I want to point out a few things that are easy to forget when creating Facebook ads.
1. Facebook has always been a personal medium – a place we go to snoop on and interact with people we know. Or even better, people we used to know…
2. It isn’t your right to appear in anyone’s Facebook newsfeed. It’s a privilege that can very easily be taken away. Viewing it that way changes the way you write your ads.
3. The first question we ask when we scroll past an ad is: “who the hell is this?” If you’re not famous or a friend, you better have something super-compelling to say.
4. There is no secret story formula to write super-compelling ads. People who don’t know you don’t want to hear an epic sob story.
5. Unless your business relates to a hobby or interest (an ACTUAL hobby: not property, marketing or something) it is hard to get traction with people who don’t know you. Often the clicks are just too expensive.
6. Facebook is highly visual, and well-suited to video. You might consider promoting videos to people who don’t know you, and only running conventional ads to people who watch the videos.
7. Your ad image is as important as your ad copy. (Without an effective image, nobody will read the copy).
8. As a starting point, I’d plan on spending 75% of your Facebook ads budget on people who already know you (through retargeting).