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
  • 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