There’s no way around it: if you’re new to the Facebook ad game, getting started can be super intimidating.
The Ad Manager alone has a million different options and a ton of new terminology that can make you feel like you have to learn an entirely new language. But if you don’t know the difference between “reach” and “impressions” yet, don’t sweat it.
You don’t need to know the ins and outs of every Ad Manager feature to run an effective campaign; all you need are these templates in your back pocket to get started.
How Can I Use the Templates Most Effectively?
In a nutshell, these templates are the tried-and-true best practices for Facebook ads that are meant to guide you in the right direction in terms of structure and format.
Rather than copying them exactly, it’s best to approach the templates as inspiration for an ad that you’ll then customize for your business.
So, look at the way it’s structured and apply it to your services.
For instance, pay attention to the photo, the headline and the words it uses to draw people in; and the feelings and emotions the chosen photos evoke.
Then take what you have learned and pair it with the creativity that makes you an awesome photographer to design an inspired ad perfectly tailored to your business.
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Speaking of designing ads, if you’re not sure how to start, first check out this post on how to get yourself set up and ready to go in Ad Manager.
Once your Ad Manager is all set, there are a number of great online tools you can use to make the designing process a breeze.
With apps like Canva and PicMonkey, you can upload your own photos to easily add text and execute quick resizes.
Now, let’s get to those templates and the purpose each should be used for.
When Should I Use Each Template?
…When you have a blog post educating clients and prospects with a CTA
This option is perfect for people who are brand new to your business. It focuses on providing value to folks through educating them rather than trying to sell them, which can work wonders when it comes to building trust and loyalty.
Tip-based posts like “What to Wear in Your Family Photos” tend to work best here because they’re digestible nuggets of information a potential client can immediately apply. If you’re out of ideas, simply ask yourself what questions your clients most often ask you and build out from there.
These posts provide clients with value, whether they book you or not, while giving you the opportunity to retarget them later on, so everyone wins.
…When you have a landing page to download a lead magnet or book a session
When done right, these types of ads can work both with folks who haven’t heard of your business and those who are already close to booking a session, because they offer value without commitment.
If you’re not familiar with it, a lead magnet is simply a resource or how-to guide you offer potential clients in exchange for their email address. Some examples include what-to-wear guides, tips for creating the perfect gallery wall, or quick and easy ways to improve the photos you take. This provides a strong incentive for someone to give you their personal address because it gives them valuable information they can use today.
Keep in mind that this isn’t a place for social media icons. Your landing page should be straightforward and contain a single call-to-action, such as asking for a name and email address, for it to be most effective.
…When you have a long-form portfolio with inspiration photos that leads to booking a call or consultation
This is a great choice for when you want to inspire clients to book in specific niches, such as child, wedding, and maternity photo sessions.
It works so well because, often, when clients are looking for someone to take photos for a particular occasion, they know they want the event captured but they don’t know how and in what style. Providing them with a long-form portfolio of your best work allows them to see your unique style and better envision what their own photos would look like should they book with you.
When you’re creating the headline and copy for these, it’s best to focus on the precise value that you can offer them and leave out any fluff that doesn’t lead to a consult — let your inspiring images do all the heavy lifting.