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Expert Talks

Best practices for creating successful Facebook Ads

Facebook is, without a doubt, one of the best social media marketing platforms in the world. The incredible social media giant boasts a wide range of marketing features to suit any business.

Today, Facebook has more than 2.6 billion users and is the second-largest advertisement platform behind Google. Plus, according to Hootsuite, it is the second most downloaded app. It is for this reason that Facebook marketing strategies are so popular for businesses of all sizes.

Businesses have taken advantage of this extensive user base to reach potential customers more effectively. In comparison to other methods, Facebook marketing strategies such as Facebook video ads relatively affordable and allow companies to find new leads quickly.

But what are Facebook ads exactly, and what do they entail?

As the name suggests; they are online advertisements designed and published on Facebook that use special targeting tools to identify and advertise to a particular clientele.

To help you get the best out of the platform, we have prepared a detailed insight into some of the best practices you can use to create an effective Facebook marketing strategy.

Understand your goals

Unlike other social media platforms, Facebook can narrow down your objectives or demographic for every ad to allow a specific target audience. The ad tools help you advertise your business or product to the right group of people and create leads.

So, what demographic do you want to target?

Facebook will analyze your user data and prioritize your desired ads to your preferred group based on location, age, gender, and other demographics. You can start by selecting a campaign goal that will make your client's brand known. These metrics will also help you optimize your ad copy or landing page copy. With the advent of Content writing AI, it's essential to check the plagiarism ratio of the content and personalize the content that fits your audience and client the best.

Best practices Facebook ads

You can also incorporate other objectives such as lead generation, traffic, video views, messages, or app installs. The best way to get more impressive results is to optimize your Facebook ads for landing page views. It targets users that are more likely to visit your website and provide you with valuable retargeting data.

Here is a highlight of some of the benefits of focusing on objective-oriented Facebook marketing strategies:

  • You get ads designed for your specific goals
  • Affordability
  • High retail ROAS
  • Wide range of ad types
  • Targets the exact audience
  • Allows your business to find new leads easily

Use Facebook remarketing

Now that you understand your goals and objectives, you will need to follow your leads and find new remarketing methods. There are numerous ways you can use to get potential clients or get new leads. Cookies and targeting tools are some of the best practices you can use to follow leads online. Technically, when a user visits your website, they are tagged or "cookied."

A code is automatically placed on their frequently visited websites, which triggers your ads to follow them on various websites or social media sites across the internet. Remarketing is a Facebook marketing strategy that works similarly to Google ads.

However, instead of displaying your ads across websites, they are displayed on Facebook. Users are automatically tagged with a code when they visit your Facebook page or interact with your brand. Your Ad pops up from their Facebook feeds depending on the type of product or services they want to purchase.

Remarketing on Facebook, in general, helps increase conversions while lowering the overall cost per customer acquisition. However, the most significant benefit of remarketing is that only those interested in your business see your ad.

You can remarket to people who have visited your website but have not yet made a purchase. Additionally, you can also market to consumers who have made a purchase and those unfamiliar with your product but are likely to be interested in it. You can place Facebook Pixel codes on your website, and track your page visitor navigation for more detailed ad placements on Facebook. Of course, you will need to improve your website, get good web hosting, make it user-friendly, etc.

Note that you must first figure out which users came to your site organically or via paid search traffic and then track them down on Facebook or Twitter if you want to do remarketing work. Don't fret. It's a lot simpler than you would imagine!

Monitor ad performance

Because Facebook gets over 1.79 billion users daily, monitoring your ad performance is critical.

What's more, always manage your campaigns while they're running. It allows you to make the necessary adjustments, such as boosting budgets,  editing content to make it more powerful, while still monitoring performance.

As a result, you will be able to figure out what's working and what is not. It also allows advertisers to conserve and redistribute ad dollars that might otherwise be squandered.

Here is a step-by-step guide on how to monitor active Facebook marketing strategies.

Step #1: use ad manager reports

An overview of all of your campaigns will be displayed in Ads Manager. You can check your daily spend, click-through rates, or any engagements made through the day.

Besides, if you have many campaigns operating simultaneously, you can compare and evaluate which campaigns perform well. Using that information, you can alter or remove any underperforming campaigns.

All you need to do is click on the ad you would like to monitor, and you will find the most up-to-date information about its performance.

Step #2: measure your campaign results

There are three different ways you can use to measure your Facebook campaign results.

You can check the audience outcomes to measure how to reach your targeted audience effectively, review the outcomes by measuring how your ads affect your client's goals, or limit the development of the sale by measuring how they affect sales and conversions.

Step #3: look at the data breakdowns and compare results

Ad Manager is designed with a "Breakdown" feature that allows users to subdivide their reporting for a specific campaign, ad set, or ad. It provides information on how their campaign performed in three categories: action, delivery, and time. Each one offers unique yet valuable information.


Based on the insight above, Facebook ads are arguably one of the best marketing platforms for businesses looking to gain new leads. It's also one of the most consistent platforms in social media marketing, and almost any company that invests in effective Facebook ads can benefit.

Regardless of the business or list size, there is a reason why Facebook ads are the go-to for so many marketers today. The capacity to drill down and target specific visitors based on their behavior is far ahead of other ad solutions. What's more, although no marketer should blindly invest in a Facebook marketing strategy, it is worth testing to attract new visitors and lost prospects back to your clients.

Rebecca DiCioccio is a member of the Growth team at Paperform. Outside of work, Rebecca can be found exploring the outdoors or with a book in hand. Rebecca’s background in copywriting and a keen interest in SEO and digital marketing mean she understands the importance of staying up to date with the latest trends in a dynamic and ever-changing industry.