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Best Practices for Facebook Ads

Facebook is definitely a platform that your Paid Media campaigns should take into account, whatever your brand's target is, you are sure to find it within the Facebook group. For this reason, including Facebook in your digital marketing strategy is a safe bet.

Despite the great advantages that Facebook offers your brand, make sure you follow our step-by-step guide on how to run a Facebook Ads campaign and don't miss our recommendations on how to make your campaigns perform better.


Best practice #1 Create Facebook Ads that are targeted and relevant to your audience

Have you ever wondered which is better for your campaigns: to get more audience volume or to get a more qualitative audience? Definitely, getting a higher quality target should be one of the goals of all your campaigns. Otherwise, you'll just lower the relevance score of your ads and have less qualitative data to work with.

Facebook Ads offers a large number of criteria to segment the audience: demographics, interests, location... This allows you to reach a specific audience interested in your product or service and with a higher possibility of conversion, excluding those users who are not part of your target audience. 

Relevance is one of the key aspects for your Facebook campaigns to be successful. Depending on the settings you have selected, remember that you are spending money when someone sees or clicks on your ad. If your audience is not relevant, you will be spending time and money without getting good results. Similar to the Google Ads "Ad Rank" system, Facebook also has a feature that scores your ads based on how relevant the image, copy and landing page are to your target audience.

Best practice #2 Highlight your Facebook ads with a consistent graphic line

Being visually consistent is key to capturing the attention of your potential customers and consumers, as well as enhancing brand recall. Try to keep the same line or style in all your campaigns and include connecting elements in all your visual elements (colours, composition, graphic design). Well-designed ads reflect quality, and this will give users an extra sense of trust in your brand.
On the other hand, control the frequency of your Ads. As we mentioned in the previous point, quality is better than quantity. For this reason, try not to saturate users with your ads and prevent Ad Fatigue from playing a dirty trick on your digital campaigns. Remember to regularly review your Ads, check which campaigns are working best and test different versions of your settings.


Best practice #3 Take advantage of Facebook's formats to personalize your Ads 

Facebook offers a wide variety of possibilities in terms of advertising formats. Take advantage of them to test and find the perfect combination for your brand to achieve better results.
Customise your ads according to the location where they will appear and remember that each format has specific specifications according to each platform. 

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Keep in mind that Facebook's algorithm treats visual content favourably and, in turn, users are also more likely to share it. Remember that video content has a higher organic reach. Try to make it valuable without audio, as most are activated without sound and it is up to the user to decide whether to activate it or not.


Best practice #4 Align your copy and hashtags with your Facebook Ads campaigns

There are many articles on how to write your Facebook Ads texts, let's focus on the basic recommendations for the copy and hashtags of your campaigns.

  • The title should be eye-catching and hook the user with an attractive value proposition. The description should summarize in one sentence more details about the message of the campaign.

  • Do not exceed 25 characters in the title and 90 characters in the message.

  • Use short, fresh text to accompany the intent of the image or video. 

  • Include 3 relevant hashtags embedded in the text so that interested people can easily find you.

  • If your image is made up of text, make sure it does not exceed 20% of the composition. Putting too much text in your images will cause the platform to penalize you with a much lower reach than expected.

  • Create your ad in different languages and let the platform display the ad according to each user's interface settings.

Aligning text and hashtags with visual elements in a way that makes them relevant to the target audience will give your campaign the personalisation effect that will increase the likelihood of conversion. It will also improve your Facebook ad relevance score and performance.


Best practice #5 Get your audience to react with call-to-action buttons

An ad should be well designed and relevant to the audience, but don't forget to add a CTA or call-to-action button for users to interact with it. 
Experiment and combine different buttons depending on the ad format and the objective of your campaign to find out which ones work best for your audience. The CTA should encourage users to click on your ad to take a specific action. 


Best practice #6 Test your ads over and over again to improve results

The only way to improve the results of your Facebook Ads is by testing. Once the campaign is created, make different versions of your Ads and test some of the different variables that Facebook provides you with (format, copy, CTA, campaign objectives, ad creatives, etc.) to discover which one generates more engagement with the audience and which configuration achieves better results.

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