Best Practices For Social Media Ads: Facebook

Facebook Ads

Are you currently using Facebook ads? If your target audience is on Facebook, then you should be leveraging Facebook ads as a marketing method.

If you read our last post Social Media Do’s and Don’ts, you know that social media advertising is a great way to enhance your marketing efforts. We also talked about how social media marketing isn’t a one-size-fits-all solution and that you should really put your efforts into the social media platforms that will reach your target audience. With that being said, let’s take a look at Facebook marketing and discuss some best practices for using Facebook ads.

Why Use Facebook Ads

Facebook ads are a great way to market because of how heavily used the platform is with over 2.8 billion monthly active users. And, according to Wordstream, 70% of Facebook users in the U.S. log into Facebook on a daily basis.

Facebook Ad Placement

Another great thing about using Facebook for your social media marketing efforts is that you have several options on where you can place your ad.

  1. The Feed – These show up in your target audience’s newsfeed, so users will see them as they are scrolling through their Facebook feed.
  2. Right-Hand Column These show up on the right side of a Facebook user’s page.
  3. Instant Articles – These appear in the Instant Articles section within the Facebook mobile app and Messenger.
  4. In-stream Video – If your ad is a 5 to 15 second video, use this option because it will appear in the Video on Demand section.
  5. Marketplace – Users will see your ad while they are browsing Facebook Marketplace.
  6. Messenger – You can set your ad to appear in a user’s Messenger Inbox or Messenger Stories.

Facebook Ads Best Practices

1. Don’t put text on images.

According to Facebook’s Fundamentals Creative Tips page, using images layered with text is a big no-no because they don’t perform well. The platform powers that be prefer that you use the text/headline/link description fields for any text instead.

And, if you absolutely must use an image with text, keep it short. Facebook claims that images with “less than 20% text perform better.” Also, keep in mind that Facebook reviews all ads and must approve them before they can go live. If you have an image in your ad with a large amount of text, you run the risk of it getting rejected.

2. Keep your ads short.

According to Facebook, the people that use the platform tend to scan things quickly. If you want your Facebook ad to succeed, keep it short and to the point. This is also important due to the fact that so many people will be viewing your ad on their phones.

3. Use a strong call-to-action.

A strong call-to-action (CTA) is vital for any marketing piece, especially social media ads. One nice thing about using a Facebook ad is that they have a wide range of different CTA buttons you can use to catch your target audience’s attention. If you need a little refresher on using CTAs, take a look at our post Grow Your Business With Strong CTAs.

4. Tailor the ad copy to your audience.

Craft copy that speaks to your target audience. Honestly, this can be said for any marketing copy you create. If you have several different audiences you want to market to, create a different ad for each one. One of the beautiful things about Facebook ads is the fact that you can really narrow down your audience so your ads only appear to the demographics you want to see them. Take advantage of that and create more than one ad.

5. Take advantage of Facebook’s Placement Optimization.

The Facebook advertising tool has a great function called Placement Optimization, which allows the Facebook Ad platform “to optimize against which placements are achieving your desired objective at the most cost-effective rate.” To take advantage of this, you will need to activate your ad so it appears on all the different ad placements available.

Let EmoryDay Handle Your Facebook Marketing

The EmoryDay team can handle all of your social media marketing efforts, including Facebook. Let EmoryDay design, post and track your social media marketing!