FACEBOOK BEST PRACTICES

Tips from the pros about how to optimize your campaign.

or manage existing ad

With more than 500,000,000 people worldwide actively sharing authentic information across Facebook, our ad solution lets you precisely reach the right people at the right time on Facebook. Our Best Practices will show you:

• How to harness the full potential of Facebook Ads and Insights
• How to create compelling ads and socially-enabled destinations that increase engagement with your business
• How to optimize your return on investment (ROI)

Try these best practices to get started and work towards finding the best strategies for reaching your objectives. To get started, begin by identifying your goals.
Do you want to:

• Drive traffic to your website or a destination on Facebook?
• Acquire leads or increase sales?
• Create awareness of your business?

You might have said yes to all of these questions. Though, it's important to choose just one objective for each of your campaigns. You'll be able to more clearly develop your ads and choose how you want to pay if you have defined your advertising goal.
Ads consist of a destination URL, title, body and image, which makes up your ad creative. Defining your advertising goals will help you ensure each of these elements resonate with your audience and advertising purpose. In addition to your ad creative, there are a few different types of Facebook Ads that help you achieve various advertising goals. And finally, depending on your objectives, there are two choices for payment: you can choose to pay only for the number of times people click on your ad or for every thousand times it is sent to a user.

Gaining Connections

If one of your objectives is to drive more connections to your Facebook Page choose your Page from the drop down menu in the destination URL within the Ad Create section. This action automatically generates an ad that encourages liking the ad. You might want to choose to pay per click (CPC) since you'll only pay for connections generated from the ad and traffic to your Facebook Page from the ad. Be sure to target people who are most likely to be interested in your Facebook Page.

Acquiring Leads

Let's say one of your advertising goals is to acquire leads. In this case, you'll want to make sure you are sending people to a website where they can easily submit their information. More tips for optimizing your landing page can be found in our best practices landing page section. Lastly, if you use the CPC pricing method, you'll only pay for people who are sent to your website.

Drive Awareness

If your advertising goal is to drive awareness, for a new store for instance, optimize your website with details about the new store and make sure your ad reflects the address. In this case, you might choose to pay for every thousand impressions (CPM) since you are building awareness. Also, make sure you are targeting people within a certain distance of your store location.
Keep in mind that your ad, targeting, and how much you'll pay (bid) can be adjusted after the campaign is already live. Optimization Best Practices provide more details about how to find success advertising on Facebook.
Once you've created a Facebook Ad, your work is not complete. Because Facebook is such a dynamic environment, it's important to continuously monitor and optimize your ads for the best results.

• Set up multiple ads and prepare to iterate on your campaigns as you find out what works and what doesn't work by checking in on your Ads Manager daily.
• Refresh your creative every couple of days to ensure that your ads do not become stale. This could be as simple as using a different image or ad title.
• Monitor your ads' performance. Your click through rate (CTR) is a particularly good indicator of how well your ads are doing. You can also view your clicks, impressions and average CPC or CPM by checking your Ads Manager.

Allow your ad's performance to educate you about effective strategies for achieving your goals. As you observe your ads over time, you might notice that some tactics work better than others. For example, if you find that users aren't responding to your ad as much as you'd like, consider creating a new ad with a stronger call-to-action. Or, if you're not getting as many impressions as you would like, you can try adjusting your targeting to include more users.