7 Proven Ways To Get More Clicks And Engagement On Facebook Ads

Did you know that Facebook ads will account for 75% of all social media advertising spend by 2022? 
That’s around $85 billion per year to be spent on Facebook advertising. 
Because marketers know that despite the emergence of other social networks and advertising platforms, there’s still a lot of money to be made on Facebook.
But whether you’re an affiliate or a brand marketer, you can’t drive sales from Facebook unless people click on your ads.
How do you make that happen?
This is what I’ll be telling you in this article.

1. Learn From Your Successful Competitors

Learning from your competitors and doing what’s already working for them is the easiest way to create high-engagement Facebook Ads.

So before anything else, log in to Visto (Free for launching), search for Facebook ads in your niche, and sort them by engagement to see the most popular ads.

For example, I found this fantastic ad when I searched Visto for the best performing affiliate ads in the Self-Improvement vertical.

As a father of two young children, I can understand why this ad has more than 98K likes, hundreds of comments, and thousands of shares.

Have a closer look.

Everything from the ad’s description and image to its headline and call to action triggers the emotions of the target audience and makes them stop and click the ad.


Because research shows that our purchase decisions are based on emotions, not logic.


You can’t drive engagement on your ads, even with the most logical arguments, if they don’tt trigger emotions in your audience.

And this is just one of the things you can learn from this ad.

There’s so much more you can learn from your competitors if you dive deep into their most successful ads and replicate their strategies.

Let’s now discuss some more specific techniques.

2. Use Detailed Targeting To Reach The Right Audience

Accurate audience targeting is the key to high-engagement Facebook ads.

Even the best ads won’t perform well if you’re targeting the wrong audience.

What’s the correct way to choose your target audience?

When you’re creating an ad in the Facebook Ad manager, this is the audience targeting section you’ll see.

Choosing the right Location, Age, and Gender of your target audience will help you narrow down your audience size.

But these are basic targeting features.

For advanced behavioral and interest-based targeting, enable Detailed Targeting (highlighted in the screenshot above).

Here, you can target people based on their likes & dislikes, online activity, the brands they follow, and many other conditions.

For example, if you’re promoting a shoe brand and you consider Adidas as one of your competitors, you can specifically target people in your ads who follow it on Facebook.

This means you’re targeting people who’re already interested in leading shoe brands and are likely to buy from you as well.

You can add as many brands as you want.

You can make your targeting even more specific by excluding people with certain behaviors or brand associations.

The more specific audience you target, the more clicks you’ll get on your ads.

3. Install Facebook Pixel For Audience Retargeting

Facebook Pixel is a small piece of code that you can add to your landing page or website which allows you to retarget people with Facebook Ads.

In simpler words, it means you’ll be able to show ads on Facebook (and its partner sites) to people who’ve visited your website and are already familiar with your brand.

Here’s how retargeting works.

Studies show that retargeting ads get as much as 73% more clicks than regular ads.

Using Facebook Pixel will make your advertising much more profitable.

4. Master The Art Of Headline Writing To Get Clicks

Headlines make or break your Facebook ads.

According to research, only two out of ten people click on headlines.

Here are the best practices for creating high performing Facebook Ad headlines

  • Limit your headline to 5 words
  • Start headlines with a number 
  • Don’t reveal everything in your headline (eg, “You won’t believe how this guy landed a six-figure job”)
  • Use emotional words

Here’s a really useful guide for creating better Facebook Ad headlines.

5. Use Powerful Calls To Action (CTA)

Call To Action (CTA) buttons on Facebook Ads play a key role in driving clicks.

“Download Now”, “Learn More”, “Buy Now” are examples of CTAs.

This is how it looks on ad

But you should also include CTAs in your ad images and description to drive more clicks.

You can use Visto filter CTA

Here’s a good example.

You can learn more about creating powerful CTAs in this guide.

6. Drive Engagement With High-Quality Visuals

Images and videos play a decisive role in your Facebook ad’s success.

Videos, in particular, are engagement magnets that attract users much more than any other content format.

Studies show that Facebook videos get 8 billion views per day while sponsored video vies have also gone up by 258% since 2016.

As for images, several experiments have shown that the following types of images work really well in Facebook ads.

  • HD product images (especially in food items)
  • Images with happy, smiling, and attractive people
  • Images that show strong emotions
  • Images that show the product in action

Stock photos, however, don’t attract as many views as original images that either show the product or a person using it.

7. Use Psychological Triggers To Get More Clicks

Selling is all about persuasion and human psychology.

However, there are a few psychological triggers that you need to intentionally use in your Facebook ads for higher engagement.

  • Social Proof

Highlight the number of satisfied customers, the number of 5-star reviews for your product, or testimonials from happy clients.

Here’s an example

  • Fear Of Missing Out (FOMO)

FOMO is one of the biggest reasons why modern consumers buy. If you can show them that they’re missing out on something everyone else is enjoying, selling your products won’t be a problem.


This ad by STM forum about the latest affiliate marketing trends is a really good example.

Any affiliate marketer would click on this ad because of the fear of missing out on any new trends or techniques that are working in affiliate marketing.

  • Urgency

You can push your target audience to click on your ads by creating urgency with your ad content. Limited time offers and special discount days are good examples of this.

  • Connect Emotionally

Associate a bigger cause with your product to immediately trigger the emotions of your audience and convince them to take action.

Here’s a really good example.

Even if you don’t like dogs, it’s hard not to feel emotional about this ad.

Are You Ready To Increase Your Facebook Ad CTR?

Generating clicks and engagement on your Facebook Ads isn’t as hard as you think if you understand the basics of advertising and human psychology.

The tips I’ve shared in this article are very practical and already used by thousands of brands and marketers around the world.

It’s time for you to apply them and reap the benefits.

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