You want your entire advertisement to be heavily targeted towards your average customer. This includes any images that are featured within your ads as well as the advertising text that is featured below the image. With Facebook, you are able to set up a very targeted advertisement, including targeting specific age groups, locations, education levels, what people have indicated that they are interested in based on their profile summary, and can even target primarily men or women.
The more carefully you create highly targeted advertisements, the better your ads will perform, so make sure you spend a bit of time
crafting your ads so that they effectively target your customer base.
Create Facebook Compliant Advertisements
Facebook wants to maintain a user-friendly community and in order to do this they are very strict with the types of advertisements that
are allowed to be circulated throughout their network. This means that you cannot use slang; improper grammar and you
must refrain from using any images or text that could be considered offensive.
Don’t look at these guidelines as a downside to using Facebook but instead, consider how this quality control will HELP you create higher
converting advertisements that are genuinely targeted to your customer base.
Keep An Eye On Your CTR
CTR which stands for Click Through Rate and you want to keep an eye on how well your advertisements are performing.
Your ads should never go below 2%, and if you notice that an advertisement is starting to fall below that level, you will want to
tweak your advertisement and reconsider who your advertisement is targeted to.
Are you asking the right questions in your advertisement? Using the right image? Make sure that you spend time evaluating the effectiveness of your advertisement to generate maximum conversion rates and avoid
having your advertisements paused or removed.
Choose The Appropriate Time To Run Your Ads
You can choose to run your advertisements continuously throughout the day or based on specific start and end dates. You will want to
run your advertisements throughout the day continuously, unless you need to pause it for a specific reason such as if you are going
away on holiday, or you find that specific times of the day are converting better (based on the locations you are interested in targeting).
Set A Reasonable Maximum Bid
You will want to set a maximum daily bid that you are comfortable with and fits within your budget. Facebook will provide a suggested maximum bid based on the content of your advertisement and your targeting configuration.
Consider setting your maximum bid slightly lower than Facebook’s recommended minimum and adjust it as you need to based
on your advertisements conversion rates and overall exposure.
Choose CPC Over Impressions
You can also choose to pay for impressions or per click. It’s always best to choose CPC (cost per click) for the most part, especially
during your testing phase. You can always change this later on if you need to.