Facebook Advertising Commandments You Shouldn’t Ignore – Part 1


Facebook is the social media network market leader – boasting over 1 billion active users at the time of this writing, and with a very robust advertising platform that accommodates advertisers of all sizes, it makes perfect sense for entrepreneurs and SMBs to jump in and grab their slice of the pie.

If you want to succeed in Facebook advertising but don’t know what it takes, follow these commandments and ensure that your campaigns convert and profit!

Thou Shall Target Your Audience ACCURATELY

Paid advertising is time and resource intensive. You want to make sure your advertising bucks are spent on clicks and people that matter to your business.

Facebook’s options let you go beyond mere keywords, giving you the ability to fine-tune your targeting by using a number of variables.

By fine-tuning your targeting, your ads are served to the most relevant users, leading to better click-through rates (CTRs) and may help reduce your cost per click (CPC).

There’s really no reason (and benefit) to slack when it comes to ad targeting.

So before you even log in to Facebook’s Power Editor, make sure you understand your audience well enough to answer the following questions and choose the right options:

• Location: Where is your audience based? Facebook lets you show your ads in specific locations – from country, state, province, city and all the way down to zip or post codes.

• Demographic: What is the minimum and maximum age of users that will find your ad relevant? Are they mostly men or women – or are they evenly split and you should target both genders? You can also opt to reach everyone by selecting “All” – a good idea since some users don’t indicate their gender on Facebook.

• Other Demographic Targeting Questions To Ask:
What is their relationship status?
What’s their highest educational attainment?
How are their finances doing – the income bracket they’re in?
What life events have they recently gone through?

• Interests: What are your target audience’s interests? These may include what they share on their timeline, apps they use, Pages they like (perhaps your competitors), and other activities on and off the social network.

• Behaviors: If you’ve closely studied your audience and their behavior, filling up this section of Facebook’s ad targeting is easy. The platform lets you target based on:

Automotive (ex.: new or used vehicle buyers, owners, motorcycle)
Charitable Donations (ex.: animal welfare, health, arts and cultural)
Digital Activities (ex.: console gamers, online spenders, tech early adopters)
Financial (ex.: insurance, investments, spending methods)
Mobile Device User (ex.: brand, specific OS, feature phones, new owners)

• Custom Audience: This targeting option lets you target ads to a specific set of people that you’ve established a relationship with on or off of Facebook. You may also target lookalike audiences: people that look like your established customers.

Though Shall Split Test

Split testing defined: The process of comparing 2 similar yet different versions a Facebook ad, landing page, or promotional email (the list goes on), keeping a close eye on their performance so you can determine which works best for your advertising goals.

Creating and split testing new ad creative and copy is essential for Facebook advertising success as users are known to develop ad fatigue and blindness if you run an ad for too long. The long-running ads soon become stale and unappealing – and you don’t want that!

So here are the 3 steps for split testing on Facebook so your ads are always fresh and performing at their best:

• Create a pair of similar-looking ads to test against one another.
• Change at least one element of the ad to determine which works best.
• Track your results through the Ads Manager and pick the winner.
• Rinse and repeat until your goals are achieved.

Now, there are many elements to an ad and perhaps you’re wondering which exact elements to change and test. So here are some testing ideas:

• An ad image with text overlay vs. the same image without one
• Ad that features a human face vs. an ad that does not
• With CTA button vs. without CTA button
• And those are just some of the options

Thou Shall Use The RIGHT Image Dimensions

Different Facebook ads have different objectives: some ads are for generating clicks to your website or opt-in, others are for boosting your page Likes and engagement, there are ads for app installations and engagement, some for creating local awareness for your business…and the list goes on.

The dimensions of these ads are different and you want your images to be the recommended sizes, ensuring that your ads can be shown in different formats and locations like the desktop News Feed, mobile News Feed, right-hand column, etc.

Here are the recommended dimensions for different ad objectives for your reference:

  • 1,200 x 628 pixels for “Clicks to Website” and “Website Conversions”
  • 1,200 x 900 pixels for “Page Post Engagement”
  • 1,200 x 444 pixels for “Page Likes”
  • 1,200 x 628 pixels for “App Installs,” “App Engagement,” and “Local Awareness”
  • 1,200 x 444 pixels for “Event Responses”
  • 1,200 x 628 pixels for “Offer Claims”
  • 1,200 x 675 pixels for “Video Views”

Should you use a smaller or larger image than the recommended size, Facebook will automatically resize it to fit the ad, possibly cropping out important elements or reducing the image’s quality.

You can visit the Facebook Ads Guide to get more design recommendations: choose an objective in the left column and just scroll down to view Design Recommendations.

Want to see how your ad will look like in other places within Facebook? Go over to “See Display Specs”, located below the Design Recommendations section, for more info.

Stick around and check out the next two Facebook advertising commandments next week. 

Author bio – Richard Kao is the Director of Sales and Shareholder for COS Group. Richard has been in the industry for over ten years and specialises in creating bespoke document management solutions. Richard hold a BA (Hons) in Business management and a MSc in Business Systems.

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