Top Facebook Ads Best Practices

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Facebook advertising isn’t very different than any other type of online marketing. Similar to other channels it demands that you create relevant, easy to understand content that includes a hook that your target audience will find appealing.


Below find our top five Faceboook Ads best practices!

1. Write Your Ad Copy in a Straight-Forward Manner

The single best advice I can give any Facebook advertiser is to write your Facebook ad copy in a clear and straight-forward manner.

Your ad should explicitly tell the viewer who you are/what you do and what benefit they will receive from clicking the ad.

Any vagueness or generalization in your ad copy will lead to viewer confusion, low click-through rates and low-conversion rates.

Here is an example of bad Facebook ad copy:

Example of Bad Facebook Ad Copy

An example of bad Facebook ad copy.

This ad includes bad copy because it does not tell the viewer anything about the app or how clicking-through on the ad will benefit the viewer. Saying something “may dramatically change your life” is vague. There are a million different things that could dramatically change a person’s life. This Facebook ad copy would be better if it explained what the app actually does in a clear, straight-forward manner.

Here is an example of good Facebook ad copy:

Good Facebook Ad copy example

Example of good Facebook ad copy.

This ad states in very certain terms what a viewer can expect if they click the ad. We know that the ad is about booking a cruise and if we click the ad we can expect to see a promotion for $300 onboard credit.

It’s clear, straight-forward and likely has a very high click-through and conversion rate.

2. Include a Call-to-Action in Every Facebook Ad

In addition to the copy being written in a very clear manner, the copy should always include a call-to-action. In the ad above the call-to-action is to “Book a Cruise to Alaska Today.”

Here’s another example of a call-to-action in a Facebook ad:

Always include a call to action in your Facebook ad

Always include a call to action in your Facebook ad.

“Get it now” is a great call-to-action. Other calls-to-action that you might use in your Facebook ad copy include:

  • Click here now
  • Shop our 24 hour sale today only
  • Take 10% off your purchase
  • Sign up for our newsletter
  • LIKE our page for daily tips on XYZ

A strong call-to-action can vastly improve your Facebook ad click-through rate.

3. A/B Test Your Images, Headlines and Copy

Once you’ve written clear Facebook ad copy with a strong call-to-action you can go ahead and launch your first ad campaign. Depending on your budget, within a couple of days you should start seeing a lot of data populate in your Facebook Ads dashboard or your AdEspresso dashboard.

You will see data like number of impressions, click-through rate, number of engagements per ad and conversion rate (if you have conversion tracking set up – otherwise you can find this data in Google Analytics if you have Goals set up).

To improve your click-through rate and conversion rate you should begin a/b testing the images, headlines and copy of your Facebook ads.

To a/b test two ads against each other you simply need to place them both inside the same campaign. Any ads within the same campaign will be automatically tested against each other and the winning variation will be automatically shown more frequently than the losing variations.

Here’s an example of an a/b test:

Example of a Facebook ad a/b test.

Example of a Facebook ad a/b test.

In this example we are testing the ad copy to see which results in higher click-through and conversion rates. You’ll notice that the headline and image is exactly the same in both. Because they are the same, we know that when one ad performs better than the other it is because the ad copy in that ad resonated with our audience better.

Which ad do you think performed better?

Perhaps surprisingly, ad variation A has helped us add over 70 new Likes to our Facebook page while version B has added 0. Without knowing that you probably would have guessed that both variations would perform about the same — this is exactly why you MUST a/b test your Facebook ads. Guessing won’t get you better results, testing will!

4. Always Set Your Targeting Options

When setting up your Facebook ads it is vitally important that you set your targeting options. If you do not set targeting parameters your ads can be shown to anyone – young or old, female or male, in the USA or Italy and so on.

Very few companies target everyone and anyone – and doing so can be very cost prohibitive.

Instead it’s better to have a clearly defined list of attributes for your target audience and then set your ad targeting options based on this list.

For example, if you run a pet food company you will want to target people who:

  • Live in the areas where your pet food is sold
  • Have purchased pet food in the past
  • Show an interest in dogs and/or cats

Note: if you want to target people based on their past purchasing behaviors you will need to use Facebook’s Power Editor tool – the regular ads manager will not allow you to target based on buying patterns.

5. ALWAYS Track Your Data

Last but certainly not least, all professional Facebook advertisers track data from their campaigns.

As an advertiser you will need to calculate your ROAS (Return on Advertising Spend). In order to do this you need to know the cost per conversion (lead or sale) and/or cost per Like for each of your ad campaigns.

You can track this information manually or you can set up the AdEspresso dashboard to do this for you automatically:

Facebook Ads Dasboard

AdEspresso can calculate cost-per-click and cost-per-conversion for you.

Once you know your cost-per-conversion and your ad campaign spend you can determine if you are making more than you are spending. If you are not making more than you are spending it’s time to start conducting more a/b tests to try and get your cost-per-conversion down to a place where you are getting an return on your investment.

Do you have any questions about anything in this post? If so, please leave a comment or tweet to us@AdEspresso and our team will do our best to answer your questions. If you’re ready to start optimizing your Facebook ads please sign up for our FREE beta

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