Facebook Ads: The Best Practices

1. Communicate your Ad through Clear & Succinct Text

Create copy that immediately entices your audience, but gives a clear definition of what your ad wants to accomplish. If the user is being redirected, be sure to instruct your customers on what to do after they have clicked on the link.

Note: Facebook limits the main text of your ad to 90 characters, though the number of characters in the headline varies according to the type of ad.

• If you have an ad that leads to an external site or product page, you are allowed up to 25 characters in your headline
• If the ad points to your Facebook Page, your Page Name will automatically be inserted into your headlines. Brands with Page Names longer than 25 characters may want to consider looking to Sponsored Stories to navigate around this limitation.

2. Run One Ad Per Campaign

There should not be multiple ads running for individual campaigns. Keep it simple. Don’t make your customers wade through a plethora of ad options when attempting to engage with your campaigns. In addition, give your ad the proper time and attention it needs in order to be effective, by testing, monitoring, and adjusting according to what your customers want.

3. Be Sure to Test your Ad

Play around with your ads until you find the perfect fit. By testing your ads, you can determine exactly which ad content resonates best with your customers.

When experimenting with your ads, be sure to change only one element at a time, such as headlines, body copy, images, or landing pages. This way you can figure out how to create the most effective content for each ad part, not only for your current campaigns, but also for future ones.

A/B Testing

When considering an A/B approach to testing your Facebook ads, make sure that the test ads are held within different campaigns. Creating a clear division between test groups through separate campaigns gives you a better indication of how customers respond to the ad without either ad influencing the other.

4. Target Users at a Granular Level

We have already admonished against creating a target audience that is too broad and targeting a too narrow audience can also decrease your intended reach. However, specifying the audience that you want to engage with is important for the success of your ad content. The language and images in your ads have a better chance of thriving within the audience that it is intended for.

5. Set Up Conversion Tracking

It is important to monitor the ROI of each ad to determine which ads perform best. You can then, see which ads aren’t performing up to speed, compare them to your top ads, and adjust the lower performing ads accordingly.

Create the most effective ads for your brand’s objectives. Incorporate these practices into your Facebook Ads campaigns and optimize your engagement today!