7 Facebook Advertising Dos and Don’ts

It’s hard to believe that the concept of Facebook advertising didn’t exist over 14 years ago.

These days, social media advertising via Facebook is a no-brainer for any business looking to increase their leads, brand awareness, and conversions.

Here’s why…

  • There are over 1 billion daily active users on Facebook (source).
  • One-third (32%) of Facebook users engage with brands regularly (source).
  • Facebook has achieved a double-digit increase in both click-through rates (CTR) (20%) and ad impressions (41%), quarter over quarter (source).
  • 93% of marketers use Facebook advertisements regularly (source).
  • The total ad revenue via Facebook hit $2.27 billion, up 82% from a year ago (source).

Simply put–Facebook ads work as an effective strategy to grow your leads and customer base.

However, according to digital marketing guru Neil Patel, 62% of small businesses feel as if their paid Facebook ads are failing.

It’s critical to understand how to plan and manage Facebook ads properly–otherwise, you might end up feeling as if your ads are a waste of time and money.

In this post, we’re covering seven basic dos and don’ts for using Facebook ads. Bearing these helpful tips in mind, you’ll set your business up for success.

Let’s dive in…


#1: DO make your posts visual with images and/or graphics.

If you use Facebook, take a moment to reflect on which kinds of posts typically catch your eye.

We’re willing to bet that if a post has images or videos, you’re more likely to stop, check it out, and remember it.

As HubSpot reports, studies have shown that “people have the ability to recall 65% of the visual content that they see almost three days later.”

This is especially true if it’s a video. In fact, according to Forbes, after watching a video, 64% of users are more likely to buy a product online.

Users are also more likely to reshare the post within their network if it has visual content.

And humans aren’t the only ones who prefer visual posts–the Facebook algorithm itself prioritizes and encourages them.

If you’re a fashion ecommerce brand, include compelling photos of people modeling your clothing.

Or if you’re a B2B software company, perhaps create video testimonials from your name-brand clients.

Whatever you do, make sure that your posts aren’t a block or line of dry, boring text.


#2: DON’T forget a call-to-action.

You can have dynamic copy and compelling video or images–but if you don’t direct users to take action, you’re not going to achieve your desired results.

Within the ad copy, include a statement that leads people to take the next step.

Fortunately, Facebook makes it easy and gives you the option to include one of five call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now, or Download.

Using these call-to-action buttons also enables you to track conversions from Facebook, whether they be purchases or registrations.

Adding in a call to action will make the difference between a post that simply entertains and one that converts.


#3: DO utilize analytics.

If you aren’t actively tracking and analyzing the data from your Facebook advertising campaigns, you’re missing out on a major opportunity.

From demographic information to consumer behavior, these analytics provide insights that can inform your evolving marketing strategy.

Facebook Insights is a valuable free tool that tracks data like page views, reach, and more.

Whether your goals are to increase brand awareness, get more followers, or convert, these marketing analytics will help you understand your audience and how they interact with your page and brand.

More specifically, Facebook Insights provides you with valuable information regarding…

Page Likes: Learn how many likes you receive each month, where they are coming from, and mobile versus desktop likes. Overall, you’ll be able to understand the effectiveness of each ad campaigns in generating likes.

  • Post Reach: This section is helpful in that it allows you to understand what content works and what doesn’t. It tracks the way in which your content showed up to and interacted with people, and includes data such as organic and paid traffic views, likes, comments, shares, unlikes, hides, and spam reports.
  • Posts: This section also helps you understand which kinds of posts are top performers, as well as what times of day your fans are online and what your competitors’ top posts have been.
  • Video: This section provides metrics to give you a sense of what kind of video content is most successful on your page. For example, which videos received the most views lasting three seconds or longer?
  • People: The People section provides key information regarding the demographics of your audience, such as gender, age, location, and language. This will help you learn to target your posts better–which brings me to my next point…


#4: DON’T ignore targeting.

You wouldn’t want to waste your ad spend on showing ads for your manicure set to men in their 70s.

Or promoting project management software to 16-year-olds.

One of the reasons Facebook marketing can be highly effective is due to the targeting capabilities on the platform.

Using Facebook ads, you can target based on…

  • Demographics: Target people based on their age, gender, relationship status, education, workplace, job titles, and beyond.
  • Location: Targeting people based on where they live is helpful for businesses that only ship or sell in certain geographic locations. Additionally, if you know that your demographic tends to be more rural or urban, this capability will prove to be valuable.
  • Behavior: From purchasing behavior to device usage, you’re able to target people based on how they have previously interacted with products, services, and the internet.
  • Interests: Whether your target audience is sports fans or arts and crafts enthusiasts, you can target people based on their hobbies and areas of interest.

Take the time to experiment with Facebook’s targeting capabilities, and you’ll soon see a shift in the right direction with audience engagement and conversions.


#5: DO A/B test your ads.

As much as you can guess what your intended audience may respond to, you’ll never know for sure unless you test.

A/B split testing is a method to determine which version of an ad performs better, and informs future ad design and strategy.

You can test various elements, such as creative, audience, optimization event, placements, and product sets.

Additionally, Facebook offers guidelines when designing your A/B tests, such as…

Test one variable at a time for more conclusive results: For example, if you’re testing creative, make sure every other element of the ad is identical except for the creative.

  • Focus on a measurable hypothesis: When it comes to interpreting your results, you’ll have an easier job if you define a possible hypothesis before the test, such as “Will I get more clicks if I phrase my link description as a question versus a statement?” or “Does using an image featuring product X perform better than product Y?”
  • Use an ideal audience: Make sure the audience is big enough to get reliable results, and don’t expose them to other campaigns you’re running simultaneously.
  • Use an ideal time frame: Facebook recommends running your tests for four days, but it’s really up to what you think is best.
  • Set an ideal budget: Be realistic and designate a budget that will “produce enough results to confidently determine a winning strategy.”


#6: DO consider lookalike and custom audiences using 3rd-party data.

With recent changes to the platform, Facebook now gives you the opportunity to use third-party data to create lookalike and custom audiences.

With custom audiences, you can target people who already know your business on Facebook.

For example, you can upload data for your existing customer base or other groups of people and target ads to reach them.

This method of customer segmentation is beneficial because it generates additional touchpoints to interact with people you’ve already connected with as a business.


With lookalike audiences, you can reach Facebook users who are likely to be interested in your business because they’re similar to your current group of customers.

Creating a Facebook advertising strategy that includes both of these audience options is going to be essential as you look to grow your audience by numbers and engagement.


#7: DO pay attention to word count.

When it comes to what works, there is a science to the number of words included in a Facebook ad.

According to SproutSocial, the most effective length for an ad title on Facebook is four words, and 15 words for a link description.

Additionally, be careful about the amount of text you use in your image. If it consists of more than 20% text, it may experience reduced delivery.

This means that Facebook’s algorithm is less likely to show your ads because they’ve found that users have a better overall experience and respond better to ads that don’t overdo it with the amount of text used.

Facebook is a dynamic platform for businesses–if used appropriately.

Keep these seven guidelines in mind as you plot out your Facebook advertising strategy. Doing so will set you up for success and get the results you seek when it comes to lead generation, growing conversions, and overall brand awareness and engagement.

D3 is a digital marketing agency with the experience and knowledge required to amplify your business’s message and offerings.

Need help in crafting or adjusting your strategy for effective Facebook advertising? Contact us today to speak with one of our digital marketing specialists.