How to Become a Facebook Ads Strategist – Which Facebook Ads Are Most Effective?


Do you want to become a Facebook Ads Strategist, but you don’t know where to start?

Are you overwhelmed by all the info you find online to create Facebook Ads, and you don’t know what work and what doesn’t?

In this article, I’ll share with you everything you need to know to become a Facebook Ads Strategist.

What’s the most important thing to get it right when we create a Facebook Ad? In a word, the copy.

Even if Facebook is a social media, we tend to forget that on the other side of the screen, there’s a person. 

Scrolling my newsfeed, I usually see ads that look like ads.

You can ask me, “what’s wrong with that? They are ads!”

No, they’re not.

They’re posts, and to be successful, they have to be very distant from advertising. 

We need to have clear in mind the fact that a person is scrolling Facebook because she wants to relax. Your ad has to be curious, funny, interesting or inspiring. 

You can easily strike all these chords with a story. Text or video, it doesn’t make much difference.

The important is the message.

All the ads that worked great for me started with a story, and if you check your favorite gurus’ ads, you’ll see they’re using the same approach.

Don’t reinvent the wheel.

Working on a new ad, you don’t need to start from zero. You can simply take a look at what’s already working for others, and use the same strategy.

Visit any Facebook page, and you’ll find on the right-hand side a box titled “Page Transparency”.

The link “See more” will open a popup where you can check if that page is running ads at the moment.

In the positive case, you can check all the ads running.

I made a quick test checking at the Sunny Lenarduzzi ads, and the first ones that come up have a story and an image to create a stronger impact.

Sunny is striking our curiosity, and she’s not even pushing much on the call to action.

The call to action is at the end of the long text copy.

Does it look like an ad? Absolutely not.

People don’t want to see ads on Facebook, cause they’re not there to buy anything. They’re there to have fun, find something interesting, curious, or inspiring.

Think about this the next time you’re designing your ad. Think at the people on the other side of the screen.

If you want to have more examples of how to use stories in order to make your ads effective, you can download a list of 5 ads that did a great job using storytelling.

Should I use videos?

Videos work really well on Facebook, and the platform is pushing its users on using videos and live videos. But this doesn’t mean that videos are the best option when you create an ad.

Your best option as a Facebook Ads Strategist, is to test different formats. 

Your audience is composed of different people. Someone likes to watch a video, others prefer to read, and others respond better to an image.

That’s the reason why it’s better to create multiple ads that convey your message using different channels.

As I wrote above, the most important thing is the copy, so start from there. After you’ve written your message, transform it into different formats. And then test all these ads.

Create multiple versions for each format, and keep an eye on the results that you have in the first days.

In this first phase, it’s normal to spend money without getting much in return. You need to give Facebook the time to test for you what’s the best way to reach your result.

Remember, Facebook wants you to succeed in what you’re trying to achieve.

If Facebook makes you only waste money, you will quickly stop to spend money on it.

Start looking at Facebook like an alley, so give to Facebook the time to find the best audience for you.

What if I can’t invest much

But what if you don’t have money to invest, and test your ads? You can work with those who have funds to invest.

That is how I learned almost everything I know about Facebook Ads.

I propose to my clients to run ads for them without getting paid. I’ve been honest from the beginning, telling them that I was learning, and I needed to improve.

I would have created and run their ads for free, with the single intent to learn.

That was a win-win for them. They didn’t have to pay for an ads strategist but just had to invest money in the platform.

This worked for my formation and will work for you as well if you’re starting.


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