Facebook is one of the most popular and commonly used social media platforms all over the world – with 2.41 billion monthly active users as of June 2019. With more than $16.6 billion spent on ads, businesses, both B2B and B2C brands are advertising constantly on the platform.

Whether you haven’t yet experimented with Facebook ads or you’re just getting started, here are some important tips to keep in mind:

  1. What is your goal?

What are you trying to accomplish with your ad? The ad objective you choose – brand awareness, consideration, or conversion –  will guide viewers to the action you want them to take. Is it brand awareness, ticket sales, event registrations or lead generation? Your goal determines the objective you will choose to create your ad.

  1. Who is your audience?

Answer: It’s not the whole world. Learn your target audience based on previous data on demographics and page insights. Use the audience suggestions tool based on behavior, connections and interests provided by Facebook Ads Manager to better target your audience.

  1. How will you measure success?

What are the key performance indicators that will lead to success? Is it views to a web page? Ticket sales? Email sign-ups? Determine your KPIs before you set up your ad.

  1. Do you have Ads Manager?

An individual/agency needs access to Facebook Ads Manager to run any ads on Facebook and/or Instagram. You can either set up a new ad account or request access to an existing one by getting the necessary permissions to run ads from the admin of the business/ads manager account. With the recent changes in Facebook security, it now also requires individuals advertising certain ads to get authorized. It’s  a smart option to finish this before you start the campaign.

  1. Do you have a tracking pixel installed?

An ad campaign is not completely effective if you cannot track the results. A Facebook pixel can help you measure Facebook ad results, track conversion and remarket your website visitors. Make sure the pixel is correctly placed on the website/landing page(s). You will likely need to consult with your web team to help with the placement of the pixel.

  1. What is your budget?

A bigger budget is not always the answer to better results. Allocate the budget wisely based on the objective, duration and audience reach. You can get an estimate number of the approximate reach and daily clicks while setting up your ad. Plan to distribute it on various relevant formats based on previous results. A well-planned budget is the key to most results.

  1. Do you have ad format specific assets?

Facebook has a range of ad formats based on goals and placements. Make sure you are using correctly sized photos or videos for the respective ad format, or your ad relevance will be low and may be poorly received.

  1. What do you want to say?

The message is what gets users’ attention. Be clear and concise when trying to grab attention for your ad. Make sure your headline click-worthy, yet conveys the most interesting and relevant message.

  1. Are you testing?

Split or A/B testing allows you to modify one element of your ad, such as the copy, and test it against a “control” ad. This can help evaluate what works best for your audience, allowing you to better allocate your budget.

  1. Is your landing page optimized?

The golden rule of any ad campaign is ensuring your landing page is relevant to your ad. Your landing page must fulfill whatever marketing promise you make in your ad. Users bounce off the page if they do not find the information they came to the page for – thus making your ad unsuccessful.

Contact us to learn more about Franco’s digital ads management program.

Neekita Singla is a Digital Account Executive at Franco. Send her an email at singla@franco.com or follow her on Twitter at @neekitasingla.