In case you haven’t heard, you can advertise on Facebook now. Great! So how do you get started? Here are some things we have learned so far (through our own testing, as well as conversations with Facebook reps and engineers). It’s not an exact science yet, and I wouldn’t presume to define it as “best practices,” but it’s a good place to start. Enjoy!

Image Size
Our recommendation is to use a 110 X 80 or 85 X 62 image in your ads. Facebook accepts various sizes, but they are then resized down to the 110 X 80 size, and the image can become foggy or distorted. Therefore we recommend the 110 X 80 size so your image will appear crisp and clean.

Image Quality
There are three main recommendations in regards to which images to use. The first is to try not to use white space in the image. Since the background on Facebook is white, an image with a white background will blend into it, whereas an image with a dark background will be distinguished from the rest of the page. The second two recommendations go hand-in-hand: try to avoid using logos, and product action shots work best. Logos are great, but images where the user can click on the product action shot perform best. For example, if you are offering a travel deal, use a shot of a plane taking off or a picture of the beach. If you are selling laptops, show someone using one, instead of your logo. 

Ad Language
Facebook recommends the following as good drivers of click-through-rate (CTR):

  • Ask questions in the ad
  • Use third person
  • Include a time prompt (now, today, limited time)
  • Emphasize discounts & free offers

On the flip side, Facebook suggests avoiding the following pitfalls (so CTR is not diminished):

  • Being too wordy
  • Being too trendy in verbiage
  • Using first person
  • USING TOO MANY CAPS
  • Percentage signs (it works better to include the actual dollar discount)

We hope these suggestions will help maximize your Facebook advertising campaigns. Happy Facebooking!

Karen Maciolek
Senior Account Manager/Master Social Media Strategizer

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