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Advertising on Facebook is a very important tool for connecting with your audience.

Facebook’s algorithm is constantly evolving: everything is designed to keep its users inside the platform as much as possible.

You probably have already noticed yourself, if you have a business pr blog page, the organic reach of a post without links (outside Facebook, for example to your website or your blog) is higher.

The organic reach of Facebook’s business pages is continuously falling, but Facebook is not a dead social media indeed. And which social media to bet then?

Facebook or Instagram?

There is no valid answer for everyone! It depends on what time of the customer journey you reach your potential audience. Facebook is full funnel or serves to capture the customer in all its purchase phase (customer Journey).

Instagram, on the other hand, being very visual and impactful, is useful in the brand awareness phase. So, know that there is not a single answer, except that it depends on what your goals are!

 

FACEBOOK ADS # 1. DON’T BOOST A POST SUGGESTED BY FACEBOOK

When you create a post there would be nothing easier than sponsoring the post that Facebook suggests, Set up an automatic campaign for only 5 €, but it’s not worth it.

What to DO: choose instead to set up your sponsored post by the Fb Business Manager.

From the FB manager you can also choose to sponsor an already published post (both on Fb and on Ig) but with many more possibilities to choose and define your target. Also in this way you will have a detailed report and a greater clarity on how you are spending your money.

In addition, by doing so, you can transfer all the engagement under a single post that also appears in the feed or on the page.

 

FACEBOOK ADS # 2. DON’T LAUNCH A CAMPAIGN WHENEVER

Are your Facebook campaigns running 24 hours a day, 7 days a week, reaching your target audience regardless of time or day of the week?

While analysing the Facebook ad accounts, I noticed that there are always a few days and hours that perform better than others. To find out which days of the week contribute to most conversions with the lowest CPA, go to the Facebook Ad Management reports and use the Subdivision menu to split your campaigns by Day.

You can use performance data from multiple Facebook campaigns to find out the best time to post. After that, you can set your campaigns on a personalised schedule, so that you can only reach your potential customers at that moment with maximum return.

 

FACEBOOK ADS # 3. DON’T SET UP A DAILY BUDGET

DON’T – Set up a daily budget When setting up your campaign / ad, you can choose between two options: Daily budget or lifetime budget.

DO – What to do: selecting the lifetime budget is the best option especially when you have a low budget and need to control and optimize your spending.

With the lifetime budget, you leave Facebook the opportunity to work on the targets that work best regardless of daily spending, knowing that you will not exceed the maximum spending ceiling. This means that Facebook will adjust and spend most of your money when it hits most people.

 

FACEBOOK ADS # 4. DON’T PUT TEXT ON IMAGES

There is a 20 percent rule for using text on images on Facebook. You find a grid with the specifications when you are in the last section inside Fb manager, which is dedicated to the creation of the post.

This rule is no longer so strict, however text entry may decrease the coverage of a post. It happened to me several times that I had to turn off an ad and upload a new visual because it wasn’t performing well.

Also, if there was too much text, the post could even be rejected by Facebook.

What to do: make sure that the title and message are in tune, and that they communicate the goal of your campaign.

Pay attention to the format of the images: set the right one based on where it will be displayed. 16: 9 (cinema format – for example Youtube videos) around 9:16 (Stories format on Instagram) or 1: 1 the classic Facebook post image.

And follow these directions for the best format:

IMAGES ADS:

Title: 25 characters
Link description: 30 characters
Message text: 125 characters
Campaign goals: all except video views

 

VIDEO ADS: Title: 25 characters
Link description: 30 characters
Message text: 125 characters
Campaign goals: all except catalog sales

FACEBOOK STORIES:
Text: no character count set. Try to leave 250 pixels without text at the top and bottom of the ad.
Campaign objectives: engagement, messages, catalog sales, traffic to the site
Title: 25 characters
Link description: 20 characters
Body of the text: 125 characters
Campaign goals: all except engagement and videos.

 

FACEBOOK ADS # 5. DON’T JUST ADD AN IMAGE

Not sure which image works best on your target?

It has three or more images and you don’t know which one to choose?

DO: You can set the dynamic ad (it’s an option that Facebook offers you when you are creating the creative part of the post); in this way you can upload up to 6 images and five text options, and Facebook will combine them based on those that perform better and reach more audiences.

DO: If you are an online store, with different brands and products, you can use the carousel function: in this way whoever sees the sponsored post, can scroll through the different images

 

FACEBOOK ADS # 6. DON’T FORGET YOUR AUDIENCE

DON’T – Never lose sight of your audience Choosing the target is the most important part of your campaign. So use it wisely.

DO: be very selective in your targeting. When you set up your audience, Facebook gives you an estimate of people you can reach. And a color bar, from red (which means it’s too selective) to green, which means it’s broad.

The bar must be in the middle, neither too broad nor too narrow. If you see that the sample is too large, narrow it down by adding interest. Randomly shooting in the pile is not convenient and you only lose money. If you set up your audience well, your sponsored post will be shown only to those who are very interested in what you propose and therefore more easily will become a customer.

 

FACEBOOK ADS # 7. DON’T WRITE TOO MUCH

DON’T – Don’t write too much You don’t have to write a novel to get your prospect to see and linger on your post.

DO: Write the right one, get to the point. Offer something in return, get them to click on your post. People often need an incentive to click on your post.

 

Francesca Sparaco

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This post is also available in: Italian