There are strict Facebook Advertisement Polices that you need to follow to create Facebook Ads successfully. And, there are general rules for creating Facebook Ads that will perform better.
In this article I will break down both Strict and General rules that are good to follow when you create Facebook Ads.
Facebook Ads can be very effective if you know how to use them right.
Define your goals (general rule)
Like every marketing activity the first step is to define goals.
Keep in mind, setting goals is the most important step for every marketing campaign. If you don’t have a goal defined, you can’t measure success.
In this step, it is important to realize that Facebook is for:
- interaction and
- connection with consumers.
Also, you can use Facebook to determine consumers’ behavior and needs, so you can easily promote your product.
Ad content (general rule)
Be different if you want to be noticed. Because you have to stand out to get more clicks, you will have to work through good ad copy. If you offer quality content, there is great possibility they will click.
The ad copy must include:
- proper use of grammar,
- symbols, and
- numbers or letters per their actual meanings.
If you want to mention Facebook in your ad, make sure to follow the rules to write “Facebook” with a capital “F”, and to display the word “Facebook” in the same font size and style as the content surrounding it.
All components of an ad, must be relevant to the product or service being offered and the audience viewing the ad.
That means no deceptive, false, or misleading content, including deceptive claims, offers, or business practices.
Landing page (general rule)
Landing pages must be directly related to the ad headline and must clearly present the product or service being promoted in your Facebook ad.
Ads and landing page must be consistent. So, if you are promoting discount on the ad, the same offer must be highlighted in your landing page.
In addition, landing pages can only contain content, products, or services approved by Facebook Ad Guidelines.
Strictly forbidden content are one that is inappropriate, illegal or unsafe.
Use Facebook for targeting (general rule)
Yes, it is important to have creative ad copy, but also you’ll have to be creative in finding ways for better promotion and better reach, and ultimately for selling. Facebook helps you make smaller groups with common grounds, which is the best way for good targeting. Effective targeting means half of the job done. In that manner your ad will be more efficient. Facebook provides 11 targeting factors for advertisers:
In that way you can make very specific Facebook ads with more odds of success, instead of one big ad designed for all.
If you are targeting alcohol, dating of adult products, you must hold on to Facebook Advertising Policies.
Connect with your consumers (general rule)
Facebook ad is the most effective way to get close to your audience, but it is not good for direct sales. So use that benefit in your behalf. By using Facebook tools like “Become a Fan” of “RSVP” to an event, you can easily interact and communicate with your customers. This form of relationship building helps you find and build long-term customers and that is the most important part of Facebook marketing. One of the main Facebook policies is caring about the user experience. And that’s why you need to blend in the sea of people interaction and everyday activity.
Rules of using images (strict rules)
Images in promoted post cannot have more than 20% text, including logos and slogans.
This guideline applies to all Facebook ads, including video thumbnails. This rule sometimes can be confusing, especially if you are not a graphic person.
Also, images cannot use:
- sexual of sensitive issues,
- neither can use shock tactics.
Images cannot use Facebook brand images without permission and images for users under 18 must be appropriate for that age group.
Also, images that emphasize an ”ideal body”, or ones showing unlikely results, like “before and after images”, are not allowed. Images should not use “Play” icon, if they are linking to an external site, in order to trick users into thinking that they are clicking on a video.
Research and monitor ad performance
When you are already out there, make sure to perform two activities:
- research and
Make research of other advertisers to easily get free information. Then compare with them, what they have that you don’t, and try to make extra effort of performing better. Make changes that you’ve found to be effective in order to improve your advertising.
Facebook helps you with many monitoring tools for every campaign you are running. You can use Measure Results in Ads Manager where you can find many steps to determine your Ads’ performance and whether or not you are getting preferred audience response.
At the end of the Facebook ad guidelines, Facebook underlines that they reserve the right to reject, approve or remove any ad for any reason.
So, be sure to follow all the guidelines, but do not be surprised when the rules change. And if you want to become master with Facebook Ads, then read these Facebook Advertisement Tips.