Rules to Better Marketing - Facebook Ads


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  1. Do you know how to advertise using Facebook Ads?

    ​There are a number of resources available which explain how to use and utilise Facebook advertising and make it work for your business. ​

    ​The best resource is ‘The Facebook Advertising System’ available from LeadPages:

    This free course comprises of videos, mp3s and handouts which build a comprehensive view of how to get Facebook Ads up-and-running and performing for you ​​

  2. Do you know the text limit for images?

    ​Advertising on Facebook means you will have to adhere to the guidelines Facebook have created: One of the most important guidelines to follow is the 20% text rule on all ad images.

    This requires that there is no more than 20% text on any image used in Facebook Ads. This limit includes logos and slogans. Failure to meet this guideline will result in your ads not being approved by Facebook, and will require you to adjust the text amount on your image before they can be run.

    Facebook have created a grid which can be used to check if you meet this limit:

  3. Do you know what metrics you should have around your Facebook ads?

    ​Facebook ads have a limited run. Often, ads will work for a certain period and then become in-effective. It is important to monitor ads regularly to see if they are still performing. 

    Underperforming ads should be paused and tweaked before resuming use. The smaller the potential audience the quicker the ad will become less effective. Testing can be carried out on the copy, image, demographics and interest groups – altering these variables will give you a range of different results.

    Reporting is vital to determining the success of any campaign, as it allows us to clearly see and compare each campaign and decide which should be altered as they are ineffective and which are performing well.

    Facebook allows you to customise your reports, allowing you to measure the success of your campaign based on your goal. If your goal was post engagement you may want to customise your report to show Post Shares, Post Comments Post Engagement, Post Likes, Frequency, Cost Per Post Share, cost per Comment, Cost per Engagement and Cost Per Like. All of these factors are important to be looked at to provide a full overview of the campaign.

    Enagagement Report.pngFigure: Post Engagement Report

    Other goals for Facebook Ads may be Page Likes, Conversions, and Website Clicks. An overview provides you with a basic report of your campaign, featuring; Results, Amount Spent, Frequency, Page Likes, Website Clicks, Post Shares, Post Comments, Post Engagement and Post Likes.

    Overview report.pngFigure: Overview Report