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Facebook Ads – Best Practices

We’ve covered all the technical ins and outs of Facebook Ads in our last few blog posts, but there are still some best practices that it is essential to follow in the creation and implementation of your Facebook Ad campaigns.

Without placing these at the forefront of your campaign, you can end up spending a lot of money on a campaign that may not generate any positive results for your business.

The following Facebook Ads ‘best practices’ should be followed and considered in every campaign you run in order to produce the best results for your business.

Keep Your Ad Copy Simple

Using any form of jargon or lots of complicated words will be bound to impact your ad campaign. Anything that sounds too technical or what they consider to be irrelevant will just confuse your audience and push them further away from your ad and therefore sales.

Your ad should state in very simple terms why this individual needs your product/service (the problem you will solve) and what your customer should expect if they click on your ad.

It’s important to catch the eye of your audience and encourage them to click using your ad text. This means including the key points, persuading factors and reasons why they need this product/service in their life.

Calls to Action

Successful Facebook Ads should have one goal in mind, often this is to generate more leads, encourage conversions, or simply to raise brand awareness.

Make sure you call to action reflects your campaign goal – even the best designed Facebook Ads can fall flat if users are not provided with a clear call to action. This could be a landing page link with more information and contact forms, a lead generation form on Facebook or a ‘Call Now’ button.

A landing page is a good way to include multiple methods into one campaign. By directing all users to a landing page, they can read a lot more information about the product and decide which method of contact they want to use e.g. phone, contact form, email.

Ensure that every campaign you run has a clear call to action included and that this is the action you actually want your users to take from your ads.

Utilise Split Testing

Running a split test campaign before you finalise a campaign will allow you to see which ad text, landing page and other variables will lead to the best results from your ads.

Facebook’s inbuilt split testing feature allows you to do this with ease, and immediately eliminate which ads are underperforming and then adjust the ads to aim for better results.

Ensure You’re Tracking Results

There’s no way you’ll be able to measure your results if you’re not tracking them. The only way you can really see what’s working is by analysing your results.

If you are sending users to a landing page or your website, you need to be tracking this page on Google Analytics with all of your accounts linked up.

Part of the tracking you need to set up is ‘goal tracking’, this will allow you to track any conversions completed on a page e.g. contact form submissions or email sign ups. This is key in monitoring and reporting on your ad performance.

We would always recommend call tracking for both your ad and your landing page, if you do not have this feature you will not be able to accurately track your ad performance or generate an accurate ROI for your ads.

If you need any help with your Facebook Ads campaigns, or are looking to run a campaign, contact one of our dedicated professionals today.

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Heather Hirst
Currently undertaking a Communications degree at Bournemouth University, Heather is the Digital Marketing Intern at WNW Digital. She is part of the digital marketing team and here to gain industry experience and develop her skills in all elements of WNW’s expertise. You can contact her at

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