Top 5 Facebook Ad Practices You Need To Implement

Let’s start with the facts. There are more than one billion active users on Facebook. Regardless of who your customers are, they are on Facebook - every day, multiple times per day. By advertising on Facebook, you gain access to a much wide audience outside your usual follower base. Even better, these audiences are very likely to be your potential customers! From building brand awareness, to increasing engagements and driving conversions, Facebook Ads will help you spearhead your business’s growth. Want to optimize your campaigns and get the most out of your digital marketing efforts? Read on!

1. Choose a campaign objective that aligns with your business goals

When creating a Facebook Ad, the first choice you’ll have to make is selecting the campaign objective. Choosing the right objective from the start is crucial, as it affects your ad delivery and bidding options down the line. To select the right campaign objective, think about your current advertising objective. What do you want your Facebook ads to do for you? If you want to increase website visits, choose the web traffic objective. Want to gather customer contact information? Facebook’s got you covered as well - choose the lead generation objective. Zeroing in on the right campaign objective takes you one step closer to campaign success.

2. Use engaging visuals

Humans are visual creatives - we’re instantly drawn to eye-catching images. It is therefore safe to say that visuals are the most important element in your Facebook Ads.

If you’re using images or the carousel format:

• Use high resolution images. Nobody likes a blurry or poorly lit photo! People may skim straight past your ads, or worse, it may lead to a poor customer experience.

• Focus on a single focal point: Having too many things going on simultaneously makes it difficult for viewers to understand your message

• Try avoiding text in your images. Images with less than 20% text perform better. If you have more than 20% text in your ads, your ads may get less reach or not be shown at all. Put your text in the copy of your ads instead.

If you’re using videos:

• Keep it short! The average human attention span is now shorter than a goldfish's. Make your videos less than 15 seconds so more people will watch till the end. Capture attention within the first 3 seconds and showcase your products or business early in the video.

• Use vertical or square video: most people hold their phones vertically, so choose a vertical or square ratio to cover the most screen area. Try 4:5 vertical video ads.

3. Write effective copy

Having beautiful visuals are great, but they must be put into context via the body text in your ad. This is called the copy. Your written message and the image should individually tell your story but complement each other as well. Here are some quickfire tips to boost your ad’s chances of success:

• Speak to your audience: decide on a person who characterizes your audience and write like you’re speaking to them

• Be recognizable: use the same tone across all of your ads so that people recognize your message no matter where they read it.

• Include time frames to create a sense of urgency. For example: Opening special! Half off everything, this weekend only!

4. Leverage on Facebook’s Remarketing

Use Custom Audiences to find people on Facebook who are already aware of your business. Facebook lets you show your ads to those who have interacted with your Page, app or website. You can also install a Facebook Pixel to track visitor behaviour on your website. Someone added items to cart, but left before purchasing? Show your ads specifically to them, give them a slight nudge, and they might just become your new customers!

5. Track your ads performance

If you can’t measure it, you can’t improve it. Facebook offers you free tools to track your ad’s performance. For example, use Facebook’s Ads Manager tool to keep an eye on your ad’s reach, impressions and cost per result. Compare your ad performance to industry benchmarks and historical growth to determine if your ads are optimized; and adjust your ad campaigns if it is not meeting expectations. If you’re struggling with poor clickthrough rate or lacklustre conversions, don’t blame it on the Facebook algorithm. Chances are, your ad is not optimized to reach its fullest potential.

Facebook Ads are effective in making your business heard and driving conversions. The best way to learn is by giving it a go. You can create ads by boosting a post or in Ads Manager itself. After your ads are up and running, keep an eye on it and edit if necessary.