Facebook drives nearly 25% of all social referral traffic, according to Sprout Social. These are encouraging results for any marketer who is in the process of launching a new Facebook ad campaign. However, if an ad campaign isn’t executed properly, it could be a complete waste of money and effort. Here are a few do’s and don’ts of an effective Facebook ad campaign:
DO use a solid call-to-action. Your call-to-action should convey to your audience the objective of your Facebook ad message; then your prospective audience can be motivated to take the necessary action.
DON’T forget to proofread your Facebook advertisements for typos and grammatical errors. It might not be a bad idea to have someone else review your ad copy before it goes live.
DO make sure your landing page copy is relevant to your Facebook ad. Facebook will automatically reject an ad if a website’s copy is not relevant to the product or service being offered. Make sure you test your landing page prior to launching your ad campaign. Check for any broken links and make sure your page is mobile-friendly. Create a strong call-to-action, so visitors know exactly what to do (call, buy, subscribe, download, etc.).
DON’T be verbose with your promoted posts. Your message and call-to-action should be simple for someone to follow within seconds. Avoid using long, drawn out copy. Focus on creating a catchy headline. The body of your ad should immediately describe what is being offered.
DO create an ad with a graphic that contains less than 20% text. If not, Facebook will reject your ad. You can check your graphic before submitting your ad for review in the ‘ads manager’ section in Facebook. If the text within the graphic is more than 20%, you will receive a warning. To prevent this from happening, focus on the visual aspect of your graphic. Choose a captivating image that’s relevant to your message and include a clear call-to-action within your ad copy.
Hint: Graphics featuring people tend to have higher click-throughs than just text-only ads, according to a Facebook study. Make sure your advertisement’s graphic reflects your own brand. It should be appealing to the eye and your choice of colors should coincide with your brand image.
Lastly, allow your message to resonate with your prospective customers. The message and concept of the ad should be created with your target audience in mind. In order to create ads that motivate people to click, consider these do’s and don’ts when developing your next Facebook ad campaign.