2018 Best Practices for Facebook Ads


The new year is finally here and digital advertising is expected to be bigger than ever. A recent study reported that advertising on Facebook will control 30 percent of the digital ad market share in 2018. With 1.94 billion active users monthly, Facebook ads currently reach 89 percent of targeted users.



According to Marketing Profs, advertising on Facebook is one of the best and most efficient ways you can target a specific audience. You can target based on location, demographics, behaviors and interests. For location targeting, you can even target specific area codes. Because people share their age, gender and generation, it’s easy to target specific demographics with Facebook advertising. Behaviors are also easy to target because Facebook can see consumers purchases, travel habits and more. Interests can be tracked based on what someone does on their Facebook account: what they like, what they share and who they spend their time with.


Another targeting tool that Facebook offers is Custom Audiences. According to Social Media Examiner, this handy feature allows you create a custom audience based on website visitors, customer lists and engagement. After creating these custom lists, you can use audience insights to learn about your targeted audiences.


Lookalike Audiences is another feature offered by Facebook to target your advertisements. After you use the Custom Audience tool, the Lookalike Audiences tool finds common qualities among the audience and then finds more people who share similar qualities or lookalike.


Visual Content

Another useful practice for Facebook ads is making sure the visual content is favorable. Hubspot stresses Facebook ads that are more visually inviting are more likely to get clicked on, remembered and shared. An ad that has color, humor and is inviting is more likely to get clicked on than an add that has nothing but written content. Visuals deliver a message quicker and easier than written content can.


Value and Call to Action

According to Hubspot, having an “enticing value proposition” is important for a successful Facebook ad. To entice your audience, you need to give them a reason to click on your ad. Offering discounts on your ad will entice readers to take action and click on your ad.


Hubspot says a call to action on your Facebook ad, much like traditional advertising, encourages people to act on the advertisement in some way or form. “Click,” “sign up” and “learn more” are all efficient calls to actions that create interest in the consumer.


Facebook offers a wide variety of ad products. You can create a carousel ad that features two or more scrollable images in a single ad. You can also create single image ads and single video ads. Slideshow ads are short, looping videos that feature 10 product photos. Canvas ads feature multiple photos in a collage. Needless to say, the variety of ad types Facebook offers is beneficial to whatever your business objectives may be.


The ability to track leads with pixel codes is another resourceful tool Facebook offers for advertising. According to Social Media Examiner, Facebook pixel is a part of code that you place on the back end of your website. It allows you to run extremely targeted campaigns and tracks all the traffic your site gets. Event codes are additional codes you can add in order to track more specific actions and leads on your page. You can add “search” codes, “view content” codes, “add to cart” codes, “add to wishlist” codes and many more! There’s even a completely customizable event code available!


Because of Facebook’s wide reach and large audience, advertising on Facebook can be extremely effective and rewarding for your business.