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Starting out with advertising on Facebook and Instagram can be a bit overwhelming if you’re not sure where to start… but not to worry, we’re here to help! We’ve put together the top do’s and don’ts of Facebook advertising, designed to help you make the most out of your ads.

As a business owner looking to get some brand awareness, an increase in sales, or maybe some leads, you’ll definitely want to look into using social media advertising to your business’ advantage.

Keep reading for the best do’s and don’ts of Facebook advertising for your business!


Do: Be Mindful About Your Ad Objectives

Deciding how to choose the best Facebook ad objective can be tricky. No matter what objective you choose, you need to make sure it aligns with the ultimate goal for your ad. Facebook breaks down all the marketing objectives into 3 different sections: Awareness, Consideration and Conversion. If you’re looking to increase downloads on your app, you wouldn’t choose the Engagement objective. You always have to think about the end goal before you start diving deep into creating the Facebook or Instagram ad for your business.


Don’t: Use The Audience Network

One of the best tips we can give you when you’re choosing your ad placements in Facebook Ads Manager, is to never choose the Audience Network option. The Facebook Audience Network lets businesses extend their Facebook ad campaigns off of Facebook to external websites, utilizing the same targeting you chose for your ad. Sounds pretty useful in theory, BUT the major problem with the Audience Network, is the fact that there’s no way to track the traffic.  There’s also been reports of people complaining about the data being shown, as the majority of clicks on the ads are from bots! We definitely advise you to avoid using the Audience Network for your future Facebook ads.  


Do: Utilize Facebook’s Hyper-Targeting Abilities

When you’re making an ad, you always have to keep in mind your target audience that your ad will be shown to. One of the most useful things about advertising on Facebook, is the opportunity for accuracy when it comes to your demographics! When creating a custom audience, you can choose everything from age, gender, and language, to a wide variety of interests and behaviours. These options are super valuable when targeting, because you can be as specific as you want. You can even exclude certain interests to prevent the ad from being shown to audience members. You may have an amazing ad to show, but if you’re showing it to the wrong people it’s not going to work.


Don’t: Stick With The Same Audience For All Your Ads

If you’ve ran a successful ad in Ads Manager, it’s possible you may have gotten a great relevancy score. That means you must have done some amazing targeting – good job! However, just because this ad was successful, doesn’t mean you should rely on this specific audience with all ads going forward. One of the worst things you can do when running a new ad, is not adjusting or testing out different audience attributes. As already noted, Facebook has amazing ad targeting capabilities, take advantage of them!


Do: A/B Test One Factor at a Time

A/B testing or split testing is a marketing method used to compare two versions of an ad against each other to determine which one performs better. What’s fun about A/B testing though is that you can dive deeper into testing than just comparing ad images. You can test out specific colours, copy, demographics and interests! But you have to remember to test only one thing at a time. For example, you wouldn’t want to A/B test your audience interests AND your ad image during the same ad run, because then you wouldn’t be able to tell what the successful factor was.


Don’t: Limit Your Ad To Just One Creative

When you’re running a Facebook ad, it’s always in your best interest to run more than one ad creative at a time – especially when first creating your ad! If you were to just run one creative, you’re putting all your eggs in one basket, and your ad may not be as successful as it can be. We’d recommend using at least 3 different images per ad, that way you can test out different creative styles and colours to see what really works best! After a few days of the ad running, you can see what ad your audience is best responding to, and use the remainder of your budget for that creative.

Extra tip: In terms of the actual designs of your creatives – no matter what design style you choose, make sure it’s creative and makes you stop mid-scroll!


Do: Remember to Retarget

Another great feature that Facebook advertising has, is the ability to retarget your audience. You’ve probably been the victim of this feature – you’ve visited a business’ website and later are targeted with a bunch of ads on Facebook and Instagram for that business. It’s a super effective (and only slightly creepy) method for brand awareness and conversions. Basically, the retargeting feature requires a Facebook tracking pixel to be placed on your site, which then allows you to target anyone who’s visited your website or interacted with your page! We here at Lemon love this feature because you’re targeting people who already know your business, so they’re automatically higher up in the marketing funnel!


Don’t: Forget to Format Your Ads Properly

One of our pet peeves here at Lemon Collective is when ads aren’t formatted properly for the platform or ad type. What’s the point of putting a lot of hard work into organizing an ad, when it’s not going to look good? Facebook offers a ton of different ad types, but the dimensions and specs are constantly changing (for the better), but it’s something you should be paying close attention to! Buffer has a great guide on all the specs you need to make the best ad possible.


Do: Always Have a CTA

This tip is one of the most important, but sometimes overlooked! You always want to include some sort of call to action in your ad. Without a cta, users won’t be prompted to do what you want them to, making your ad irrelevant.

With Facebook’s multiple types of ads, you have a ton of options to help with creating your cta. When designing ad creatives, we always like to include them in the ad designs themselves. Whatever the cta, you want to make sure it’s clear and concise, motivating your audience to click and subscribe, buy, or book an appointment.


Don’t: Set It and Forget It

One of the worst things you can do after having put out a great Facebook ad, is to not review it until the end of it’s run. As business owners ourselves, we know it’s easy to get caught up in a million other things, but when it comes to running an ad it’s critical to analyze the results and make any necessary changes throughout the ad run. At Lemon Collective, we make it a habit to check in on ours and our client’s Facebook advertising metrics at least once a day. If we see that an ad isn’t running as well as it can be, we’ll take a look at the demographics, the placements, the copy, etc. and adjust!

Facebook Ads Manager is a super useful tool when it comes to tracking your ads, because it allows you to keep track of all the important metrics like CPC, reach, engagement and more!


That’s a Wrap!

And there you have it folks! Some of the most important do’s and don’ts of Facebook advertising that are bound to help you with social media ads for your business.

Found these tips valuable but aren’t quite ready to take the leap and run ads yourself? Give us a shout and we’ll help develop your digital marketing strategy and put it into action!

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