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Facebook Ads: Make them Opinions profitable with best practices

This popular social network allows you to promote your business, regardless of its size and the advertising budget you have. However, whether you have just a few dollars or hundreds of dollars to invest in Facebook advertising, if you don’t take care to properly configure and optimize your ad settings, you may be disappointed with the results through M&A advisory.

By adopting best practices, you will more easily make the advertising campaigns that you put online on Facebook Opinions profitable! In this article, we give you ways to make your ads profitable. But first, a little more about Facebook Ads!

What is Facebook advertising?

If you have a professional page on Facebook, you are used to feeding it by posting regularly and interacting with your audience. However, the publications only have a very low organic reach Opinions. That is, only a small percentage of your subscribers see them. To reach more potential customers, companies must turn to paid advertising. Facebook offers the possibility of serving advertisements to a specific audience that you have chosen Opinions, for a fee. So, with advertising, you reach more people than with posts from your Facebook page.

Selling advertising space by allowing precise targeting is Facebook’s business model.

How does it work?

On Facebook, as on several platforms, advertising purchases work according to an auction principle Opinions. Bid type, targeting, budget, ad placement, and ad quality will influence everything. It will be up to you to choose the parameters via the advertising manager (in English “Business manager”). You will therefore understand that writing a good catchphrase Opinions and creating a good visual is not enough to ensure the success of your advertising campaign!

Why advertise on Facebook?

Buying advertising on Facebook is a very effective way to reach your target customers Opinions. Indeed, Facebook has more than 1.8 billion daily active users worldwide [i]. The latter connect about 8 times daily Opinions. It is therefore a safe bet that your customers are also there and that they are active there!

Facebook also allows you to determine the audiences to properly target the customers to whom you want to present your advertisements. This can lower your cost per click (CPC) since you’re only paying to show your ads to an audience that’s more likely to be interested. Facebook’s average CPC across all industries is $1.72 [ii]. Which is lower than other platforms, like Google AdWords, for example, which gets an average CPC of around $2.70 [iii]. There are several other advantages of advertising on Facebook, we invite you to discover them in this article.

Convinced? For best results, be sure to apply the following basic principles!

Our 10 best practices for advertising that works 

There are several parameters to take into account when it comes to creating a successful advertising campaign Opinions. Here are our 10 best practices for advertising.

1 – The image at the heart of Facebook advertising

The image in Facebook advertising, as in all types of advertising, is of great importance. It attracts the eye and makes your company and its colors are known. On Facebook, it is possible to design a campaign with a single image or to create a carousel containing up to 10. You can also do the same with a video campaign. Moreover, the latter obtain excellent results on social networks, we talk about it a little more in the section dealing with advertising formats.

Here are the rules to follow for an effective visual:

  • There is no more text limit to put on the images, however Opinions, we advise limiting the number of words that are there, or even avoiding adding any
  • Use the right ad formats according to the selected placements
  • Make sure the images are high resolution
  • Choose an image that represents the product or service you are promoting
  • Photos with faces or in a “lifestyle” style perform well

It is important to put yourself in the customers’ shoes by choosing your image because you should never forget that Facebook users do not like to see advertising. So:

It’s often best to take a photo without any text since it won’t look like an advertisement. We have done tests and the results are, in most cases, much better.

The other element to take into account is what catches the eye of the Internet user. We noticed that when an advertising photo contained people radiating happiness, the click-through rate was much higher, so the PPC was much lower.

2 – A convincing text

The image is important in Facebook advertising, but don’t neglect the text! It should be clear, concise, and direct. The goal is to spark interest and inspire confidence in just a few words.

Also, make sure that there is consistency between the image and the text you compose. The formula to adopt? Present your product, service, or offer, describe the benefits you bring, and ask your readers to take action! A few rules to follow to optimize everything:

  • Create a hook that arouses interest (create an intrigue, question, promise something, confirm a suspicion…)
  • Say a lot in a few words, since few Internet users click on “show more”. There are only about 125 visible characters without having to click.
  • Speak the same language as your target
  • Speak directly to your audience
  • Adding numbers (statistics, discounts, prices, etc.) can also be a good way to inspire trust and boost your brand awareness.

As for emojis, go sparingly. If you decide to add any, make sure the ones you choose are relevant to your message Opinions. There are several sites to easily find emojis. We love using the Emoji Copy site.

3 – Don’t forget the action button

The action button is an incentive. It’s super important to tell the user what you want them to do after seeing your ad.

Facebook offers several. It’s up to you to choose the one that matches your goal! This can be to book an appointment, send you a message, call you, ask a question, upload a document, etc. In any case, it is essential to put one.

4 – Choose the right location for displaying advertisements

When you create an advertisement on Facebook, you can choose the option “automatic placements” or “manual placements”. We recommend that you choose the placements on your own, therefore manual, depending on the audience you are targeting and the objectives of your advertising. Not all locations reap the same results and the results will depend on your goals!

Here are the possible investments:

  • The Facebook feed, that is to say, the main page that you are probably used to scrolling
  • The right column (much less visible)
  • Instant Articles
  • The Marketplace
  • The video thread
  • The Stories
  • Messenger
  • Facebook search results
  • The Audience Network
  • Each location requires a different image or video format.

5 – Install the Facebook pixel on your website

Since 2018, it has been possible to use Pixel Facebook Ads, a small piece of JavaScript code to integrate into your website, allowing you to track the behavior of Internet users who have visited your company’s website.

The pixel collects relevant data on the behavior of Internet users on your website Opinions. This data is used to optimize the targeting of your advertisements and to carry out remarketing. For example, by creating a specific audience, you can exclude people who have visited your website at least once, which allows you to present your advertisements only to customers who do not know you yet. Conversely, you can also retarget people who have visited your site with specific advertisements, such as a special offer. 

Thanks to the data collected by the Pixel, you will also be able to follow conversions such as purchases, additions to the cart, or subscriptions to the newsletter to better measure the results of your campaign.

6 – Choose the right advertising format

There are several advertising formats on Facebook. Select the one that will suit your goals. For example, the photo is the easiest and fastest way to make your business known! It’s the perfect format for driving people to your website.

On the video side, there are several options available to you. In addition to traditional videos, you can create playable ads or even immersive experiences for your customers. They can be integrated into videos that your audience is likely to watch, they can be in the Facebook feed or even in Story! It is the perfect format to attract attention. For more efficiency, remember to add subtitles and do not exceed 1 minute!

There is also the Messenger format to reach your audience there. The advertisement appears between two conversations. It’s a great way to get in touch with your customers by creating a proximity effect. It is also a good advertising format to retarget your customers by sending promotions to those who have already chatted with your company through Messenger.

Do you have a story to tell or several products or services to show? The Carousel option or the Collection option is for you! The Collection format will help your customers browse your e-commerce catalog and make purchases directly online.

7 – Master targeting

With Facebook Ads, you can target, and even micro-target, audiences in multiple ways:

  • According to their location
  • According to their language
  • According to their fields of interest
  • According to their connections
  • According to their behavior
  • According to certain demographics

To set everything up properly, you will need to know your ideal client (your persona) for the campaign you will be broadcasting. You will be able to save different custom audiences as well as lookalike audiences from the data you have and thus reuse them. This saves hours of configuration work.

8 – Evaluate your results regularly

Once your ad campaign is launched, be sure to track its performance closely. This will make it easier for you to make the necessary changes if needed.

Indicators to follow:

  • Reach (the number of people who saw your ad)
  • The number of impressions (the number of times your ad has been seen)
  • Engagement (the number of reactions, comments, shares, and clicks on the ad)
  • Conversion volume and cost per conversion (return on investment)
  • The click-through rate (CTR) is calculated by dividing the number of clicks by the number of impressions.
  • Cost per thousand impressions (CPM) and cost per click (CPC)
  • Repetitions [ number of times someone has seen your ad]

In general, if you notice that the engagement decreases on your ads, that there are fewer clicks, that the cost per click increases, or that the number of repetitions exceeds the threshold of your audience’s tolerance, it is a sign that it’s time to change the advertising or implement a real advertising strategy. However, wait a few days before concluding.

9 – Optimize your advertising budget

Facebook offers the possibility of defining a budget per day or a total budget for the duration of a campaign. In any case, you must have specific and well-established objectives. This will allow you to properly monitor the indicators listed in the previous point and evaluate the results. This will allow you to determine if the amount you are investing in advertising is profitable and if it would be better to change the advertising or, on the contrary, to increase the budget.

To optimize the management of an advertising budget, Facebook has implemented automated rules. It’s kind of a tool that allows you to automate processes, like:

  • Automatically increase the campaign budget when conversions exceed a certain threshold or when a certain number of people click on the action button.
  • Pause a poorly performing ad when a metric hits a set threshold
  • Suspend your campaigns on weekends
  • Schedule a rotation over time of your advertisements
  • And more
  • It is a function to know for increased performance of the campaigns!

10 – Test after test

With all these parameters, you will understand that it is difficult to find the winning formula the first time! This is why it is advisable to do tests with the help of the M&A advisor. To help you, Facebook Ads offers the option of A/B testing within the Ads Manager.

To pass an A/B test, you only need to change one item at a time; the photo, targeting, location, or a term in the text. The results obtained will allow you to draw conclusions and constantly improve your advertisements to make them more and more efficient.


Our recommendation? Take some time to ponder prudently about the following:

  • Images/videos
  • The texts
  • Advertising locations
  • The purpose of advertising
  • The budget
  • The ad format

You can then configure your ads to get better results. Most importantly, don’t forget to analyze your campaigns along the way so you can make changes when needed and experiment to find the formula that will work best for you.

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