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Get out of the comfort zone: 5 ‘uncomfortable’ practical tips for successful Facebook ads

But if you take a little time and are ready to delve deeper into the matter, you will quickly see success. Especially when there is a willingness to take uncomfortable paths to place better Facebook ads. I will explain 5 of these uncomfortable (because they involve more effort) ways in this article.

1. Use images with the highest possible contrast

The more popular a marketing discipline, the more people talk about it - and advise! Facebook ads are not only popular, but also complex. This is exactly the reason why there are so many different opinions on this topic and why certain methods are repeatedly touted as particularly promising.

But that's only half the story: With Facebook Ads in particular, it's always worth looking behind the scenes and checking whether there are alternative ways to reach your goal. This is especially true when it comes to choosing the right images. Photos and images for Facebook Ads are a special area because the better the advertising material, the higher the chance of many clicks.

Many clicks mean more reach and this almost always results in lower prices for ads. More reach with less budget - a dream! Pictures of attractive people always work in advertising, as advertising has taught us for decades ... but only partially true, because, for example, with Facebook Ads in particular, a lot depends on the contrast of the pictures and other elements that you use for your ads used.

Illustration 1: The disturber in this Facebook ad stands out very clearly from the background and immediately catches the eye. (Source: Facebook).

A strong contrast works wonders. Clear demarcations of shapes and colors in relation to the background used ensure a significantly higher level of attention in the news feed - and that's what it's all about. The more a picture or photo is noticed in the news feed, the more likely it is to be clicked.

Of course, this principle also works with attractive people, but the contrast is often neglected and advertisers really only concentrate on the subject. A simple rule of thumb for extremely effective images on Facebook Ads is:

    "Create ads with graphics and images that are always real eye-catchers - even if the viewer has had a long and hard day at work."

If your Facebook advertisement catches the eye of such users, then you've made it. With regular A / B tests, you also ensure that you always distribute the best version of your Facebook ads in active campaigns. Your ads should be clearly different from everyone else - offer users advertising they haven't seen before.

2. Test your target groups over and over again ... and then start over

Many advertisers assume that they know their own target group well. People are also happy to work with personas in advance - this is very helpful in theory, but does not always work in real life. Facebook is very clever and plays the ads quite well - but not perfectly. It is precisely at this point that good preparation and manual work are required.

Usually a campaign is set up and all factors are coordinated. When the starting gun is fired, everything looks good - but sometimes not permanently. In the worst case, the campaign doesn't work at all and often then Facebook is blamed.

From an initial impulse, this is definitely understandable, after all, Facebook should ensure that the display of the ads works. However, Facebook is only the platform, as an advertiser you have to make sure that your advertising works well. And you should know that not every target group works equally well (or badly).

Figure 2: Target groups should be tested regularly. Only then will you permanently see which constellations have the lowest costs and the highest sales.

When talking about target groups, you should also take care of the right targeting. Take, for example, Custom Audiences and Lookalike Audiences, both excellent tools for reaching the right people.

The factors of the product to be advertised are particularly important. The markets in different countries and even in different cities must be viewed independently of one another and can vary greatly. So what works perfectly in country A and in city B does not necessarily have to work in another location.

This is exactly why A / B tests are crucial at this point. Work with different campaigns and always test individual features against each other. Give a single ad around 10,000 impressions before drawing any conclusions. Where is the click rate better, which ad has the highest ROI or where is the best return on ad spend?

You should be able to answer these questions in order to find out exactly which campaign is really worthwhile for you. If you don't take A / B tests, you always run the risk of burning money. And even if you stick to your set budget and don't go over it: Wouldn't it be great to achieve the same goals more with less money?

3. Work against your goals when targeting

This task sounds like a contradiction in terms, but it actually works.

If you want to achieve conversions, you place a Facebook ad that pays for this goal. If you want to get more traffic for your website, then place an ad that will generate a lot of clicks.

In theory, it all sounds logical and it should actually work - but it doesn't always! You should be aware that Facebook is often overrated here. The platform has all the data and can act accordingly when it comes to getting your ads to the right people. But as already mentioned, Facebook's algorithm is not 100% perfect either and so targeting is often not as razor-sharp as you would expect.

Figure 3: It is dangerous to let Facebook choose how to spend your budget - based on your goals, you should choose exactly how you want your budget to be spent.

Give Facebook some start-up help so that your campaigns get better and you can optimize your ROAS. Do not target "conversions" at the beginning of each campaign, but clicks or just impressions (i.e. CPC or CPM). This approach means that Facebook can get to know your target group much better and you are not immediately dependent on spending money on conversions that are not generated.

The result is that Facebook almost always reacts with a better display of the ads - the targeting itself becomes more precise because you have given Facebook some time to research the target group you are targeting more closely. Exactly this has a positive effect on your numbers (CPC or CPM decrease) and you can then decide very precisely which campaign works and which doesn't.

After this start-up help (again, 10,000 impressions are recommended in order to get a critical mass for meaningful results) you then switch from CPC or CPM to conversions. Facebook will then display your ads much more precisely and ensure that you generate more conversions with less budget. The result is a higher profit because you have to spend less money and still earn more - the classic situation of a good ROI.

4. Don't use the channel that Facebook recommends to you

As an advertiser you want to earn money with advertising on Facebook, but of course Facebook also wants to generate revenue. Depending on which growth target is being pursued on Facebook, communication can also change when it comes to recommendations for the placement of advertising. As an advertiser, you are spoiled for choice:

Which channel should your ads be delivered through so that they are as successful as possible?

Facebook cannot answer this question for you, only you. Facebook only offers the platform, the advertisers are responsible for the success of the advertisements. The product (or service) and the way in which the conversion takes place - for example via a website - are decisive for this success. If this website isn't perfectly optimized, then the most awesome Facebook ads won't work.

But back to the channel, if you ask how you can get the most traffic and reach with Facebook, then the mobile channel is almost always mentioned reflexively. Understandable, because mobile traffic has increased significantly in the last two years and has overtaken visitors to stationary PCs. But does that mean that desktop traffic has to be the worse channel in principle?

Figure 4: Find the right placement of your Facebook advertising for your goals. Even beyond the suggestions that Facebook makes you.

The fact is that twice as many people can be reached with Facebook mobile as is the case with traffic from stationary PCs. Unfortunately, the mobile phone also has to pay significantly more - down to the individual conversion. So the bottom line is that this doesn't really help, because your margin is melting away.

To find out which channel really generates the most profit when it comes to Facebook Ads, you should keep an eye on and compare the costs per conversion. In this way you will find out exactly where it is most worthwhile to advertise. The cost per conversion is the only value here that is really comparable to determine in detail where your margin is highest.

5. Spend more budget than necessary

This tip is also related to the need for A / B tests on Facebook Ads and the reason is very simple. The more budget you make available, the more options there are for delivering your advertisements on Facebook. Don't get it wrong, you shouldn't burn your money, just give Facebook the opportunity to find out more quickly which campaigns are really worthwhile for you.

In other words, if you spend 5 euros a day at the beginning of a campaign, you will only see very slowly whether this campaign is really working well. Of course, even with only 5 euros per day, a critical mass will arise at some point, but this has also come together on different days and is therefore no longer so easy to compare. But if you start your campaign with 50 euros per day, you will see much faster whether this campaign is worthwhile for you. As soon as you realize that your campaign is going well, you can cut back on the budget.

Figure 5: You can measure the success of your Facebook ads by time of day and adjust your advertising based on these findings for even better results.

The problem is that many advertisers do exactly the opposite. First, a small test budget is provided. If the campaign then goes well, the budget is often increased drastically - and it is precisely then that the click prices, the costs per conversion or even the CPM rise. The reason for this is that Facebook suddenly has to show its advertising to a lot more users. With this rapid expansion of the target group (more budget always means more reach), the accuracy suffers and you pay more than you actually need to.

Also, keep a close eye on when your ads are performing well and when they are not. You can see this in the evaluations of your Facebook ads, for example if you break down by time of day. If you find that your campaign is converting significantly better at a certain time of the day, then you should exclude the times when it is not converting well from serving. Facebook then uses the budget that is freed up in this way to display your campaign more intensively at times that have been proven to work well.


The above tips should help you to make your Facebook ads more successful. With these approaches, the effort is significantly greater and you have to deal closely with your ads and target groups. But this effort is worth it, because nothing is more annoying than not exploiting the potential of advertising on Facebook, or not exploiting it enough. The reach is there and it is very unlikely that your target group isn't on Facebook. However - and this is the actual intention of this article - you should be ready to move out of your comfort zone and not just quickly click on "Apply for a post".