More Best Practices for Facebook Ads

Nov 17, 2014

If you read our post last week on best practices for Facebook ads, you know that the best practices we gave were more like over-arching themes rather than down-and-dirty advice. Today, we’re getting down and dirty with more best practices for Facebook ads, but, this time, you’ll be able to apply everything you learn here right away. Let the improvement begin.

More Best Practices for Facebook Ads

1. Select your target demographic carefully

Really think about who you want to see your message the most. If your Facebook ads campaign is a small part of a larger campaign, maybe you’ve already figured this out. If it’s not, don’t wait until you see this screen to decide:

More Best Practices for Facebook Ads The narrow targeting is arguably the best aspect of Facebook ads – much more targeted than, say, a billboard on the side of the road. Narrow your audience down wherever and whenever you can to ensure the clicks/likes/engagement you receive are valuable.

more best practices for facebook ads2.Select your campaign objective carefully.

As with selecting your demographic, really think about what you want this campaign to achieve. Are you looking for more page likes? Use the specific “Promote your Page” objective. I don’t recommend just selecting “boost my post” or “promote my website” on your homepage. Instead, go through the whole, advanced process of setting up the objective, audience, imagery, etc. at Doing so will make your efforts feel more like a campaign and less like a spur of the moment decision.

3. Check out the free imagery options from Facebook

Maybe you’re not able to have a whole photo shoot for your ad campaign. Maybe you’re thinking of using iStock or some other resource. Before you do, look at the stock photography that Facebook offers…for free! (with the cost of your ads, of course.) Maybe you’ll find a winner there, and you can save some of your budget for later.

4. Add a conversion pixel (if your objective is clicks to website)

The best way to track the conversion rate of your campaign is to utilize the conversion pixel option. Facebook already tracks how many clicks (to your website, for instance), but it won’t know how many actually complete your ideal end-goal (like registering for a seminar).

5. Always elect to “Show Advanced Options”

It’s in these section that you can tailor the ad to best suit your company’s goals. Play around with where you put what text. See what looks best in each section. And, just like I mentioned in the previous post, don’t be afraid to play around with A/B testing, revising your copy based on the results.

6. Determine which Ad Placements will work best

You’ll have the option of “Desktop News Feed,” “Mobile News Feed,” “Right Column” and “External Ads on Mobile Devices.” You don’t have to use all of them. I’ve had the best engagement with desktop and mobile, but here’s another area where testing will help you make the right decision. Try them out and see which are performing and which should be scrapped.

How to Use Facebook Ads

Facebook ads are a tremendous cost-efficient advertising opportunity. It’s hard to find such affordable, effective advertising opportunities anywhere anymore, so I encourage you to use Facebook when fitting for your company. Follow our best practices for Facebook ads (and our more best practices for Facebook ads) to ensure advertising success for you and your company.

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