Updated: Jan 6
You’ve ventured into Facebook advertising, but feel like a fish out of water. Maybe you aren’t sure how to make the most out of your products, who to reach, or exactly what you’re doing. You know you need to bring in new business, but you’re struggling to connect the dots.
There are best practices that help your Facebook ads work harder. By knowing what you want to achieve, keeping these elements in mind, and adjusting your ads, you’ll see better, stronger results. Results you can measure. Results that make a difference.
Facebook Ad Best Practices
Know your objective
A/B split testing
Define your audience
Less text on images
Movement draws the eye
Strong call to actions (CTA)
Let’s take a closer look at each and see why they matter.
Follow these Best Practices
Know Your Objective: Before you set up an ad, it’s important to know what you hope to achieve. Don’t waste your money by aiming blindly. Are you seeking brand awareness, brand recognition, or hoping somebody fills in a lead generation form with their Name, Address, and Phone Number? Are you looking for a new segment of the audience to expand into a bigger market, or are you looking to specify a smaller, more targeted client? Are you looking to generate traffic to your site, or simply want somebody to buy your product via an online catalog? Know what you want to achieve before starting.
Measure Your Results: There’s a well-known saying “What gets measured gets managed,” by Peter Drucker. If you don’t have benchmarks to work from, how do you know your plan is working? By comparing what you’ve done, you can then adapt to what needs to change.
A/B Split Testing: A/B split testing is a great way to make incremental changes, without adjusting the control. By testing two ads side by side, you’ll be able to find what works best (color, wording, tone) to create a better performing ad. What’s important to understand is that A/B split testing means changing one element at a time, so you understand what works. Change too many things at once, and you won’t know what created the change.
Mobile First: Most people start a search on their mobile phone. Laptops and desktops are great, but it was found that the majority of customers search via mobile. Focus on this aspect when creating your ads for the best results.
Define Your Audience: Don’t waste time or money by not being specific. Facebook offers you the opportunity to drill down to the precise audience you’re looking for. Throwing money at ads that target too broad of a spectrum is a waste. Sure, you might see a few random clicks, but your money is better spent on a defined audience. Go back to the first best practice we mentioned…know your objective!
Less Text on Images: When Facebook ads first started, there was a rule in place that only a certain percentage of text could overlay an image. They loosened that term, but found that people respond better to ads with less text. If an ad is busy, it detracts from it, rather than draws the eye. It doesn’t make for a good user experience. Trust Facebook here that they know advertising, and it helps their bottom line when people click on your ads. Less text on images will give you a better response.
Movement Draws the Eye: Video ads, or ads that offer an animation such as movement can help draw the eye. We have become a nation of skimmers, scanning quickly through feeds. We’re bombarded with constant information, and easily get lulled into a state of not paying attention. Movement in a static feed can help draw the customer’s attention. Use this tip for your ads to get stronger results.
Strong Call to Actions (CTA): Tell people what you want them to do next. Click here to learn more. Enter your email address to get our free guide. It’s a gentle nudge, and one that people will respond to. Make it obvious what you want their next action to be. You’ve got seconds. We respond to instructions. Guide your target audience through the next step to take. Contact us to get your free quote. Click the link to read the rest of the article.
With well-defined goals, A/B split testing, measuring your results, and adding a strong call to action, you’re well on your way to increasing your bottom line. Investing in Facebook ads is a great choice to help reach new clients and customers.
Remember, mobile users are going to be more active on Facebook, so keep that in mind when targeting your ads. Video, movement, or great visuals will have a bigger impact. Keeping these best practices in mind will help your Facebook ads work harder and smarter.