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Do's and don'ts for Facebook ads

Updated: Dec 19, 2022

With a user base of over 2 billion people, there’s never been a better time to get started with advertising on Facebook.

Facebook ads help you reach the people in your audience most likely to be interested in your product or service. In order to get the best results, it’s important to understand some of the main do’s and don’ts for ads before you dive in. Let’s get started with our top six.

Do focus on creative

When it comes to running ads on Facebook, it’s not as easy as posting an image and sharing it as an ad, hoping to get results. There are multiple creative fields to take into consideration when investing in ads.

Here’s a list of all the fields Facebook asks businesses to fill out during the creative step:

  • Format

  • Media

  • Edit Placement

  • Primary Text

  • Headline

  • Description

  • Call to Action (CTA)

  • Website URL

  • Display Link

  • Tracking

Don’t get discouraged if you don’t see results right away

As with any marketing campaign, it can take some time (and patience) to see results.

Facebook’s algorithm works to learn, adapt, and show your ad to the right people, called the learning phase. This is the period when the delivery system is learning about your ad. During the learning phase, the delivery system is exploring the best way to deliver your ad set to the right audience.

Additionally, Facebook advertising is a skill that can be sharpened with more practice. Which leads us to the next point...

Do experiment with your ads

Once you have gotten some experience with ads and have results to compare, optimize your marketing efforts by experimenting with your ads.

Here are some parts of your ad to experiment with:

  • Headline

  • Ad copy length

  • Call to action

  • Image

  • Audience

Please note that Facebook suggests waiting 14 days before making any significant changes to your ad.

Don’t use too much text in your images

When using text on your image, try a smaller font and fewer words to lower the proportion of text to image. Research from Facebook has found that images with less than 20% text perform better, though there is no limit on the amount of text you can use on your ad image.

Do use the correct specs

When it comes to creating ads, ensuring that all parts of the ad—design, text, specs—are optimized to their fullest potential is crucial to getting the best results.

To ensure your ads are optimized, check out our size guide to help you create thumb-stopping ads.

Don’t forget to proofread all copy

To keep your ads looking as polished and professional as possible, it is important to proofread all the copy in the ad and the image itself. Double check that the spelling, grammar, and punctuation is correct.

For extra assurance, seek a second opinion. If that’s not possible, take a break and come back to your content with a fresh set of eyes.


Ready to try Facebook ads but not sure where to start? We’re here to help! Check out our Facebook ads resources below:


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