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The Do’s and Don'ts of Placing Effective Ads on Facebook

Thursday, June 22, 2023

The Do’s and Don'ts of Placing Effective Ads on Facebook

In this article, I want to share with you the Do’s and Don’t of placing effective Ads on Facebook or Meta nowadays.

Now keep in mind these strategies are always changing, and platforms are changing, so while I am writing this, this may be outdated, but for the most part, I’m sure it’ll work just as fine.


Facebook has emerged as a powerhouse platform for businesses to connect with their target audience. With over 2.8 billion monthly active users, Facebook provides an excellent opportunity to reach a wide range of potential customers.

However, to make the most of this platform, it is crucial to understand the dos and don'ts of placing effective ads on Facebook. In this article, we will explore the key strategies that can help you create compelling and impactful ads while avoiding common pitfalls.

Now the biggest thing with placing ads is the ad itself. If you don’t have a good script, the ad will fail miserably. From my perspective, Video ads are outperforming image ads 4 to 1 in the markets that I am in.

So you want to create video ads that are catchy, have a hook, story, and offer framework and have a clear CTA (Or a call to action)

Tips for Successful Ads on Facebook

Here are a few tips you can look for when launching successful ads:

  • Clearly Define Your Objective:        desired outcomes. Before creating an ad campaign, it's essential
            to define your objectives. Are you aiming to generate brand awareness, drive
            traffic to your website, or boost sales? Clearly outlining your goals will help
            you tailor your ad content and select the right ad format to achieve your
  • Understand Your Target Audience:        create ads that resonate with them, increasing the chances of engagement
            and conversions. Knowing your target audience is crucial
            for effective ad placement. Leverage Facebook's detailed targeting options to
            define your audience based on demographics, interests, behaviors, and
            location. By understanding your audience's preferences and needs, you can
  • Compelling Visuals:        properly formatted for the Facebook platform to maximize their impact. Visual content plays a significant role in catching users'
            attention as they scroll through their Facebook feeds. Use high-quality and
            eye-catching images or videos that are relevant to your message and aligned
            with your brand identity. Ensure that your visuals are clear, vibrant, and
  • Concise and Engaging Copy:        or service, using language that resonates with your target audience. Facebook ads provide limited space for text, so
            it's important to craft concise and engaging copy that captures attention
            quickly. Use compelling headlines and concise ad descriptions that clearly
            communicate your value proposition. Focus on the benefits of your product
  • A/B Testing:        refine your campaigns and improve performance.
    A/B testing is a valuable strategy for optimizing your Facebook
            ads. Create multiple variations of your ads and test them with different
            audience segments to identify which combinations yield the best results.
            Experiment with different ad formats, visuals, copy, and calls-to-action to

Use Facebook’s Algorithm to Your Advantage

Use Facebook’s Algorithm to Your Advantage

What I've found to be helpful is using Facebook’s own algorithm to make my ads successful. Here’s what I mean.

The days of advertisers manually hacking way to ad success are no more. Top advertisers are now leveraging a specific set of automated ad tactics to unlock new phases for growth.

Facebook calls these tactics the “Power 5” and when used together, they have the ability to transform direct-response ad performance, drive online sales, and scale efficiently across the Facebook family of apps.

Now you be wondering what does Power 5 even mean? And why does it work?

Power 5 stands for the following tactics:

  • ​Account Simplification
  • ​Campaign Budget Optimization (Now ABO)
  • ​Automatic Placements
  • ​Auto Advanced Matching
  • ​Dynamic Ads

This allows Facebook’s algorithm to determine where to place your ad, who to target by seeing who responds to your ad and who does not.

Facebook initially created this strategy for direct response advertisers like us, who want to have lower CPMS (Cost per a thousand impressions) and overall lower conversion rates.

This strategy works great for all types of businesses, whether big or small. But here’s the main kicker.

You want to place ads that are easy to grab attention and target audiences who are easily converted.

This is where the scripts you write, the copy you create, and the funnels you have are crucial. You must have a streamlined process of generating attention and converting that attention into dollars.

One of my favorite ways to do this is by launching lead ads or sales ads that are known to get conversions. I almost never touch traffic or reach ads. Unless I am retargeting people from my site or a webinar or an event I host.

So you want to create an easy process that potential customers can walk through, sign up, and eventually stick around to give you cash.

Avoid These Mistakes When Putting Ads on Facebook

Avoid These Mistakes When Putting Ads on Facebook

Now here are a few don’ts of Facebook ads placement:

  • Don't Overload with Text:        effectively without relying heavily on text. And be careful with using the
            word “You” a lot. Facebook has strict guidelines regarding the
            amount of text allowed in ad images. Avoid overcrowding your visuals with
            excessive text, as it can negatively impact the delivery and reach of your ads.
            Instead, focus on using compelling visuals that convey your message
  • Don't Ignore Ad Performance Metrics:        analyze the performance data to identify areas for improvement and make
            data-driven decisions. Facebook provides valuable insights
            into your ad performance through metrics like click-through rates,
            conversion rates, and engagement levels. Ignoring these metrics can prevent
            you from optimizing your campaigns effectively. Regularly monitor and
  • Avoid Misleading or Deceptive Content:        products or services, and ensure that your ads deliver on the promises made.
            And do not place before and after pictures. You want to read Facebook’s
            compliance articles before launching. Transparency and honesty are
            crucial when creating Facebook ads. Avoid using misleading or deceptive
            content that could harm your brand's reputation and lead to negative
            feedback from users. Clearly communicate the value proposition of your
  • Don't Set It and Forget It:        Remember, you ads have a shelf life value, meaning they can’t be run forever.
            If your ad is successful, it is only a matter of time before it saturates a
            market. A good rule of thumb is, if an ad is successful, we launch until it
            saturates the market, and when it has, we take it off the market for 6 months
            and re-launch it back.
    Successful Facebook advertising requires ongoing
            monitoring and optimization. Set aside time to regularly review and adjust
            your campaigns based on the performance data. Continuously refine your
            targeting, ad formats, and messaging to keep your ads fresh and engaging.

Now placing effective ads on Facebook requires careful planning, understanding your audience, and regular optimization.

By following the dos and avoiding don'ts discussed in this article, you can create compelling and impactful ads that drive engagement, increase conversions, and help you achieve your marketing goals on one of the largest social media platforms.

One thing I didn’t mention in this article is retargeting ads, which is a crucial step in making ads successful. You can learn more about some of my thoughts on this and other ways social media stacks against traditional marketing techniques here.

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