7 Steps to Building a Great Facebook Ad with Wishpond's Ad Tool


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Do you want to run Facebook Ads but are having a hard time understanding the jargon and complexities and wish there were an easier tool?

Then let's explore Wishpond’s newly released Facebook Ad tool.

This article will give you a straightforward tutorial of the tool. I’ll break down why Facebook Ads work, help you optimize your Ad creative, discuss targeting, and delve into Ad performance.

I’ll also offer three of our most recent Facebook ad case studies (including two that are still running). And I’ll answer five of the most frequently-asked Facebook Ad questions to give you the full picture.

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7 Steps to Building a Great Facebook Ad with Wishpond's Ad Tool

  1. 1. 7 Steps to Building a Great Facebook Ad with Wishpond’s Ad Tool
  2. 2. Building a Great Facebook Ad with Wishpond’s Ad Tool 1 Why should I use Wishpond’s Ad Tool? 2 Creating your Ad 3 Setting your Creative 4 Targeting by Basic Demographics 5 Targeting by Custom Audience
  3. 3. Building a Great Facebook Ad with Wishpond’s Ad Tool 6 Deciding your Daily Spend 7 Understanding your Ad’s Performance 8 Viewing your Ad Campaign’s Performance 9 3 Wishpond Ad Case Studies
  4. 4. 1 Why should I use Wishpond’s Ad Tool?
  5. 5. Why should I use Wishpond’s Ad Tool? You already know how powerful social media contests can be. But what if you could ramp it up even further with an integrated, easy-to-use, Facebook Ads creation and managing tool? A tool that: 1 Connects your Facebook Ad with your contest or website landing page in one easy step 2 Makes Facebook Ad creation a straightforward, two step process 3 Allows you to choose that Wishpond’s proprietary targeting software optimize your ad for conversions if you don’t have the time or expertise 4 Gives you an estimated click-through-rate based on Audience and your budget even before your ad is live
  6. 6. 2 Creating your Ad
  7. 7. Creating your Ad After clicking ‘Create a Facebook Ad’ within the Wishpond Ad Tool, you’ll need to decide the destination for your Facebook Ad. 1 If you haven’t created a contest with Wishpond yet, you’ll have to do that before you can advertise it. 2 To advertise your existing website landing page, simply supply the URL in the box provided.
  8. 8. 3 Setting your Ad Creative
  9. 9. Setting your Ad Creative Choosing your Ad Heading and Body Copy 1 Ideas for Ad Text: Calls-to-Action like ‘Enter to Win’ or ‘Lose 20 Pounds!’ 2 Dollar amounts 3 The word ‘Free’ 4 A Value Proposition like ‘Win a Free Getaway!’ or ‘Learn A/B Test Secrets’
  10. 10. Setting your Ad Creative Choosing your Ad Image 1 I highly recommend you use color that stands out against the blue and white of the Facebook news feed. 2 Facebook best practices state image size be around 1200 x 600 pixels, but I’ ve found as long as you’re at least 144 x 72 you’ll be okay. 3 Want to be sure you’re optimizing your Facebook Ad images for clickthrough-rates and conversions? Read my article 6 Facebook Ad Image Best Practices that will Send your Click-Through-Rates to the Moon.
  11. 11. 4 Targeting by Basic Demographics
  12. 12. Targeting by Basic Demographics Targeting by Location 1 Running a spa weekend getaway contest? Limit your ad by the realistic reach of your business. 2 Advertising an ebook? Go with every English-speaking country on the planet! 3 Wishpond and Facebook can’t let you target two specific cities within two different countries (both New York and London for instance). You’ll have to create two different advertisements or campaigns to do so.
  13. 13. Targeting by Basic Demographics Targeting by Age and Gender 1 Targeting by age and gender can improve click-through-rates, as the people who see your Ad are more likely to click on it. Or it can decrease our overall conversions by not showing your ad to enough people. 2 A CTR of .1% is not necessarily fantastic, if only 400 people saw your ad. Whereas a CTR of .03% is awesome if 4000 people saw your ad.
  14. 14. Targeting by Basic Demographics Targeting by Precise Interest and Broad Category 1 Precise Interest targeting allows you to define your advertisement target by what they are interested in. 2 Broad Category targeting allows you to target your audience based on what they’ve included in their timelines
  15. 15. 5 Targeting by Custom Audience
  16. 16. Targeting by Custom Audience Wishpond’s Ad Tool allows you to import your business’ contacts from email, phone numbers, CRM tool and MailChimp or SalesForce accounts. We’ll also be releasing the ‘Audience Lookalike’ tool in the next couple weeks. 1 This will match your existing contact list with similar Facebook users - giving you a list of people with the same demographics and interests, optimized for conversions. 2 Lookalike Audiences ensure you’re optimizing your ad for click-through (as you’re only targeting people like those who have already participated)
  17. 17. 5 6 How to Decide your Daily Spend
  18. 18. How to Decide your Daily Spend Wishpond has provided an estimated daily Clicks metric to give you some idea of what you’re going to get for your budget 1 What you’re seeing above is the approximated number of ad clicks per day you’ll get with a 5 dollar daily spend - targeting the United States 2 If you were to increase the daily spend of your ad per day to 50 dollars, you’ re looking at more than 100 clicks per day. 3 Remember you’re not spending anything with Wishpond that you don’t use. If you put a daily spend of $20 but only use 10 that day you’ll only be charged 10.
  19. 19. 7 Understanding your Ad’s Performance
  20. 20. Understanding your Ad’s Performance Wishpond’s Ad tool has simplified Facebook advertising - giving you only the metrics you need, and none of the metrics you don’t. 1 Above is a hypothetical Ads Summary. It’s the aggregate results from all the ads you’ve run. 2 This summary makes sense for a single ad with solid performance. 3 You can achieve this provided you’re targeting well, optimizing your images and copy, and providing a likeable prize or service.
  21. 21. 8 Performance per Ad
  22. 22. Performance per Ad View your ad’s performance based on the things you care about: 1 Views: How many times your Facebook Ad showed on a user’s News Feed 2 Clicks: How many times your Ad was interacted with 3 Conversions: Gives you an idea of how your ad and landing page are working together 4 Spent: Viewing how much you actually spent per day allows you to increase, or decrease, your maximum daily ad budget (see #7 above)
  23. 23. 8 Ad Performance as a Campaign
  24. 24. Ad Performance as a Campaign 1 Below your Ads Summary and graph you’ll see all the Facebok Ads you’ve created with their individual performances. 2 Also also see their status (Draft, Live, or Complete) and the most important metrics. 3 The ability to view them as a group makes it quick and easy to compare and run A/B or Split tests.
  25. 25. 9 Three Wishpond Ad Case Studies
  26. 26. Three Wishpond Ad Case Studies 1 SMSADeal.com is running a sweepstakes contest, giving away credit for their website, targeted at Facebook users in the United Arab Emirates: They have 564 clicks on their ad as of the 22nd of October, a .15% CTR, a conversion rate of 59% and a total ad spend of only 65 dollars. 2 Usagineer, an ETSY merchant, is running two Facebook Ads selling anime laptop stickers: They’re seeing click-through-rates of .072% on both ads, as of October 22nd. Total spend? About 70 bucks. 3 Arena Festival 2014, a huge dance festival in Mexico, is running a Facebook Ad in the US, Mexico, Israel, Spain and Brazil: Already 2 million users have seen the ad, they’ve got 4,200 clicks (in just three days!), their CTR is .2% and their total spend is less than 75 dollars.
  27. 27. Further Reading 1 How to A/B Test your Facebook Ads to Maximize ROI 2 How to Target Facebook Ads Based on Email Address & Phone Number (Custom Audience) 3 4 Ways to Combat Facebook Ad Fatigue 4 7 Value Proposition Formulas to Boost Conversion on Ads and Landing Pages 5 6 Facebook Ad Image Best Practices that will Send your Click-through-Rate to the Moon
  28. 28. Thank you for viewing! Check out blog.wishpond.com for more! Wishpond makes it easy to run social media marketing campaigns. Learn more at Wishpond.com