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Facebook Ad Practices For Better ROI

A man using Facebook to work on Facebook ads on his laptop

Facebook is a powerful platform for businesses to connect with their target audience. With a massive 3.03 billion monthly active users, it's a great way to reach potential customers.

But here's the catch: experts say that people see around 4,000 to 10,000 ads every day! That's a lot of ads to compete with. So, how can your ads stand out? That's where we can help.

Facebook ads can make your business a lot of money if you do them right. But if you don't, you might end up wasting your money.

In this detailed article, we'll explore the key strategies and best practices for creating Facebook ads that catch people's attention and actually help you achieve your marketing goals.

What Are The Different Types Of Facebook Ads?

Facebook offers a variety of ad formats to cater to different marketing objectives and audience preferences. Understanding the different types of Facebook ads and when to use them is crucial for crafting effective ad campaigns. Here are some of the most common types of Facebook ads:

Image Ads

Screenshot from Meta

Objective: Image ads are simple and effective for generating brand awareness and engagement.

Description: These ads feature a single image with a small amount of accompanying text. They are great for showcasing your products, services, or brand visuals.

Best Practices: Use high-quality, eye-catching images, and ensure the ad copy complements the image.

Video Ads

Screenshot from Meta

Objective: Video ads often perform well for engagement and brand awareness. They are highly effective in capturing users' attention and conveying a message.

Description: Video content can be particularly engaging when it tells a compelling story or demonstrates a product in action.These ads can be up to 240 minutes long. You can include a headline, description, and CTA button.

Best Practices: Create engaging and informative videos with a clear message and strong storytelling. Don’t forget to optimize for mobile viewing!

Carousel Ads

Screenshot from Meta

Objective: Carousel ads are versatile and can be effective for showcasing multiple products or features. They are great for e-commerce businesses looking to highlight a range of products or for storytelling through a series of images or videos.

Description: These ads allow you to display two or more scrollable images or videos in a single ad. Each ad can have its own link and headline.

Best Practices: Use the carousel format to tell a compelling story or showcase a range of products. Ensure each card is visually appealing and complements the others.

Collection Ads

Screenshot from Meta

Objective: Collection ads can work well for online sales and product catalog showcasing. They provide a visually appealing and interactive experience for users interested in your products.

Description: These ads combine a video or image with a collection of products. When a user clicks on the ad, they are taken to an instant experience where they can browse and shop.

Best Practices: Use high-quality visuals and include a variety of products that are relevant to the target audience.

Lead Ads

Objective: Lead ads can perform well for lead generation campaigns. They streamline the process of collecting user information by pre-filling form fields with data from users' Facebook profiles, making it convenient for users to submit their details.

Description: These ads feature a CTA button that, when clicked, opens a pre-filled form with user information from their Facebook profile.

Best Practices: Create compelling offers such discounts or weekly newsletters and keep the form fields minimal to increase form submissions.

Dynamic Ads

Objective: Dynamic ads are excellent for retargeting and personalized advertising, making them a valuable tool for e-commerce businesses.

Description: These ads automatically display products to users who have previously shown interest in them on your website or app.

Best Practices: Set up a product catalog and retarget users based on their interactions with your website or app.

Selecting the right Facebook ad format depends on your campaign objectives, target audience, and the content you have available.

Keep in mind that regularly updating and refreshing your ad content is essential to maintaining audience engagement and achieving the desired results.

When Creating Ads, What Should We Focus On?

Facebook logo

Running successful ads isn't as simple as putting up a pretty picture and hoping for the best. There’s so much that goes into running a successful ad which we will get into below:

Know Your Audience

Before you begin creating your Facebook ads, it's essential to really know your target audience. Who are these people? What are they interested in, what's their background, and how do they behave online? Let's dive into some examples:


  1. If you're a trendy clothing retailer, your target audience might be young adults aged 18-30, with a slight preference for females.

  2. If you sell high-end watches, your audience might be more skewed toward individuals aged 30-60, both male and female, with a higher income level.

Interests and Hobbies

  1. A travel agency might target people interested in travel, adventure, and exploring new places.

  2. An online bookstore might focus on book enthusiasts, literature lovers, or fans of specific genres like science fiction or romance.


  1. An eco-friendly product company might target individuals who have shown a history of environmental awareness or sustainable shopping behaviors.

  2. A fitness app could aim for users who have a history of downloading fitness-related apps or regularly visiting gym websites.

Understanding these aspects of your target audience helps you tailor your ad content and delivery to make it more appealing and relevant to them. It's like speaking their language and addressing their specific needs and interests.

Facebook provides a wealth of data and tools to help you define your audience, including Custom Audiences, Lookalike Audiences, and detailed targeting options.

Custom Audiences

Custom Audiences are like your personal guest list for your ad campaign. You can create a Custom Audience by uploading a list of your existing customers' email addresses, phone numbers, or other identifiers.

Facebook then matches this data with user profiles to create a custom group. Your ads will be shown to this specific group, which can be useful for retargeting or marketing to people who are already familiar with your brand.

Lookalike Audiences

Lookalike Audiences are like finding new friends who are a lot like your existing ones. Once you've created a Custom Audience, you can ask Facebook to find users who are similar to your existing customers.

Facebook uses its algorithms to identify common characteristics and behaviors among your Custom Audience and then shows your ads to this new group of people who share those traits.

Detailed Targeting Options

Detailed targeting options are like picking who you want to invite to your party. Facebook allows you to specify the characteristics and interests of the audience you want to reach.

For example, if you sell hiking gear, you can target people interested in hiking, outdoor activities, camping, or related brands. This ensures your ads are shown to individuals who are likely interested in your products.

These tools help you tailor your advertising to the right people, increasing the chances of a successful campaign.

Setting Clear Objectives

A woman smiling at the camera with a campaign objective bubble on the left
Screenshot from Meta

Your ad campaign should have a clear goal, whether it's to generate leads, drive website traffic, increase sales, or raise brand awareness. Your objectives will determine the ad format, budget, and targeting strategies.

As mentioned above, Facebook offers various ad formats, including image ads, video ads, carousel ads, and more. It’s important to choose the right format that aligns with your objectives.

Compelling Visuals

The visual elements of your Facebook ad are what first grab the viewer's attention. No one wants to click on a bad image.

Use high-quality images or videos that are relevant to your message. Make sure the visuals are eye-catching and resonate with your target audience. It's important to follow Facebook's image and video ad specs to ensure your content displays correctly and optimally on the platform.

These specifications can include details such as:

Image Dimensions: The recommended dimensions (in pixels) for images and videos used in ads. For example, typical image specs might be 1080 x 1080 pixels for an ad image.

File Formats: The acceptable file formats for images and videos, such as JPEG or PNG for images and MP4 for videos.

Text Limitations: The maximum amount of text that can appear on ad images or videos. Facebook has specific rules about the percentage of text that can cover an image. As of now, your text should cover no more than 20% of the image's total area.

Video Length: The allowed duration for video ads, which can vary depending on the ad placement.

Audio Requirements: Specifications for audio quality and settings, including recommendations for background music.

File Size: To make sure your images and videos load correctly, there are limits on how big the files can be. Right now, the rule is that images should not exceed 30MB, and videos should stay under 4GB in size.

Image Ratio: Guidelines for the aspect ratio of images to prevent distortion when displayed in ads.

Video Resolution: Recommendations for video quality, including resolution and frame rate.

Ad Placement Specs: Different ad placements (e.g., Facebook, Instagram, Audience Network) may have specific specs for optimal display.

Mobile Optimization: Guidance on creating content that works well on mobile devices, given the significant number of mobile users on Facebook.

Facebook periodically updates its ad specs to accommodate changes in the platform's design and capabilities. Adhering to these specifications ensures that your ads appear as intended and are optimized for performance.

You can find the most current ad specs on Facebook's official advertising guidelines page or within the Ads Manager when you're creating ads.

Engaging Copy

Accompany your visuals with compelling ad copy. The text should be concise, persuasive, and tailored to your target audience.

Use a strong headline and a clear call to action (CTA) to guide users on what you want them to do. Whether it's "Shop Now," "Learn More," or "Sign Up," your CTA should be aligned with your campaign objective.

A/B Testing

A man working on optimisations on his Facebook ads

Considering the many choices involving text, images, and target audiences, you might be wondering how to find the best combination. Facebook provides a valuable tool to address this: A/B testing. A/B testing is a critical part of creating effective Facebook ads.

You can craft various versions of a single ad within a campaign, each with its own set of images, text, and headlines. Facebook then monitors the performance of these versions and determines a winner based on your campaign's objectives. You have the flexibility to decide the duration of the test, and you can even allow Facebook to automatically choose the winning version once it accumulates sufficient data.

Budget and Schedule

The age-old saying that you have to invest money to make money holds true when it comes to Facebook Ads. To make this platform work for you, you need to be willing to allocate a budget. You can choose between daily or lifetime budgets and set a start and end date for your campaign. For your initial campaign, we recommend considering a budget in the range of $2,000 to $3,000. Another way to approach this is to think in terms of a daily budget of approximately $80.

When configuring your ads, you have the option to set a maximum spending limit. You can choose to allow the ads to run continuously until you achieve your desired results or set a predefined limit that cannot be exceeded. Don't be discouraged by the dollar amount; while it's a good starting point, we can tailor a successful campaign to work within any budget constraints you may have.

PRO TIP: Remember to regularly check and adjust your budget as needed.

Conversion Tracking

Conversion Tracking is a vital tool in your Facebook advertising toolkit. It allows you to gauge how successful your ads are at driving specific actions on your website, like making a purchase or subscribing to a newsletter. This data is pure gold when it comes to fine-tuning your ad campaigns and understanding the return on your investment (ROI).

To do this, you can use something called a Facebook Pixel. This is a small piece of code provided by Facebook, which you add to your website. Think of it as a watchful observer that keeps track of what people do on your site, whether it's buying something, subscribing, or other actions you want to monitor.

But the pixel does more than just watch. It gathers important information about these actions, like a backstage pass to see how people behave on your website and how these actions relate to your Facebook ads.

Ad Compliance

Ensure that your ads comply with Facebook's advertising policies. Facebook has strict guidelines regarding ad content, targeting, and more. Violating these policies can result in ad disapproval or account suspension.

Continuous Monitoring and Optimization

A woman typing really fast onto her laptop

The work doesn't end once your ads are live. Regularly monitor the performance of your ads and make adjustments based on the data.

Facebook's ad manager provides insights into metrics like CTR, engagement, and conversion rates. Use this information to refine your targeting, creative, and budget allocation.

Scaling Your Success

When you identify high-performing ads, consider scaling your campaigns by increasing the budget or expanding your targeting. Look for opportunities to replicate success in different audience segments or geographic locations.

Final Words

To wrap it up, making effective Facebook ads is like putting together a puzzle. You need to understand your audience, have clear goals, use eye-catching pictures and words, and keep improving.

Facebook gives you lots of tools, but the key is to keep learning and adjusting your strategies over time. By following these tips and staying in the loop with what's new on Facebook, you can create ads that really help your business.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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