Facebook ad campaigns are a smart, powerful tool that can help you reach new audiences and grow your business. In this article, we cover some of the tips, best practices and strategies that you’ll need to help you get the most out of Facebook ad campaigns.

Determining your audience

Targeting the right audience is an important part of creating a successful Facebook ad campaign. But before you get started, you’ll need to determine the objective of your campaign.

Do you want to advertise an item to your best customers or re-engage customers who haven’t purchased in a while?  Or perhaps you’d like to reach people who aren’t yet familiar with your business with a brand awareness campaign.

Each objective requires targeting a different audience. Here’s a closer look at all of your options and when you should use them.

People with similar interests

Facebook collects a lot of data about its users. This targeting option allows you to put all of that data to work for your business. Targeting people with similar interests can be a great way to introduce yourself to new prospective customers and create awareness for your brand.


People with interests you define

You can narrow down your audience by location, gender, age range or interest keyword. Invite them to join your list, tell them about your products or encourage them to visit your website.

Writing effective ad copy

Once you’ve determined your audience, take a few moments to consider the purpose of the ad and the message you’d like to convey. Here are some tips that will help you create your ad copy.


Write with your audience in mind

Keep your content specific and relevant. An ad promoting a new product to existing customers would likely look quite different from an ad encouraging a new audience to join your email list.


Include a strong call to action

A strong call to action button directs your audience and helps drive both traffic and sales — especially for people scrolling through Facebook on their phones.


Convey your message clearly

Keep your message brief, and be sure that the intent of your ad is easily recognizable.  For example, provide short promotional messages and calls to action that direct people to your website for full details.


Stay on-brand

The messaging in your ad should align with the other elements of your brand.  Write in a voice that’s consistent with your brand and familiar to your audience.  For example, your ad’s message and copy should be consistent with the content on your website’s landing page.

Choosing the right image for your ad

Facebook ad campaigns also allow you to decide what ad format you’d like to create.  For example, you can use image, carousel and video ads.  No matter which type of ad you choose, you’ll need to pair your copy with the right images. Here are some tips to keep in mind.


Use images that reflect your business’ message and brand  

Your images should complement the copy in your ad and help people see the personal side of your business.

Keep the context of the News Feed in mind

A highly stylized image that feels right at home in a glossy magazine might not fit as well among the slice-of-life posts and puppy photos in your audience’s News Feed.


Use high-resolution images

A beautiful, high-quality image – taken from your phone, for example, will grab the attention of your audience as they scroll through their Facebook feeds. For single-image ads, images with dimensions close to 1200×628 will work best. If you’re creating carousel ads, use square images that are 1080×1080.


Keep text to a minimum

Facebook ads that contain images with little or no text tend to cost less and perform better than ads that have text within the images.


Effective use of Facebook ad campaigns is an excellent way to drive targeted visitors to your website and increase your business’ brand awareness. These are some tips to get you started, but feel free to leave a note or contact us if you’d like to take a more in-depth look at your Facebook advertising together.