Facebook has been a social media staple for over a decade. In fact, 1.37 billion people log onto Facebook every day. Facebook offers access to new connections, additional leads, and potential customers through advertising. Below, we list some Facebook advertising best practices to help you create valuable and impactful ads.
Facebook gives you a number of options for your ads, from a single image ad and a carousel of images to videos and slide shows. For the purpose of these Facebook advertising best practices, we will focus on the single image ad. However, the best practices here are also relevant to the other ad types.
If you haven’t set up your Facebook Business Page yet, you will need to do so before creating an ad.
Facebook Advertising Best Practices
Determine Your Goal for the Ad
Before you begin to create your ad, it’s important to define your primary goal. What results are you looking for? Would you like to increase traffic to your website, receive additional page likes to your business’s Facebook page, or get contact information from potential leads? Determining your ultimate goal for the ad will help you focus your ad copy and images, and choose the correct objective in Facebook Ads Manager.
As an example, if Pizzaphant were creating a new ad on Facebook, our goal could be to increase traffic to our website. This would enable more people to see our services and capabilities and even contact us for more information. As such, our ad copy and images would be ones that entice our potential customers to click through to our website.
Choose an Eye-Catching Image with a Single Focal Point
Facebook ads need to stand out enough to stop a person from scrolling past the ad. This is done through visual imagery. You want your image to relate to your ad so that the copy and image seem like a complete and seamless advertisement. Facebook recommends that you choose images with a single focal point. This will help those viewing your ad better understand what you’re trying to promote. If you have multiple images or want to showcase a number of products and services, it may be better to use the carousel ad type instead of the single image ad.
Make sure your images are eye-catching and yet relevant to your products and services. Don’t forget that you’re representing your brand, so if you have brand guidelines and a color pallet, you should keep those in mind when choosing images.
For the Pizzaphant ad, we could use the following image. It has a single focal point, would make you stop to see what the ad is about, and follows our brand guidelines.
Copy Should be Concise and Direct
There are three different areas that text could appear in your Facebook ad, depending on the ad’s placement: as part of the text above the image, as the bold headline below the image, and on desktop, there is even copy below the headline. The goals and ideal length for each of these copy blocks are as follows:
- Text (14-16 words): this is the first thing people see, so the goal is to be clear and concise about what is being offered/promoted
- Headline (5-6 words): your headline should be an eye-catching summary of what you’re promoting
- News Feed Link Description (18-20 words): This text should describe where the call to action button will take the user and showcase your company’s value.
Back to the Pizzaphant example, copy we could use would be something like:
- Text: Increase your revenue, generate leads, and establish yourself as a thought leader through strategic marketing.
- Headline: Stand Out From Your Competitors
- News Feed Link Description: Get access to experts in SEO, digital marketing, marketing strategy, branding, and social media to help you grow your business.
As you can see, the copy is short, concise, and it’s obvious what we’re offering and why you should click to learn more.
Think about Mobile First
While Facebook only puts character parameters around the headline of your ad, it’s important to think about how your potential customers are viewing the ad. If you have a lot of copy, it could be cut off in the mobile version. Since 300 million users log into Facebook only through a mobile device, being aware of how your ad looks on mobile is a necessity for a successful campaign. Through Ad Manager, Facebook will show you a preview of your ad in various media formats, so be sure you check both the mobile and desktop previews.
Have a Strong Call to Action
This Facebook advertising best practice relates back to your goals. What are you trying to accomplish and what action do you want the person viewing your ad to take? “Learn More” seems to be the most used call to action on Facebook ads, but that doesn’t mean that it’s appropriate for your ad. Think about what webpage you want your potential customers to see and what call to action makes the most sense.
Putting It All Together
Taking and implementing all the Facebook advertising best practices, the Pizzaphant ad would look something like this:
As with most things marketing, it’s important to measure and adjust as you execute the campaign. If you’re not getting the results you’re looking for, check your target audience, adjust the copy, or switch out the image until you find something that works. Marketing is an educated experiment in human connection—find what works for your potential customers and continue to innovate and change. If you are starting out with Facebook ads, these Facebook advertising best practices will certainly help you put your best advertising foot forward.
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