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Facebook Ads: The Top 5 Major Do’s and Don’ts for a Successful Campaign

Facebook Ads Do's And Don'ts

Over the last few months, we have been exploring the influence and power of social media for your business’s digital marketing efforts. Last month, we dove into LinkedIn and how advertisements on that social platform can help increase your B2B marketing efforts.

This month, we focus on the biggest social media advertising platform to date.

Facebook – the largest and most influential social media platform in the world (so far that is).

In 2018, it is hard to find someone who DOESN’T know what Facebook is and how influential the platform can be – and this influence has spread to the commercial market as well. With over 1 billion active daily users, Facebook’s data and advertising platform is ripe with target demographics that fit for any business model.

Advertising with Facebook can lead to positive growth and lead generation when done correctly. However, unless you are a professional, you may not be aware of some of the little do’s and don’ts that can make all the difference in a successful Facebook Ads marketing campaign. Don’t let your advertising budget go to waste. Follow the industry do’s and don’ts and your Facebook ad campaign will be that much closer to success.


The Top 5 Facebook Ads Do’s and Don’ts

1.    Don’t Confuse Your Audience with too much information or conflicting concepts

You want to make sure your Facebook ads message is clear, concise and to the point of the brand message you are trying to promote. Trying to add too much copy, creative imagery, or a vague headline can confuse what your message and ad are trying to get across.

Example: The image below is from AT&T and is trying to advertise their special deal for their internet and phone service but shows an image of a child playing in the snow – with a very vague headline that does not tie the overall message together.

Facebook Ads don't

While a creative concept may work for other advertising outlets, it is important that a Facebook ad’s message and call-to-action be easy for a viewer to comprehend within seconds. Think about how quickly you scroll through different posts on Facebook. This is the attention span of your audience in this medium. Additionally, the headline should include the business’s name, state what is being offered, or at least be of relevance to the product/service.

**Pro Tip – Making sure your content and message are crystal clear is important. You’ll also want to follow a new trend in digital advertising and lead with value. Give your audience something they want before asking for their business. This increases trust, starts the relationship off in a positive way and leverages you/your company as the expert. Examples of giveaways can be reports, executive briefs, video tutorials, special access to an exclusive Facebook group etc.

2.    Do Choose Your Ad Images Wisely

Your ad’s image is arguably the most important part of your ad, as it provides the greatest opportunity for your business to grab the attention of its target audience. Facebook users engage with visual content. It should be clear, focused and high quality.  It should also follow the overall branding message of your company and/or campaign while still following within Facebook’s advertising guidelines.

You want to make sure you choose an ad image that not just stands out, but also represents your brand.

In newsfeeds full of images and advertisements, it can be difficult to catch the attention of your audience.  Select images that are eye-catching and find ways to incorporate your brand through colors, including your product or cleverly integrating your logo.

**Pro Tip – There has been a recent increase in the use of videos in Facebook ads. This is another strategy that you can A/B test. You may find that video content increases response rates in your ads.

3.    Don’t Use Too Much Text in Ad Images

Facebook is strict about the amount of text that can be used in one of their ads. Facebook’s team will penalize your ad if text appears in more than 20% of your image. Again, it is important to remember that while Facebook allows businesses to sell on Facebook – this site is primarily meant for social interaction. Therefore, Facebook tries to make sure that ads are worthwhile, which in their eyes means, little to no text.

In fact, Facebook takes this so seriously, that if through their review process they find that there is more than 20% text within an image, Facebook will pull your ad from the platform.

There is talk of this rule changing in the near future, as many advertisers think that it is unfair and bias; however, until that rule changes it’s better to be safe than sorry. That means: beware of text within images for your Facebook ads.

4.    Do Use an Ad Message That Will Resonate With Your Audience

The concept and message of your ad should be developed with your target audience in mind. You want to hone in on and call out a pain point you know your audience has (or a pain point that your product solves).

Even if users notice your ad, they likely won’t take action and click on it unless they find it relatable and interesting. This means making sure that your ad provides a clear call-to-action, make sure you clearly state WHY your audience should click on the ad as well as what they get when they do. You’ll also want to tie this message in closely with your branding and company voice.

The combination of branding message and call-to-action makes the chances of conversions on your ad much more likely.

5.    Do Be Sure To Keep Your Facebook Ads Consistent and Simple

In the few seconds that you have to catch the attention of Facebook users, it is crucial that your ad does not confuse or overwhelm them.  To avoid this from happening, keep your ad simple.

Each ad’s headline and message should be consistent, paired with an image that is relevant. Making sure that your ad is direct, to the point and on message are the most important things to keep in mind when wanting to capture the average 21st century attention span.

Make sure your ad leaves an impression on your target audience. Hit to their strengths while still keeping your brand in the forefront of their minds.


There is a lot more that can help ensure a successful Facebook ad campaign, but following this list of our top do’s and don’ts will certainly point you in the right direction. Not sure you are ready or able to handle Facebook advertising on your own? Andromeda’s website development and digital marketing team are on hand and willing to help you strategize, implement and manage your Facebook Ads campaign. Contact us today!