Facebook Ads Best Practices

Simply being an active poster on Facebook isn’t enough to get your posts seen by the maximum number of people. Facebook has introduced algorithms that make it very difficult for businesses not to pay to have their posts seen by more people. By “boosting” a few of your posts, or paying a flat amount per post to reach more people, you’ll find that those posts, as well as more of your organic posts will be found by your audience.

To get the most bang for your buck out of paid advertising on Facebook, take these four Facebook ads best practices into account.

Use campaigns

Think about what the goal of your ad campaign is. Is it to drive more traffic to your website? Is it to download a piece of premium content? Whatever your goal is, create a campaign around it to easily track your progress and make sure your ads are helping you meet that goal.

Target your audience groups

Facebook allows you to target your ads based on a user’s age, gender, location, interests, whether they’re currently in school and really just about anything you can think of. You can even target down to specific behaviors.

This is where your ad campaigns come in. Let’s say a university wants to use two sets of ads: one to get students to apply and one to get potential students to download a college prep checklist. You want to make sure the right people are seeing the right ads. You don’t want to waste your budget on showing “apply now” ads to students who are just starting to start looking at colleges.

Track your ads

Tracking your ads is incredibly important because you will want to know which ads are bringing you the most conversions. You can do some tracking within Facebook analytics, but if you’re using an integrated marketing platform like HubSpot, it’s easier to use your own tracking URL. This way, you can track your conversions all in one place.

Use landing pages and CTAs

Finally, you’ll want to make sure your ad links to a landing page with a call to action (CTA) to get the highest number of conversions. Directing people to a landing page with a form to fill out and an associated “Download Now” or other call to action will allow you to gather their information. In turn, you’ll be able to continue to nurture them with other relevant offers, ideally moving them through the buyer’s journey and turning them from leads into customers.

Facebook ads and pay per click (PPC) advertising are an important part of the inbound marketing process. At Pyxl, we manage PPC for many different clients and have seen great success doing so. Are you looking to start a paid search campaign as part of your marketing efforts? We’d love to help out! Learn more about inbound marketing and the role PPC plays in it by downloading our inbound strategy document. Ready to take the first step? Give us a call!

Updated: Apr 13, 2022