Facebook Ads: 4 Best Practices


Working in social media marketing, there are so many constantly changing variables to keep track of. For some, this is why they love marketing. For others, this is a point of frustration. Personally, I love the ever-changing landscape that is social media marketing. Daily it feels like there is something new to discover and (inevitably) some new challenge to conquer.

A brand standard is non-negotiable. This is a concrete value or practice within your brand or agency. For example: Daily we show up here at The AD Leaf ® at 8:00 am. This is a company-wide standard. 

A best practice could be the different routes we all take to get here at that set time. One day it may be that I take US 1. A colleague of mine may take a different road depending on traffic. The start of the workday is set. But the way to get to work may change depending on a plethora of variables. This is what the best practice is like.

This changing landscape is something to keep up with as we mentioned above. How do best practices fit within creating Facebook ads? Below are 4 best practices that we perform (at least for now) when creating Facebook ads. Contemplate these for taking your ad strategy to the next level.

#1 Your Facebook ad must be visual.

2020 marketing predictions show that social media is only going to become more…well, social. This means that there are going to be more image-based interactions, especially within branding and product search with areas such as eCommerce. In order for you to keep up with the times, your Facebook ad must be visually compelling. Having a visually engaging Facebook will cause the Facebook algorithm to treat your ad more favorably. Have you heard of the old saying, “Don’t judge a book by its cover”? Unfortunately, the Facebook algorithm (and honestly, the majority of the social media niche) didn’t get this memo. To stand out and be memorable, you have to have a visually compelling image. This will cause Facebook to not only treat your ad more favorably, but your ad will also be more likely remembered and shared across platforms. 

#2 Your Facebook ad must be relevant.

The success of your Facebook ad strategy hinges greatly on not only the visual potency of the ad but also the relevance of the ad. How relevant is the ad with your target audience? This is huge. You wouldn’t want to create an ad for artic snow parkas and marketing it all the way down south in Palm Bay, Florida! Not only that, but you want to place the ad before not only the right audience but the right intentions of your audience. This is critical, as you are spending time and money and need to ensure the ad you are running gets in front of the right people with the right intentions. 

#3 Your Facebook ad must be enticing

What makes your ad different than any other? Why should your viewer click on your ad to view more? Why should they visit your website? These are great questions to create a great, enticing ad. You should compose it in a way that is believable. For example, saying something like “Get a free roof today!” isn’t believable to me. I would read that and think it was a scam. But if a company was upfront with me I would trust them more and be more willing to click on their ad. If it read something like this I would definitely stop to find out more: “Did you know that going solar can get you a new roof in the process? Contact us today to learn how this happens at no cost to you!” When I read that, I see how this could be possible, and I don’t feel trapped by the transparency of the ad. 

#4 Your Facebook ad must have a clear call-to-action.

As stated above with the second free roof example, I ended it with “contact us today to learn how!” Your ad needs to cause your viewer to finally do something with your ad. Imagine this process as a link in a chain: each one builds upon one another for a specific and intended outcome. I saw a huge increase in getting leads when I pushed past my personal apprehension to asking the viewer to do something with the ad. When I began saying things like “Go here to get 20% off” or “Click the link below to get a FREE quote” I started seeing great conversion rates. It’s always helpful to create a sense of urgency with your call-to-action. What problem are you solving for the audience? In our scenario, we are providing a service by making it known to new homeowners that they have a way to get a free roof when getting solar panels installed. So what problem are you solving with your clients? Let that be the motivator for creating a great call-to-action.

Great! We hope that these Facebook best practices will help create the links in the chain creating greater conversion rates for your Facebook ads! These are great best practices to help take your Facebook ad strategy to the next level. Looking to take your brand to the next level? We at The AD Leaf ® would love to work with you by creating cutting edge, smart marketing campaigns to help you and your business prosper. Call us today to begin.

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