Facebook is a great social platform for advertising, but it can also be tricky to navigate. If you’re brand-new to the world of Facebook marketing, you might be surprised by some of the rules and regulations. Therefore, it’s essential to know what not to do when creating your first Facebook ad campaign.
Know your target audience
One of the most typical reasons Facebook ads get rejected is because they don’t comply with Facebook’s advertising policies. So before you run any Facebook ads, make sure you understand Facebook’s advertising policies and guidelines. If you’re not sure what they are, you can find them here.
Know your content concept
For example, you should know whether your ad will feature actual customers, testimonials from Facebook employees, or a link to your website.
Besides understanding their ads’ content
Study in your copy
Facebook also has strict guidelines for formatting your ad copy. For example, you should have one or more headline templates, subheadings, and isometric copy (i.e., a picture of your ad). All of these elements should follow Facebook’s guidelines when it comes to formatting the ad copy.
Creating your ad’s headline template and subheadings is pretty straightforward. The template can be found on the Ads Hub’s homepage under “Headline Templates.”
Your ad’s main content will be displayed in snippet format when you link to your ad. If you use isometric images, they should be 1200 x 600 pixels, so they fit the width of Facebook’s windows.
Headline templates are used to group the critical points of a headline and are listed below:
There are many key points to cover before you can create your ad copy. In addition, there are specific things to include in these guidelines, including even the ad copy itself.
When you’re all set with your headline template and your content, go ahead and click create ads.
Here are several things you’ll find when designing your ad:
These are some of the more basic features of Facebook advertising. If you have lots of budgets and want to use some advanced features, you’ll have to pay a subscription fee.
If you learn something from this post, it’s that Facebook ads can be very frustrating. Understanding how Facebook works enable you to create better ads.
Target your audience with the right demographics and interests
If you want to reach your target audience, you need to know who they are. Learn as much as you can about your customers, including their demographics and interests. By doing this, you’ll be able to create content that resonates with them and makes them more likely to buy from you. To create a targeted campaign, you need to know the audience you’re trying to reach based on their demographic information. For example, you can determine your target audience based on demographics such as age and gender. These demographics allow you to then custom-calculate the ads you want to run related to your audience is your locale or location of residence.
Your ads should be targeted at people in your geographic area who have a similar demographic but possibly live in a different place than you do. If you aren’t sure where your audience is located, you can use standard features people regularly use, such as zip codes, postal codes, or addresses.
In addition to determining your target audience, you can also choose what kind of content they might like. For example, people in Michigan might want to see ads for cars, while people in Wyoming might want to see ads for hiking gear. It’s also important to know the language your audience is using. The ads you run might need to be translated for those languages.
The last thing you need to know about your audience is how you want them to interact with your ads. Most of the time, people notice ads whether they like them or not. This is because the platforms use a Universal Random Number Generator (URNG), which means that your ads’ results depend on a random process. Therefore, to guarantee the ads are displayed to the intended audience, you have to use similar ads to generate your targeting decisions.
For example, you may want to run ads that show only when a particular keyword is being searched. Or maybe you need to run ads that offer discounts on a specific product.
Make sure your Facebook ads don’t break any of the rules.
Facebook ads are an excellent method to promote your business, but it’s essential to make sure the ads you create comply with Facebook advertising policies.
To do so, you need to first understand the type of ad you’re designing.
This is usually done by gathering information about your competition. First, look at their ads, if they have them, and determine which ones they’re targeting. Then, list everything your competitors have in common in your ad copy.
Your ad copy should tell your consumers what your ad will show and what it will do. Therefore, it’s essential to tailor your ad copy to the audience you’re advertising to. Then, consumers will understand the value your ad brings to them the most.
Remember to include a CTA button and a confirmation button in your ad copy. Neither feature should ever be an option your consumers have to click. If you don’t think you should include a CTA because it’s unclear what benefits your ad will provide your target audience, consider changing your ad copy.
Notice how the advertiser is encouraging their target audience with a goal in mind:
This ad is directed at marketers. The goal is to get more downloads and subscribers. This attention to detail makes their ad compelling for potential marketers.
Leverage is another way to describe Facebook Ads. It’s a UI element that creative professionals can utilize to improve their ads. In addition, leverage brings new transparency to the terms you are advertising for.
If you want your users to understand precisely what they’re going to get for their payment, including the location information, then include the location in the ad copy. Pull out a map or map pin directly below your Ad and acknowledge that it’s for a one-time payment only.
Don’t post too many ads at once, or you’ll get a Facebook ad rejection.
When you’re posting ads on Facebook, you need to be careful not to post too many at once because you’ll get a Facebook ad rejection. Facebook often gives you two days to get rid of old campaign content when you apply for a new campaign (a process known as Ad Campaign Cleaning). But on mobile, your ads may not show up until days or even weeks after posting, depending on your device settings and network latency.
Because Facebook ads are public, anyone with an internet connection can see and begin to target you with advertisements of all kinds.
Ads can also be set to feature on other users’ newsfeeds or email inboxes. They are also one of the easiest places an advertiser can target you. If you see a page like this, made specifically to try and sell to that person, don’t be afraid to block them or politely tell them you’re not interested. Don’t forget that you can still place Ads on other pages, but you can only target people in your community.
All ads fall into one of these three segments.
- Sponsored stories
- Community-powered promotions.
Remarketing refers to when a brand wishes to show that the ads it runs relate back to other ads it ran previously on Facebook. Advertisers of this type typically send an email blast with their ads.
If someone previously viewed one of your ad posts but failed to act on it, that now affects their view of your ads in the future. Remarketing is an effective way to create awareness (and, believe it or not, conversion!) of products and services you might deem more valuable to your target audience.
Be careful in how frequently you’re advertising to the same people.
If you’re running ads on Facebook, be aware of how frequently you’re advertising to the same people. Facebook recommends that you shouldn’t be running the same ad to the same people more than three times a day. Facebook’s suggested ad script breaks down as such:
Running the same ad creatively — keeping it relevant and original — is the key to a quality campaign.
If you’re taking a specific brand’s ad out during a specific time, make sure you do so for a reason is to hooks or to drive traffic to your site. This helps keep your ad relevant and spreads your reach the most effectively.
However, if you can’t fit a specific time and day specifically into your ad schedule, try running your ads on a more generic basis, as is often the case.
For example, instead of running a campaign for today only, schedule a run next week if the weather is bad. Use this open-ended format to run the same ad campaign across all regions and times of the day. The goal isn’t to run the ad every time you turn on Facebook but to favor distribution across a wide range of time-rich environments.
As with most tools, it’s good to consider the privacy and security policies that various apps, websites, and platforms have in place before using them to run advertising campaigns. For Facebook, this means becoming familiar with, for instance, Facebook Content Policy and Ad Content Rules, which clarify what you can’t and can’t advertise. Similar makeup applies to other platforms like Twitter.
During your account setup, you’ll need to select a privacy and security option from the bottom of the Privacy and Security dropdown in Facebook’s setup tools. Then, Facebook makes it easy to determine what content can and cannot be advertised through your Ad Manager.
Facebook doesn’t generally allow ads containing “implied endorsement” or ads that include a link to a page from another app.