Facebook Ad Tips as presented at the Facebook Ads Summit
As promised in one of the Facebook Ads Summit info dump posts, I asked the guru over Product Monetization to send the document that he handed out as a cheat sheet for one of the round table discussions about best practices. He sent it right over. First let me say how impressed I was with Jon Fougner, the one of whom I speak. He is young, mid-20s I think but highly educated and is on top of his game. By far I enjoyed his presentation the most. Plus he is just an all around nice guy. Anyway, he worked off of these 28 blurbs. He obviously expanded on each point. And so you know alot of these came from tests that we and a few other advertisers helped them collect data on. These are not just pulled out of his ass. Just like a good marketer, it comes from data. Holla if you have any questions.
FACEBOOK AD TIPS
STRATEGY:
- 1. Generate demand with the reach, targeting, and text-plus-graphic creative of
Facebook Ads. Run various ads highlighting different value propositions of your brand. - 2. Gather leads—as Page fans, newsletter subscribers, or community members.
- 3. Experiment with copy, image, and targeting, testing different combinations.
- 4. Keep it fresh. Once you’ve run three times the number of impressions as there are
users in your target audience, try swapping in fresh images. If you are bidding CPC and
notice your impressions declining, make sure you’re keeping your CTR up. - 5. Try Facebook Ads for Pages to take advantage of friend endorsements powered by
Facebook’s unrivaled social graph. For live events, try Facebook Ads for Events. - 6. Follow policy guidelines. Advertisers who violate Facebook advertising guidelines
will have their ads disapproved and accounts disabled.
TARGETING:
- 7. Be relevant. Use Facebook Ads to deliver a message to a precise audience—e.g.,
alums of a particular school or employees of a particular company. Target ‘lots of little.’
If you have access to the Facebook Ads bulk upload tool or Ads API, experiment. - 8. Target keywords that people list in their profiles. For instance, someone looking
for tents may be associated with the keyword “camping.” - 9. Measure seasonality and other external variable effects on your CTR and
conversion rates. School years, sports seasons, and holidays offer ripe targeting
opportunities since Facebook lets you target people in particular life phases or
involved in particular activities.
COPY:
- 10. Speak users’ language by translating copy and targeting it accordingly.
- 11. Be concise. Try 5 words or fewer.
- 12. Be direct. Avoid jargon. Use concrete facts rather than flowery or hyperbolic
- adjectives. Use standard punctuation and capitalization.
- 13. Ask questions.
- 14. Find a tone that speaks to users’ social, expressive, exploratory state of mind.
- 15. Emphasize scarcity, exclusivity, and time limitations.
- 16. Promote the attractive pricing you are offering.
- 17. Brandish your trademarks, copyrights, awards and endorsements.
- 18. Specify the action the user should take after clicking on your ad.
IMAGES:
- 19. Maximize graphical space by using an image proportionate to the space (80×110).
- 20. Focus on a single, clear object. Crowding is usually counter-productive.
- 21. If using faces, make sure they’re relevant. For example, try various photos of kids
- for an offer concerning pediatrics.
- 22. Lay your logo over your various ads’ images rather than using just the logo.
- 23. Optimize colors for audiences; for example, try neutral tones for older audiences.
OPTIMIZATION:
- 24. Estimate the lifetime value of your ads, including projected future conversions.
- 25. Try CPM. Even if you optimize for CPC or CPA, try CPM ads at various bids if you
- would like to observe at least a few thousand trial impressions of a variety of test ads.
- 26. Review your reports. Facebook’s unparalleled reporting on unique CTR, clicker
- demographics, and precise interests will give you ideas of new audiences to target.
- 27. Customize landing pages by reflecting your ad’s targeting parameters. E.g., if your
- company has locations, create geo-targeted ads and geo-specific landing pages.
- 28. Optimize landing pages. Make them clean and congruent with the ad.