Independent Digital Marketing Consultant

Browsing CategoryFacebook Ads

Best Practices in Facebook Advertising – Do’s and Don’ts

Placing ads on Facebook is more than just coming up with a cute ad and paying for it to go live. The process sounds simple, but it actually has a lot of nook and cranny where you can potentially make mistakes.

Take full advantage of Facebook advertising by doing the following best practices.

What To Do

Be simple.

Do not try to cram too much information into an ad. A person’s eyes will likely land on it for a few seconds only. If you are not able to get your point clearly within that timeframe, your ad will be ignored. Be concise but not dull. Be witty but not complicated. But more importantly…

Be consistent.

Make sure that each of your ads represents the brand they are supposed to be advertising. They should not leave the audience wondering why that certain image or slogan was used. They should not remind the audience of a different brand. Your ads should look familiar over time. If you are consistent, one look at your ad will let your audience know right away what they are looking at.

Use a good image.

The definition of good here depends on what you are selling. The goal is to catch your audience’s attention. You can opt for images with striking colors, clever graphics that incorporate your logo, and more. However, do not forget that the image you are using should still be related to your brand or business. An eye-catching image that gets the attention of your audience but later turns out to be completely unrelated to the product and company is just click bait, and that irritates people.

Following is a Good example of Facebook ads by GetResponse

 Best Practices in Facebook Advertising

Pay attention to your ad’s message.

Do not stop at finding a striking image or headline. Your goal is not just to get your audience’s attention but to keep it long enough for them to read and fully digest your message. To do that, find out what your audience finds interesting, and incorporate that into your ad’s message. Make your message engaging. Your audience has to feel that they can relate to it.

Use a call-to-action statement.

A call-to-action statement is basically a command telling your audience what you want them to do. Ideally, it should be short and as plain as possible. It can be a simple “Call now” or “Book now.”

You can also incorporate messages about any promo going on. For example, if you are running an ad for an online clothing store, you can put a discount code in your call-to-action statement.

The great thing about having an effective call-to-action statement is that you do not have to pressure yourself into thinking of a particularly outstanding headline or image. The right call-to-action statement will get your audience to do something.

Target the right audience.

Make sure that your message is getting to the right crowd. Facebook gives you the option to only show your ad to a certain group of people. For example, if you are running an ad for a resort and are selling a certain package, you definitely do not want to show the same ad to the people who have already booked a room through that same ad.

Keep it fresh.

Your audience can get bored if you show them the same thing over and over. When that happens, the ad loses its meaning and your audience does not understand what it is saying anymore even when they see it often. What is even worse is that they may even block or hide your ad.

Sometimes, knowing what to avoid is just as good as knowing the best practices. Here are some of the things you should refrain from doing when advertising on Facebook.

What Not To Do

Use an image…of text.

Some companies make the mistake of placing an image that contains too much text in their ads. There is a space allotted for text in your ad, so you do not need to put words again in the image itself. You can do that in some special cases, but the general rule is that words in photos should not comprise more than 20% of the image.

Moreover, use photos with high resolution. You will lose your audience’s attention right away if they have to squint or get closer to their screen just to understand what is going on in your ad image.

Use any image that will do.

As we mentioned earlier, you have to choose an image that catches your audience’s attention while remaining totally relevant to the product or brand that it is advertising. Make sure that the headline, the text, the image, and the brand all deliver the same message.

There are other things you need to consider too, such as lighting, angles, etc. Before you think about whether a certain image is a good match for your brand, make sure first that it can be clearly seen. That image will only show in a small box on your audience’s screens, and they have to immediately see what is being displayed.

Skip proofreading and just run it.

An ad with typos and other errors is a complete waste of advertising dollars. They are unsightly and unprofessional. When you show an ad with errors, you lose credibility. The best outcome, in this case, is that your audience will ignore you. But on some occasions, you may even be mistaken for a scammer!

Intimidate or confuse your audience.

The biggest no-no in Facebook advertising (in ALL advertising, really) is to give conflicting messages. A vague headline here, a poorly worded text here, and a totally unrelated image here, and voila! This kind of ad will not catch your audience’s attention at all. If ever it does, it will definitely be for all the wrong reasons.

A Final Word

Facebook is an incredibly popular social media platform, and running your ads on it can do wonders for your brand. However, you can’t just leave the work up to them. There are certain things you should and should not do to achieve campaign success. Keep these tips in mind!

How to Deal with Ad Fatigue Like a Pro

Online advertising is a highly beneficial tool. If you have been running ads for a while now, then you are already familiar with how it all works. However, simply getting your ad out there does not guarantee that your target audience sees it or that it delivers the right message the right way. In fact, your target audience may be seeing it but is receiving a negative message from it!

What is Ad Fatigue
Too High Frequency

What is Ad Fatigue?

You know how it is when you see too many ads about the same product or when you see an actor endorsing so many products and the ads start to lose their meaning? You come to a point where you can’t “see” these ads even when you are looking right at them. You do not recall what they mean, and they do not encourage you to act on anything.

This is known as ad fatigue. Your audience has seen your ads so many times that they have become immune to your creative approach. They just do not care anymore.

Audience apathy is the best case scenario. A lot of times, if you do not pay attention to how your ads are doing, they may fall victim to the merciless blocking of your audience!

Telltale Ad Fatigue Signs

It is not always easy to spot ad fatigue because its signs can also easily mean other things. However, if you see one or a combination of these, your audience may be experiencing ad fatigue.

#1 Stalling

Ad Fatigue due to High CPL

One of the most common signs of ad fatigue is stalling or simply, reduced results. This is naturally expected in many cases a few months after your ad comes out (But then again, depending on what you are advertising, you are supposed to replace your ads after a while anyway.), but if you notice it happening within the first few months, there may be a problem.

#2 High cost per thousand (CPM)

High CPM another Reason of Ad Fatigue

As mentioned, high costs are a strong indicator that your audience is experiencing ad fatigue. In the case of Facebook, you may notice this in the form of the CPM. When your ad begins to lose engagement or when it has been around for too long and is already getting negative results and feedback, the platform may sort of penalize you in the form of an increase in costs.

#3 Negative feedback

Users are able to “submit” negative feedback about your ad by hiding or blocking it, among others. They usually do this when they see the same ad over and over. As we said earlier, websites can be very sensitive to that kind of response.

If you are getting too much negative feedback and not enough positive feedback to more than offset it, your ad account may end up getting affected. Getting low to medium amount of negative feedback is normal in many cases. However, when you suddenly see a spike in negative feedback,  that is a sure sign of ad fatigue.

Fighting Ad Fatigue

The following tips are some of the most basic ones you can generally find on many sites, but they are all available on Facebook.

Change your funnel.

This may be the most extreme tactic on this list. You may have to do it this way if you are dealing with a way too apathetic audience. Try to look at other companies who are advertising the same things as you are and have been around for a while. Try to emulate what they are doing.

Schedule your ads.

On Facebook, the ability to schedule ads is only available for members with so-called lifetime budgets. This is a great tactic because it lets you run different ad sets with different creatives at different times or days, allowing you to “speak” to different audiences each time. This gets your message across to many people without irritating them by being too repetitive.

Refresh your creative.

Refreshing creative regularly helps ensure that your audience is not exposed to the same ads over and over. As a matter of fact, Facebook themselves recommend refreshing your creative. According to them, two weeks is an ideal timeframe. This is especially helpful if you or your client is targeting a relatively small group of people.

Create exclusions.

Exclude people already took action

By carefully choosing custom audiences, you can ensure that your ad only gets to those who have not seen it before. You can do this by putting some exclusions in place for your top-of-funnel campaigns. You may want to exclude those who have already bought a product or service through your ad, for example, because showing those same people the same ad again is a sure way to get them to block your ad.

Online advertising is becoming more expensive year after year so you have to make sure that you are taking full advantage of it. Try the techniques we shared on this page and see which one works for you.