Compelling Facebook Ads.jpgby Mari Smith


The secret to creating engaging offers for your Facebook ads is not really a secret. It’s knowledge.


Know your prospects and customers, know your business, and know the value of experimentation. When you do your research, as well as your due diligence, you are more likely to come up with successful Facebook ad campaigns for your business.


Here’s how to create irresistible offers for your Facebook Ads.


1. Know Your Audience Well


In order to craft the right offer that meets the needs of your prospects, clients, and customers, you first need to know who they are.


Facebook’s Audience Insights, accessible inside Ads Manager, is an excellent first step. As you fill out various parameters you already know about your audience, the tool will start showing you a variety of other data points that you may not have known. Of particular interest:, note the other businesses, brands and more that your audience is interested in. You can also garner demographic information from your Facebook Business Page Insights, too. But don’t stop there.


To really get to know your audience, do your homework.


Create Surveys.


One of the best ways to find out how to help your fans is to ask them. Use a tool, such as SurveyMonkey, or create a Facebook poll, to hone in on what your fans want and how your company can provide that. You can also ask more open-ended questions through Facebook posts.


Research Topics.


Every industry has people who share common challenges. Rather than ask your community, “ask the public.” Answer the Public is a search insight tool that shows you real Google and Bing searches. The tool helps you find common questions surrounding a keyword or phrase as it pertains to your product or service. For instance, say your business offers healthy cooking classes, Answer the Public will show you questions, which range from “which appliances cook healthy food,” to “which is the best oil for healthy cooking.” When you know your customer’s concerns, you can answer their questions in your ads before they have a chance to ask them.


Review your FAQs.


If you do not already have a file documenting all your frequently asked questions and regular requests from customers, start one today! Keep all emails and inquiries together and then, when you are looking to create new offers and ads, review your file for ideas.


Remember, there’s no such thing as having too much information about your community. The more you know about your audience, the more creatively you can craft offers just for them.


2. Decide on Your Offer


Once you have an idea of what your audience wants, use that information to create an offer. But what would your prospects consider irresistible?


Is your community budget-conscious?


Are they seeking tremendous savings? A one-time, limited offer? Only a certain number available? A one-day only promotion?


Is exclusivity a factor? What about trends?


Whether your audience likes things that are one-of-a-kind or they can’t stand missing out, offer them something that appeals to their basic human nature.


Are they seeking solutions?


Sometimes the best thing you can offer your community is a fix for their greatest challenge. When you can use your resources to create a much-desired solution, your product or service itself may be the only offer your customers need.


When considering any offer, ask yourself, “Would this make my audience stop scrolling through their feeds long enough to check it out?” If you answer “yes,” then you know you have a winner.


3. Craft your Compelling Facebook Ad


Once you have your actual offer ready, you’ll need to create your ad. Write an engaging headline and description, then choose a photo or video for the paid campaign. Using an eye-catching and relevant visual asset can make all the difference, whether an image or a video.


Keep in mind, any ad you create should be in the tone and style of your business, whether it’s formal, abstract, fun, educational, quirky or a mix. It needs to be in line with your branding for that all-important recognition factor.


No matter what your budget, you can still be creative. Embrace your scrappiness - or high production value - and come up with something that will blow people away. You want your ad to be so compelling, it makes people want to share your offer. Getting organic reach on your paid content (ads) is the Holy Grail!


One of my favorite examples is the video commercial from Chatbooks. It’s a fun, funny, and realistic slice-of-a-mom’s-life with a simple problem: no time to edit, organize and print photos. And, an even more simple solution: Chatbooks. The Facebook video alone has over 72 million views.


The company hired creative agency Harmon Brothers to come up with this hilarious storytelling video. The offer itself is compelling. But the video ad is so brilliantly done that it made for a very irresistible campaign that went viral.


Granted, getting millions of views on organic or paid content might be a tall order for most small businesses, but we can learn a lot about what really worked with Chatbooks’ campaign. And humor was a huge part of that! People love to laugh.


4. Include Dynamic Targeting


Facebook Dynamic Ads automatically show your products to people who have already expressed interest in it on your website, in your app, or on the internet.


To run Dynamic Ads you will need to install the Facebook Pixel on your website, sign up for a Business Manager account, and either create and upload your product catalog or automatically set it up through your Shopify, Magento, or BigCommerce account.


Dynamic Targeting is magic, because it seeks out certain customer segments and shows them an irresistible offer that seems tailor-made for them.


For instance, a Facebook ad for TushBaby, an ergonomic strapless baby carrier (with built-in storage) that makes it easy to tote around young children, ended up in my friend Ginny’s feed. While the packaging for TushBaby has a young mother on it, the ad Ginny was served had a photo of a grandmother using the product. Ginny is in her 60’s and posts about her grandchildren. The ad showcasing a more mature person with a grandchild was much more relevant to her.


A compelling and creative ad can only do its job if it is seen. Dynamic Ads give you the edge by showing your ads to the right audience.


5. Test, Test, Test!


Just as research will help you hone in on your prospects’ demographics, interests, and needs, experimenting with ads will tell you what content actually speaks to them.




Before pulling the trigger on your Facebook ads, send your prospective offer via email to a sampling of your database. This experiment can give you valuable insights into your ad’s effectiveness prior to monetary investment.


Split Test.


Before going too crazy with big ad budgets, take advantage of Facebook’s split test feature. Try variations on your headline, description, and graphics (photo or video). It’s helpful to do multiple tests, and see which ads get the most shares and engagement, before committing to a long-term ad campaign. The good news here is that Facebook automates the split testing for you and chooses the winning ad in your split test campaigns.


Create a Focus Group.


This option harks back to more traditional marketing days. Reach out to some of your most loyal customers and ask for their feedback. Chose three to five ads that you want to test out. Then, invite a small group to your office or shop for lunch, a presentation, and an incentive offer for their participation. Their feedback will be invaluable.


A Final Thought


Before pulling the trigger on any Facebook Ads, take the time to really create something special that shines a light on what your business has to offer. When you hit upon the right thing and have the perfect balance of organic and paid reach, you’ll know that your effort and energy was well worth it.



Bank of America, N.A. engages with Mari Smith to provide materials for informational purposes only, and is not responsible for, and does not guarantee or endorse any of the third-party products or services mentioned.  All third-party logos and company names mentioned herein are the property of their respective owners and are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.


Bank of America, N.A. Member FDIC. ©2020 Bank of America Corporation

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