“Facebook advertising is essential to any business or brand trying to reach out to customers. Well-targeted Facebook ads can bring in new fans and retain old customers in the same post, and a great Facebook ad can build your brand’s credibility and web presence.” – Jeff Bullas

Facebook Paid Ads is a great way for any business proprietors and practitioners to market their services. However, the campaigns should comply with a few rules for it to be approved. Additionally, there are also tips that you can consider following to make your campaign more effective.

Here are the do’s and don’ts of Facebook Ads:

Facebook Mandated Policies

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Before your ads are shown to the public, Facebook needs to approve it first. Here are some of the policies you need to keep in mind when creating your campaign. Apart from being policies, all these reminders make great Facebook Ads.

The Use of Text/Captions

  • Don’t use language implying that you know the reader’s personal characteristics. Avoid writing copy that sounds like it’s appealing to a reader’s specific ethnicity, race, sexual preferences, financial status, health conditions, and more. (1)
  • Don’t use profanity. In general, using vulgar language on ads is something businesses avoid. Your marketing materials should sound positive and respectful instead of insulting.
  • Don’t deceive your audience. Always be truthful in your copy. Avoid making false promises, and market only the full scope of your services. Vague and misleading claims should be avoided altogether, as well.

Linking to Landing Pages

  • Do redirect to a landing page that clearly presents your copy. Make sure it’s easy to navigate, as well, so that potential clients will have a better user experience.
  • Do make sure that your landing page is directly related to the ad you’re linking it to. A content mismatch is confusing for potential clients.
  • Do make sure that your branding for your ad and your landing page is consistent. Streamline everything so that your campaign looks organised and uniform.
  • Don’t redirect users to landing pages with too little content. The landing page needs to present potential clients with enough content to make an informed decision.
  • Don’t redirect people to landing pages with excessive pop-ups or with other third-party ads that attempt to monetise clicks.

Images and Video

Don’t Use:

  • Images that have misleading buttons, such as a play button to make an image seem like an image. Baiting people with such images is bad advertising practice
  • Images that illustrate a “before and after” of any kind
  • Overly sexual pictures for your ads
  • Highly sensationalised images to add shock value to your ads
  • Brand assets of Facebook or their sister site Instagram, modified or otherwise, in any of your campaigns
  • Do minimise the text you put on your ad image. The text should only make up 20% or less

Good Facebook Marketing Practices

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Image by GraphicsSC from Pixabay

Outside Facebook’s policies, there are practices that marketers follow to improve the performance of their ad campaigns. Here are some of them.

  • Do perform targeting. As with all effective marketing campaigns, targeting is a crucial part of Facebook Ads. Make sure to learn more about your target demographic and align your content with what you find out. When creating your ads, you also have the option to narrow down the demographics of people you want your ad to be shown to. Some of these options include location, gender, and age, just to name a few.
  • Do use a clear and grabbing call-to-action statement (CTA). You’re competing with a lot of posts on a person’s news feed. Make sure you have a CTA that would grab their attention and make them want to take action. Also, make sure this CTA is aligned with your services and is truthful. (2)
  • Do use A/B testing if you have a decent number of followers. This test is used to see what type of ad works. To do this, you only need to change one facet of your ad, such as either the headline or the media used. Just change one variable so that it’s easier to track.
  • Do use your Facebook Pixel. It’s a line of code that lets you track your website visitor’s actions and attributes from Facebook. To create this, go to the Pixels section of the ad manager. Then, click “Create a Pixel,” and follow the instruction prompts from there.
  • Do track the insights of your ads and optimise accordingly. This is to make sure that your ad is effective. By checking the statistics, you can identify areas that need improvement and optimisation. Be flexible with your ads and adapt to changes, if needed.
  • Do proofread your ads. Many people tend to skimp on this just because it’s an ad for a social media site. However, bad grammar and wrong composition can turn away leads and potential clients. So, make sure to edit your ad content first before running them.
  • Don’t spend too much while going in blind. If it’s your first time using Facebook Ads, it’s a bad idea to splurge on your ads. Before you invest in your marketing campaign, you need to make sure if your ads are working first by testing and seeing the statistics for practice runs. Doing this first makes Facebook Ads cost-effective.

Running Facebook Ads may look intimidating and complicated, but it’s quite simple to do. Following these rules can ensure that your ads will run smoothly on this platform. When you’re planning your social media campaign, remember these pointers so that you can come up with an efficient and effective ad for your business.


1. The Do’s and Don’ts of Facebook Advertising
2. The Do’s and Don’ts of Paid Facebook Ads

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