Suggested Best Practices for Advertising on Facebook

1. Identify your advertising goals
2. Targeting
3. Keyword Targeting
4. Make your product stand out
5. Keep your ad simple
6. Use a strong call-to-action
7. Use an image
8. Landing pages
9. Keep the user experience in mind
10. Evaluate your campaign performance and make the necessary changes

1. Identify your advertising goals
As an advertiser paying for clicks, you are indicating that what is most important to you is driving traffic to a page on Facebook or your own website. You will want to focus on making sure your ad is highly targeted to the most relevant, appropriate audience. Your landing page should be set up to let users easily find what your ad offers.
As an advertiser paying for views (impressions), you are indicating that it is most important for users to see your ad. You will want to focus on making your ad as clear and informative as possible and having your brand or company's name be easily recognized.

2. Targeting
Target the audience that you believe will be interested in your ad. For each ad, you can choose to target a particular location. Be sure to target only the locations that are relevant for your business or product. For example, if your service or event is only available in a particular area, target the appropriate region or city. Also, please be aware that an ad is typically best received if the ad is in that country's primary language.
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3. Keyword Targeting
Keywords are a powerful way to narrow the audience of your ad to people who have interests which correlate with your offer. Include your keywords in your ad text to show users that your ad relates to the people you are trying to reach.
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4. Make your product stand out
Write clear, targeted ads with concise text that speaks directly to the audience you will reach. Be sure to highlight any special offers or unique features that differentiate you from the competition. If your goal is brand/company name recognition, we suggest using your company name in the ad title or somewhere in the body of the ad.
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5. Keep your ad simple
Create your ad so that it is as simple and easy to read as possible. Avoid long sentences or complex punctuation. Use simple, grammatically correct, complete sentences and language. Use proper punctuation, punctuate the end of sentences, put spaces after periods and commas, and don't use hyphens in place of periods.
Don't try to fit every detail about your product or service into the ad. Make it clear what your product or service is so a user can tell what your website will be about, but save the details for your landing page.
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6. Use a strong call-to-action
Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and should explain to the user exactly what you expect them to do when they reach your landing page. Some call-to-action phrases include: buy, sell, order, browse, sign up, and get a quote.
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7. Use an image
Put an attractive, relevant image in your ad that is appropriate for the product or service being advertised. The maximum image size is 110 pixels wide by 80 pixels tall, so text in images that are shrunk down to that size may be hard to read.
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8. Landing pages
Your ad should direct users to the most relevant landing page. When a Facebook user clicks on your ad, they should be taken immediately to a page that is specific to the information or product in your ad.

9. Keep the user experience in mind
You should aim for your ads and their respective landing pages to be as attractive, easy to navigate, and informative as possible. Users may be less likely to click your ad if does not accurately describe your product or service, if it is unclear where they will be directed after clicking, or if it is unclear what the benefit of clicking your ad would be. Make it easy to find important information by placing it prominently on the landing page. Users who have to click around to find the relevant information are more likely to leave your site.

10. Evaluate your campaign performance and make the necessary changes
Monitor your ad's 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 account.
Allow your ad performance to educate you about effective strategies for achieving your goals. As you observe your ads over time, you might notice things that are working especially well (or not so well). For example, if you find users aren't responding to a particular call-to-action in your ad text, try a different call-to-action. If you are not getting as many clicks as you would like, try adjusting your targeting to be less restrictve if you have originally have been very aggressively targeting, or more restrictve if your targeting was initially very broad. If you are not getting as many impressions as you would like, try making your ad simpler and the product or brand easier to recognize.