3 Tips for Creating Powerful Ads, According to Meta’s Director of Ads


Facebook is undeniably a powerful platform for advertisers.

In fact, HubSpot Blog Research found that Facebook is the most popular social media network for advertising in 2022, with 62% of businesses leveraging it today.

Additionally, Facebook has proven to be the social media platform that generates the highest ROI.

But getting started with Facebook advertising can be intimidating, especially with a limited budget. You don’t want to waste all of your ad spend before you’ve identified a solid and effective long-term advertising strategy.

Here, I sat down with Meta Ads Director Tarcisio Ribeiro to discuss his three tips for getting the most out of your Facebook ad strategy. Let’s dive in.

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Tips for creating powerful Facebook ads, according to Meta’s ad director

1. Keep it simple.

When starting out with Facebook ads, you may feel overwhelmed by the number of options available to you. For example, you can create a boosted ad, a video ad, a survey ad, or a carousel ad (to name a few).

Ribeiro advises not to be too complex when you start. As he says, “One challenge I’ve seen with new Facebook Ads users is that they see the many capabilities we have in our Ads Manager, and without fully understanding how it all works, they try to play with everything. As a result, they end up wasting money because they’re either not focused enough or they’re using the wrong capabilities.”

In other words: don’t try to do too much, too fast.

Tarcisio quote to Facebook advertising errors

Start by identifying your goal: awareness, traffic, engagement, leads, app promotion, or sales. And instead of creating a more complex video or carousel, start with an enhanced post, which is an easy opportunity to start discovering your target audience. (More on that below.)

From there, consider spending time exploring resources that can help you create an optimized ad. Ribeiro suggests that new Facebook Ads users take the time to take the Meta Blueprint training.

2. Know your audience, including the details.

Ribeiro told me that it’s imperative that you understand your target audience—who is most likely to become a consumer.

And just as importantly, you must be willing to iterate over time to ensure that your target audience is more refined.

“For example,” says Ribeiro, “maybe you sell baby strollers. But beyond that, you have certain characteristics that belong to your target audience: maybe it’s a higher-income market, or parents who are very mobile and need a lightweight stroller for traveling. In the beginning, you might have a cohort of ten different types of profiles who might buy your stroller. But over time, you’ll see that 20% of those audiences are the majority probable to buy your product.”

Facebook ads can help you identify a more specific and niche audience to target. Using the example mentioned above, you might expect parents in the suburban areas around Boston to buy your strollers, but you find in your ad analytics that most of your consumers are located in the metro area. As you begin to discover who your true consumer is, you can refine your advertising strategy accordingly. optimize tips for targeted Facebook ads

Once you’ve identified your target audience, you can also take advantage of Facebook’s Lookalike feature to ensure that your ads catch the attention of people who meet the same characteristics as your current buyers.

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3. Focus on the creative.

“One of the first things users notice and react to will be your creativity,” Ribeiro told me, “so it’s important to pay attention to how you’re designing your ad.”

For context, an ad is the visual attributes of the ad, whether it’s an image, video, or other format.

Consider, for example, the fun, cheerful and bright designs of the Blue Bunny Ice Cream creative, shown below:

The ad itself must capture the users’ attention. If you’re not sure what type of creative will resonate best with your audience, try A/B testing different styles to identify what works best.

Additionally, the type of ad you create is also important to consider. Ribeiro says, “Video always works best because it’s the most engaging. But you don’t need a big budget or sophisticated equipment for video. If you’re a small business and just have images, you can turn those images into a video in our Video Manager ‘ads through our partnership with Vimeo”.

Whether you’re ready to get started with Facebook Ads or take your advertising strategy to the next level, we hope these three tips have allowed you to focus on what matters most.

The power of Facebook Ads is in the wide variety of tools and features it offers businesses, but it’s imperative, for your own purposes, that you start simple; Take the time to identify your correct target audience; and design creative that compels your audience to act.

Free Resource: How to Reach and Engage Your Audience on Facebook



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