With more than 65% of U.S. adults using Facebook, it’s an excellent platform for you to reach interested leads and get them to engage with your business. Facebook ads are one of the best ways for you to reach new leads and reengage existing ones to turn them into sales.
But how do you create ads that compel people to click? Luckily for you, we’ve got seven Facebook ad best practices to help you create compelling advertisements that generate more leads and sales for your business. Keep reading to discover those best practices now!
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1. Choose the right ad objectives
First on our list of tips for creating Facebook ads is to choose the right goal. If you don’t set the right goal, you risk your ad falling short of your expectations. Choosing the right Facebook ad objectives will help you drive results that align with your company goals.
Facebook ad objectives are broken down into three categories:
- Awareness
- Consideration
- Conversion
Here are the different objectives under each category:
| Awareness | Consideration | Conversion |
| Brand awareness | Traffic | Conversions |
| Reach | Engagement | Catalog sales |
| App installs | Store visits | |
| Video views | ||
| Lead generation | ||
| Messages |
So, how do you choose the right objective?
Answer this question: What do I want people to do when they see my ad? When you answer this question, you’ll know which objective works best for your business. So, for example, let’s say that your answer is, “I want them to install my app.” Then you know the app installs objective is best for you.
On the other hand, if you answer, “I want as many people as possible to see my post,” you’d chose the reach objective. By choosing the right objective, you’ll ensure your ad drives the results you desire.
Learn How to Create Facebook Ads
2. Try different ad formats
Next on our list of best practices for Facebook ads is to try different ad formats. Facebook offers numerous ad formats that you can use to create engaging ads. Here are a few ad formats available:
- Image ads
- Video ads
- Carousel ads
- Slideshow ads
- Collection ads
- Instant Experiences
- Messenger ads
- Stories ads
As you can see, you have numerous options for your Facebook ad formats. Don’t limit yourself to just image or video ads. You may find that branching out to other ad formats can drive even better results for your business.
3. Set your audience targeting
Next on our list of best practices for Facebook ads is to experiment with your audience targeting. Facebook offers advanced targeting that enables you to reach specific audiences. You can use this to your advantage to show more targeted ads.
Establish who’s in your target audience by defining important information like:
- Gender
- Age
- Location
- Occupation
- Income
- Buying habits
When you determine this information, you can form buyer personas. These personas help you know who you’re targeting, so you can deliver the best ad experience. Facebook gives you numerous ad targeting options, including:
- Core audiences: Target people based on age, location, and more.
- Custom audiences: Target people who engaged with your business previously.
- Lookalike audiences: Target people whose interests are like those of your customers.
You can use either of these targeting options to help you reach people most interested in your business.
4. Pay attention to your visuals
One of the most critical Facebook ad best practices involves using high-quality visuals. Your visuals are what catch your audience’s attention when they see your ad. Here are some best practices to follow if you use images in your ad:
- Make sure your images fit with your brand
- Make sure your visuals aren’t grainy or pixelated
- Make sure your images aren’t stretched
- Make sure you limit the amount of text on your images
Here are some best practices to follow if you use videos in your ad:
- Make sure your footage is clear and isn’t shaky
- Make sure your audio is clear and consistent throughout the video
- Make sure to catch your audience’s attention from the beginning
- Make sure you have a goal with your video
Using high-quality visuals, you’ll attract more people to your ads and get them to engage with your business.
5. Match your visuals and ad text
One of the essential tips for creating Facebook ads is to ensure that your visuals and text-align. When someone sees your ad in their feed, they’ll notice your visual element first. If they like the visual element, they’ll move on to reading the text.
If your text doesn’t match what’s in the photo, you risk people scrolling past your ad. Here’s an example of a matching visual and ad text in this ad from Target. 
As you can see, the image features a picture of two Garmin watches, and the text talks about saving money on the Garmin smartwatches.
The ad text and image match one another, which creates a cohesive experience. So, when you craft your ads, make sure you deliver a cohesive experience between your text, visuals, and landing page. That brings us to the next point.
6. Create a custom landing page
Next on our list of Facebook ad best practices is creating a custom landing page. If people see your ad in their feed and like what they see, they may click on it. When they click on it, they’ll come to your landing page.
So, when they visit your landing page, you want to deliver a customized experience. A custom landing page ensures your audience stays focused on your ad content and finds the information they need. For example, when you click on the Garmin watch ad from earlier, it takes you to a page that shows you options for different Garmin watches.
When you craft your landing pages, make sure they’re tailored to your ad content to keep your audience focused and nudge them towards conversion.
7. Track your ads
Last on our list of Facebook advertising best practices is to track your ads. You don’t want to launch ads and never check back in on them. You need to keep track of your ads to ensure they’re driving the results you desire.
You’ll want to monitor important metrics like:
- Impressions
- Engagements
- Clicks
- Click-through rate (CTR)
- Conversion rate
These metrics will help you see if your ads drive results for your business. If you find these metrics aren’t up to par, you may want to revisit your ad content and try to improve it to perform better. You may need to conduct A/B testing to see if you can improve your ads.
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Let WebFX put these Facebook ad best practices to work
Now that you have a list of tips for creating Facebook ads, it’s time to put them to work!
You can use these seven tips to help you create compelling Facebook ads that drive results. If you’re feeling overwhelmed with trying to create the perfect Facebook ad, WebFX is here to help. We have a team of over 500 marketing experts ready to help your business launch successful Facebook ads.
With decades of experience, you can feel confident that we’ll use Facebook advertising best practices to help you launch campaigns that drive results. We’ve driven over $3 billion in sales and over 7.8 million leads for our clients in the past five years alone, so you can feel confident we’ll drive results for you too. Ready to get started?
Contact us online or call us today at 888-601-5359 to speak with a strategist about our Facebook advertising services!
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