Facebook’s ‘Suggested Best Practices for Advertising on Facebook’

Facebook’s ‘Suggested Best Practices for Advertising on Facebook’


  • 500 million active users worldwide
  • 50% returning as daily users
  • Over 10 million users in Australia

When you look at these stats, it’s no wonder that Facebook has become such a hotspot for advertising.

Facebook has released an official guide to advertising on its site. As a Campaign Manager driving a wide variety of search engine marketing campaigns, I see the importance of advertising on Facebook and have added some extra insight and tips to the official guide, designed for those looking at embarking on Facebook advertising.

1. Identify your advertising goals

Like any other marketing campaign, it is important you set out clear and S.M.A.R.T (Specific/Measureable/Attainable/Realistic/ Timely) Goals which you can track and review as you progress.

You should set out your Facebook Ad campaign goals and objectives before you start, to ensure the resources required for your ad campaign are cost effective and fulfil your specific objectives .

Some examples of objectives/goals you may have in mind:

  • Brand awareness
  • Promoting new products/services
  • Sales
  • Competitions
  • Newsletter sign-ups
  • Enquiries/quote requests

2. Target Audience


Choose to target a geographical location that is relevant to your business products/services.

For example, if you are located in Australia and can only specifically service Sydney city, you would only target this location to be relevant and ensure you are not wasting and paying for clicks from people in Brisbane. So for ‘audience,’ you would select the option ‘targeting people aged 18 and older in Sydney, Australia’.

Likewise, if you are a Wedding Planner in Sydney your target ‘audience’ would be something like ‘women aged 18 and older who are in a relationship or engaged, in Sydney Australia’.


The great thing about Facebook is that unlike Google, you have a lot of personal information at your fingertips. For example, a user may put information about their favourite likes and interests, or age, gender and relationship status. Because of this, you have the ability to create an ad targetted at the audience you believe will be interested in your service/product. This is especially helpful for niche products and services.

You can specifically target users to see your ads based on:

  • Age/birthday
  • Likes and interests
  • Education
  • Connections

For example, if you are a Camera Store located throughout Australia, your “Audience” target would be something like “people aged 18 and older in Australia whose likes/interests are in photos, cameras, photography, taking pictures.”

This is how specific you can get on Facebook – so know your target audience well.

3. Ad Creative

Make your product stand out

Ensure your ad creative text is simple and easy to read, targeted to your audience and highlight any unique selling points or special promotions or offers.

Use strong call-to-action

Using call-to-actions and also providing benefits/offers are important as they encourage users to click through to your website/specific offer.

Use positive and active verbs such as buy, sell, order, and ‘get a quote’.

Use an image

As Facebook users’ main use/purpose is not to specifically buy products/services, you want to ensure your ads are eye catching and stand out. Even if users do not click on your specific ad, having an image helps subconscious brand awareness.

The image size dimensions should be 110 pixels wide by 80 pixels tall, so Facebook recommends not having text in your image as it will be hard to read. You also want to maximise your small picture space as much as possibe!

4. Landing pages

Ensure you direct users to the most relevant URL/page of your website when your ad is clicked.

Why? People are time poor, especially those on Facebook that are not usually specifically there to engage in purchasing a product/service. If a potential consumer/client clicks on your ads, you want them to immediately see the information or product in more detail from your ad creative.

5. Evaluate your campaign performance and make the necessary changes

Do not ‘set and forget’ your Facebook Ad campaign, as so many do this. It is important to monitor and track your ad’s performance to ensure you are reaching or close to reaching your advertising goal/objective.

You will be able to view specific statistic reports from your Facebook Ad performance:

  • Advertising Performance: Covers general ad statistics such as impressions (how many times your ad appeared), Clicks, Click Through Rate (Clicks vs Impressions).
  • Responder Demographics: Information about general demographics of those who viewed (impressions) or clicked on your ad
  • Responder Profiles: See more information from the types of users who see/click your ads based on interests they have listed on their personal profiles such as interests, books, music, TV shows ect.
  • Conversions by Conversion Time
  • Conversion by Impression Time

All these stats can be used to help you track and measure the success of your campaign against the initial goals and objectives set.

To view the official Facebook suggestions, click here.

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