5 Tips on Creating a Killer Facebook Ad Campaign

By: Phillippe Narvaez

While just about every social-networking platform now has its own fully integrated advertising system, Facebook still reigns supreme in terms of features, insights and audience. As a business, that means Facebook is the ideal place to start. But unfortunately, just because Facebook is a great platform for advertising doesn’t mean all brands use it effectively. Many end up wasting money and throwing resources down the drain, because they have no strategy or don’t understand how to use it. Hopefully that’s not you. All it takes to succeed is a little knowledge of how Facebook advertising works and what some of the best practices are.

Here are my five tips for creating a killer Facebook ad campaign:

1. Mine audience insights

Facebook’s Audience Insights is one of the best tools you have at your disposal. It essentially allows you to learn about specific audiences before risking your budget or targeting them. It works by mining available Facebook data and showing you exactly who your target market is, based on people who already like your page.

Instead of taking a shot in the dark, you now know exactly which users are likely to follow through with your ad’s call-to-action. It saves a lot of time and money, allowing you to focus on the quality of the ad and avoid wasting time on targeting.

2. Create unique ad sets for each audience

One of the neatest features of Facebook’s advertising platform is that you can create separate ad sets for unique audiences. In other words, you can create two different ads and deliver them to two completely unique audiences. Or you can create the same exact ad and send it to two different audiences. Ultimately, the result is better targeting.

For example, let’s say you’re a retailer that sells kitchen supplies. Maybe you have a really awesome new stainless steel mixing bowl that you’re trying to market to two different groups. Instead of delivering the same ad to everyone, you can create two unique ads and deliver them to two distinct target markets. The first ad could be targeted towards professional chefs, whereas the second one may be focused on stay-at-home moms who like quality chef-grade kitchen supplies. The two ads will be completely different, despite the fact that the same item is being pushed.

3. Accompany ads with landing pages

Very rarely should you connect an ad to your website or product page without first pushing visitors through a landing page. Landing pages allow you to maximize your Facebook advertising efforts by educating users before asking them to buy.

Landing pages make sense because Facebook advertising isn’t cheap. You’re going to spend money on your clicks and you want each one to count. Simply sending them to a basic website or product page without any clear direction of what they need to do is a waste of money.

4. Use striking imagery

You’ll hear people teach entire courses on how to write Facebook ad copy, but for some reason, the same amount of attention isn’t given to the images used in these ads. This is unfortunate, since visual content is far more influential than textual content.

“You don’t have to use a shot of your business, product or service,” says Nicolas Gremion of Free-eBooks.net. “Rather use a (relevant if possible) image that will catch people’s eyes and have them read your ad.” Facebook tells you that you can’t use images that contain more than 20 percent words, so it’s clear that images are designed to grab attention, not display a message. Take advantage of this valuable real estate within your ad.

5. Establish a bid strategy and budget

Finally, it’s critically important that you set a bid strategy and budget. Otherwise you’ll end up spending way more than you intended. Thankfully, Facebook makes this easy by allowing you to use what’s known as Optimized CPM.

With this tool, you’re essentially giving Facebook the permission to bid for ad space based on the constraints and goals you provide. This generally allows you to maximize your budget and avoid overspending. Until you get an idea of how much ad space costs and how to allocate your budget, it’s best to let Facebook take care of this aspect of your campaign.

Putting it all together

Creating a killer Facebook ad campaign is all about understanding the platform and utilizing the features you have at your disposal. While you certainly need to think about the ad itself, you have to start with the platform you’re using. Once you determine who you’re targeting and how much you’re willing to spend, you can then focus on the finer details.

Using these five tips, you should be able to get started and experience some initial success. As always, remember that Facebook is constantly changing its advertising platform, so stay on top of any new developments and apply them accordingly.

I3M Communications

I3M Communications has years of valuable experience in many online disciplines, including Design and Development, eMarketing and Consulting.


Cómo conectar con el consumidor.

peopleBy Phillippe Narvaez

Es repetitivo, las preguntas siempre son las mismas: ¿En qué canales debemos estar? ¿Cuál es el mejor momento para publicar? ¿Cómo podemos mejorar el “engagement”?

La respuesta también es siempre la misma: STOP.

Nos estamos obsesionando con las herramientas, canales y tácticas. Estamos olvidando la clave de todo el proceso: escuchar. Entender para ayudar. Empatizar para aportar. La mayoría de marcas ni tienen un conocimiento profundo de las necesidades reales de sus consumidores ni tienen una propuesta de valor ad-hoc para cada uno de sus arquetipos. Esto es inaceptable.

Lo importante no es el dónde, ni el cuánto, ni el cuándo. Incluso podemos ser unos auténticos ases de la analítica y tener un control absoluto de los datos que aún así, no va a funcionar.

La clave no es ni el canal, ni el formato, ni la frecuencia ni siquiera la recurrencia.


Empoderar significa involucrar al usuario. ¿Cómo? Haciendo que participe: preguntas, respuestas, contenido generado por la audiencia, etc.

Y si además de involucrar enseñas o inspiras tienes el 80% ganado para conectar de verdad. Recordemos que la gente se conecta a Internet principalmente para aprender algo nuevo.


Un mensaje no puede conectar con todas tus buyer personas. Cuanto antes lo interiorices antes conectarás.


No esperes a que la audiencia pregunte: lánzate. Busca diálogos, crea excusas para empezar conversaciones, tírate a la piscina.


Estamos intoxicados de información. No necesitamos más contenido, necesitamos mejor contenido. Piénsalo: 300 horas de vídeo se suben a Youtube cada minuto. Si realmente tienes que hacer vídeo, ¡hazlo diferente!

Acepta el fallo

Cuanto antes lo aceptes, mejor. Acepta que alguna vez cabrearás a alguien. O a mucha gente. O que fallarás. Pero es normal y cuanto más fallas más aprendes.


Recicla lo que no funciona en algo nuevo, pero no lo sigas haciendo. No insistas durante meses en algo que claramente no te está ayudando. Y cuando hablamos de ayudar hablamos de resultados lineales. Busca la curva.


Acéptalo, esto ya no va de ti. No va ni de logos ni de marcas, va de personas. Va de lo que quieren y necesitan esas personas. ¿Cuáles son tus buyer personas? ¿Qué necesitan? ¿Qué les estás dando para resolver esas necesidades?

Resumiendo, conseguir mejorar el engagement no es misión imposible. Pasa ineludiblemente por pensar en el usuario de verdad y sin condiciones. Por dejar a un lado la marca y por centrarnos en ser útiles.

I3M Communications

Contact us:

I3M Communications has years of valuable experience in many online disciplines, including Design and Development, eMarketing and Consulting.

Native Advertising


By Phillippe Narvaez

Native advertising – or ads designed to mimic the look and feel of editorial content – has become an increasingly important practice for publishers trying to engage today’s savvy, ad-blocking web users. As native advertising continues to evolve, the Federal Trade Commission is concerned that consumers may not be able to differentiate advertising from other content. Late last month, this concern prompted the FTC to publish Native Advertising: A Guide for Businesses, a supplement to its Enforcement Policy Statement on Deceptively Formatted Advertisements. These guidelines provide clear recommendations and examples about what is and is not acceptable in terms of digital native advertising.

So how should your brand react to the new guidelines?

The general consensus among marketing and PR pros is that the new guidelines simply reinforce the same principles they have been following all along: as long as sponsored content is compelling, entertaining, and tells a valuable story to your audience, it will comply with FTC guidelines. However, you can avoid crossing over into deceptive territory by reviewing some key takeaways before creating or placing your next native ad.

The Key to Compliance is Transparency

As always, your goal as a marketer is to be as transparent as possible. While a native ad should never suggest to consumers that it is anything else, ads that are less obviously promotional should include a disclosure alerting consumers. These disclosures should:

  • Appear as close as possible to the native ads to which they relate.
  • Communicate in clear, unambiguous language (the FTC recommends terms such as “Advertisement,” “Paid Advertisement,” “Ad,” or “Sponsored Advertising Content” rather than “Promoted” or “Presented By,” which can be misleading).
  • Utilize conspicuous visual cues to distinguish sponsored content, such as easy-to-read fonts, colors and shading.
  • For shared or linked ads, the disclosures must travel with the ad content.
  • In multimedia ads, disclosures should be delivered to consumers before they see or hear the related message. Disclosures should be visible on all devices and platforms consumers may use when encountering the ad.

At I3M Communications we take complying with FTC regulations and protecting our clients seriously.

I3M Communications

Contact us:

I3M Communications has years of valuable experience in many online disciplines, including Design and Development, eMarketing and Consulting.