more likely to make a purchase at a later date.

But what makes for an effective Facebook ad? Since it’s in their own best interest, Facebook folks aren’t shy about sharing what they think works. Here’s what they think a good ad needs:

  • Focal point: Make sure the ad draws attention to a specific point

  • Brand link: The advertiser should be easily recognized

  • Tone: The tone of the ad needs to fit the advertiser’s personality

  • Reward: This might be a deal, but it doesn’t have to be. Smiles, relevant info and good vibes are all rewards

  • Noticeability: The ad should really stand out on the page

  • Point: Get the message across directly

With this formula, it’s entirely possible to craft an ad that works on Facebook. In addition, you can spend as much or as little as you’d like on Facebook ads. Investments of as little as $50 can yield significant impressions. Obviously, more money will get you further, but it’s not necessary to plunk down loads of cash to see an impact.

At Capra, we can help you put together a Facebook ad campaign that hits the right customers and fits within your budget. While you probably shouldn’t put all your eggs in the Facebook ad basket, it can be a valuable and flexible tool for anyone looking to get their message out to the world.