Facebook Advertising

The boom in social media marketing has allowed businesses to reach a wider market than they ever thought they could. If you want the best bang for your buck, Facebook advertising gives you the highest return on investment (ROI) among all social media platforms. No wonder that more than two thirds of businesses worldwide are gearing up for more aggressive and strategical Facebook paid ads this year, as per eMarketer.

But despite the enormous marketing opportunity that Facebook paid ads offer, there are companies that cannot harness the full might of Facebook advertising simply because they are doing it wrong. This article will help you set up effective and “clickable” Facebook paid ads.

The Ultimate Guide for Facebook Advertising that Works

With over 1 billion registered users worldwide, Facebook is practically a haven for digital marketers and alike. However, reaching users organically is more challenging than ever for businesses, especially with the social media platform’s recent algorithm update. But through Facebook paid ads, you can specifically target your desired audience and achieve better lead conversions.

An advertisement that works should have the following elements:

Target Audience

One of the most common pitfalls in social media marketing is choosing the wrong target audience. Facebook has structured targeting strategies and tools focused on a variety of demographics, such as location, interests, age, gender, and relationship status. In addition, businesses can optimise their Facebook paid ads, and specifically target their audience through lookalike audiences.

Facebook’s lookalike audience is a digital segmentation tool that helps companies find people on the platform who shares the same interests or demographics as their current followers and customers. The tool uses pixels, which are codes that track visitors on your website.

There are a lot of options to choose from when deciding for your lookalike sources. You can custom it based on the location, top purchasers, installers, and the like. What’s important here is that your lookalike audience should be composed of at least 100 people. Then aim for smaller target size for more accurate matches.

Captivating Visual Content

Your advertisement should have a visual content that grips your audience’s attention. Not only that it works well with Facebook’s algorithm, but it has better appeal than your traditional written content. As a matter of fact, visual content is 40% more likely to get shared than other types of content. And that extends to advertisements. You can play around logos, icons, creative graphics, and text overlays.

Since Facebook only allows a definite space for texts, you can use logos and signs to communicate to your audience. For instance, highlight logos that resonate with your brand. It would also be best to keep everything at the minimum, especially your graphics.

Another way to maximise the platform’s ad restrictions is to overlay your texts. Facebook limits the amount of texts you can put on your ad up to 20% of your ad space, which is why you need to make the most out of it. In addition, a disproportionate text to image ratio can affect your ad’s reach. Run your final image through Facebook’s Overlay Text tool to check how much text is in your advertisement.

Short, But Powerful Ad Title

Your ad title is crucial when it comes to Facebook advertising. You need to come up with a catchy reason why people should click your advertisement. What’s more challenging is that you have to convey it in 25 characters or less.

Facebook highly recommends that you incorporate your company’s name in your ad title, particularly if your goal is for better brand recognition. Your value proposition should also be clearly stated, as your audience would like to know how your brand can help them. Also, make sure that you follow the rules in capitalisation. Having your texts in all big caps or small caps would appear that you are shouting or whispering to your audience.

Call to Action

All of your efforts in creating a Facebook ad will be pointless if you don’t have a clear Call to Action (CTA). After putting up a good image and a catchy title, you should give a reason why your audience should click through. That’s what your CTA should be about. Whether you are offering something free or asking a question, you should get creative and think outside the box for your CTA.


When it comes to social media marketing, there’s no a one-size-fits-all strategy for all businesses. If you are looking for someone who can understand your brand and reinforce your digital marketing strategy, Visual Marketing Australia can help you. Click here to contact us today for more details.

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